Fashion Business Commons^™

Goodwill Going Green: How Green Branding Can Generate $1m In Revenue, Elia Meltzer, Esha S. Vartak, William M. Crone, Ryan T. Richards

Williams Honors College, Honors Research Projects

Goodwill Industries is a nonprofit organization. Not only do they specialize in charity work, but they also have a chain of stores that focus on thrift shopping. Additionally, Goodwill provides other services, such as recycling clothing, electronics, and other goods. Recently, Goodwill of Akron, Ohio received a grant of five million dollars, where the money for the grant would have to be utilized in five years. The main objective of this project was to find a way for Goodwill to use grant money efficiently, to generate revenue for a new transportation initiative.

Our team has recommended utilizing the most popular …

Green Advertising Using Sick-, Well-, And Healed-Appeals, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, …

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.

Fashion And Sustainability: Consumption And Shared Responsibility, Jie Gao Fowler, Timothy Reisenwitz, Rongwei Chu

Atlantic Marketing Journal

Indulgence in fashion has been indispensable in modern societies, as it is a crucial device for self-image and identity construction. With the advanced technology and globalization of production, the fashion industry has skewed towards fast fashion, making the latest trends available to mass consumers at affordable prices. This research aims to examine how Chinese consumers perceive sustainable consumption in the context of fashion. We endeavor to explore the factors that influence the engagement of sustainable consumption. This study aims not to argue whether sustainable fashion should mobilize or replace the current fashion system but to provide evidence on consumers' perception …

Luxury Back In Vogue, Erwan Rambourg

Asian Management Insights

The luxury rebound following the Covid-19 pandemic has been more impressive than most would have thought. Scale continues to play an important role, physical stores are back, and while there are some clouds on the horizon, the outlook for the luxury sector remains incredibly positive for the long term. My optimistic outlook for the long term is predicated on the power of three consumer segments that will move the needle for the luxury sector–women, Chinese shoppers, and youth. In addition, the rapid speed of scaling-up and mergers and acquisitions (M&A) should provide a great boost to a post-Covid luxury world.

Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

The cosmetic industry is a multi-billion-dollar industry that has taken a financial hit in 2020 due to COVID-19. The drop in cosmetic usage leaves the industry in question for future consumer intention and behavior. Survey responses from 1,715 female students at a southeastern U.S. public university was obtained using Qualtrics. Results indicate significant differences in cosmetic usage; however, post-COVID predicted usage indicates that cosmetic usage will revert back to pre-COVID levels for eye, lip, and skin cosmetics. For face cosmetics, usage will still be slightly below pre-COVID levels. The most important cosmetic category was skincare, which had the highest levels …

The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach, Mary Mobley, Richard Easley

Atlantic Marketing Journal

The Association to Advance Collegiate Schools of Business (AACSB) is clear about the worsening shortage of doctoral qualified faculty. It is the proposition of this paper that business schools should consider evaluating and perhaps reinvigorating recruitment strategies in both the short- and intermediate-term, as well as developing marketing management strategies that will help alleviate business faculty shortages in the long-term. Strategic marketing guidance is set forth in this paper with a focus on the development and institutionalization of managerial linkages between recruitment-retention connections. Our major premise is that leadership robustness is needed relative to the construction and implementation of strategic …

An Analysis On Engaging “Beauty Work”, Timothy Reisenwitz, Jie G. Fowler

Atlantic Marketing Journal

This study attempts to compare non-invasive cosmetic procedures consumers who use a high amount of information sources with those who use a low amount of information sources in the information search stage of the decision-making process. The findings indicate that patients who use more cosmetic procedures information sources have lower cognitive ages. Patients who use less information have a greater attitude toward social media advertising and the traditional advertising of cosmetic procedures. Finally, patients who use more cosmetic procedures information have greater increases in self-image after the procedure than those patients who use less information. The findings contribute to marketing …

Mediating Role Of Perceived Value On The Relationship Among Perceived Risks, Perceived Quality, And Purchase Intention Of Private Label Brands, Meenu Mathur, Sanjeevni Gangwani

International Journal of Applied Management and Technology

In the current competitive retail market, retailers constantly strive to deliver products to consumers at a better value. Consumers are becoming more price sensitive but still seeking quality products. A retailer can establish value with a brand. Consequently, retailers are introducing their own private label brands (PLBs), which also differentiate their products from competitors. The role of perceived value in the purchase behavior of PLBs and its relationship with quality and various risk dimensions has received scant consideration in the retailing literature. Our study suggests perceived value is a mediating part in associations amid perceived quality, perceived risks, and purchase …

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

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.

