<p>Abstract</p><p>Date: 2008 May 28</p><p>Course: Master Thesis</p><p>Authors: Ka Yu Seto and Olena Zastezhko</p><p>Tutor: Carl Thunman</p><p>Title: How can the Japanese specialty retailers of private-label apparel (SPAs) go into the German fast fashion market?</p><p>Introduction:</p><p>Japan is one of the largest and most sophisticated clothing markets in the world, and its fashion designs and products quality enjoy high reputation from world-wide. Because of keen competition in the domestic market, fashion retail chains find it necessary to search for new markets Asia’s potential has been already extensively exploited for decades. Thus, in order to further expand, Europe should be considered for the next step in nternationalization. Germany seems to be a good choice, since it has huge population, large market value and is located in the centre of Europe. There has been a number of studies published about foreign retailers entering Japan, however, only few researches consider moves of the Japanese retailers to other countries, to Asia in particular. In order to fill in the information gap the current study was conducted. It focuses on investigating the German menswear and womenswear markets from the perspective of potential for the Japanese SPAs.</p><p>Purpose:</p><p>The purpose of the thesis is to describe German apparel market and to examine how the Japanese SPAs can enter it. The research is limited to the German menswear and womenswear markets, which target men and women aged 15 and above. Finally, the research is aimed at providing recommendations for the Japanese SPAs regarding planning marketing strategies when entering the German market.</p><p>Method:</p><p>Primary: The primary data was received through conducting three semi-structured interviews with experts in fashion industry in Germany, who can give professional overview of the German fashion market. The aim was to obtain the latest information related to the fashion market conditions, consumers’ expectations and their purchasing habits, as well as factors that are not covered by the previous studies, but are crucial for the current research.</p><p>Secondary: The secondary data was collected mostly via Internet; however a number of printed publications was used as well. Market reports by such marketing agencies as CBI, Datamonitor, ACNielson and Euromonitor became the basis for the research. Other scientific sources were retrieved through electronic databases such as ABI/ Inform, EBSCO, Emerald, ELIN@Mälardalen, Google and Google Scholar. Journal of Fashion Marketing and Management and books Fashion Marketing: Contemporary Issues (Hines & Bruce, 2007) and Fashion Design (Jones, 2005) provided latest insights into current trends in fashion marketing, as well as introduced main concepts of the studied area.</p><p>Theoretical Model:</p><p>Existing studies contribute a lot to identifying crucial variables concerning fashion marketing. However, there is no available model that can fulfill the purpose of the current research. That is why a new model was developed in order to achieve the aim of the thesis. Since the purpose is to describe the German fast fashion market four factors influencing it were identified. They are categorized as follows: Market Environment in Germany, Competition, Activities in the Market and German Customers. Within each factor a set of variables was distinguished and analyzed. Market Environment in Germany factor covers macro and micro environments; Competition factor is analyzed in terms of positioning and branding of the major competitors; Activities in the Market factor discusses 4Ps and customer service; and German Customers factor reveals consumer behavior aspects as well as attitudes of Germans to branding and country of origin. German sizes are also covered within this factor. The created model helps identify market situaton the Japanese SPAs will face when entering the German fast fashion market.</p><p>Analysis and Conclusion:</p><p>The study revealed that though the German apparel market is highly competitive it is also an attractive one for apparel companies and there is a place for newcomers who can differentiate themselves from the majority. Since there exist some gaps in the market supply in terms of quality/price and fashion/quality ratios, those Japanese SPAs who will be able to cover these gaps can have good potential in the German fast fashion market. This means that those Japanese SPAs who can supply apparel of good quality, with fashionable designs, but at the same time at competitive prices can find favorable positions in the market. In addition, as new comers the Japanese SPAs need to ensure that they can satisfy quick response requirement which is crucial to the fast fashion industry, and this can become a challenge. Also, the research revealed that the German customers are brand conscious, thus it is important for the Japanese SPAs to build brand awareness and brand reputation among Germans. Moreover, the Japanese SPAs need to identify target segments which they can serve at their best. A set of recommendations provided in the thesis regarding marketing strategies shows how the German market conditions can be used for creating advantages for the Japanese SPAs.</p>

