1 |
Implementation of Marketing Strategies Practiced by Western and Eastern European Fashion Brands : H&M and Reserved CaseZawadzka, Sonia January 2015 (has links)
Purpose: The purpose of this thesis is to examine diverse marketing strategies used by Western and Eastern European originated fashion brands based on H&M and Reserved cases as well as which of them are the most appealing to Polish students. Additional aspect of the diploma is to research if there are some evident differences or similarities in implementing these tactics. Method: The study implemented both qualitative and quantitative research. Data collection was based on two types of data, secondary and the primary one. The secondary data was derived from fashion marketing literature, scholar articles and fashion blogs. The primary data included a semi- structured interview with Reserved's assistant marketing manager and questionnaires provided to Polish students. Subsequently, systematic combining was applied, that can be described as nonlinear process of matching theory and reality. Conclusion: Fashion marketing tools implemented in both companies can be assessed as quite similar with no evident difference, yet they differ from each other in certain aspects. In both cases advertising and sales promotion are the most employed tactics. Both companies are seen as international ones, though H&M seems to follow more fashion oriented approach engaging in fashion shows or providing their customers with their own glossy magazine. The study also revealed that advertising activities and sales promotion seem to be the most appealing marketing techniques for the respondents. In addition social media proved to be an essential element to build a connection with consumers. However, this communication channel is often neglected or not utilized to its' full potential.
|
2 |
Shopping as an experienceCAROLINE, ANDERSSON January 2011 (has links)
The consumption society is expanding with stores and shopping malls which require that a store as well as a mall distinguish from the great mass. Today's consumption society is a difficult marketplace for companies to reach out to their consumers. In this master thesis it has been investigated how shopping malls can create competitive advantages in a saturated market. It has also been researched how the similarity of the stores in shopping malls affect the future development of the concept in itself. The research has been carried out through a qualitative research method and a case study of three different shopping malls in Stockholm, Sweden: Brunogallerian, Forum Nacka and Vällingby City. Four respondents have been interviewed from each shopping mall. The investigation has also been supplemented by a online consumer survey of 105 people. There has been used a theoretical framework based on relationship marketing, branding strategies, experience- and sensory marketing. Throughout the thesis it has consistently been used four fields of knowledge with the aim of facilitate the common thread throughout the thesis. The four fields are: Shopping malls on the Swedish market, Image and branding of shopping malls, Creating relationships with the consumers and Shopping as an experience. Furthermore, it has been presented the empirical results of the interviews and the consumer survey according to the previously mentioned fields. The result of the interviews and the theoretical findings has been analyzed and further on been discussed with the purpose of discover own theories and results. In conclusion, it has been stated that it is of great importance to offer the consumer added value and niche the profile and the retail mix of the shopping mall in a unique way. It is also essential to get to know its target group by creating events and activities that address the certain target. The similarity of the stores in the malls is profitable and the great mass of consumers demand for the large retail chains. In the future there can be a major development of more niche stores in the large shopping malls, with the aim of attract a broader as well as a more definite target group. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring
|
3 |
How to manage complexity within Gefa International AB with a focus on documentation and supply chainSTANKEVICI, ELENA January 2011 (has links)
Due to the high competitive nature of the fashion industry, it is essential for businesses to have precise and update information regarding its orders from every part of the supply chain. However, in nowadays conditions, when manufacturing process is outsourced worldwide, but lead times tend always to become shorter complexity of the supply chain has increased significantly that makes very complicated to ensure good visibility, communication, and coordination through the chain. The aim of this thesis is to find the way of managing complexity within Gefa International AB, located in Sweden, by improving its documentation and reorganizing the supply chain. By analyzing the company’s organization three main problems have been identified as: lack of the technical department, presence of intermediaries between the focal firm Gefa and manufacturers, and finally the current modification of the computer system Pisa that does not allow using developed set of documentation in the appropriate way. Two suggested solution should solve these problems and improve performance of the company. First, it is proposed to exclude intermediaries from the supply chain and to add one more work place in the company for the technical assistance. Second, it is necessary to adapt current computer system to the developed set of documentation. These solutions require additional expenses. However, preliminary calculations show that it could be covered by the economies on the middlemen’s interest. / Program: Applied Textile Management
