Abstract Background: The luxury fashion brands need to rebrand themselves towards the younger consumers. In 2025 Millennials and Generation Z will represent approximately 55% of the market for luxury products. The exclusive brands need to adapt to this target group. Rebranding requires considerable investments with different rebranding methods and new marketing channels and there is no guarantee of a successful outcome. It is important to understand what the new desired target group appreciates. According to previous research, the right type of marketing is important for the companies rebranding to reach their desired target group. However, there is a gap in the scientific research between which marketing strategies are most efficient for the luxury companies to reach the younger consumers. Purpose: The purpose with this research is to investigate from a marketer’s perspective how younger consumers perceive rebranding and marketing of luxury fashion brands by looking at the communication of the rebranding towards the consumers. Which rebranding methods and marketing channels are efficient towards the younger consumers? Methodology: A qualitative case study has been made with four case companies. To find out what companies have done in their rebranding, data have been collected from the chosen companies’ websites and from other fashion industry related websites. Semi-structured interviews with younger consumers have also been made in order to find out how they experience the luxury brands rebranding and marketing? Findings: The findings suggest that it is efficient for the luxury fashion brands to hire a new creative director and create a new style in the assortment. They should keep their old, famous, iconic logo and monogram. If it somehow must be changed, they need to create a new unique one and avoiding an already existing font. It is also efficient to created new collections with entry-level products for the brand, such as accessories and ready-to-wear collections. When it comes to marketing of the rebranding, social media, celebrity endorsement, collaborations, traditional stores, TV and TV-series, are efficient communication channels to use. The best way is to show the luxury clothes and accessories on influencers via Instagram. Marketing through fashion magazines is still good but the luxury fashion brands do not need to put as much emphasis on that as they did before. Conclusion: If the luxury brands work with these efficient rebranding methods and marketing channels they will most likely succeed in reaching their new younger target groups. The rebranding methods are: A new creative director and a new style, accessories and ready-to-wear collections, new logo and new monogram. The marketing channels are: social media, celebrity endorsement, collaborations, movies and TV-series, editorial placements and traditional stores.

Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from various fast fashion brands. Five elements have emerged among brand avoidance associated with experiential avoidance, identity avoidance, moral avoidance, deficit-value avoidance, or advertising related avoidance which underpin this behaviour.  Purpose: The aim of this study is to compare brand avoidance behaviours toward fast fashion brands among Generations X, Y, and Z. This research attempts to identify the specific reasons why different generations avoid fast fashion brands, as well as the factors that contribute to this behaviour. The purpose is to compare the three generations to know which factors influence each generation the most. It is plausible that the factors vary significantly between cohorts since they have grown up in different environments. Consequently, generational distinction is regarded as an essential variable.  Method: Comprehending the purpose of this research and examining causal relationships, this thesis used a quantitative research design. The empirical data was gathered through an online survey, considering the large sample size and current COVID-19 pandemic. Due to these circumstances, the most insightful information could be obtained about participants' behaviour regarding fast fashion brands using an online survey. The data was analysed and interpreted utilising a deductive approach.  Conclusion: The results show that the generations differ in their brand avoidance behaviours for experiential avoidance, moral avoidance, and advertising avoidance towards fast fashion brands. These differences were observed where the consumers perceive the performance to be poor, the brand is inconvenient, and when the advertising is perceived to be unpleasant. Regarding moral avoidance, the data was not sufficient to distinguish which cohorts differ, but only that there was a significant difference somewhere.

This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. By delving into their distinct characteristics and preferences, this research aims to shed light on the ways in which Gen Z's unique mindset and behaviours shape the branding landscape. Drawing upon a qualitative research approach, this study employs in-depth one-on-one semi-structured interviews with small fashion brand owners. Thematic analysis is utilized to uncover patterns and themes, offering valuable insights into the strategies employed by small fashion brands to engage this influential consumer segment. Findings reveal insights and showcase that Gen Z's inclination towards authenticity, social responsibility, and individuality necessitates tailored branding strategies. Small fashion brand startups are compelled to harness the power of social media and immersive experiences to captivate Gen Z's attention. By comprehending the impact of Gen Z on international branding strategies, small fashion brand startups can adapt and thrive in an increasingly competitive market. The implications of this research concern the fashion industry, offering valuable insights for marketers and entrepreneurs seeking to engage with Gen Z within the fashion sector.

