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Digitalisation is one of the greatest transformations in modern times and has impacted organisations, industry structures and the society as a whole. It provides new opportunities for fashion firms to interact with different stakeholders and has altered the way firms operate in foreign markets. Based on in-depth interviews with managers of Swedish high-end fashion firms, the aim of the study was to explore what impact digitalisation has on managers’ perceived psychic distance in their international operations. In particular, how managers use digital technologies to obtain and interpret information about supply and demand conditions in foreign markets was examined. The empirical findings indicate that digital technologies are essential for firms today, as they have increased information availability, enhanced information usage and improved interactive communication. This, in turn, leads to a reduction of managers’ perceived psychic distance.

There are a lot of different business strategies for any company. However, in the fashion industry, the best way to become successful is to develop the brand using special branding strategies. Hence, a brand is the main weapon for fashion companies, which helps to launch international market and to create loyal customers around the world. Nowadays, due to the difficult current political situations and the collapse of oil and the dollar a lot of companies in different industries have to change their business strategies. It is especially true for fashion companies, because they depend on consumers ' income and their purchasing power. In the case of the fashion industry, branding strategy development can be more effective, than just business strategy. Hence, this thesis discusses the following problem: What branding strategy should Russian and Swedish fashion companies choose in order to build a strong brand and enter the international market.  The purpose of this thesis is to analyze various branding strategies of Russian and Swedish fashion companies during the process of entering foreign markets. At the end of this thesis, practical contribution in their process of international branding strategy creation will be discussed. In order to answer research questions more broadly and accurately, the mixed research method, using quantitive and qualitative study through interviews and survey was chosen. Semi-structured interviews were made with the CEO and brand managers of Russian and Swedish fashion companies. Moreover, the survey was made with two different questionnaires: for Russian and for Swedish customers. In the case of qualitative research, the author found that fashion companies from Russia and Sweden have got not just some features and differences, but also common aspects. The primary data from interviews allowed the author to understand the specifics of brand management in the fashion industry. It was found, that there are some useful aspects in Swedish strategies, which can be used by Russian companies to develop their brands on the international market. In the case of quantitative research, preferences of consumers from Russia and Sweden were analyzed and also some features were identified. Survey results provided the author with a common understanding about purchase habits, attitudes and perceptions to fashion brands. According to these, some hypothesizes, which are formulated in the first part of the thesis, have been proven or disproven. It was found, that preferences of Russian and Swedish people are pretty the same, however Russian customers do not like to risk with new brands and prefer well-known and trusted brands while Swedish customers are open for any brand, which can satisfy their tastes.

This thesis defines fashion law as a specific horizontal legal field that relates to the protection of design, materials, manufacturing processes, technology, shapes, lines, colours, finishing and labelling, trademark infringement and copyright protection. Moreover, it deals with crucial topics in the field of fashion law including licensing and enforcement of rights to the products available to retailers, manufactures, and fashion designers. In addition, the thesis studies the establishment and development of fashion law abroad, particularly in the United States of America, as well as in the Czech Republic. In this thesis, the definition of fashion design includes its features and unique remarks in comparison to other types of design. Further, the thesis thoroughly examines and analyses the protection of fashion design available to retailers, fashion designers and manufactures under Czech law, especially trademark protection, copyright protection, competition law and trade dress protection. It studies various sources of law, including case law, statutes, international treaties and soft law that relate to the protection given by the Czech and other legal systems. Moreover, it analyses the concurrence of the copyright protection of design and industrial design protection. Finally, the thesis studies...

