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Globalization has led to that companies’ within the textile industry, now source manufacturing overseas. Supply chains are therefore now ultimately longer, with a lot of activities and people involved. Control and implementation of strategies is now something that companies need to considerate in the supply chain, in order to reduce lead times, meet the unpredictable demand of today’s consumers and compete against other retailers. One important task in this is for retailers to have an efficient PD and sample process, due to the fact that it's in this stage where the retailers still have time to make changes and prevent problems along the supply chain. The Conceptual Framework; describes that the textile industry is not high represented in the use lean even if the strategy doesn’t need large investments in technology or training. A great part of succeeding with lean lies in the development phase, and to build a well developed and thought out system to be able to create future products. In the methodology chapter the authors have chosen to perform a case study on a branded retailer. By conducting interviews, observations and value stream mapping, the researchers can approach the study from different angles in order to double check the results, which tends to increase the validity and reliability of a study. The study's empirical materials are based on seven semi-structured interviews with employees at the case company, two observations on fittings and a Value stream mapping (VSM) of 5 different styles. This was done in order to create a deeper understanding of the sample process and the activities involved and identify non-value adding activities. Discussion; the researchers have noticed that depending on the production country and product type, the sample process looks very different. This can be a result of that people working in the process don’t have a standardized way in handling problems and instead do it in their own way. The results that case company generated could be concluded that there are several problems in sample process, which is further discussed in the analysis chapter, where there are a number of lean tools that can eliminate the identified problems. The conclusion that the researchers made is that working with Lean PD can help the company to improve their capabilities and do more with less, by sorting out the unnecessary activities with a focus on standardizing. The literature say that VSM and 5S are most common in textile companies, but the researchers have seen, through this research, that other lean tools are applicable and appropriate in the PD as well.

Magister Commercii - MCom / One major contribution to entrepreneurship in the past decade is the introduction of social media, which has changed the way in which businesses are operated. It is argued that using social media has signalled a departure for many businesses from the tradition of word-of- mouth advertising of products and services. Furthermore, it has been suggested that social media has become a crucial mechanism of promoting products owing to its potential of reaching many people as well as being cost effective. Following this line of thought, it can be argued that social media platforms can revolutionize communication among individuals and businesses by increasing their networking circle. This study aimed to establish how female- owned Small Micro and Medium Enterprises (SMMEs) in the fashion retail sector in Cape Town use social media for both business and social networking purposes. The study used a qualitative research design where data were collected through semi-structured interviews and unobtrusive methods. These techniques were preferred because they allowed for an in-depth understanding of social media networking strategies. The findings highlight that social media contributes towards enhancing the existing business networks and the working activities of the female entrepreneurs; with both weak and strong ties playing a vital role towards cementing these connections.

Online fashion retailers use a wide array of colour names to describe the colours of their products; ranging from simple colour names such as the primary colours to more ambiguous colour names such as cloud and blush. Although many online retailers devote resources to the selection of colour names, no such research exists on the impact this has on online fashion consumers’ behaviours.The impact of colour naming on online fashion consumers is important as fashion and colour have a symbiotic relationship therefore the representation of colour within an online fashion retail setting is crucial. The need for colour naming within online fashion retailing is further intensified by the difficulties of accurately representing colour online and therefore the role of written product information, such as colour naming becomes important. To that end, this research aims to examine the impact of colour naming on online fashion consumers’ behaviours. Cognitive responses are considered to investigate the role of colour naming in providing information. Emotional responses are investigated to determine whether colour naming influences consumers in the same way colours are known to influence consumer behaviour. Finally, cognitive and emotional responses to colour naming are investigated to determine the impact on purchase outcomes within the online fashion retail environment. Qualitative and quantitative research approaches are used to derive empirical data. Through interviews and online questionnaires it establishes evidence to support the importance of colour naming within the online retail environment. Two online questionnaires were administered to determine the impact of colour naming on emotional responses and preferences for the colour naming categories within the online fashion retail environment by using the colour name appeal construct developed for this research. In-depth interviews were carried out to determine the impact of colour naming on cognitive responses and purchase intentions.The findings present a statistical significance for the causal relationship between colour naming and emotional responses. They reveal more complex colour names such as common descriptive, unexpected descriptive and ambiguous colour names are more likely to elicit emotions compared to common colour names. The findings also reveal the same colour naming categories are also more appealing within the context of online fashion retailing.A laddering technique was applied to the interviews. The results reveal that colour naming impacts on purchase intentions via a number of intervening variables; colour information, product information, product perception, information processing technique, aiding the shopping experience, understanding the product, emotional response, personal values, and post-purchase satisfaction. Again the complex colour names are found to have a wider reaching impact. Common and unexpected descriptive colour names did not always provide useful colour information to the consumers.This research presents empirical evidence regarding the impact of colour naming on online fashion consumers, thus shedding light on appropriate colour naming strategies for online fashion retailers.