Thesis. (M. Tech. (Dept. of Marketing, Faculty of Management Sciences)) -- Vaal University of Technology, 2011. / The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awareness / Central Research Committee of the Vaal University of Technology

[pt] A dissertação Estratégia de Design em Empreendimentos de Moda - As Tramas do Sucesso Empresarial no Design de Moda na Cidade do Rio de Janeiro tem como objetivo identificar os elementos da gestão do design de moda aplicados aos empreendimentos de moda da cidade desde o seu surgimento, nos anos 60, ainda que a aplicação destes elementos tenha se dado muitas vezes de forma intuitiva pelos seus gestores. E, assim, avaliar a importância da metodologia da Gestão em Design aplicada aos negócios de moda. A pesquisa ambienta o sistema de comercialização prêt à porter, posteriormente, na própria cidade do Rio de Janeiro, primeiro realçando os elementos locais que se traduziram em um estilo carioca, para em seguida traçar um panorama do surgimento e desenvolvimento da moda na cidade e como eles se materializaram na indumentária e paralelamente num estilo próprio de vestir. A partir daí, são elencados alguns elementos de gestão em design (com foco em branding, gestão de marcas) que se aplicam à indústria do vestuário e, posteriormente, associando a pesquisa bibliográfica à verificação a aplicabilidade destes elementos citados em uma pesquisa exploratória, através das entrevistas qualitativas. É aqui, então que se materializa a pertinência destas ferramentas, técnicas e estratégias organizadas como uma orquestra, de forma a conduzir a marca, a notoriedade e a excelência junto ao mercado. / [en] The dissertation Design strategies in Fashion Enterprises - The interprises sucssess weft in fashion design at Rio de Janeiro city, focuses on the Business Success Stories (plots) of Fashion Design in the city of Rio de Janeiro with the aim to the identify elements of management in the field of fashion design and their application within the undertakings of fashion here since its emergence in the nineteen sixties. Furthermore how the application of these elements were often introduced intuitively by its managers, herewith evaluating the relevance of design management epistemology applied to business generically. This research depicts the overall ambience of the fashion system on a whole and subsequently that of Rio de Janeiro itself. It does so by, first emphasizing the local elements that were translated into a carioca style and then, by describing the origins and development of fashion design in this city and finally, the materialization of its clothing industry. At the same time it will describe how it developed into a local dressing style. From this point on it lists the elements of management in design that are applicable to the fashion industry, with branding management emphasis, and thereafter, validating it with the bibliographic research and qualitative field research of the cited elements. This is where the relevancy of the tools, techniques and strategies materialize, organized as an orchestra, in such a way as to conduct the brand and carry it onto the absolute renown and excellence of the market.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.

Introduction: Gen-Z are emerging as new consumers in the market, with more demands on brands than previous generations. Despite studies have showcased that brands can be perceived as cool by Gen-Z consumers, there is so far no research investigating what drives a brand to be perceived as cool by Gen-Z consumers. Furthermore, there is no research so far which has explored Gen-Z men in relation to fashion apparel consumption. This research hence seeks to gain a better understanding of Gen-Z men and their perception of cool fashion apparel brands.  Purpose: The purpose of this research is to explore what factors drive fashion apparel brands to be perceived as cool by Gen-Z men, and how these factors drive fashion apparel brands to be perceived as cool by Gen-Z men. Method: This study uses a qualitative methodology, consisting of 11 semi-structured interviews on Gen-Z men. An abductive thematic analysis complimented with a theoretical model was used to analyse the interviews, the theoretical model was adapted as a result of the findings.  Conclusions: The conclusions are that 7 different factors drive fashion apparel brands to be perceived as cool by the Gen-Z men in this study. It was found that the factors drive a fashion brand to be cool due to inheriting specific themes, in total 23 different themes were found across the 7 factors, hence the themes are how the seven factors drive a fashion apparel brand to be perceived as cool by the Gen-Z men in this study.