In a fast-changing retail environment, including hard competition and demanding consumers, the customer experience of the purchasing service is crucial to gain a competitive advantage. Since consumers are to some extent moving from offline to online, and from desktop shopping to purchasing clothing in a mobile application, there is a need for investigating consumers expectations of their experience of a mobile application. The existing and performance of attributes and functions determines the satisfaction of the user experience, which is why it is reasonable to investigate expectations concerning attributes. The finding and classification of quality attributes in mobile applications in the fashion industry was the main goal of this thesis. Attributes were found using a qualitative study including 16 interviews, where respondents field tested already existing applications. The reasonability to further investigate these attributes was confirmed by a literature research. After finding 35 relevant attributes, these were investigated and analysed using the Theory of Attractive Quality and a 5-level Kano questionnaire. The analysis was conducted using the Theory of Attractive Quality, classifying attributes according to the Kano chart of evaluation. Further, each attribute was analysed using tools such as better/worse diagrams and self-stated importance values. The classification results from the questionnaire were that “Choose product size” was categorised as Must-Be, “Loading speed” as One-Dimensional, eight quality attributes were combinations of classifications, and 25 were classified as Indifferent. A number of 510 respondents answered the questionnaire. The classification of attributes implies that customers are rather indifferent to attributes during their shopping experience. However, further analysis concludes that even though many attributes are classified as Indifferent, many attributes need to be considered, according to the better/worse values and diagrams, which are useful regarding resource allocation. According to the classification and better/worse diagrams, one can distinguish a difference between genders: male respondents proved to be more indifferent to their shopping experience than females. Analysis of the data also shows a difference between age groups. The two youngest age groups including respondents born in 1990-1994 and 1995-2000, had higher better and worse values, implying that younger people expect more from their shopping user experience. Conclusively, this report resulted in an overview of consumers’ expectations regarding their experience when shopping in a fashion mobile application. The Theory of Attractive Quality is a useful method when measuring perceived and expected quality; however, each investigative occasion demands different method setup, adjusting for specific attribute types, as well as business. Some improvements can be made regarding the Theory of Attractive Quality, increasing the chances of a better result.

Submitted by PPG Ci?ncia da Computa??o (ppgcc@pucrs.br) on 2018-06-19T12:25:43Z No. of bitstreams: 1 GRAZIELE_MARQUES_MAZUCO_DOS_SANTOS_DIS.pdf: 3857481 bytes, checksum: 9c3c88f01e8e5d920ba3bc8989d2cfbf (MD5) / Approved for entry into archive by Sheila Dias (sheila.dias@pucrs.br) on 2018-06-27T13:05:50Z (GMT) No. of bitstreams: 1 GRAZIELE_MARQUES_MAZUCO_DOS_SANTOS_DIS.pdf: 3857481 bytes, checksum: 9c3c88f01e8e5d920ba3bc8989d2cfbf (MD5) / Made available in DSpace on 2018-06-27T13:21:15Z (GMT). No. of bitstreams: 1 GRAZIELE_MARQUES_MAZUCO_DOS_SANTOS_DIS.pdf: 3857481 bytes, checksum: 9c3c88f01e8e5d920ba3bc8989d2cfbf (MD5) Previous issue date: 2018-04-26 / Demand forecasting is one of the most essential components of supply chain management. Forecasts are used both for long-term and for short-term. Long-term forecasts are important because it is difficult in terms of production to face the demand deviation in a short time, so the anticipation of prediction helps to increase the responsiveness of the supply chain. Short term forecasts are important for the demand monitoring aiming to keep healthy inventory levels. In the fashion industry, the high change of products, the short life cycle and the lack of historical data makes difficult accurate predictions. To deal with this problem, the literature presents three approaches: statistical, artificial intelligence and hybrid that combines statistical and artificial intelligence. This research presents a two-phased method: (1) long-term prediction, identifies the different life cycles in the products, allowing the identification of sales prototypes for each cluster and (2) short-term prediction, classifies new products in the clusters labeled in the long-term phase and adjusts the sales curve considering optimistic and pessimist factors. As a differential, the method is based in dynamic time warping, distance measure for time series. The method is tested in a real dataset with real data from fashion retailers that demonstrates the quality of the contribution. / A previs?o de vendas no varejo da moda ? um problema complexo e um dos componentes essenciais da cadeia de suprimento, sendo utilizada tanto para previs?o de longo prazo quanto para a previs?o de curto prazo. A previs?o de longo prazo ? importante pois ? dif?cil, em termos de produ??o, enfrentar o desvio da demanda em um curto espa?o de tempo, ent?o a previs?o antecipada permite aumentar a capacidade de resposta da cadeia de suprimento. A previs?o de curto prazo ? importante para o acompanhamento da demanda, visando a adequa??o do n?vel de estoque. No varejo da moda a alta rotatividade, o curto ciclo de vida dos produtos e a consequente aus?ncia de dados hist?ricos dificulta a gera??o de previs?es precisas. Para lidar com esse problema, h? na literatura tr?s principais abordagens: estat?stica, baseada em intelig?ncia artificial e h?brida, que combina estat?stica e intelig?ncia artificial. Esta pesquisa prop?e um m?todo de previs?o de vendas em duas etapas: (1) previs?o de longo prazo, que pretende detectar diferentes grupos de produtos com ciclos de vida semelhantes, permitindo assim a identifica??o do comportamento m?dio de cada um dos grupos e (2) previs?o de curto prazo que busca associar os produtos novos nos grupos identificados na etapa de longo prazo e ajustar a curva de vendas levando em considera??o fatores conservadores, otimistas ou pessimistas. Al?m disso, nesta etapa ? poss?vel realizar a previs?o de reposi??o de itens. Como diferencial, o m?todo proposto utiliza a medida de dist?ncia Dynamic Time Warping, identificada na literatura como adequada para lidar com s?ries temporais. O m?todo ? testado utilizando dois conjuntos de dados reais de varejistas da moda, foram realizados dois experimentos, que demonstram a qualidade da contribui??o.

