Background: It is an essential clothing piece for women, which is proven to enhance the consumers’ perception of themselves, namely a woman everyday bra. There seems to be a lack in recent research on women lingerie especially within the Generation Y. The complex purchase decision for the high-involvement product everyday bra in combination with the characteristics of this generation have a vital impact on their considerations. Purpose: The purpose of this thesis was to describe how Generation Y is considering the perceived influential factors in their purchase decision of the high-involvement product everyday bra. Thereby, an existing theory was extended by two new factors, namely psychosocial and physiological and tested on the Generation Y. To fulfil the purpose of this study, one research question was established. Method: An interpretivism philosophy was used as part of this study, along with an abductive approach. Descriptive research was conducted to analyse the qualitative data collected through 18 semi-structured in-depth interviews. To adequately reach the selected target population, a combination of convenient, judgmental and snowball sampling technique was employed. Conclusion: The empirical findings of this study suggest, that six factors are considered by Generation Y’s purchase decision. A remarkable recognition is given to comfort, followed by a high relevance of aesthetics and the remaining factors. This knowledge is highly relevant for lingerie companies, especially when considering the store layout and supplementary distribution channels such as e-commerce.

Aim of this thesis are analysing of contemporary state of company Dolly lingerie and setting new direction of development on this basis. Detailed analysis uses 5C ands SWOT analysis method. In the theoretical part thesis deals with substantial requisits of business plan.

Children learn from a variety of sources. One of the most powerful pedagogical sites for kids is the consumer sphere. Marketers recognize this and have recently carved out a new consumer niche for those between childhood and adolescence, marking them as tweens. La Senza Corporation, which specializes in women's lingerie, responded to this trend by opening a tween store with a name heavily laden with meanings of sexuality: La Senza Girl. This study will apply a textual analysis to the tween retail space, in an effort to understand the informal pedagogy that takes place within this milieu. While La Senza Girl celebrates girlhood by creating a space that tween girls can call their own, it is important to take stock of the meanings of girlhood being celebrated. This study interrogates La Senza Girl's 'pedagogies' of femininity, sexuality and girlhood.

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No description available.

L'objectif de cette thèse est de contribuer à une meilleure compréhension de la formulation et du renouvellement des stratégies à travers le temps. Nous avons pour ce faire choisi d'analyser les comportements stratégiques de trois entreprises face à un choc prévisible annoncé plusieurs années d'avance. Il s'agit de l'abolition des quotas à l'importation de vêtements décidée par l'Organisation Mondiale du Commerce en 1995, et qui devait prendre effet en 2005. La recherche a porté sur les deux questions suivantes : • Quels sont les facteurs qui peuvent nous aider à comprendre la réaction et le comportement d'une entreprise à la suite d'une rupture institutionnelle programmée? • Existe-t-il des régularités qui se dégagent de l'évolution du processus stratégique prenant place à la suite d'une rupture institutionnelle programmée? La recherche est exploratoire et qualitative. Elle a été guidée par un modèle interactif de type contextualiste construit à partir de la littérature, qui met en relation trois éléments centraux : la création de sens par les décideurs, le contexte de chaque entreprise et les ressources relationnelles liant les entreprises et leurs parties prenantes. Ce modèle est globalement validé par le terrain. Il nous a permis, d'une part, de saisir les logiques sous-jacentes aux réponses formulées par les entreprises face à la rupture annoncée et, d'autre part, de replacer ces logiques dans l'évolution générale de la stratégie de ces entreprises à travers le temps. L'analyse de nos résultats nous a révélé l'existence d'une forte cohérence entre les différents éléments de réponse aux questions posées. Nous proposons de les intégrer dans un modèle centré sur le concept de « maturité stratégique », défini comme l'acquisition par une entreprise de l'expertise nécessaire à la construction et au renouvellement de sa vision et de son action stratégiques. La maturité stratégique est faite à la fois de clairvoyance proactive et de capacité d'action. Elle s'enrichit dans le temps au cours d'un processus collectif d'apprentissage au contact des différentes problématiques internes et externes auxquelles les dirigeants sont appelés à se mesurer. La maturité stratégique expliquerait ainsi pourquoi les entreprises d'une même industrie ont su profiter mieux que d'autres du délai de dix ans dont elles disposaient avant l'abolition définitive des quotas à l'importation. ______________________________________________________________________________ MOTS-CLÉS DE L’AUTEUR : formation des stratégies, rupture institutionnelle programmée, dirigeant, contexte, ressources relationnelles, création de sens, industrie du vêtement, abolition des quotas.