Abstract Date: 2008 May 28 Course: Master Thesis Authors: Ka Yu Seto and Olena Zastezhko Tutor: Carl Thunman Title: How can the Japanese specialty retailers of private-label apparel (SPAs) go into the German fast fashion market? Introduction: Japan is one of the largest and most sophisticated clothing markets in the world, and its fashion designs and products quality enjoy high reputation from world-wide. Because of keen competition in the domestic market, fashion retail chains find it necessary to search for new markets Asia’s potential has been already extensively exploited for decades. Thus, in order to further expand, Europe should be considered for the next step in nternationalization. Germany seems to be a good choice, since it has huge population, large market value and is located in the centre of Europe. There has been a number of studies published about foreign retailers entering Japan, however, only few researches consider moves of the Japanese retailers to other countries, to Asia in particular. In order to fill in the information gap the current study was conducted. It focuses on investigating the German menswear and womenswear markets from the perspective of potential for the Japanese SPAs. Purpose: The purpose of the thesis is to describe German apparel market and to examine how the Japanese SPAs can enter it. The research is limited to the German menswear and womenswear markets, which target men and women aged 15 and above. Finally, the research is aimed at providing recommendations for the Japanese SPAs regarding planning marketing strategies when entering the German market. Method: Primary: The primary data was received through conducting three semi-structured interviews with experts in fashion industry in Germany, who can give professional overview of the German fashion market. The aim was to obtain the latest information related to the fashion market conditions, consumers’ expectations and their purchasing habits, as well as factors that are not covered by the previous studies, but are crucial for the current research. Secondary: The secondary data was collected mostly via Internet; however a number of printed publications was used as well. Market reports by such marketing agencies as CBI, Datamonitor, ACNielson and Euromonitor became the basis for the research. Other scientific sources were retrieved through electronic databases such as ABI/ Inform, EBSCO, Emerald, ELIN@Mälardalen, Google and Google Scholar. Journal of Fashion Marketing and Management and books Fashion Marketing: Contemporary Issues (Hines &amp; Bruce, 2007) and Fashion Design (Jones, 2005) provided latest insights into current trends in fashion marketing, as well as introduced main concepts of the studied area. Theoretical Model: Existing studies contribute a lot to identifying crucial variables concerning fashion marketing. However, there is no available model that can fulfill the purpose of the current research. That is why a new model was developed in order to achieve the aim of the thesis. Since the purpose is to describe the German fast fashion market four factors influencing it were identified. They are categorized as follows: Market Environment in Germany, Competition, Activities in the Market and German Customers. Within each factor a set of variables was distinguished and analyzed. Market Environment in Germany factor covers macro and micro environments; Competition factor is analyzed in terms of positioning and branding of the major competitors; Activities in the Market factor discusses 4Ps and customer service; and German Customers factor reveals consumer behavior aspects as well as attitudes of Germans to branding and country of origin. German sizes are also covered within this factor. The created model helps identify market situaton the Japanese SPAs will face when entering the German fast fashion market. Analysis and Conclusion: The study revealed that though the German apparel market is highly competitive it is also an attractive one for apparel companies and there is a place for newcomers who can differentiate themselves from the majority. Since there exist some gaps in the market supply in terms of quality/price and fashion/quality ratios, those Japanese SPAs who will be able to cover these gaps can have good potential in the German fast fashion market. This means that those Japanese SPAs who can supply apparel of good quality, with fashionable designs, but at the same time at competitive prices can find favorable positions in the market. In addition, as new comers the Japanese SPAs need to ensure that they can satisfy quick response requirement which is crucial to the fast fashion industry, and this can become a challenge. Also, the research revealed that the German customers are brand conscious, thus it is important for the Japanese SPAs to build brand awareness and brand reputation among Germans. Moreover, the Japanese SPAs need to identify target segments which they can serve at their best. A set of recommendations provided in the thesis regarding marketing strategies shows how the German market conditions can be used for creating advantages for the Japanese SPAs.

