The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types. / Program: Master Programme in Fashion Management

Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as written ones. Due to the access in the company the written interviews could be followed up by additional questions. Findings: Mary Katrantzou works with the appropriate traditional tools for luxury fashion brands, apart from advertisement, as well as working with the digital channels most suitable. Accordingly the theory a cohesive brand identity is vital when it comes to luxury fashion firms, and the findings in this area showed that the company does not have a coherent brand identity that permeates the whole organization. Instead the opinions of the six respondents differed. Moreover the empirical findings showed that collaborating with other companies could increase brand awareness. Conclusion: Mary Katrantzou’s marketing strategy is, accordingly the theory collected, in line with how luxury fashion brands should work with marketing. For the future however the company could invest in one more traditional tool in the form of advertisement. Figuring out the true brand identity of the company is also of importance. Moreover collaborations have according to this study the ability to increase brand awareness and should therefore be of interest to research further in the near future. Value/originality: The intimate access in the case study company in this report should be of high interest due to its rareness. From the inside examined fashion luxury brands are seldom researched, which adds value and originality to this study. / Program: Textilekonomutbildningen

No description available.

No description available.

The purpose of this study is to create a deeper understanding on how brands today arepart of culture, creating meaning and effects, persuading customers through hidden messages and cultural communication codes. The starting point for my studies has been a European approach, with a German brand as empirical material. As a visual communicator it is especially important to critically understand how each element in an advertising campaigncreates meaning and therewith influences consumers unconsciously. My study has the ambition to research how luxury products are portrayed by examining visual markers for taste and exclusivity that indicate that the Jil Sander advertising campaign (2018) is directed towards members of a higher social strata. This has been done by using a qualitative visual image analysis based on social semiotics. Representation, taste, status and social milieus are the theoretical key terms in this study which are linked to my image analysis which shows that the characters are members of the same scene belonging tothe same social milieu, were they share social norms, dress codes, linguistic codes such assigns and symbols. All of them are visual markers of a higher social class, taste and capital.

La comunicación publicitaria ha ido evolucionando cada vez más a medida que el consumidor también comienza a adecuarse a las nuevas tendencias, convirtiéndose en un usuario con mucha mayor exigencia al momento de buscar satisfacer sus necesidades. Esto implica que la comunicación aplicada por marcas a nivel global también deban situarse en las estrategias de comunicación actuales como el comunicar historias y/o experiencias, de forma atractiva e impactante con el objetivo de mantenerse actualizados con esta evolución del mensaje y seguir enamorando a los usuarios. Así, implementan herramientas que van más allá de lo funcional, es decir, optan por recursos con la finalidad de transmitir una historia que involucra emociones, valores y pilares en relación a la esencia que posee cada marca, ya que ello se ha caracterizado por ser un factor potencial que permite marcar un valor diferencial de su competencia en el rubro que uno se encuentre. Mediante el uso del branded content, una estrategia considerada como la evolución del product placement, recurso caracterizado por otorgar una comunicación de valor funcional hasta la época, se tiene en consideración para el desarrollo de este trabajo, entender las nuevas estrategias aplicables por explorar en el mercado peruano, específicamente en el rubro de moda, por medio del branded content cumpliendo como objetivo cubrir metas de corto o largo plazo en el área de marketing y comunicación. El mercado de moda peruano ya está comenzando a adaptarse a las nuevas tendencias con respecto a sus estrategias comunicacionales, sin embargo, recursos como los fashion films no están siendo lo suficientemente explotados a nivel nacional, siendo una oportunidad para conocer un poco más sobre esta herramienta y, finalmente, aplicarlo para obtener mejores resultados, ya que, en la actualidad, una historia vende más que los atributos funcionales del producto/servicio en este rubro. Para ello, el análisis de contenido desarrollado a continuación será en apoyo a la metodología que expone García-Noblejas desde las “primeras y segundas navegaciones”, con el fin de descubrir la aplicación de los fashion films de Kuna y cómo reflejan su brand essence mediante el storytelling empleado en cada uno de sus materiales audiovisuales. Finalmente, el aporte de este artículo será de suma importancia debido a la carencia actual expuesta en fuentes de investigación en base a análisis de fashion films dentro del mercado de moda peruano, sector que cada día se va adaptando a las tendencias digitales estratégicas. El rubro de moda peruano está comenzando a apostar por estrategias publicitarias más intrínsecas, es decir, ocultas, esto se debe a que el consumidor ya está cansado de la saturación publicitaria expuesta en su día a día de forma muy explícita. Entonces, se emplean técnicas en donde la publicidad llegue sutilmente, sin embargo, no pierda su efectividad a la hora de comunicar. Gracias a la herramienta de los fashion films, las marcas buscan comunicar a través del storytelling, una historia que sea atractiva y logre comunicar la personalidad que posee tu marca con el fin de generar interés, fidelidad y cercanía con el público. / Advertising communication has been increasingly evolving as the consumers also begin to adapt to new trends, becoming a user with much greater demand when seeking to meet their needs. This implies that communication applied by brands at the global level should also be placed in current communication strategies such as communicating stories and/or experiences in an attractive and powerful way, in order to keep updated with this evolution of the message and keep the users falling in love with it. Thus, they implement tools that go beyond the functional, that is to say, they opt for resources with the purpose of transmitting a story that involves emotions, values and everything in relation to the essence that each brand possesses, since this has been characterized by being a potential factor that allows you to set a differential value of your competition in the area you are in. Through the use of branded content, a strategy considered as the innovation of "product placement", a resource characterized by granting a communication of functional value up to now, it is taken into account for the development of this work, to understand the new applicable strategies to explore in the Peruvian market, specifically in the fashion industry, through branded content, fulfilling the objective of covering short or long-term goals in the area of marketing and communication. The Peruvian fashion market is already beginning to adapt to new trends regarding its communication strategies; however, resources such as fashion films are not being sufficiently exploited at the national level, being an opportunity to learn a little more about this tool and, finally, apply it to obtain better results, since nowadays a story sells more than the attributes of the product itself in this area. For this, the analysis developed below will be in support of the methodology that Garcia-Noblejas exposes from the "first and second navigations", in order to discover the application of KUNA fashion films and how they reflect their brand essence through the storytelling used in each of his audiovisual materials. Last but not least, the contribution of this article will be of great importance due to the current lack of exposure in research sources based on studies of fashion films in the Peruvian fashion market, a sector that is adapting every day to strategic digital trends. The Peruvian fashion industry is beginning to invest and trust on more intrinsic advertising strategies because the consumer is already tired of the advertising saturation exposed in their day to day in a very explicit way. Therefore, techniques are used where the advertising arrives subtly, however, does not lose its effectiveness when communicating. Thanks to the tool of fashion films, brands seek to communicate through storytelling, a story that is attractive and manage to communicate the essence of your brand in order to generate loyalty and closeness to the consumers.

