The purpose of this thesis is to empirically identify how pure-play fashion retailers can simulate attachment to their websites (through trust, loyalty and purchase intentions) by using different marketing communications media (static product presentation, moving product presentation, guidance and community) to overcome the intangible nature of the online sales environment.The word “simulating” in the title has been chosen due to the nature of the relationship which can exist between a consumer and a pure-play retailer. The word “simulate” means ‘imitate the appearance or character of’ and ‘pretend to have or feel (an emotion)’ (Google a, 2012). A computer facilitates the relationship between a consumer and the pure-play retailer and cannot feel; therefore the relationship cannot exist in a real way and only exists in the eyes of the consumer. Just as a simulator is used for pleasure rides, such as flights or rocket ships, the flight does not exist, but is simulated by a computer and a director who ensures the film starts simultaneously with motion. The same is true for the relationship between a pure-play retailer and a consumer, it is not real, and therefore it is appropriately “simulated”. Descriptive statistics set the scene for a following body of multivariate statistical analysis (EFA, CFA and SEM) using AMOS 16.0. 15 hypothesized relationships are tested after being generated from an extensive literature review. A sample of 688 female young fashion consumers from The University of Manchester participated in this study. There is clear variability in the build up of attachment when a consumer shops for products communicated via different marketing media. Different facets of attachment can be simulated by using static product presentation, moving product presentation and guidance. Community tools can be used to fuel product viewing in rich media and moving formats whilst acting as a discursive platform. Static product presentation has direct relationships with trust and purchase intention, whereas moving product presentations are related to building loyalty. Generalisation of results is limited due to the use of an exclusively female, student sample and the centrality on the UK fashion industry. Further development of the constructs used in this study is needed to further test the conceptual model. This study is one of the first to empirically study pure-play fashion retailing, providing insightful and pragmatic advice by identifying which communication mediums foster enduring relationships with young fashion consumers.

This thesis empirically examines the nature of consumer experiences as the result of interactions with components of the fashion store environment. It aims to further understand the consumption experience construct by adopting a multidimensional view of experience and a holistic view of antecedents, with the support of empirical data. A qualitative approach is adopted utilising face to face interviews with 5 practitioners and 20 young fashion consumers. By examining two perspectives a greater insight in to the way in which consumer experiences are created and are consumed can be gained. Data has been compared to establish differences between the way practitioners perceive the consumer experience, and the actual experiences of consumers. In doing so the research identifies several managerial implications which can be used to enhance the creation of experiences to meet the desires and wants of young fashion consumers. Findings suggest several stimuli including product, the physical setting, people, technology and brand message components contribute towards the creation of specific cognitive, emotional, sensory, physical and social experiences in fashion stores. It identifies technology as an important component affecting the consumer experience not yet discussed in existing literature concerning mid-market fashion store environments and proposes further research into this stimulus in a fashion context. Physical experiences in store are a vital element of the fashion store experience. Consumers should be immersed in physical experiences to provide unique and memorable encounters with a retailer that cannot be gained online. Furthermore the physical store should foster the relationship between consumer and consumer in order to create social experiences that engage consumers on more personal levels. In creating immersive and engaging experiences in the physical store retailers can ensure that the store format remains competitive in today’s challenging market.

World as known in the 21st century is influenced by modern technologies, social sites are counted as one of them. If a fashion company wants to succeed in the globalized world, in which thanks to the Internet everything is affordable, this company has to build a positive relationship with its customers. One way how to do it is using correct marketing strategies and tools. This can be done in cooperation with fashion bloggers. They are building a big influence on their social sites profiles, reaching millions of followers from all over the world. This diploma thesis conducts a survey on this topic while describing one of each tool of fashion blogs and also principles of the fashion industry. Later on these findings are deepen by studying how the best international and Czech fashion blogs work in the reality. The end also covers a different point of view - experiences of a fashion company.