|
4 |
How to manage complexity within Gefa International AB with a focus on documentation and supply chainStankevici, Elena January 2011 (has links)
Due to the high competitive nature of the fashion industry, it is essential for businesses to have precise and update information regarding its orders from every part of the supply chain. However, in nowadays conditions, when manufacturing process is outsourced worldwide, but lead times tend always to become shorter complexity of the supply chain has increased significantly that makes very complicated to ensure good visibility, communication, and coordination through the chain. The aim of this thesis is to find the way of managing complexity within Gefa International AB, located in Sweden, by improving its documentation and reorganizing the supply chain. By analyzing the company’s organization three main problems have been identified as: lack of the technical department, presence of intermediaries between the focal firm Gefa and manufacturers, and finally the current modification of the computer system Pisa that does not allow using developed set of documentation in the appropriate way. Two suggested solution should solve these problems and improve performance of the company. First, it is proposed to exclude intermediaries from the supply chain and to add one more work place in the company for the technical assistance. Second, it is necessary to adapt current computer system to the developed set of documentation. These solutions require additional expenses. However, preliminary calculations show that it could be covered by the economies on the middlemen’s interest. / Program: Applied Textile Management
|
5 |
Las estrategias de diseño de la marca fast fashion Zara que influyen en la decisión de compra de indumentaria de las mujeres del sector A y B en Lima en los últimos 8 años / The design strategies of the fast fashion Brand Zara that influences the decision to buy women’s clothing from sector A and B in Lima over the past 8 yearsBazán Bazán, Alessandra Janet 11 July 2020 (has links)
A través de los años, el rubro de la moda ha ido atravesando por diversos cambios, los cuales han impulsado a que las marcas se adapten a estos e implementen constantemente propuestas innovadoras que cumplan con las exigencias del público. Por ello, como parte del cambio, la moda se ha adaptado de manera rápida a las últimas tendencias a través de un movimiento acelerado llamado fast fashion. Un claro ejemplo de marca exitosa que opera con el fenómeno de moda rápida es la firma española Zara. Esta se caracteriza por su gran manejo de innovación, flexibilidad, rápida recepción de tendencias y producción acelerada para posicionarse exitosamente en el mercado y en la mente de los consumidores. Del mismo modo, Zara aplica diversas estrategias; entre ellas, las de diseño para influir en la decisión de compra de los consumidores y motivarlos a que adquieran artículos en algunos de sus establecimientos.
La presente investigación con enfoque cualitativo busca conocer las estrategias de diseño de la marca Zara. Por ello, la pregunta de investigación es la siguiente: ¿De qué manera influyen las estrategias de diseño de la marca fast fashion Zara en la decisión de compra de indumentaria de las mujeres del sector A y B en Lima en los últimos 8 años? Por tal motivo, el trabajo describe las estrategias de diseño que usa Zara para atraer cada vez a más clientes e incentivarlos a comprar indumentaria en las tiendas y a la vez, para mantenerse un paso más adelante de la competencia. / Over the past years, the fashion business has gone through several changes, which have encouraged brands to adapt them and constantly implement innovative proposals that satisfy the demands of the public. That’s why, as part of this change, the fashion industry quickly adapted to the latest trends through an accelerated movement called “fast fashion”. A clear example of a successful brand that operates with this phenomenon, is the firm “Zara”, which is characterized by it’s great handling of innovation, flexibility, quick reception of trend and production to position itself successfully in the market and in the mind of the consumers. In the same way, Zara applies different strategies; between them, the design to influence the decision of buy items in some of their establishments.
This investigation, with a qualitative approach, seeks to know the strategies of the Zara brand. Therefore, the research question is the next: How the design strategies of Zara influences in the decision to buy women’s clothing from sector A and B in Lima over the past 8 years? For this reason, this works describes the design strategies that Zara uses to attract more and more customers and motivate them to buy clothing in some of the stores and, at the same time, to stay one step ahead of the competition.