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The objective of this study was to analyze the visual communication of fashion brand identity through the concept of window displays. Window displays are often categorized as an aspect of a much larger concept of visual merchandising that should be seen as a crucial part of the entire marketing communications. Although the concept of window displays is not new, their effect on the overall brand image creation remains relatively unexplored. The interpretation of communication in a visual form is complex in nature, and this research approaches the matter from a semiotic perspective. The approach was selected due to its capability to explore deeper meanings behind visual objects. In this study, window display is understood as a crucial part of the sign system of a fashion store. Window display is commonly regarded as the starting point of the entire shopping experience, and therefore in the lack of previous research, it is a logical starting point for this study. The analytical framework of the study follows the thee metafunctions of semiotic modes as discussed in the Theory of the Grammar of Visual Design by Kress and van Leeuwen (2006). The analytical framework is then applied to analyze six different window displays produced by the same fashion brand. Findings of the research are discussed in terms of the three metafunctions of ideational, interpersonal and textual, and the purpose is to increase the knowledge of how window displays can be used to depict different relations between brand, people, places and things. In terms of brand identity communication, the most important contribution is to understand the complex relationship that is formed between the window (the brand) and its viewer (the customer). As a result, this research finds that the window displays are loaded with multiple visual cues all of which intend to serve the same purpose of brand identity communication. Clothing and accessories are the most salient elements used and they can be understood as the embodiment of the brand identity. Images of models and mannequins are used to address the viewers and create a specific relationship with them. The less salient elements in the window displays are used to support the message the brand is conveying through the display.

A presente pesquisa apresenta um estudo em torno do cross-branding, parceria entre duas ou mais marcas a fim de lançarem um produto e/ou serviço, e da cocriação de coleções no varejo de moda brasileiro. O cross-branding vem sendo bastante utilizado no mercado e é uma das ferramentas de marketing em evidência. O objetivo principal deste trabalho é identificar - a partir de uma discussão em torno do fast-fashion e da moda como resultado da expressão contemporânea - como se dá a estratégia do cross-branding, bem como suas influências no desenvolvimento de coleções. O trabalho é realizado a partir de uma revisão bibliográfica em torno da história da indústria da moda, conceitos em desenvolvimento de produtos, reflexões sobre inovação, cocriação e o varejo atual. Foi possível discutir não só como se dá o cross-branding, como também os reflexos advindos da utilização da estratégia no varejo de moda. Foram realizados estudos de casos das coleções cápsulas das lojas de departamento C&A e Riachuelo, frutos de cross-brandings com marcas e estilistas brasileiros. / This research presents a study about the cross-branding, partnership between two or more brands willing to launch a product and / or service, and the co-creation of collections in brazilian fashion retail. The cross-branding has been often used in the fashion market and is one of the marketing strategies in evidence. The goal is to identify, from a discussion about fast-fashion and fashion as a result of contemporary expression, how is the strategy of cross-branding as well as their influences on the development of fashion collections. The work is done from a literature review about the history of the fashion industry, product development concepts, reflections on innovation, co-creation and nowadays retail. It was possible to discuss how the crossbranding works, as well as the reflections arising from the use of strategy in fashion retail. Case studies of capsule collections of department stores, as Riachuelo and C&A, the result of cross-brandings with Brazilian designers and brands, have been conducted.