Orientador: Ernesto Giovanni Boccara / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Artes / Made available in DSpace on 2018-08-22T09:42:02Z (GMT). No. of bitstreams: 1 Romanato_Daniella_M.pdf: 8028639 bytes, checksum: 26be66290d763bd90b86172147fa5127 (MD5) Previous issue date: 2013 / Resumo: Esta pesquisa pretende discutir a metodologia de ensino de história da roupa e da moda através do cinema. É pacífico que se aprende por observação e que o cinema exerce fascínio desde seu surgimento. Também é sabido que filmes apresentam figurinos, que nem sempre são roupas fiéis a uma época, mas, mesmo assim, estas podem ser a melhor forma de aproximar o aluno do contexto de uma determinada época, para que ele seja capaz de entender o porquê da adoção de determinados costumes e roupas em seu cotidiano / Abstract: This study discusses the methodology of teaching the history of clothing and fashion through cinema. It is undisputed that is learned by observation and fascination that cinema has since its inception. We also know that movies have costumes, clothes that are not always faithful to the era, but even so, they may be the best way to approach the student in the context of a particular time, that he may be able to understand why the adoption of certain customs and clothes in their daily lives / Mestrado / Multimeios / Mestra em Multimeios

Esta pesquisa tem como pano de fundo o setor de moda, que passou por diversas transformações ao longo das últimas décadas, estabelecendo o fast fashion como seu principal modus operandi. Apesar do crescimento possibilitado por esse modelo, houve um consequente aumento de impactos ambientais e sociais no setor. Em função disso, há uma crescente demanda por produtos e serviços que gerem menores impactos, modificando os modelos de negócios do setor. Portanto, o problema de pesquisa abordado neste trabalho é “como desenvolver modelos de negócio inovadores e sustentáveis no setor da moda?”. Deste questionamento derivam os objetivos da pesquisa, que são: (i) avaliar como ocorrem as inovações em sustentabilidade no setor; (ii) analisar de que maneira essas inovações se manifestam para o mercado; (iii) identificar, em nível agregado, oportunidades e desafios que tipicamente influenciam o sucesso de modelos de negócio inovadores e sustentáveis na indústria da moda; e (iv) realizar uma análise quantitativa de inovação sustentável em empresas da indústria da moda. Para atingir esses objetivos, a pesquisa foi dividida em duas grandes etapas A primeira delas, apresentada no artigo 1, buscou na literatura e na prática conceitos relacionados a modelos de negócios que buscam a sustentabilidade na moda. Foram feitas uma revisão sistemática da literatura, entrevistas com especialistas e consultas a sites especializados, gerando-se um framework de tendências e direcionadores de inovação sustentável. Oito estudos de casos de empresas brasileiras e italianas ilustraram o funcionamento desses drivers. Ao final, foram levantados desafios e oportunidades para negócios que buscam a sustentabilidade na moda. Na segunda etapa, presente no artigo 2, buscou-se analisar casos de empresas que utilizam os direcionadores apontados no artigo 1 numa análise quantitativa baseada em uma escala de inovatividade em sustentabilidade. Os resultados apontam para uma maior facilidade dos negócios em incorporar conceitos de responsabilidade social e economia circular e uma dificuldade em escalar modelos de negócios que utilizam matérias-primas naturais. Ao final, um framework de caminho ilustrativo para a sustentabilidade foi gerado para negócios do setor. / This research has as a background the fashion industry, which has undergone several transformations over the last decades, establishing fast fashion as its main business model. Despite the growth that this model made possible, there was an increase in environmental and social impacts caused by this expansion. As a result, there is an increasing demand for products and services that generate smaller impacts, causing changes in the business models of the sector. Therefore, the research problem addressed in this paper is "how to develop innovative and sustainable business models in the fashion industry?". From this question, the objectives of the research are derived, which are: (i) to evaluate how innovations in sustainability occur in the sector; (ii) to analyze how these innovations are manifested to the market; (iii) to identify in an aggregate level opportunities and challenges that typically influence the success of innovative and sustainable business models in the fashion industry; and (iv) to generate a quantitative analysis of sustainable innovation in companies in the fashion industry. To achieve these goals, the research was divided into two major steps. The first one, presented in article 1, sought in the literature and in practice work some concepts related to sustainable business models in fashion A systematic review of the literature, interviews with specialists and consultations with specialized websites were carried out, generating a framework of trends and drivers of sustainable innovation for this sector. Eight case studies of Brazilian and Italian companies illustrated the operation of these drivers. In the end, challenges and opportunities for businesses that seek sustainability in fashion were raised. In the second stage, presented in article 2, we sought to analyze cases of companies that use the drivers pointed out in article 1 in a quantitative analysis based on a scale of innovation in sustainability. The results show a greater ease for business to incorporate concepts of social responsibility and circular economy and a difficulty in scaling business models that use natural raw materials. In the end, an illustrative framework of a pathway for sustainability was generated for business in this sector.