In today’s ‘attention economy’, it seems insufficient to just offer products. Instead, it is crucial to provide the audience with deep, affective emotions and embodied experiences. This seems to be especially true for the fashion and lifestyle sector. As Sara Rossoni, a researcher in luxury management, summarizes, this industry is becoming a “trade of feelings” (2018, 40). To arrive at a comprehensive understanding of this phenomenon, this degree project approaches it through a case study of the transmedia story told across two media products released alongside the fashion house Balenciaga’s Fall 2021 collection. Thereby, the analysis is based on the ‘trade of feelings’ concept by Rossoni (2018) as an umbrella term to examine how the campaign connects emotionally with the audience and forms deep relationships. Various theories are integrated to get a comprehensive overview of the factors at play. They include embodied interaction, immersiveness, embodied presence, the inner branding model, experiential value, as well as gamification. The methodological approach is based on multimodal critical dis- course analysis according to Machin & Mayr (2012), which is combined with parts of the framework for transmedia storytelling by Gambarato (2013). The results indicate that there are intrinsically linked forces at play in this emotional bonding process – the multimodal features of the media products combined create an emotional, immersive, and embodied experience for the consumer. Particularly, among other aspects, this is achieved through an accessible, widespread release strategy; a unique, captivating virtual environment; gamification elements; as well as communicating relevant values to the Generation Z target audience and hence stimulating collective knowledge sharing among the brands’ fan community. Concluding, this thesis provides a comprehensive overview of the different emotional processes in these highly experiential fashion branding activities. Hence, it shows that this is a complex phenomenon with interrelated factors at play, with most of them happening on an unconscious dimension in the consumers’ mind. As there are certain limitations concerning this qualitative study rooted in subjectivity and the single-case approach, it would be effective for future research studies to employ more quantitative methods to arrive at more valid conclusions concerning this development in fashion and lifestyle branding.

This thesis covers a qualitative case study of corporate social responsibility work in medium-sized fashion companies in the moderate price range. The aim of the study was to research the barriers and opportunities to corporate social responsibility in medium-sized fashion companies within the moderate price range in order to understand which aspects that are most important for these companies to focus on. Corporate social responsibility, shortened CSR, means taking environmental, social and financial responsibility for all actions of the company. The industry of the company as well as different company characteristics creates different contexts in which a company may work with CSR. The fashion value chain is a context for fashion companies. In order for a fashion company to be sustainable, the entire value chain should be considered, but it is within the upstream part of the fashion value chain that the most damaging processes occur and it is therefor the upstream part of the value chain that was focused on in this study. The size and price range of a company are characteristics that affects how a company may create successful CSR practices. The study also focused on the consumer perspective and the added value that CSR may bring. The study identified several perceived barriers and opportunities to CSR in medium-sized fashion companies within the moderate price range that may be important to consider in order creating successful CSR practices. Costs, quality assurance, communication and coordination where identified as important barriers. The study also identified that the added value of CSR to the brand and the increased consumer willingness to pay as important opportunities. The study found that cost-consciousness, quality assurance, communication and coordination and the added value perspective may be the most important aspects for medium-sized fashion companies in the moderate price range to focus on in the CSR work. By being aware of these barriers and opportunities, companies may create better CSR strategies, which focus on achieving the opportunities while avoiding the barriers.