Fashion is one of the most profitable industry in the world, Sweden has been seen as a fashionable nation, thanks to the big fashion brands that consumed by most of the Swedish of all segment. Scandinavian fashionbrands which is analyzed on this thesis is H&amp;M, Kappahl, Ginatricot, Dressman, and JackJones. All of these fashionbrands are analyzed based on their marketing strategy, then compared to the result from the quitionaires about these brands. From the questionaires, it can be found which kind of marketing strategy profitable for their segment. The result of this research show that most of the company know much about their customers, they do the right thing especially with the product design. Sometime the companies do the unuseful marketing that's wasting money because the customers don't react on the desirable behaviour

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization.

The fact that the textile industry is concerned with environmental, social, and economic issues has been acknowledged worldwide, both by companies and their different stakeholders. As a result, more and more fashion brands have shown different types of sustainability initiatives, for example by offering sustainable fashion products. Communicating these kinds of initiatives is associated with many risks and challenges for the companies. It is essential for the brands to know how to communicate sustainable fashion to a specific target group. A new customer group that is going to dominate the market soon is Generation Z (people born in mid-90 to 2010). Generation Z differ from previous generation, especially regarding their values and how they communicate. Despite the fact that this is a new important target group for fashion brands, little academic research can be found on how fashion brands should communicate sustainable fashion towards these consumers. Therefore, the purpose of this qualitative research is to identify possibilities and challenges of marketing sustainable fashion towards generation Z.10 participants from generation Z were interviewed in order to answer the following research questions: What attitude does generation Z has toward sustainable fashion and sustainable clothing consumption?; and what marketing activities does generation Z prefer regarding sustainable fashion? The findings showed revealed that generation Z do have knowledge about sustainable fashion in general, still they are eager to know more. They are positive toward fashion brands that engage in sustainability matters, however, some skepticism could be found. This implies the importance of brands staying truthful and consequent in their sustainability marketing. Social media, in particular Instagram and YouTube, seem to be appropriate platforms to reach them at, especially though the use of videos. The messages on social media should be informative and preferably somehow radical or shocking, yet still short and easy to understand. Also, as stated in previous research, influencers are a good tool to use when communicating sustainable fashion. Other important marketing strategies are to use interactive marketing to involve them, and also to focus on having an attractive store communication. What is significant when communicating sustainable fashion towards generation Z is to make it easy and convenient while being logical and transparent in the marketing activities.

This research explores the shopping cultures of the 1930s West End, arguing for the recognition of this as a significant moment within consumption history, hitherto overlooked in favour of the Victorian and Edwardian periods. The approach is interdisciplinary, combining in a new way studies of shopping routes and networks, retail architecture, spectacle, consumer types and consumption practices. The study first establishes the importance of shopping geographies in understanding the character of the 1930s West End. It positions this shopping hub within local, national and international networks. It also examines the gender and class-differentiated shopping routes within the West End, looking at how the rise of new consumer cultures during the period reconfigured this geography. In the second section, a case study of two new Modern shops, Simpson Piccadilly and Peter Jones, provides the focus for a discussion of retail buildings. Architecture is presented as an important way in which the West End was transformed and modernity articulated. Modernism was a significant arrival in the West End's retail sector: it provided a new architectural approach with a close, if often problematic, relationship with shopping. The study thus reassesses common assumptions about the fundamental irreconcilability of modernism with consumption, femininity and spectacle. The third section makes a more detailed examination of the staging of shopping cultures within the West End street, looking at window display, the application of light and decoration to facades, and participation in pageantry. The study thus revisits retail spectacle, an important strand within histories of shopping and of the urban, looking at how established strategies were adapted and developed to stage modernity, emerging consumer cultures and the West End itself during the 1930s.

Abstract  Background: The fashion industry in its current state operates in conditions that are considered unsustainable. In order to appeal to the growing environmental and ethical concern of consumers, fashion brands have started to employ strategies of green marketing, often focusing on clothes marketed as consisting of sustainable or eco-friendly fabrics. Meanwhile, fully sustainable fashion brands have emerged, where sustainability values are carried throughout all organisational practices.  Purpose: The purpose of this study is to explore how sustainable fashion brands market themselves and which types of consumers the current strategies attract. It aims to lay out an initial foundation for further research carried out in the future.  Method: A multi-case study of six sustainable fashion brands and an expert on sustainable fashion consumption was conducted under an interpretivist paradigm. A thematic analysis of the data received through semi-structured interviews provided an initial in-depth understanding of the phenomenon under consideration.  Conclusion: Sustainable fashion brands emphasized the importance of a holistic approach to conducting business under sustainability values. This understanding expressed itself in direct implications for design and longevity of fashion garments and a coherent approach to communication and retailing of products utilizing storytelling and a criteria-based choice of retailers. Main consumer groups identified were sustainability-minded consumers, as well as design-interested ones in some cases.