Miss Clean es una empresa dedicada a la limpieza y mantenimiento de carteras para mujeres ejecutivas y modernas que no disponen de tiempo suficiente para realizar dicha actividad. La empresa está ubicada en el distrito de San Borja para atender los pedidos de nuestro público objetivo, mujeres entre los 25 y 55 años que viven en los distritos de San Borja, San isidro, Surco, La molina y Miraflores del NSE B. Gracias al análisis del entorno realizado se detectó una necesidad insatisfecha en mujeres que no encuentran un lugar confiable donde hacer el mantenimiento a sus carteras con total garantía. Miss Clean pone a disposición un servicio personalizado donde podrán contactarnos mediante nuestra página web, redes sociales y el personal de recojo se encargará de la recepción en la comodidad de su hogar o centro de laborales. Nuestro equipo de trabajo está liderado por 5 integrantes altamente calificados para la gestión de las áreas claves de la empresa. La estrategia principal para el éxito del negocio es el enfoque por diferenciación ya que contaremos con una ventaja competitiva a través de un servicio de calidad que genere valor para el cliente. Este proyecto ha sido evaluado efectivamente por diferentes indicadores financieros, obteniendo una tasa interna de retorno (TIR) de 61% y un valor actual neto (VAN) de S/458,308. Por último, confiamos que el 6.25% la rentabilidad que ofreceremos al inversionista será una propuesta atractiva para atraer el capital necesario para el desarrollo de nuestro plan de negocio. / Miss Clean is a company dedicated to the cleaning and maintenance of portfolios for executive and modern women who do not have enough time to carry out this activity. The company is located in the district of San Borja to meet the requests of our target audience, women between 25 and 55 years living in the districts of San Borja, San Isidro, Surco, La Molina and Miraflores of NSE B. Thanks to the analysis of the environment carried out, an unmet need was detected in women who do not find a reliable place to maintain their portfolios with full guarantees. Miss Clean offers a personalized service where you can contact us through our website, social networks and the pick-up staff will take care of the reception in the comfort of your home or work center. Our team is led by 5 highly qualified members for the management of key areas of the company. The main strategy for business success is the differentiation approach, since we will have a competitive advantage through a quality service that generates value for the client. This project has been effectively evaluated by different financial indicators, obtaining an internal rate of return (IRR) of 61% and a net present value (NPV) of S / 458.308. Finally, we trust that the 6.25% profitability that we offer to the investor will be an attractive proposal to attract the necessary capital for the development of our business plan. / Trabajo de investigación

