This is an interpretive study that explores the potency of consumption culture in China through a selected group that belongs to the first generation of the one-child policy – the 'Little Emperors'. This is a population that is unprecedented, not only in China but also in human history. The dawning of postmodernity has ushered in a consumption culture. Fashion and brands are chosen as the consumption sites in this study in view of their significance: they are accessible and inundated with symbolic meanings for the construction of identities. In the vertigo of postmodernity, there is a sudden excess of commodities and signs in the marketplace. Anchored in traditional Chinese values and operating from a holistic perspective, this first generation of Little Emperors has cultured a different kind of consumption literacy in the 'Postmodern(Eas)t Mall'. They are brand raisers, in the context, there is a salient socio-cultural logic in symbolic consumption, an outside-in dialectical process in the self construct, a layered self with a strong institutional influence and discipline ascribed or imagined, they are happy consumers, even though they may not know fashion or brands very well.

The goal of the thesis is to explain what design exactly means and describe, its develop and some its parts. Further describes its use as very important marketing tool. The practical part contains implement of design in company Apple computer. The Part of "czech design" describes partnertships of designers and czech firms such as Mattoni, Linet, Pivovary Staropramen etc. The last part contains the foundation of student's brand KATARZE and its presenattion on Desgnblok.

This paper deals with the meaning of fashion and the role that fashioin brands play at how one looks at himself/herself and what way they become the source of expression of his/her personality.

Background: The current fashion industry is characterised by its fast-moving nature. Its change over the past decades from two to numerous collections per year has contributed to a take-make-dispose society. This largely contributes to environmental and social sustainability issues as well as the use of non-renewable materials waste. Simultaneously, it is one of the largest employers worldwide. Due to the global dispersion of supply chains actors, sustainable fashion brands need to tackle country specific regulations and overall differences in conceptions of e.g. sustainability. Sustainable fashion brands find themselves in numerous conflicts such as profit and growth versus environmental and social sustainability, trendiness versus consciousness, or linear business models versus circular business models. Purpose: This thesis provides a systematic literature review of a selection among peer-reviewed articles on sustainable fashion brands. The main focus is on the paradox of sustainable fashion brands in academic research. This study aims at gaining a basis for research in the perspective of sustainable retail brands to explore manners in which they can deal with the paradox between being financially viable and acting sustainably. Method: To support the objective of this study, the articles selected for data analysis were collected by using a systematic literature review as research and analytical method. Within the thesis, a narrative analysis was applied to examine the chosen articles. Results: The results gathered through the systematic review show a significant influence on sustainable fashion brands from two major stakeholders: supplier and consumer. Especially the consumers are regarded as most influential since their demand determines whether sustainable fashion is being adopted more widely into the market. Currently consumers lack knowledge of environmental and social concerns related with fashion. Simultaneously, the suppliers lack understanding of such concerns due to cultural and economic differences. Therefore, retailers should educate both consumers and suppliers on relevant issues. This can further enhance transparency which in turn generates more trust between all parties. Moreover, innovative business models can help tackle consumption related sustainability issues in that they offer the extended use of clothing. Conclusion: Sustainable fashion brands have to handle several conflicts related to their market position and existence. In order to create sustainable fashion offerings, they require viable financial means. Economic growth as it is known today contradicts the sustainability of the environment and society. Sustainable fashion brands need to find a proper balance between the two as it is the only way to tackle this paradox. In addition, there is a significant gap in the research on economic sustainability in relation to sustainable fashion brands.

The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study. This perspective and the two other have had the function to support generalconclusions taken. The study showed that in a short term, selling through outlet stores doesn’taffect the fashion brand in a negative way. Instead the result demonstrated that the brandcould benefit from this kind of business if it is correctly handled. The opportunities thatoutlets provide are an expansion of brand knowledge in the market. The excess of inventoriescan be sold through a channel which the company can control. The most significant risk liesin the re-positioning of the brand that outlet retailing in a large extent can bring. / Program: Textilekonomutbildningen