|
6 |
CRM in Fashion Companies for men's wear / CRM i modeföretag för mänAntar, Joyce, Gholamifar, Donya January 2006 (has links)
Problem: Modeindustrin har varit omtalad under senare tid och eftersom konkurrensen på denna marknad är hög har det lett till en ökad medvetenhet bland konsumenter och speciellt bland manliga konsumenterna. En förundersökning utfärdad av författarna visade att skapandet av kundrelationer möjliggör för modeföretag att bibehålla en konkurrenskraftig position på marknaden. Undersökningen visade även att eftersom män har en tendens att förbli lojala kunder och tvivlar oftast på att köpa kläder från nya butiker är det viktigt för modeföretag att utveckla och bibehålla relationer med dessa kunder. Syfte: Syftet med denna uppsats är att avgöra vad en relation mellan konsumenter och återförsäljare är i ett modeföretag för män och när den existerar för att kunna identifiera de viktigaste aspekterna för att utveckla och bibehålla dessa relationer. Metod: En hermeneutik och en abduktiv ansats har använts genom hela uppsatsen medan en fallstudie har tillämpats. För att kunna uppfylla uppsatsens syfte har författarna gjort fem semi-strukturerade intervjuer. Författarna intervjuade olika chefer med olika hierarkiska positioner och butikspersonal från det valda fallföretaget. Teorier: De teoretiska områden som har använts i denna uppsats består av teorier angående Customer Relationship Management, Fashion management, relationer mellan konsumenter och återförsäljare, konsumentbeteende, kundtillfredställelse, kommunikation i mode m.m. Slutsatser: Författarna har fastställt att de befintliga definitionerna på relationer inte definierar vad en relation mellan konsumenter och återförsäljare är, inom det studerade sammanhanget. Därför fann författarna det lämpligt att introducera en ny definition för relationer mellan konsumenter och återförsäljare i modeföretag för män, nämligen semi-intima relationer. Dessa är långvariga relationer som karaktäriseras av ständiga personliga interaktioner, utbyte av personlig information, ett gemensamt tankesätt, tvåsidig åtagande och ömsesidiga värderingar. Författarna drog även slutsatsen att en semi-intim relation existerar när kunden är inkluderad i företaget och interaktioner är på interpersonella nivåer. En semi-intim relation existerar inte genom en handlig utan utvecklas snarare från en rad handlingar. Författarna har även fastställt att en kundfokuserad kultur, förtroende, åtagande och lojalitet, de anställdas tillfredställelse, kund tillfredställelse, värde ökande förmåner och kommunicering av varumärket till de manliga kunderna är de viktigaste aspekterna för att utveckla och bibehålla semi-intima relationer med manliga kunder. Slutligen ansåg författarna att koncepten för relationsskapande verktyg är missledande i modeföretags sammanhang och introducerade därför nya implikationer för dessa verktyg. Butikspersonalen identifierades som det viktigaste relationsskapande verktyget i modeföretag som strävar efter att utveckla och bibehålla kundrelationer. / Problem: The Fashion industry is a highly discussed issue today, and as it is very competitive, the awareness among consumers, especially male consumers, has increased. Through a preliminary research conducted by the authors, it was evident that creating customer relationships enables Fashion companies to maintain a competitive position in the market. Also, it was believed that since men tend to stay loyal and are hesitant to purchase apparel from new stores, developing and maintaining relationships with them is crucial. Purpose: The aim of this thesis is to determine what a customer-supplier relationship in Fashion companies for men’s wear is and when it exists, in order to identify the most important aspects when developing and maintaining this relationship. Method: A hermeneutic and an abductive approach have been used throughout this thesis, while a case study was performed. In order to fulfill the purpose of this thesis, five semistructured interviews were conducted with managers, at different hierarchical levels, and salesclerks of the chosen case company. Theories: The theoretical areas that were used in this thesis consisted of theories regarding Customer Relationship Management, Fashion management, Customer-supplier relationships, Consumer behavior, Customer satisfaction, Communication in Fashion etc. Conclusions: The authors came to the conclusion that the existing definitions of relationships do not identify a customer-supplier relationship in Fashion retailing. Therefore, the authors found it necessary to introduce a new definition for a customer-supplier relationship in Fashion companies for men’s wear, namely semi- intimate relationships. These relationships are long-term relationships that are characterized by frequent personal interactions, personal information exchange, a shared mode of thinking, two-way commitment and mutual values beyond monetary terms. Moreover, the authors concluded that a semiintimate relationship exists when the customers are included in the company and interactions are on interpersonal levels. Furthermore, a semi-intimate relationship does not exist through one action; it is rather developed through a series of actions. The authors also determined that a customer focused culture, trust, commitment and loyalty, employee satisfaction, customer satisfaction, adding value through benefits and communicating the brand to the male customer are the most important aspects when developing and maintaining semi-intimate relationships. Finally, the authors found the concept of relational tools misleading in the context of this thesis and therefore, new implications for relational tools were introduced, with the sales force being the most important one, when developing and maintaining semi-intimate relationships.
