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

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.

INPRINT is a local fashion house , involved with the adaptive re-use of the Saxon Building in the Pretoria CBD. The design attempts to: -Celebrate the relationship between past and present, new and old within architecture and the fashion industry. -Showcase the relationship between fashion retail and the craft of garment production. -Redefine the relationship between interior architecture and fashion. -Provide a platform to encourage and exhibit local fashion design and production. The reinfusion of energy into the interior space of the Saxon Building along Church Street gives the interior and the building as a whole its significance as currently it is insufficiently used and has no reference to the sites historical significance. Reprogramming and designing of this space also contributes to the current Tshwane urban renewal project of the surrounding area. This project was initiated due to a fascination between the role that interior environments and clothing have on an individual, as well as the dramatic change in fashion retail since the 1800’s. Through the introduction of a multi use program, the original function of the building, a retail store, becomes more accessible to a variety of users and the general public within and around the CBD. The interior as a whole becomes a network of interactive spaces encouraging personal relationships and social interaction, thus engaging the public with the craft of fashion. The existing character has been reinterpreted allowing the Saxon Building to regain its former identity and significance. This investigation supports the idea that spaces, as with clothing, contributes to the identity of the users, the South African garment industry and the greater context. / Dissertation MInt(Prof)--University of Pretoria, 2014 / Architecture / MInt(Prof) / Unrestricted

Syfte – Studiens syfte är “Studera dagens köpkanaler för att möta nya trender inom detaljhandeln.”. För att besvara denna studies syfte har tre frågeställningar formulerats:  1.       Hur är dagens köpbeteende idag? 2.       Vilka är dagens köpkanaler inom klädhandeln?  3.       Vilken typ av köpbeteende passar dagens köpkanaler?   Metod – För att besvara studiens syfte genomfördes en litteraturstudie samt intervjuer. Litteraturstudien genomfördes för att analysera och samla tidigare kända empiriska studier och forskningsöversikter vilket berör det aktuella forskningsområdet. Fem stycken intervjuer genomfördes med personer inom olika områden för att skapa en bred förståelse kring ämnet. Insamlad data har systematiskt analyserats med hjälp av tematisk analys. Teorier kring studiens tre frågeställningar har utvecklats längs studiens gång.   Resultat – Studien har identifierat tre köpbeteende: Showrooming, webrooming och köp via direkt kanal. Fyra köpkanaler har identifierats som dagens köpkanaler inom klädhandeln: Brick-and-mortar, direktkanal, e-tailer och dubbel kanal. Studien har identifierat att köpbeteendet showrooming överensstämmer med Brick-and-mortar i formatet showroom samt direktkanal eller e-tailer. Webrooming överensstämmer med direktkanal, e-tailer följt av brick-and-mortar. Köpbeteendet direktkanal, uppstår med köpkanalerna brick-and-mortar, e-tailer och direktkanal. Trenden är att detaljhandlare inom klädhandeln övergår till en sömlös samverkan mellan olika kanaler.   Implikationer – Studien identifierar relationer mellan köpbeteende och köpkanaler vilket kan öka förståelsen för olika aktörer inom klädhandeln. Trender vilket har identifierats i studien kan hjälpa aktörer inom klädhandeln att förstå trender av köpbeteende. Klädhandeln kan dra fördel av detta. Studien tillför förståelse på vilket sätt konsumenter påverkar utvecklingen av köpkanaler genom den bekräftande rollen konsumenter har vid köp. Vidare forskning inom området kan vara att göra en kvantitativt studie för att fånga trendernas styrka och därmed dess påverkan på marknaden i stort.   Begränsningar – Studien är begränsad till intervjuer vilket endast utförts med människor i Sverige. För att få en bredare förståelse och mer allmän gällande studie kan intervjuer över hela världen genomföras. Studien är begränsad till fem intervjuer, vilket kan utökas till fler intervjuer och intervjuer av människor i fler branscher med unik relation till studiens ämne. / Purpose – The purpose of the study is “Study the current buying channels to meet coming trends within retailing” Three questions have been formulated to answer the purpose of this study.  1.       What are the current buying behaviours today?  2.       What is today’s buying channels within the clothing retail market? 3.       What type of buying behaviour corresponds to today's buying channels?  Method – To answer the purpose of the study, a literature study and interviews were conducted. The literature study was conducted to analyse and gather information from previously known empirical studies, research overviews which relate to the relevant research area. Five interviews were conducted with experts with different perspective of clothing retail market, to create a broader understanding of the topic. The collected data has been systematically analysed using thematic analysis. Theories surrounding the study's three research questions have been developed along the course of the study.   Findings – The study have identified the major buying behaviours and buying channels in society given the study's delimitations. The major buying behaviours which have been identified are Showrooming, webrooming and purchases made through single channel. Identified buying channels are brick-and-mortar, direct channel, e-tailer and dual channel. Channel strategies used are Omnichannel, Multi-channel and cross-channel. Trends which may continue are the continued adaptation and integration of omnichannel and cross-channel systems among retail companies. Additional trend of importance is the continued work from retail firms with seamless interaction between multiple channels. Information retrieval will be done more online, and customers are looking for an experience when they visit a store, akin to showrooms. Omnichannel integration where the customer experiences a seamless experience between the different channels have become crucial. Clothing companies focus on the experience at the store and choose to invest in fewer stores of higher quality.   Implications – The study identifies relations within buying behaviours and buying channels which may gain create a deeper understanding within the retail market. Trends which have been identified may aid retail firms understanding for consumer different behaviour. The study contributes with an understanding how consumers effect the development of buying channels, through their confirmatory role. Further research in this area can be to conduct a quantitative study to catch the trend, the strength and therefore its impact on the overall market.   Limitations – The study is limited to interviews conducted only with people located in Sweden. To gain a broader understanding, interviews can be conducted all over the world. The study is limited to five interviews. Given the limitation, more interviews of people in additional sectors may be of interest for further research.

Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which has placed pressure on the local retail landscape. Therefore, the main objective of this study was to determine whether there is a difference in perception among millennial consumers in South Africa between a global and a local fashion retail brand. Millennials are considered to be individuals born between the early 1980s and late 1990s. To understand consumers’ decision making process between global and local brands, the signaling theory was applied. The signaling theory is typically used to describe behaviour when multiple parties have access to different information – in this case it relates to consumers having access to the different signals sent out by both global and local brands. In addition to the signaling theory, the brand-analysis model was employed to measure these perceptions relating to brand-specific associations (perceived quality and emotional value), general brand impression (brand awareness and brand image) and brand commitment (brand loyalty and purchase intention). Therefore, the objectives and hypotheses for this study were directly derived from each of the brand-analysis constructs mentioned above. It is understood that researchers have not used the signaling theory and brand analysis model together. This study also considers them independently, however the brand analysis constructs are used as signals between brands and consumers. Using the two retail brands, H&M (global) and Mr Price (local) as stimuli, the data were collected through an online questionnaire. A non-probability sampling technique was implemented, which achieved a total sample size of n=263. The target population consisted of millennial consumers in South Africa, due to the significant spending power of this cohort. The findings were three-fold. Firstly, the hypotheses tests indicated that there are differences in consumer perception relating to each of the brand-analysis constructs, with higher ratings towards the global brand for perceived quality, emotional value, brand image, brand loyalty, and purchase intention. Local brands, however, appear to enjoy higher levels of brand awareness. Secondly, in order to gain deeper insights into these perceptions, this study also compared the difference in perceptions among the demographic subgroups. In contrast to the overall preference for global brands, certain groups, such as those with lower income levels and lower levels of education, had higher ratings for the local brand in terms of perceived quality, emotional value, brand loyalty and purchase intention. Lastly, the strength of the relationships between constructs was measured; and this showed that, for both brands, positive relationships exist among all of the brand-analysis constructs – with varying strength levels. The academic contributions of this study are as follows: In general, brand management literature in developing countries has been neglected. Previous research has shown that there are differences in brand perception between consumers from developed and those from developing countries. This study therefore aimed to add to the literature, not only towards a typical developing country, but towards a hybrid country, namely South Africa. In addition, the brand-analysis model and the signaling theory used in this study, serve as a basis for future research aiming to evaluate consumer choice. Practical contributions include the following: The findings yielded significant insights into the aspects to be emphasised by global and local brands, in order to be successful in capturing and maintaining the desire of consumers to purchase and use their brands. Thus, the findings provide an understanding of the drivers of global and local brand purchases for marketing practitioners – to improve or adjust their marketing strategies. On the basis of these findings, local brands are advised to invest in expanding their presence in other countries, and to advertise this as a signal of quality. Another strategy for local brands is to emphasise their authenticity and pride in the local culture as a signal of a deep connectedness with the local market. Global brands on the other hand, are advised to advertise their worldwide availability and acceptance as a signal of quality and prestige, and to offer an opportunity for consumers to be part of the global-consumer culture.