Atualmente, milhões de pessoas no mundo usam os sites de redes sociais para interagir com outros usuários, se informar, criar, compartilhar conteúdos, jogar, procurar por produtos, conectar-se com as marcas e consumir. Dentre todos esses sites, um dos que mais tem crescido em número de usuários é o aplicativo móvel Instagram. Com isso, ele tem atraído várias empresas, sobretudo as do setor de moda. Por ser uma mídia visual rica em recursos estéticos, essas marcas têm usado o app para comunicar sua identidade e as experiências que seus produtos podem proporcionar. Além disso, elas têm aproveitado para transmitir seu universo simbólico, transformando a rede em um importante ponto de contato com seu público. Contudo, esse contato mais frequente com o seguidor impõe grandes desafios, pois cria a necessidade de se manter interessante em um ambiente em constante transformação. Assim, torna-se essencial entender qual o valor dessa conexão para os seguidores. Diante dessa problemática, este trabalho se propôs a investigar qual é a natureza do valor percebido pelo seguidor de marcas de moda no Instagram. Para alcançar esse objetivo, empreendeu-se uma pesquisa bibliográfica visando compreender o lócus do estudo, o Instagram, os aspectos simbólicos do consumo de moda e o valor na perspectiva do comportamento do consumidor. Após ampla apreciação da literatura, se considerou que a teoria de Holbrook (1999) complementada pelo valor epistêmico de Sheth et al. (2001) seria o modelo mais adequado aos propósitos da investigação. Empreendeu-se uma pesquisa empírica qualitativa cujo método fora entrevistas em profundidade com 21 respondentes. O estudo revelou indícios que o valor para o consumidor é multidimensional: os valores hedônicos e utilitários são complementares. Notou-se que a idade exerce forte influência na experiência, podendo ser individual ou socializadora. Os dados também revelaram que além do valor epistêmico, sete dos oito tipos de valor propostos por Holbrook (1999) foram apreciados pelos respondentes que seguem marcas de moda no aplicativo. Esse valor é hedônico e percebido no devaneio, na beleza das fotos e na diversão. Mas também vem da rapidez e da qualidade da informação. Ainda é resultado da autenticidade da marca e sobretudo da sua capacidade de surpreender a cada post / Nowadays millions of people are connected through social network and interact to each other every day. They use the social network to get and share information, to play games, look for products, connect themselves with brands and to purchase. The application Instagram is one of the social networks, which has been having an increase in the numbers of users. For this reason, the app has been attracting different companies, especially fashion companies. Instagram has rich aesthetics resources. Fashion brands have been using social media to show and establish their identities and experiences that their products may provide. Furthermore, they have used it to present themselves and to make it an important means of communication between the company and its target public. The constant contact with the followers is being a challenge to fashion companies to keep the followers interested in an environment of constant transformations. Consequently, it is necessary to know the importance of this connection with the followers. To face this problem, this paper will investigate the origin of the value for the fashion brands followers on Instagram. In order to achieve this goal, this research has focused on understanding the app, which is the study locus. Additionally, the symbolic aspects of fashion consumption and the value of costumers perspective were also studied. The epistemic value proposed by Sheth et al (2001) in complement to Holbrook theory (1999) are suitable to discuss in this research. An empirical research of qualitative approach using a collection method was taken up through interviews and it obtained twenty-one answers. The study showed evidence that values perception is multidimensional: the functional and hedonic aspects are complementary. It was also observed that the followers age has great influence on this experience, being able to be more individual or socializing. Data has revealed that not only epistemic value was valued, but also other seven out of eight types of Holbrook proposals were valued by followers of fashion brands on Instagram. This value is hedonic, and it was perceived with the images, the beauty of the photographs and the fun. It also comes from the speed and quality of information. Yet, it is a result of the authenticity of the brand and, above all, the ability to amaze the followers in every post

In recent years, there are several studies concerning brand and fashion. Nonetheless, there are few studies conducted on fashion brand which concerns embodying various industries. Without a doubt, brand value is the key factor of fashion industries success. This study will try to research on the broader usage of brand value. The purpose of this study is to research the influence of consumer¡¦s purchasing intention and willingness to pay of the commodities under each product categories; after combining with the fashion brand, under the different evaluation of fashion brand. The four hypotheses in the study are directed towards the relationship between consumers recognized evaluation of fashion brand, purchasing intention and willingness to pay for the brand separately. Hence, the investigation here will be to scrutinize the change of consumer¡¦s purchasing intention and willingness to pay after combining with particular fashion brand. The following hypotheses will be tested through a designated questionnaire with the convenience sampling method. A total number of 197 questionnaires were returned. By using a number of statistical methods and exploring the relationship between each variances and testing each hypotheses, the following conclusions are generated¡G 1. The study infers that products are non-convenience goods¡Bunnecessary goods¡Bhigh-durability¡Bhigh-visibility¡Bhigh-using-frequency can increase the consumers¡¦ willingness to pay after combining with the fashion brand. 2. The fashion brand with high-brand-evaluation when combined with most of product categories¡¦ commodities will evidently boost consumers¡¦ purchasing intention and willingness to pay. Thus, we can try to develop more feasible proposal. 3. Even in the industries that are unsuitable to incorporate the idea of fashion, we may still be able to find a feasible proposal. 4. The study suggests that fashion brands do the wholly survey on the bicycle industry and analyze their possibility and potential in this industry. Further research on the market of bicycles should be directed specifically towards young women who earn lower than 1,500,000 per year. Keywords: Fashion, Brand, Evaluation of Fashion Brand Product Category, Purchasing Intention, Willingness to Pay