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 …

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

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and 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 …

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.

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.

Beyond Sustainable: An Analysis Of The Visual Rhetoric Behind The Branding Of Christy Dawn, Megan Mccormick

Mahurin Honors College Capstone Experience/Thesis Projects

This research project offers insight into the visual rhetorical of design decisions made in the marketing materials of Christy Dawn, a sustainable fashion brand. The primary goal of this research is to identify several motivators, based on prior studies, for the consumption of sustainable fashion and analyze the existing marketing visuals of Christy Dawn’s brand, specifically in how they appeal to these motivators, thus also communicating their sustainable rhetoric to consumers in the process. This project defines these motivators in detail and addresses them in relation to particular elements of design in Christy Dawn’s materials, such as images, color, and …

Ethical Use Of Beauty In Advertising, Koca Chan

Honors Theses and Capstones

The use of beauty images in advertising has been generally deemed to be unethical in society, based on the general negative presupposition in modern western culture. The ethicalness of the display of high standards of beauty in advertisements is especially controversial and questionable in the advertising industry. Advertising watchdogs, social groups, and individuals have investigated the possibility of banning the display of high standards of beauty to be displayed in advertisings and publications. This paper argues that image advertising of high beauty standards may not be necessarily unethical in all situations. And under certain conditions, by considering and combining image(s) …

The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen

CMC Senior Theses

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are …

Influence Of Convenience, Time-Savings, Price, And Product Variety On Amazon Prime Members And Non-Prime Shoppers’ Online Apparel Purchase Intention, Md Rashaduzzaman

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The number of internet users and online shoppers in the United States has grown at an incredible rate over the past few decades. Greater convenience and availability of a wide assortment of apparel products at a cheaper price made online shopping very enticing to consumers. Amazon.com (Amazon) gained unprecedented popularity among consumers with its Amazon Prime program. Amazon’s retail revolutions changed consumer’s way of shopping and expectations. Both online and physical store retailers are facing tremendous pressure to fulfill that level of expectation. Thus, it is essential for retailers clearly understand the shopping expectations and preferences of Amazon Prime members …

The Challenges And Opportunities Created By A Global Pandemic's Effects On Consumer Shopping Behavior Within The Fashion Retail Industry, Kate O'Connor

Undergraduate Honors Theses

The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel …

Fast Fashion, Honor, And The Value Of Overconsumption, Samuel J. Shoaff

KUCC -- Kutztown University Composition Conference

An analysis of the implications of fast fashion in a post-industrial society, with a focus on the environmental and human costs.

Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli

Journal of Global Business Insights

The main objective of the study is to determine whether consumers’ visual product aesthetic perception differs according to the level of fashion innovations and fashion leadership. The study was conducted in five counties of Mersin, and the population was 20-64-year-old consumers. The sample consisted of 420 consumers, 213 of whom were male, and 207 of whom were female. Data were obtained through surveys and were analyzed electronically. Descriptive statistics, factors, clustering, and chi-square analysis with t-test were used. As a result of the study, it was found that consumers’ perception of visual product aesthetics is three-dimensional, and it differs …

An Examination Of Factors Influencing Repurchase Intention Towards A Fashion Brand In Thailand, Howard W. Combs

Atlantic Marketing Association Proceedings

No abstract provided.

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli

Atlantic Marketing Journal

The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Can Luxury Fashion Provide A Roadmap For Sustainability?, Zeynep Ozdamar-Ertekin

Markets, Globalization & Development Review

Fashion industry is one of the prominent industries in the world with critical negative impacts on the social and ecological environments. It constitutes a very complex and fragmented industry. The currently dominant model of "fast fashion," fulfills the desires of consumers who aspire to wear luxury fashion brands but cannot afford them, by offering them similar styles at affordable prices. However, the main principles of fast fashion, which are speed, affordability, change, disposable trends and aesthetic fads, contradict with sustainability goals and principles. Luxury fashion, on the other hand, emphasizes longevity, durability, authenticity, craftsmanship and quality, and can therefore be …