Background - In the attempt to affect environmental impacts and increase circularity in the fashion industry, several new business models are emerging. Take-back scheme is one strategy that is implemented as a part of the second-hand business model by fashion retailers, where reuse is the central goal. This advantageous approach is the most preferable method in the disposal hierarchy. Children's clothing provides a suitable product group for reuse and resale as it is often rapidly outgrown rather than worn out. Nevertheless, supply availability and quality challenges remain for a take-back scheme to operate successfully. Purpose - Take-back schemes rely on consumers to return used garments to supply the new sales of second-hand clothing. This study explores the acquisition and supply availability of used children's clothing for fashion retailer take-back schemes for second-hand. Acknowledging that the consumer becomes a supplier in reuse supply chains, this study aims to explore factors that affect the supply acquisition of used children's clothing. Methodology - This research employed a single case study design with an inductive mixed- method approach. A pre-study collected data from three sources and these findings were used as a base for developing a self-administered online questionnaire. The questionnaire was administered to consumers who can potentially adopt the role of used children’s clothing suppliers in a take-back scheme. A total of 964 responses served as empirical data, analysed through descriptive statistics and coding. Findings - Six factors affecting the acquisition and supply availability of used children's clothing in take-back schemes were identified. These are customer relationships, convenience, compensation, assessment description, product condition and size range differences. The factors were recognized to affect the interest and ability of potential suppliers to engage in take- back schemes and the available supply that can be acquired for reuse in a take-back scheme. Research implications - This study delivers new insights into the scant and unexplored acquisition area in take-back schemes of used children's clothing. A conceptual model comprising the six identified factors is presented, which can guide and aid practitioners in implementing or evaluating take-back schemes of used children's clothing. The study is limited to the Swedish fashion industry and take-back schemes explicitly focused on the collection of used clothing to resell.

Background: Managers can utilize tools such as Corporate social responsibility (CSR) and employer branding to manage the relationship between employees and the organization. CSR is a tool that can be used to make the organization look better. Companies can utilize employer branding to market themselves towards its current and new employees in a harmful industry. The fashion retail industry can be seen as a harmful industry, as the industry causes harm to the environment, society and people. The existing literature looks at how customers think about these issues, however not much is said about employees' thoughts who are working for these harmful organizations. The employees are the ones who in stores meet the critique from customers, instead of the organizations who make these harmful decisions. Purpose: The purpose of this thesis is to explore the significance of CSR in a harmful industry and its influence on the relationship between employees and the organization. Employees can be influenced by different factors both internal and external concerning their organization’s CSR practices, which can affect how they view their organization as an employer. Therefore, this study will try to explore the relation between the organization and the employees to see how working in a harmful industry has an impact on the relationship. Method: The thesis conducts a qualitative and exploratory method, this was done through an abductive research approach. Furthermore, 10 semi-structured interviews were conducted with the participants being interviewed. To analyze the ten interviews a thematic analysis was utilized as a guide. Conclusion: Employer and employee relationship does not seem to be disturbed by the questionable external CSR practices or a harmful industry in general. CSR is significant to employees, but when it comes to their own organization it does not matter since they are given values such as salary and employment. Organizations create benefits, value and engagement for employees by using employer branding and internal CSR, thus the organizations market themselves to the employees, meanwhile manage the relationship through skills development, empowerment, employment stability and work-life balance.

Sustainability has gained prominence from past couple of decades, the fashion industry is most polluting industries in the global. This research is to explain the importance of sustainability integration in the fashion industry. The research methodology applied is first, it provides literature review examining books and articles pertaining to environmental and social responsibility in fashion industry from past decade. Secondly, the case study on H&M Group and interviewing end consumers of fashion. The results to demonstrate the importance of sustainability in the fashion industry and how fashion retailers play a key role and responsibility for enabling sustainability in the whole supply chain.

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The gamification trend has gained tremendous prominence during the last couple of years in many areas of the business environment. Thanks to advancements in technology, there has been a shift in how organisations market their products. Marketing practitioners are analysing the benefits and potential downsides of implementing game-like, interactive and engaging elements in their marketing. This thesis explores the gamification in a marketing context and applies it to brand loyalty in order to find a potential relationship between the two factors. Gamification can be seen as a new phenomenon, but the term has been prominent for a few years and has gained greater attraction with the rapid advancement of technologies in day-to-day life. By investigating areas such as value- creation, engagement, attitude, behaviour, willingness to pay more, word of mouth, and repurchase intentions, the following research question was created:  How does gamification impact brand loyalty in the fashion industry?  Through an extensive literature review by connecting theories and data, a conceptual framework to analyse the relationship between gamification and brand loyalty was created. This conceptual framework works as a tool for readers and practitioners to understand the potential effects of gamification on brand loyalty. Data was collected through a quantitative method where a questionnaire distributed. The questionnaire was built through a hypothetical scenario, where the respondents followed a hypothetical purchase journey, which included game-like elements.  The findings of the research indicate that gamification has a positive impact on brand loyalty in the fashion industry. The respondents answered and reported a higher level of engagement, satisfaction, and willingness to pay more and recommend the brand when the game-like elements are introduced. Indicating that practitioners and marketers should invest more time and resources in strategies related to gamification to increase brand loyalty.  This thesis contributes to the growing trend of gamification and brand loyalty and analyses how individuals act and engage in the further development of game-like and engaging elements. With the help and combination of theoretical frames of departure, previous knowledge through literature, and findings provided by this research, the conclusion is that there is a need for implementing and facilitating resources in gamification. Further research on the effects of gamification is recommended to better understand the short- and long-term effects the new trends might have on the fashion industry as well as other industries.