A presente dissertação tem por escopo indicar o cenário legislativo, econômico e fático atual acerca do trabalho análogo ao de escravo e o dumping social na indústria da moda, no estado de São Paulo, discorrendo, ainda, sobre temas conexos, a exemplo do tráfico de pessoas. Visa, ainda, discutir acerca da constitucionalidade de leis e portarias interministeriais que regulamentam o tema e analisar casos práticos em que se identificou e buscou cessar o trabalho análogo ao de escravo na indústria da moda. A pesquisa foi realizada através de fontes bibliográficas, documentais, entrevistas e pesquisa de campo. / This dissertations scope is to indicate the legislative, economic and factual current scenario regarding the analog to slave labor and social dumping in the fashion industry, in the state of São Paulo, also discoursing on related issues, such as peoples trafficking. It also aims to discuss the constitutionality of laws and joint ministerial ordinances regulating the issue and examine case studies that identified and sought to terminate the analog to slave labor in the fashion industry. The survey was conducted through literature sources, documentary, interviews and field research.

本研究動機在以有系統的方式來探討產品生命週期相當短暫的流行產業，即唱片、服飾、出版、電影及電視遊樂器等五項產業；同時由於此類產業產品生命週期短暫的特性，傳統的產品／市場分析方式已不再適用，作者擬以新興的資源基礎論的觀點來分析流行產業，同時在國際化風潮盛行的今天，國際化是一不容忽視的議題，延續上述說明，本研究將以資源基礎的觀點來討論企業國際化策略之選擇。本研究目的如下： 　　1.建構適當的分類構面，對流行產業做適當分類，以獲取更多資訊 　　2.找出流行產業核心資源。 　　3.研究核心資源與國際化策略之對應關係。 　　在研究方法上，本研究係屬於探索性之研究，目前理論仍在發展階段，並無十分完整的理論架構。因此本研究擬採個案研究法進行。首先本研究根據次級資料的蒐集與實務現象的瞭解，認為「唱片業」與「服飾業」是流行產業中風格殊異的兩類產業，故選擇此兩產業為主要研究之產業代表樣本。另外，本研究的觀念架構包括核心技術類型、核心資源組合、核心資源特性，以及國際化策略四大變項，藉由選取唱片與服飾業中代表性的廠商A、B、C、D公司，深入訪談該企業之核心技術類型、核心資源與國際化策略，據以分析其間關係。 　　在研究結論方面，整理結果如下： 　　一、流行產業可區分為「流行主體專屬性高者」與「流行主體專屬性低者」，兩者之關鍵成功因素有別。 　　二、流行產業中有三種不同的核心技術類型，即「掘井型」、「汲水型」，及「配送型」。 　　三、唱片業與服飾業中，核心技術類型間交易標的物、交易商品獨特程度、交易頻次不同，故統治方式不同。 　　四、流行產業中核心資源組合決定於其核心技術類型。掘井型者核心資源組合應為契約網路、非契約網路、行銷能力、企業文化、個人專業技術能力，及個人人際網路。汲水型者核心資源組合為設備與調配能力。配送型者的核心資源組合為配銷通路的蜜集程度與陳列位置優列、促銷能力與品牌。 　　五、企業擁有不同核心資源組合，由於核心資源特性有別，應採用不同的國際化策略。 　　六、不同核心技術類型者，由於核心資源組合、核心資源特性不同，應採用不同的國際化策略。