This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. This study aims to explore how digital marketing using sustainable messaging can help the brands change their brand perception regarding issues of sustainability, ethical branding, and environmentally friendly businesses. This research provides a detailed discussion of brands' sustainability practices and digital platforms more suitable for brands to deliver their sustainability agenda and build trust with the audience. The study evaluates the relationship between sustainability, brand image, and digital marketing.  Overall, qualitative and quantitative methods have been used in this research. The primary medium of the research is the qualitative analysis of sustainability practices of fashion brands, published annual sustainability reports, newspapers, magazines, and social media campaigns. Three European fashion brands have been chosen for the study, each from the category of High-end Fashion brands, Fast Fashion Brands, and Sustainable Fashion and clothing brands. For quantitative data, the survey questionnaire method has been used. The collected data has assisted in identifying the customer's responses towards sustainability and their perceptions and expectation of the brand.  The Sustainability Performance Reports of the selected fashion brands provide information about brands' sustainability strategy, goals, programs, and performance data. The strategy of all these brands revolves around sustainable development goals 2030 where these brands claim to be leading the change, Circular & Climate Positive business, working on renewable energy, providing fair and equal opportunity of employment, without any gender discrimination and reducing inequalities.  Analysing social media platforms indicates that most of the social media material for these fashion firms is about advertising their products, services, and sales. The findings imply that, rather than using digital media just for product advertising, the firm's digital media should raise awareness about sustainability concerns in the fashion sector and promote their efforts toward sustainability and reducing carbon emissions. Efficient use of social media to promote sustainability agendas helps boost the brand image of fashion businesses in terms of sustainability. The findings indicate a positive linkage between sustainability and a positive fashion brand perception. Digital marketing of sustainability initiatives would introduce the brand as a transparent, accountable, and ethical business. The study suggests that brand should utilise multiple social media platforms to promote their sustainability initiatives when it comes to promoting sustainability initiatives. / Denna studie utvärderar effekten av hållbara affärsmetoder på varumärkesuppfattning. Digital marknadsföring är ett viktigt verktyg för alla företag, och hållbarhet är ett viktigt inslag i varumärkeshantering och marknadsföring. Denna studie syftar till att undersöka hur digital marknadsföring med hjälp av hållbara meddelanden kan hjälpa varumärkena att ändra sin varumärkesuppfattning om frågor om hållbarhet, etisk branding och miljövänliga företag. Denna forskning ger en detaljerad diskussion om varumärkens hållbarhetspraxis och digitala plattformar som är mer lämpade för varumärken att leverera sin hållbarhetsagenda och bygga förtroende hos publiken. Studien utvärderar sambandet mellan hållbarhet, varumärkesimage och digital marknadsföring. Sammantaget har kvalitativa och kvantitativa metoder använts i denna forskning. Det primära mediet för forskningen är den kvalitativa analysen av hållbarhetspraxis för modemärken, publicerade årliga hållbarhetsrapporter, tidningar, tidskrifter och kampanjer på sociala medier. Tre europeiska modemärken har valts ut för studien, var och en från kategorin High-end Fashion varumärken, Fast Fashion Brands och Sustainable Fashion och klädmärken. För kvantitativa data har undersökningsmetoden använts. De insamlade uppgifterna har hjälpt till att identifiera kundens svar på hållbarhet och deras uppfattningar och förväntningar på varumärket.  Hållbarhetsrapporterna för de utvalda modemärkena ger information om varumärkenas hållbarhetsstrategi, mål, program och resultatdata. Strategin för alla dessa varumärken kretsar kring hållbara utvecklingsmål 2030 där dessa varumärken påstår sig leda förändringen, Circular & Climate Positive-verksamheten, arbetar med förnybar energi, ger rättvisa och lika möjligheter till anställning, utan könsdiskriminering och minskar ojämlikheter.  Analys av sociala medieplattformar indikerar att det mesta av det sociala mediematerialet för dessa modeföretag handlar om att marknadsföra sina produkter, tjänster och försäljning. Resultaten innebär att företagets digitala medier, snarare än att använda digitala medier bara för produktreklam, bör öka medvetenheten om hållbarhetsproblem inom modesektorn och främja deras ansträngningar för hållbarhet och minskade koldioxidutsläpp. Effektiv användning av sociala medier för att främja hållbarhetsagendor bidrar till att öka modeföretagens varumärkesimage när det gäller hållbarhet. Resultaten indikerar en positiv koppling mellan hållbarhet och en positiv modevarumärkesuppfattning. Digital marknadsföring av hållbarhetsinitiativ skulle introducera varumärket som en transparent, ansvarsfull och etisk verksamhet. Studien föreslår att varumärken bör använda flera sociala medieplattformar för att marknadsföra sina hållbarhetsinitiativ när det gäller att främja hållbarhetsinitiativ.

