Fashion Business Commons^™

Ruled By Venus, Audrey Marie Cathalifaud

Marketing

The following report contains a plan for the creation of and marketing of my own brand, Ruled By Venus. The report describes plans for brand development, segmentation and targeting, competition research, positioning, and social media marketing. All of the clothes seen in this report were designed and sewed by me. My passion for creative, sustainable fashion is the foundation for this brand.

The Evolving Chinese Luxury Consumer, Rane Xue, Xiaolei Gu

Perspectives@SMU

Chinese who travel frequently or have lived abroad will shape the perception and understanding of luxury consumption going forward

Victoria's Secret, Rachel M. Granger

Journalism

Founded on June 12th, 1977 in San Francisco, CA by husband Roy Raymond and wife Gaye, Victoria's Secret has grown to become a renowned company in the fashion industry with a cult following for its lingerie, loungewear, activewear, and beauty products (Victoria's Secret, 2021).

Victoria's Secret aims to develop customer loyalty and an exceptional consumer experience through their high quality, sophisticated, and sexy products that appeal to every consumer's taste and budget with a variety of price points: bras from $19-$150, loungewear $29-$200, activewear from $20-100, and beauty products from $10- $21 (Victoria's Secret, 2021). Their products are designed "by …

How Covid-19 Has Accelerated The Shift Towards A More Sustainable Fashion Industry, Samantha Frances Casey

Undergraduate Honors Theses

Sustainability in fast fashion is a pertinent issue as the fashion industry is one of the most environmentally damaging industries. Fashion retailers have started to integrate sustainability initiatives, but consumer preference is vital to making firms change their practices. As the COVID-19 pandemic hit the world in 2020, worldwide lockdowns exposed the fragility of the consumer-driven fast-fashion business model. This thesis will examine how COVID-19 has and will continue to impact sustainability in the fashion industry. More specifically, this thesis will examine the implications of consumer sustainability preferences brought about by the pandemic. These implications accelerate the preexisting sustainability trends …

Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Textiles, Merchandising and Fashion Design: Dissertations, Theses, & Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

Does Body Positivity Yield Positive Attitudes? The Effects Of Female Empowerment In Advertisements On Consumer Perceptions, Allyssa Compton

Undergraduate Theses and Capstone Projects

This thesis examines the relationship between female-empowering advertisements and consumer attitudes and perceptions of brands. Currently, there has been consumer resistance against ads that lack diverse size ranges. To show social responsibility, many companies are switching to more authentic and realistic advertisements, featuring a diverse range of models who are not digitally enhanced. The goal of this study was to determine if such practices will increase positive attitudes associated with the brand and its products.

To achieve the goal of my study, I researched and reviewed past studies analyzing the relationship between women’s portrayal in advertisements and consumer reactions to …

Conscious Couture: Upcycling And Sustainable Style, Sara Wilson

Apparel Merchandising and Product Development Undergraduate Honors Theses

The fashion and apparel industry has become synonymously associated with wastefulness and pollution due to the high levels of production, consumption and disposal of the billions of garments produced globally each year. Throughout the industry, brands have continued to set sustainability goals for both efforts to reduce their environmental impacts as well as appeal to the ‘green’ consumer. The power that a consumer holds can be leveraged for driving sustainability related initiatives through an apparel market that is virtually available everywhere. Since the 1990s, the secondhand market has developed from simply an economically friendly place to purchase necessities, to its …

Comparative Analysis Of Azo Dye Restriction In The International Textile Industry, Kayla Demark

Apparel Merchandising and Product Development Undergraduate Honors Theses

Azo dyes are the most used type of dye in the textile industry. Some of these dyes have the potential to be extremely toxic to both human health and the environment. While regulations of these dyes vary across the world, it is suggested that not enough is being done to protect consumers and the environment from potentially harmful azo dyes (Rawat et al., 2016). It is the responsibility of apparel companies to ensure that their products that contain azo dyes are safe for consumers.