本文對台灣2010-2015.6期間的女性內衣電視廣告進行符號學研究，探討其中的符號與敘事規則，女性及其身體的符號意義、以及符號結構如何建構內衣的消費迷思。研究認為，廣告多元地講述了女性在男女關係、公共關係、朋友關係和個人關係中所體驗的情緒和情感，呈現較為豐富的女性角色和個性，很多文本亦表現出對傳統陰柔特質和男性權威的挑戰，藉由女性個人風格和獨立意識的展現，內衣廣告積極透過文本的搭建闡釋女性自主。研究文本將身體謀劃運作為自我認同的過程，女性因為身體資本而獲得肯定和賦權， 但同時也不斷重複著女體標準的階級化霸權，符號擇用透露了新舊結構的拉扯中，父權體制、資本主義商業邏輯與女性消費者進行著女性主體性的協商。內衣之為符號，被塑造成與外界發生關連的媒介（medium），同時是許多正面積極意義的載體（vehicle），內衣電視廣告繼續深化內衣的性感迷思、美麗迷思，還敘述了自信自主的迷思、自我意識的迷思，個性化迷思，滿足女性對主體性的想像，對生活夢想的期望。 / This is a semiological study of lingerie TV commercials in Taiwan from 2010 to June 2015, which explores the symbolic structure and narrative rules, symbolic significance of women and their bodies, and how lingerie myth constructs. Research suggests that ads show the various emotions and feelings females experiencing in different relationship, including male-female relationship, friendship, public relations and self-relation, while females appearing in relatively rich characters and personalities. Many ads present the challenge to traditional femininity and masculine authority. Though demonstrating the personal style and sense of independence, lingerie ads attempt to bulid a positive interpretation of female autonomy. Self-identity is shaped during practising one`s body plan, as a result, women get recognition and empowerment because of the physical capital in these ads. However, we can see the repetition of the body standard, which constructs hegemony of body. Overall, the research finds the wrestling between the old and the new social and cultural structure, in other words, a negotiation of expressing subjectivity among patriarchy, capitalist business and women customers in lingerie TVC. In terms of its symbolic value, lingerie is portrayed as a medium to connect females with the external world, and a vehicle carrying lots of positive implication. Furthermore, these ads deepen sexuality myth and beauty myth of lingerie, at the same time, add the myth of self confidence, independency and personality to it, meeting women's imagination of subjectivity and expectations for life.

Submitted by CAROLINA BONESSO VITORINO (carolina.vitorino@fgv.br) on 2018-09-14T14:39:46Z No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Approved for entry into archive by Simone de Andrade Lopes Pires (simone.lopes@fgv.br) on 2018-09-14T20:00:28Z (GMT) No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Approved for entry into archive by Suzane Guimarães (suzane.guimaraes@fgv.br) on 2018-09-17T13:33:52Z (GMT) No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) / Made available in DSpace on 2018-09-17T13:33:52Z (GMT). No. of bitstreams: 1 CAROLINA BONESSO VITORINO - TA V.Final 3.pdf: 1092859 bytes, checksum: c6da85e2aec5654312ed592e17af3aeb (MD5) Previous issue date: 2018-08-23 / O objetivo deste trabalho é avaliar a eficiência de anúncios no Instagram para aumentar as vendas do e-commerce da rede de lojas de moda íntima Depósito da Lingerie. Para isto, a estratégia de comunicação utilizada foi a promoção de vendas de produtos selecionados de acordo com a sua aceitação perante seu público consumidor que foram anunciados na mídia social: Instagram. O método de pesquisa inicial foi o desk research a fim de se levantar exemplos de como grandes marcas anunciam moda íntima e interagem com suas consumidoras no Instagram. O Depósito da Lingerie fez posts pagos baseados nos benchmarks estudados. Os resultados indicaram que houve aumento de vendas das peças anunciadas tanto na loja virtual quanto nas lojas físicas que sentiram ainda mais os efeitos da comunicação. / The objective of this study was to verify the Instagram’s efficiency to improve the sales performance of Depósito da Lingerie’s online store. The communications strategy utilized was the sales promotion of products selected in accordance with their acceptance by the consumer public as advertised in the Instagram social media. In order to gather examples of how great brands advertise lingerie and interact with their customers on Instagram, the initial research method selected was desk research. Depósito da Lingerie used paid ads based on the studied benchmarks. The results indicated that there was an increase in sales of the pieces announced both in the virtual store and in the physical stores that felt even more the effects of the communication.