|
7 |
CRM in Fashion Companies for men's wear / CRM i modeföretag för mänAntar, Joyce, Gholamifar, Donya January 2006 (has links)
<p>Problem: Modeindustrin har varit omtalad under senare tid och eftersom konkurrensen på denna marknad är hög har det lett till en ökad medvetenhet bland konsumenter och speciellt bland manliga konsumenterna. En förundersökning utfärdad av författarna visade att skapandet av kundrelationer möjliggör för modeföretag att bibehålla en konkurrenskraftig position på marknaden. Undersökningen visade även att eftersom män har en tendens att förbli lojala kunder och tvivlar oftast på att köpa kläder från nya butiker är det viktigt för modeföretag att utveckla och bibehålla relationer med dessa kunder.</p><p>Syfte: Syftet med denna uppsats är att avgöra vad en relation mellan konsumenter och återförsäljare är i ett modeföretag för män och när den existerar för att kunna identifiera de viktigaste aspekterna för att utveckla och bibehålla dessa relationer.</p><p>Metod: En hermeneutik och en abduktiv ansats har använts genom hela uppsatsen medan en fallstudie har tillämpats. För att kunna uppfylla uppsatsens syfte har författarna gjort fem semi-strukturerade intervjuer. Författarna intervjuade olika chefer med olika hierarkiska positioner och butikspersonal från det valda fallföretaget.</p><p>Teorier: De teoretiska områden som har använts i denna uppsats består av teorier angående Customer Relationship Management, Fashion management, relationer mellan konsumenter och återförsäljare, konsumentbeteende, kundtillfredställelse, kommunikation i mode m.m.</p><p>Slutsatser: Författarna har fastställt att de befintliga definitionerna på relationer inte definierar vad en relation mellan konsumenter och återförsäljare är, inom det studerade sammanhanget. Därför fann författarna det lämpligt att introducera en ny definition för relationer mellan konsumenter och återförsäljare i modeföretag för män, nämligen semi-intima relationer. Dessa är långvariga relationer som karaktäriseras av ständiga personliga interaktioner, utbyte av personlig information, ett gemensamt tankesätt, tvåsidig åtagande och ömsesidiga värderingar. Författarna drog även slutsatsen att en semi-intim relation existerar när kunden är inkluderad i företaget och interaktioner är på interpersonella nivåer. En semi-intim relation existerar inte genom en handlig utan utvecklas snarare från en rad handlingar. Författarna har även fastställt att en kundfokuserad kultur, förtroende, åtagande och lojalitet, de anställdas tillfredställelse, kund tillfredställelse, värde ökande förmåner och kommunicering av varumärket till de manliga kunderna är de viktigaste aspekterna för att utveckla och bibehålla semi-intima relationer med manliga kunder. Slutligen ansåg författarna att koncepten för relationsskapande verktyg är missledande i modeföretags sammanhang och introducerade därför nya implikationer för dessa verktyg. Butikspersonalen identifierades som det viktigaste relationsskapande verktyget i modeföretag som strävar efter att utveckla och bibehålla kundrelationer.</p> / <p>Problem: The Fashion industry is a highly discussed issue today, and as it is very competitive, the awareness among consumers, especially male consumers, has increased. Through a preliminary research conducted by the authors, it was evident that creating customer relationships enables Fashion companies to maintain a competitive position in the market. Also, it was believed that since men tend to stay loyal and are hesitant to purchase apparel from new stores, developing and maintaining relationships with them is crucial. Purpose: The aim of this thesis is to determine what a customer-supplier relationship in Fashion companies for men’s wear is and when it exists, in order to identify the most important aspects when developing and maintaining this relationship.</p><p>Method: A hermeneutic and an abductive approach have been used throughout this thesis, while a case study was performed. In order to fulfill the purpose of this thesis, five semistructured interviews were conducted with managers, at different hierarchical levels, and salesclerks of the chosen case company.</p><p>Theories: The theoretical areas that were used in this thesis consisted of theories regarding Customer Relationship Management, Fashion management, Customer-supplier relationships, Consumer behavior, Customer satisfaction, Communication in Fashion etc.</p><p>Conclusions: The authors came to the conclusion that the existing definitions of relationships do not identify a customer-supplier relationship in Fashion retailing. Therefore, the authors found it necessary to introduce a new definition for a customer-supplier relationship in Fashion companies for men’s wear, namely semi- intimate relationships. These relationships are long-term relationships that are characterized by frequent personal interactions, personal information exchange, a shared mode of thinking, two-way commitment and mutual values beyond monetary terms. Moreover, the authors concluded that a semiintimate relationship exists when the customers are included in the company and interactions are on interpersonal levels. Furthermore, a semi-intimate relationship does not exist through one action; it is rather developed through a series of actions. The authors also determined that a customer focused culture, trust, commitment and loyalty, employee satisfaction, customer satisfaction, adding value through benefits and communicating the brand to the male customer are the most important aspects when developing and maintaining semi-intimate relationships. Finally, the authors found the concept of relational tools misleading in the context of this thesis and therefore, new implications for relational tools were introduced, with the sales force being the most important one, when developing and maintaining semi-intimate relationships.</p>
