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The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.

While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

While there have been numerous studies directed at addressing the female Generation Y cohort’s fashion consumption patterns, there is a dearth of published research focused on male consumer fashion conscious behaviour, especially not that of the African Generation Y (hereafter referred to as black Generation Y) males. There are global indications that contemporary males are engaging in fashion apparel shopping more frequently than ever before. Moreover, unlike past generations, today’s male consumers have become increasingly fashion aware and fashion conscious, taking care of their looks and developing their own fashion style. Born between 1986 and 2005, in 2013, black Generation Y individuals made up approximately 83 percent of South Africa’s total Generation Y cohort and 38 percent of the country’s 52 981 991 population. In 2013, black Generation Y males accounted for an estimated 42 percent of the South African population. As a consequence of its size, the black Generation Y male market segment represents a potentially lucrative and attractive market for apparel retailers and fashion marketers. Marketers are particularly interested in those individuals pursuing tertiary qualifications given that a higher education ultimately acts as a predictor of their higher future spending potential and an indication of their social standing and influence within a society. The aim of this study was to determine the causal relationships between black Generation Y male students’ need for uniqueness, fashion awareness, fashion consciousness and fashion conscious behaviour in order to model the determinants of black Generation Y male students fashion conscious behaviour. A self-administered questionnaire was administered on a single cross-sectional sample of 400 black Generation Y male students at three university campuses in the Gauteng province in 2013 – one from a comprehensive university, one from a university of technology and one from a traditional university. From the administered questionnaires, 213 were completed and returned as usable. The collected data was analysed by means of exploratory factor analysis, reliability and validity analysis, descriptive statistics and correlation analysis. In addition, structural equation modelling (SEM) was applied to test a proposed model derived from the literature. According to the results of the SEM analysis, black Generation Y males’ fashion awareness has a significant positive influence on their fashion consciousness, and their fashion consciousness has a significant positive influence on their fashion conscious behaviour. In terms of the dimensions of the need for uniqueness, unpopular choice has a significant positive influence on black Generation Y male students’ fashion awareness, whilst creative choice has a significant positive influence on their fashion consciousness, and avoidance of similarity has a direct significant positive influence on their fashion conscious behaviour. Furthermore, the findings suggest that their fashion consciousness is reliant on their fashion awareness, which in turn influences their fashion conscious behaviour. Findings from this study will aid marketers’ in better understanding black Generation Y male students’ fashion conscious behaviour. Furthermore, the recommendations provided suggest marketing strategy guidelines tailored at effectively targeting this market segment. / PhD (Marketing Management)--North-West University, Vaal Triangle Campus, 2015

Suiting the Modern Woman documented the evolution of women's power dressing in the 20th century by featuring four major components: thirteen period suit silhouettes, the power suits of twenty-eight influential and successful high profile Texas women, a look at the career and creations of Dallas designer, Richard Brooks, who created the professional wardrobe for former Texas Governor Ann Richards, and a media room which showcased images of working women in television and movie clips, advertisements, cartoons, and fashion guidebooks. The exhibition served as an application for contemporary museum education theory. Acting as both the exhibition coordinator and educator provided an opportunity to develop interpretative strategies and create a meaningful visitor experience.

Background: The globalisation of the fashion industry has allowed competition to increase and speed up the production. This has influenced supply chains to give up on ethical factors in order to push sales of cheap, Fast Fashion. The concept of Slow Fashion developed to challenge the unsustainable business models of fast fashion, implementing conscious production. However, it is hard to compete with cheap price and rapid production and therefore the promotion plays a crucial role in the survival of Slow Fashion companies. Even though green marketing and demarketing have been investigated as promotional strategies, no research has been dedicated towards promotion strategies that benefit Slow Fashion business models through keeping the company values.   Purpose: This paper seeks to identify how it is possible to promote the Slow Fashion business model to motivate the customer to choose Slow Fashion.   Method: In order to fulfil the purpose and answer the research question, a qualitative study was implemented through semi-structured, in depth interviews of which the results were compared and analysed with existing research and theories. The interviewees were all selected from their expertise regarding the subject. Participating companies were selected through convenience sampling and the experts participating through snowball sampling   Conclusion: The results shows that providing the consumer with transparency, information and anti-consumption would be a successful way to promote Slow Fashion businesses in order to stay competitive. However, it is uncertain if using one of these strategies leads to a competitive advantage. One has to keep the same message through all elements of the promotion in order to stay true. The proposed promotion strategy ought to be involving the consumer through communities and repair shops and going together as a movement of the whole industry.

Purpose: The purpose of this thesis is to expand knowledge of slow fashion brand customer by creating a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion consumers. Method: Since slow fashion consumer concept is still rather unexplored area, qualitative research strategy approach was chosen for this thesis, to get more deep data about the slow fashion consumer profile and buying insights. To address the research questions, single case study was used. The data was gathered through semi-structured interviews that were conducted with five female slow fashion consumers who had recently made a purchase from a Swedish slow fashion brand MASKA’s online store. To analyse the data, a coding approach was used. As a result of the coding process, themes that described the slow fashion consumer’s profile and buying insights emerged and were used later to create a narrative of the slow fashion buyer persona. Conclusion: In order to expand knowledge of slow fashion brand customer, a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion buyer was developed with this study. To answer the research questions and develop persona, five female slow fashion brand buyers were interviewed. Answering the research questions provided 8 different themes that emerged from the interview transcripts and made up slow fashion brandbuyer persona, which fulfilled the purpose. The emerged themes were describing who slow fashion brand buyer persona is: 1) creative mind; 2) globetrotter and explorer; 3) fond of nature, and themes that described what influences the slow fashion buyer: 4) consciousness; 5) quality over quantity; 6) shoppers of small boutiques; 7) trust; 8) esthetics. This study did not come to a firm conclusion, but rather aimed to provide more in-depth knowledge about slow fashion brand buyer and point out implications to further study the slow fashion consumer.

The aim of this master thesis is to define fast fashion and fast fashion retailing, and describe specifics of their business activities with deep focus on the Czech market. The theoretical part reviews literature dealing with international strategy and management and fashion and fast fashion retailing. The empirical part then focuses on real-life business cases. In order to illustrate the behaviour of fast fashion retailers on the Czech market, a case study method is employed. The attention is narrowed on three chosen fast fashion retailers MANGO, Zara and H&M. The separate case studies on MANGO, Zara and H&M focus on retailers' presence in the Czech market. The retailers' position on the market and strategies are then compared with the aim to identify the most successful fast fashion retailer and verify whether the hypothesis that the first mover to the market gains the competitive advantage is true for the chosen fast fashion retailers in the Czech market. Further, the work tries to find possible factors of the retailers' success in the Czech market.

This Master's Thesis draws attention to established methods and procedures in the fashion design industry that are to be compared in the context of global changes and market opportunities. Special attention is given to the concept of fashion shows as the ongoing principal marketing instrument for fashion presentation. We analyze the individual elements of fashion show production, followed by the description of the theoretical mechanism of an on-line virtual fashion show. A part of the thesis is also dedicated to a general overview of the field of fashion design and a definition of the individual parts of fashion show as a market instrument in the context of the historical development of the field.In conclusion we show new opportunities in the sphere of fashion marketing, with respect to the changes in consumers' behavior in the second half of 20th century and the expected future changes in the first half of 21st century.