With the constant development of marketing strategies, it has become more vital to continuously communicate online with consumers. As Generation Z is born with digital devices and increased social media channels, customers demand fashion brands being present online. The empirical findings in this study were obtained using a qualitative research method through semi-structured interviews. The interviews were conducted with five fast-fashion brands in Sweden that target Generation Z. The authors have used a deductive approach in this thesis. The conclusion of this thesis shows several factors that fashion brands use to create brand loyalty with Generation Z. Findings indicated that social media should be a communication channel. Furthermore, this research is from a retailer’s perspective. Finally, loyalty is something that is earned by creating relationships.

Background: Social media has changed the way marketers need to act. With 76% of the population visiting social media every day and 47% of users spending more than three hours daily on the medium, advertising on social media has become the new cost-effective and efficient way of reaching target audiences. A great benefit for advertising on social media is that consumers can share your content forward, 60% of social media users were likely to do so. This study aims to investigate the driving factors that make women fashion consumers share content among friends. Purpose: The purpose of this research is to identify the driving factors that make women fashion consumers want to share fashion-related content on social media. By identifying these factors, we aim to provide insightful information that can help fashion marketers to create more effective social media campaigns and to gain a deeper understanding of their target customers. Method: This study uses semi-structured interviews to explore the phenomenon of fashion content sharing on social media through a qualitative research approach. A relativist approach to ontology and interpretivism as the research philosophy has been adopted, acknowledging potential limitations and bias. A sample of 10 female participants who self-identify as active fashion consumers were selected, with open-ended questions used for data collection. The study aims to understand the complex factors influencing consumers' sharing of fashion content on social media, allowing for insights beyond surface-level observations. Conclusion: This study identified key factors driving women's fashion-related content sharing on social media. Influential elements included platform choice (notably Instagram), fashion influencers' credibility, validation needs, informed purchasing, and friends' preferences. Shared content often had unique, current, and entertaining features. Social justice, personal engagement, and trend alignment also motivated sharing.

The value of fashion week’s physical presence has been questioned in connection with the Covid-19 pandemic, when fashion week became fully digital. Once the pandemic subsided, the digital attributes were retained and combined with the physical space, resulting in a phygital fashion week. This new phenomenon, the contemporary fashion week that combines on-site and online activities, has therefore received little academic research. There is a lack of academic knowledge about how the post-pandemic setting of fashion week affects the physical value. The purpose of this study is to analyze how the post-pandemic setting of fashion week has affected the value of physical presence in regards to marketing communication through the lens of Copenhagen Fashion Week (CPHFW). By conducting a case study of CPHFW, the goal is to bridge the gap by providing new research within the field of fashion marketing. A qualitative research approach was used to provide an in-depth perspective of CPHFW. The chosen data collection techniques were a combination of ethnographic and netnographic methods. The ethnographic methods were conducted on-site, physically at the AW 23 season of CPHFW, while the netnographic methods analyzed activities online, thus communication through social media platforms as well as press coverage. The results of this study indicate that there is a strong interdependence between the digital and physical fashion week, where the digital do not have an obvious position of power because it is dependent on the physical presence. Fashion week has evolved into a phenomenon conducted physically, with the aim of reaching a digital audience through the creation of spectacular on-site moments being shared online. This points to a complex power relationship between the two. Therefore, the value of physical presence remains strong in a post-pandemic setting of fashion week in regards to marketing communication. In terms of Copenhagen, the emerging fashion capital, the translation of the physical presence to the digital realm becomes even more important as it promotes its fashion week to a global audience. It enables CPHFW to communicate elements of differentiation digitally, thus strengthening the attractiveness of the physical presence.