Atualmente, milhões de pessoas no mundo usam os sites de redes sociais para interagir com outros usuários, se informar, criar, compartilhar conteúdos, jogar, procurar por produtos, conectar-se com as marcas e consumir. Dentre todos esses sites, um dos que mais tem crescido em número de usuários é o aplicativo móvel Instagram. Com isso, ele tem atraído várias empresas, sobretudo as do setor de moda. Por ser uma mídia visual rica em recursos estéticos, essas marcas têm usado o app para comunicar sua identidade e as experiências que seus produtos podem proporcionar. Além disso, elas têm aproveitado para transmitir seu universo simbólico, transformando a rede em um importante ponto de contato com seu público. Contudo, esse contato mais frequente com o seguidor impõe grandes desafios, pois cria a necessidade de se manter interessante em um ambiente em constante transformação. Assim, torna-se essencial entender qual o valor dessa conexão para os seguidores. Diante dessa problemática, este trabalho se propôs a investigar qual é a natureza do valor percebido pelo seguidor de marcas de moda no Instagram. Para alcançar esse objetivo, empreendeu-se uma pesquisa bibliográfica visando compreender o lócus do estudo, o Instagram, os aspectos simbólicos do consumo de moda e o valor na perspectiva do comportamento do consumidor. Após ampla apreciação da literatura, se considerou que a teoria de Holbrook (1999) complementada pelo valor epistêmico de Sheth et al. (2001) seria o modelo mais adequado aos propósitos da investigação. Empreendeu-se uma pesquisa empírica qualitativa cujo método fora entrevistas em profundidade com 21 respondentes. O estudo revelou indícios que o valor para o consumidor é multidimensional: os valores hedônicos e utilitários são complementares. Notou-se que a idade exerce forte influência na experiência, podendo ser individual ou socializadora. Os dados também revelaram que além do valor epistêmico, sete dos oito tipos de valor propostos por Holbrook (1999) foram apreciados pelos respondentes que seguem marcas de moda no aplicativo. Esse valor é hedônico e percebido no devaneio, na beleza das fotos e na diversão. Mas também vem da rapidez e da qualidade da informação. Ainda é resultado da autenticidade da marca e sobretudo da sua capacidade de surpreender a cada post / Nowadays millions of people are connected through social network and interact to each other every day. They use the social network to get and share information, to play games, look for products, connect themselves with brands and to purchase. The application Instagram is one of the social networks, which has been having an increase in the numbers of users. For this reason, the app has been attracting different companies, especially fashion companies. Instagram has rich aesthetics resources. Fashion brands have been using social media to show and establish their identities and experiences that their products may provide. Furthermore, they have used it to present themselves and to make it an important means of communication between the company and its target public. The constant contact with the followers is being a challenge to fashion companies to keep the followers interested in an environment of constant transformations. Consequently, it is necessary to know the importance of this connection with the followers. To face this problem, this paper will investigate the origin of the value for the fashion brands followers on Instagram. In order to achieve this goal, this research has focused on understanding the app, which is the study locus. Additionally, the symbolic aspects of fashion consumption and the value of costumers perspective were also studied. The epistemic value proposed by Sheth et al (2001) in complement to Holbrook theory (1999) are suitable to discuss in this research. An empirical research of qualitative approach using a collection method was taken up through interviews and it obtained twenty-one answers. The study showed evidence that values perception is multidimensional: the functional and hedonic aspects are complementary. It was also observed that the followers age has great influence on this experience, being able to be more individual or socializing. Data has revealed that not only epistemic value was valued, but also other seven out of eight types of Holbrook proposals were valued by followers of fashion brands on Instagram. This value is hedonic, and it was perceived with the images, the beauty of the photographs and the fun. It also comes from the speed and quality of information. Yet, it is a result of the authenticity of the brand and, above all, the ability to amaze the followers in every post

The fast fashion industry is considered to be the second most polluting industry in the world, facing many challenges regarding environmental sustainability. Due to the rising interest and awareness in environmental sustainability, this study was conducted to discover how fast fashion companies make decisions regarding environmental sustainability and how these decisions are affected by the fast fashion business model. A qualitative case study approach was employed, focusing on the Swedish activewear brand Stronger as the case study company. An in-depth interview was conducted with the company to gain valuable insights into the relationship between the fast fashion business model and firms decisions related to environmental sustainability. The analysis of the data revealed key themes and patterns, highlighting the challenges, opportunities, and potential strategies for firms aiming to incorporate environmental sustainability into their operations within the fast fashion industry. The findings indicated that the fast fashion business model contradicts the principles of environmental sustainability, requiring significant modifications to align with sustainable practices. Based on the findings and analysis, it was also concluded that the firms’ decisions are influenced by the fast fashion business model, however it is possible to make decisions that prioritize environmental sustainability despite the constraints of the business model.

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