Purpose The purpose of the thesis is to present, analyse and verify a self-constructed strategic retail model, consisting of four constituents: product, service, positioning and technology. Each constituent represents a focal area, which forms a basis for discussing and interpreting factors and challenges connected to the future of retailing. Additionally, the thesis aims to examine the significance of the strategic retail model in regards to the future of retailing in a fashion context. Method The study is characterised by a qualitative nature, conducted with an abductive approach. The background has been rooted in reality, taking in account the digital revolution, the assumption that traditional marketing is dead and current retail trends. The problem discussion has been based in an academic approach where the concept of business models has been elaborated, along with a presentation of the traditional marketing mix and criticism of its changing nature. The empirical data collection has been conducted through nine interviews, seven face-to-face interviews and two online interviews. The strategic retail model has been verified through an empirical study and a second stage of literature review. Conclusion In a market where the consumer empowerment has fundamentally affected the retail environment, and traditional marketing has lost its former importance, the issue regarding the future of retailing remains. It could therefore be assumed that the significance of the strategic retail model is high. By managing each constituent and consistently strive to achieve an integration of the consumer focus in the strategic retail model, the four constituents and translated underlying consumer understanding is unified. / Program: Master Programme in Fashion Management

Este estudo analisa os aspectos do design de lojas de varejo de moda por meio de variáveis tangíveis presentes nos espaços da rede de varejo do vestuário do modelo fast fashion. O modelo fast fashion vem consolidando sua presença no mercado de vestuário de moda por meio de um modelo inovador no ciclo de desenvolvimento de produtos, no abastecimento das lojas e na própria distribuição por meio de lojas próprias que atendem o modelo. A questão do estudo investigou se as características do modelo se refletem no design das lojas fast fashion contribuindo para a comunicação e o modelo de oferecimento dos produtos. Na pesquisa de campo em lojas fast fashion buscou-se por meio do modelo de investigação qualitativa utilizar o método de observação direta em quatro cadeias de lojas em shopping centers e lojas em rua e sua correspondência com as características da literatura relacionada ao modelo fast fashion. Alguns resultados obtidos nesta pesquisa propõem, por exemplo, a comunicação da vitrina em conjunto com os manequins de acesso a loja comunicam lançamentos de produtos de moda para os consumidores e deste modo demonstram correspondência com fast fashion. Neste sentido, as variáveis do design presentes nas lojas de varejo, importantes elementos do ambiente que atuam individualmente ou em conjunto e assim oferecem funcionalidade para este modelo fast fashion. Este estudo aponta para abertura de novas oportunidades de investigação do design de lojas nos segmentos de varejo de moda, por meio dos levantamentos obtidos nesta pesquisa / This study analyzes the design aspects of fashion retail stores through tangible variables present in the garment retail chain of fast fashion model. The fast fashion model has consolidated its presence in the fashion apparel market through an innovative model in the product development cycle, in the supply of stores and own distribution through stores that meet the model. The study question investigated whether the characteristics of the model are reflected in the design of fast fashion stores contributing to communication and the model of offering the products. In field research in fast fashion stores sought by means of qualitative research model using the method of direct observation in four chain stores in shopping malls and stores in the street and your correspondence with the characteristics of the literature related to the fast fashion model. Some results obtained in this research, propose, for example, the communication from the showcase in conjunction with the dummies store, access communicate product sets to consumers and thus demonstrate correspondence with fast fashion. In this sense, the design variables present in retail stores, important elements of the environment that act individually or together and thus offer functionality for this fast fashion model. This study points to the opening of new opportunities for research on store design in fashion retail segments by means of surveys obtained in this research