The purpose of this study was to understand how azo dyes and their by-products are restricted …

The Apparel Industry And The Lasting Impact Of Fast Fashion, Katelyn Collison

Marketing Undergraduate Honors Theses

Personal style is how everyone expresses their individuality and personality; there is nothing inherently wrong with wanting to buy clothes to do that. The issue arrives when big corporations take advantage of this and sell products to consumers that end up hurting rather than healing. It is often forgotten how much of an impact big business has on our everyday lives; they can affect our economy, our atmosphere, or even our daily interactions. Customers are beginning to realize that there are positive and negative consequences to their purchases. On one hand, shopping is a great way to boost the economy, …

Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen

Marketing Undergraduate Honors Theses

The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …

How Companies Can Overcome The Barriers To Sustainability In The Fashion Industry, Madison Perreault

Finance Undergraduate Honors Theses

The primary intent of this paper is to explore existing case studies on the barriers to sustainability in the fashion industry as well as incorporate my own contributions by crafting and analyzing the results of a survey. This survey will give insight to the attitudes and behaviors of respondents towards sustainable fashion. I will also investigate government policies on this topic, or the lack thereof. Finally, I will offer my recommendation on how businesses can overcome the barriers to sustainability in the fashion industry.

Beautiful People: The Past, Present, And Future Of The Fashion Industry's Thin Ideal, Shane White

Graduate Theses and Dissertations

Negative body image among women has become an extremely relevant topic in the last decade. The “ideal” female body image and what a person should look like according to marketing and advertising has become a highly controversial issue. This project seeks to show how the fashion industry has, over centuries, shaped how people think they need to look and in today’s time and show how it has been a root cause of issues like body image complexes leading to negative self-perception, eating disorders, mental illnesses like anxiety, depression and addiction, and even suicide. Over the last three to four decades, …

The Duality Of Fashion: How Industry Norms Impact Market Returns In The Fashion Industry, Zoe Carter

Chancellor’s Honors Program Projects

No abstract provided.

Women's Self Perceptions And Fashion Industry Rhetoric, Grace Cody

Senior Honors Projects

No abstract provided.

Consumer Motivations And Perceived Value In Online Second-Hand Luxury Fashion Shopping, Murphy Brianne Aycock

Graduate Theses and Dissertations

The second-hand luxury fashion market is growing four times faster than the primary luxury fashion market and already represents a $24 billion market today (Beauloye, 2019; Siwak, 2020). Younger generations such as millennials and Gen Z are buying and selling preowned luxury products almost three times faster than any other age group (Beauloye, 2019). Digital selling platforms such as The RealReal and Vestiaire Collective are fueling the growth of the second-hand luxury fashion market (Beauloye, 2019). Despite the increased consumer interests and sales growth in the second-hand luxury fashion market, existing research has not concentrated on the underlying motivations of …

Addressing The Internet's Influence On Fast Fashion, Kelly Cruz '23, Uchenna Nnawuchi '23, Saamiyah Khan '23

Student Leadership Exchange (SLX)

Fast fashion, the rapid production of cheap clothing made for trends that will only last at most a month, is increasingly becoming more popular. Fast fashion damages both the environment and the workers that are put to work long hours but are underpaid. These issues are overlooked by online shoppers due to the fact that they are unaware of its unsustainability and harsh working conditions. Although, this problem of unintentional ignorance could be avoided if fast fashion companies were transparent with the work they are doing alongside as working towards fixing these issues regarding sustainability and the workers’ conditions. The …

The Creation And Impact Of Mr. Agne’S Career Collection, Evelyn Hamady

Honors Projects

This project discusses the creation of Mr. Agne's Career Collection located in Eppler South 117, and the impact it has on Bowling Green State University's students. This community impact project focuses on providing students with professional attire and accessories that may be needed when job searching or applying to internships. This project also covers the process of receiving donations, prepping donations, and placing those donations within the school's inventory system.

Media, Marketing, And More – How Social Technology Is Changing The Face Of Small Business, Lily Reynolds

Honors Theses

The purpose of this study is to identify the ways in which social media and marketing technology advances are affecting small retail businesses. A total of three interviews were conducted with working professionals in different areas along the fashion supply chain, and were contacted based on common acquaintances. Each interview was conducted over the phone, and lasted between ten minutes and half an hour, with guided and supplemental questions focusing on their experiences with technology in their fields. The results showed that each area was affected in numerous ways, from superficial business changes to advancements at the cores of their …

Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney, Kacy Kim, Sharmin Attaran

Honors Projects in Marketing

This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …

The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich

Senior Honors Projects

No abstract provided.