|
8 |
Ópalo PeruanoRegis Benavides, Maria Jose 02 December 2021 (has links)
En el presente trabajo de investigación se explora un recurso peruano que existe desde la antigüedad, el Ópalo Peruano, un mineral diverso en formas con distintas variedades y que es considerado como la piedra nacional del Perú. El objetivo general de este estudio es diseñar una colección de moda a partir del análisis teórico y visual del Ópalo Peruano. Así mismo, como parte de la investigación se define a este mineral cristalizado, se describen sus propiedades y variedades según la zona de procedencia; y se explica su evolución a través del tiempo. También, se realiza un análisis visual en cuanto a forma, textura y color plasmando las principales características en moodboards, junto con referencias extraídas de antecedentes que trabajaron con esta misma inspiración. Por último, la investigación se reflejará en una propuesta de colección de moda diseñada en base al Ópalo Peruano compuesta de materiales y recursos visuales que evocan a este mineral tan único en el mundo. / In this research work, a Peruvian resource that has existed since ancient times is explored, the Peruvian Opal, a diverse mineral in forms with different varieties and that is considered the national stone of Peru. The general objective of this study is to design a fashion collection based on the theoretical and visual analysis of the Peruvian Opal. Likewise, as part of the research, this crystallized mineral is defined, it’s properties and varieties are described according to the area of origin; and its evolution through time is explained. Also, a visual analysis is carried out in terms of shape, texture and color, capturing the main characteristics in moodboards, together with references drawn from artists that worked with this same inspiration. Finally, the research will be reflected in a proposal for a fashion collection designed based on the Peruvian Opal composed of materials and visual resources that evoke this mineral so unique in the world. / Trabajo de investigación
|
9 |
Los tres mundos andinos: Hanan Pacha, Kai Pacha y Uku Pacha / The three Andean worlds: Hanan Pacha, Kai Pacha, Uku PachaPortales Canedo, Alejandra Sofía 02 December 2021 (has links)
La presente tesis se centra en el planteamiento de una colección de moda que surge a partir del estudio teórico y visual de los tres mundos andinos. En primer lugar, el Hanan Pacha que es el mundo de arriba se encuentra representado por el cóndor y elemento del fuego que es la representación del Dios Inti. En segundo lugar, el Kai Pacha es conocido como el mundo del medio. Este mundo tiene un defensor que es el puma. Además, los elementos más importantes de este mundo son las montañas, las piedras y los cerros, etc. Finalmente, el Uku Pacha es conocido como el mundo de abajo, aquí se encuentra la serpiente de dos cabezas llamada Amaru. Los elementos más repesentativos de este mundo son los animales marinos, las olas de mar, cataratas, etc. Asimismo, existe otro elemento que es de suma importancia para la investigación. En este caso, la chakana es la cruz que engloba todos los conocimiento de la cosmovisión andina y permite el orden de los tres mundos. Al seleccionar diversas fuentes bibliográficas se realizaron diversas experimentaciones visuales que fueron documentadas en moodboards y texturas. Finalmente, se planteó una colección de diez outfits para una colección otoño/invierno. Esta colección utiliza materiales sostenibles como lana merino cusqueña. / The research focuses on the approach to a fashion collection that comes from the theoretical and visual study of the three Andean worlds. In the first place, the Hanan Pacha that is the world above is represented by the condor and element of fire that is the representation of the God Inti. Second, the Kai Pacha is known as the middle world. This world has a defender who is the cougar. In addition, the most important elements of this world are mountains, stones and hills, etc. Finally, the Uku Pacha is known as the world below, here is the two-headed serpent called Amaru. The most representative elements of this world are marine animals, ocean waves, waterfalls, etc. There is also another element that is of utmost importance for the investigation. In this case, the Chakana is the cross that encompasses all the knowledge of the Andean worldview and allows the order of the three worlds. By selecting various bibliographic sources, various visual experiments were carried out that were documented in moodboards and textures. Finally, a collection of ten outfits was proposed for an autumn / winter collection. This collection uses sustainable materials such as Cusco merino wool. / Trabajo de investigación
|
Page generated in 0.1114 seconds