This case study examines how luxury fashion brands communicate their sustainability practices on the brands' sustainability page on the company's website and whether selected luxury fashion brands are greenwashing and bluewashing. The luxury brands selected for this study are Stella McCartney and Gucci, on the grounds that both brands have different types of businesses and approaches. To understand the context, this study uses the triple bottom line sustainability concept by Elkinton (1998), sustainable luxury fashion brands (Godart & Seong ,2017; Wiedmann et al., 2009; Joey et al.,2012; and Franco et al. 2019), greenwashing concept by Delmas & Burbano (2011) and bluewashing concept (Sailer et al., 2022). To conduct the analysis, this study uses textual, eco-lexicon categorization developed by Thomas (2008) and the categorization from Milanesi et al. (2022) is adapted for visual analysis and the sins of greenwashing by Terra Choice (2010) to see the potential of greenwashing. The results shows that Stella McCartney and Gucci sustainable communication serves as their marketing strategy which encourage purchase and therefore it is problematic. Both brands use vague, ambiguous words, terms, and certifications and lack of transparency. While the images are not yet seen as a potential tool to communicate sustainability initiatives. Even though the brands are known as sustainable fashion brands, the result demonstrates brands show irrelevancies and paradoxes between what the brands communicate and their actual practices ; therefore show potential greenwashing and bluewashing.

Made available in DSpace on 2010-04-20T20:14:57Z (GMT). No. of bitstreams: 1 61070100629.pdf: 39793 bytes, checksum: fe00be3f55de5409c675f0284098e467 (MD5) Previous issue date: 2009-12-21T00:00:00Z / O luxo pressupõe uma hierarquia social e a moda serve como ferramenta para aplicação desta distinção. A maneira como a pessoa se veste reflete a sua personalidade, posição econômica e social. A posse de bens de luxo serve para diferenciá-la daqueles que não podem consumi-los e a marca, como referência para o usuário. A transformação das marcas de moda de luxo de pequenos negócios familiares para empresas com presença mundial, aumentou o nível de competitividade entre elas, levando-as a ampliação dos seus mercados. O Brasil, junto a outros países emergentes, figura como mercado chave neste crescimento. O mercado de luxo vem despertando a atenção do meio acadêmico. A presente dissertação tem o objetivo de estudar a identidade e a imagem da Louis Vuitton, marca líder deste mercado no mundo, e assim contribuir para o avanço deste estudo. O estudo valeu-se de pesquisa exploratória qualitativa e utilizou uma amostra de profissionais e consumidores de marcas de moda de luxo, com três fontes de evidência: consulta a publicações relacionadas ao tema, entrevistas em profundidade e observação sistemática. Os resultados apontam para características que definem o comportamento do consumidor de luxo em relação às marcas de moda de luxo internacionais e os fatores que os levam a preferi-las ou rejeitá-las. Também evidencia diferenças entre a identidade e a imagem da Louis Vuitton no Brasil, mercado relativamente jovem em relação ao consumo de luxo. / Luxury stands for social hierarchy and fashion can be used as the too1 to reach this social distinction. The way a person is dressed reflects its personality and social and economical position. Owning luxury goods differentiates the ones who can afford it of those who cannot and the brand works as a reference for the user. The luxury fashion brands changed from small familiar companies to enterprises with global presence, which increased the competition level between them. and forced them to expand their markets. Brazil. along with other emerging countries, has become a key market for this expansion. The luxury market is getting more attention among marketing researchers. This research has the goal of studying the identity and image of Louis Vuitton, the luxury market leading brand, contributing for studies of this subject. The research was based on a qualitative approach, using three sources of information: desk research, in-depth interviews with professionals and consumers of luxury fashion brands, and observation. The results point to facts that lead consumers to choose a brand or reject it. The research unveiled a difference between Louis Vuitton's identity and image. due to Brazilian's market young stage on luxury consumption.