Sedan millenniumskiftet förändrades modevärlden radikalt av fler säsonger, ökad mångfald av trender samtidigt som trendernas livslängds blev allt kortare. Hos inköparna på de stora klädbolagen ställs det idag ett allt större krav att veta vad som kommer att sälja i framtiden. Idag måste besluten tas snabbt så att kläderna hinner producera och levereras i tid innan modet hinner ändra sig. Som ett hjälpmedel för inköpare och designers om i vilken riktning modet kommer att gå finns trender som fungerar som ett avgränsat modeuttryck för att förmedla och tolka en viss stil och därmed ge en tydlig bild om vad som bör produceras och efterfrågas. Men eftersom internet har medfört en ökad acceleration av trender kan det upplevas svårt att veta vad som kommer sälja i framtiden och det är här ser vi trendbyråernas roll. Trendbyråer har en koordinerande roll på marknaden där de ger företag vägledning om förändringar i modet. Genom trendanalyser får företag en överblick hur riktningen i modet kommer att gå, förstå vilka globala influenser som påverkar modet och en reflektion kring hur allt återspeglas till modet. Vad gäller tidigare forskning av begreppen trender och trendbyråer vid beslutsfattande, har ingen omfattande undersökning tidigare gjorts vilket har medfört att vår uppsats känns värdefull för en mer förståelse kring ämnet. Avsikten med vår uppsats är att undersöka och analysera hur trender och trendanalyser har för betydelse vid beslutsfattande inom inköpsprocessens tidiga stadium hos svenska modeföretag. Studien har efter insamling av teori inom områdena beslut, trender och trendanalyser genomförts med en kvalitativ grund där insamling av det empiriska materialet har utgått från semistrukturerade intervjuer. Intervjuer har främst genomförts med respondenter som innehar en roll inom inköp på svenska modeföretag som ingår i beteckningen SME (Small medium Enterprises). Dessa företag är Ellos, Lindex, Gina Tricot och MQ. För att öka förståelsen kring trender och trendanalyser har intervjuer även genomförts med en trendanalytiker från Svenska Moderådet och en författare bakom boken Trendmakarna. Insamlad data har därefter analyserats och ställts mot teorier angående beslut, trender och trendanalyser i syfte att kunna uttala oss om hur inköpare ser på trender och trendbyråers betydelse vid beslutsfattande av inköp. De resultat som empirin bestått av ger indikationer på att trender har en betydande roll men att det både kan öka och minska på osäkerheter samt risker. Inköparna anser att det finns många risker med trendbaserade produkter men att trendanalyser vid beslutsfattande kan användas för att förstå riktningen modet går i för att därefter kunna anpassa inköpen genom volym, budget, material och leverantörer. Därmed kan de vara ett hjälpmedel för att minska på både ett besluts risk och osäkerhet, vilket bekräftar de teorier som tagits upp. Dock kan vi uttala oss om att beslutsfattande inom inköp inte bara baseras på trendanalyser utan andra faktorer och variabler spelar också in.

Modeföretagen i Sverige 2015 befinner sig i en mycket konsumentstyrd bransch där trender uppstår och passerar snabbt, vilket ger en bransch som ständigt förser marknaden med nya varor. Mode är samtidigt råvaruintensiv och lämnar ett avtryck i miljön som påverkar alla. Konsumenterna ställer nu allt högre krav på att varor är producerade mer hållbart och under socialt ansvarstagande, CSR, i alla led. Modeföretagen ansvarar för en produktion av varor som främst sker i länder med lägre kostnad för arbetskraft, vilket medför svårigheter i form av kontroll då avstånden är långa. Vilken relation företaget har till sina leverantörer har således kommit att spela en allt mer avgörande roll. Syftet med uppsatsen är att genom en fallstudie undersöka och analysera de överväganden som producerande aktörer på den svenska modemarknaden gör vid val av leverantörer, för att på så sätt belysa de svårigheter de anser finns och vad som är viktigt för deras framgång. Metoden som använts är semistrukturerade intervjuer inom fallstudiens ramar. Sekundärdata har samlats in från press, företagens hemsidor och från mailkorrespondens med branschorganisationer. Fallstudien visar att relationen företagen har till sina leverantörer är väldigt viktig för dess framgång. Ett bra leverantörssamarbete ökar företagens chanser till både hållbar produktion och ger en ökad möjlighet till finansiering genom handelskredit. En bra leverantörsrelation ökar även företagens möjligheter till flexibilitet från leverantörens sida med snabbare leveranser som bättre kan möta kundens efterfrågan och minska risken för felbedömningar. Långa avstånd anses som ett problem för modeföretagen och de söker därför närmare produktion inom EU som ger kortare ledtider, en möjlighet till bättre leverantörsrelationer samt ett underlättande av likvärdiga kemikalielagar.