En este trabajo de investigación se busca investigar de qué forma se vienen planteando y desarrollando la introducción del mundo audiovisual a través de esta nueva narrativa, los fashion films, en la publicidad y la acogida que esta tiene. Para poder entender de una manera adecuada, se realizará una estrategia metodológica de enfoque cualitativo para el cual se utilizarán guías de análisis de contenido y entrevistas. También, consultará a diferentes autores que hablen acerca de este tema, así como también acerca de los conceptos que un fashion film abarca y que nos ayudarán a entender porque son una opción tan usada por distintas marcas y tan bien recibidas por el público. Asimismo, nos centraremos en un caso en específico: la campaña Tender Stories de Tous. Todo lo anterior, con la finalidad de que más audiovisuales vean en este rubro de lo audiovisual con la publicidad una oportunidad no solo una ventana para mostrar su creatividad y trabajo sino como un campo laboral en el que se pueden desenvolver. / This research work seeks to investigate how they are posing and developing the introduction of the audiovisual world through this new narrative, fashion films, advertising and the reception that it has. To be able to understand in an adequate way, different authors will be consulted that speak about this topic, as well as about the concepts that a fashion film covers and that will help us to understand why they are an option so used by different brands and so well received by the public. We will also focus on a specific case: the Tous Tender Stories campaign. All of the above, with the aim that more audiovisuals see in this area of ​​the audiovisual with advertising an opportunity not only as a window to show their creativity and work but as a work field in which they can develop. / Trabajo de investigación

Master of Science

There is an urgent need to reevaluate current consumption habits and design practices in the fashion industry. In an effort to design clothing that not only lasts longer but is also kept longer, timeless aesthetics are to be considered. But what is timeless and how may it be assessed in the context of the ever-changing cultural Zeitgeist? This project is based on a participatory research process in collaboration with several people aged 60 and older.  In order to propose solutions that align with the diversity of viewpoints that came up during this research, a series of events were organised that corresponded to the different approaches to sustainable practices of the participants. The project emphasises the importance of diversifying fashion experiences for a more sustainable fashion future.

Esta investigación tiene como objetivo general explicar de qué manera las influencers de moda impactan en el proceso de valorización del lujo para la joven limeña Gen Z del sector A/B, en la actualidad. Para ello, es importante conocer el papel de las influencers como agente de decisión de compra para los productos de lujo, así como explicar la relación entre la valorización del lujo y las influencers de moda mediante objetivos especificos. La presente investigación tiene un enfoque cualitativo de diseño etnográfico. Los objetivos serán desarrollados a través del análisis de información teórica en torno a conceptos como el lujo, influencers y generación Z, así como ténicas de recojo de información: entrevistas semi estructuradas y un focus group a 8 jóvenes limeñas Gen Z universitarias del sector socioeconómico A/B, pertenecientes a distritos como La Molina, Miraflores, San Borja, San Isidro y Santiago de Surco, a las cuales se les preguntará sobre sus conocimientos y percepciones de los productos de lujo en la moda y si es que esta se ha visto afectada por la influencers de moda, ya que se desconoce su posición y experiencia al respecto. De esta manera, se propone responder la siguiente pregunta de investigación: ¿Cómo las influencers de moda en instagram impactan en el proceso de valorización del lujo en la joven limeña Gen Z, del sector A/B. / This research aims to explain how fashion influencers impact the process of luxury valorization luxury for Gen Z young woman of the A/B socioeconomic sector, from Lima, Perú. To do so, it is important to know the role of influencers as a purchasing decision agent for luxury products, as well as to explain the relation between the valorization of luxury and fashion influencers through specific objectives. This research has a quantitative approach and ethnographic design. The objectives will be developed through the analysis of theoretical information around concepts such as luxury, influencers and generation Z, as well as information collecting techniques: semi-structured interviews and a focus group to 8 Gen Z woman, who also are university students and belong to the socioeconomic sector A/B, belonging to districts such as La Molina, Miraflores, San Borja, San Isidro and Santiago de Surco. They will be asked about luxury products in fashion and if their desire of consumption has been affected by fashion influencers content, since their position or knowledge about them it is unknown. In this way, it is proposed to answer the following research question: How do fashion influencers on instagram impact the process of valorizing luxury for Gen Z young woman of the A/B socioeconomic sector, from Lima, Perú.