Fashion Business Commons^™

The Evolution Of The Modern Library Brand: Transforming Community Engagement Into Sustainable Revenue, Slone Williams

Georgia Library Quarterly

This article examines the development of the Cobb Library Shop, an e-commerce initiative launched by the Cobb County Public Library to generate sustainable funding through brand engagement. Built on a modest startup budget, the shop integrates a multichannel sales strategy and leverages internal talent to create a scalable, community-centered retail model.

The project achieved a full return on investment within 14 days and continues to demonstrate steady revenue expansion. By combining entrepreneurial practices with public service values, this case study highlights how libraries can diversify funding streams, enhance community engagement, and establish a replicable model for revenue-generating library systems.

Make Fashion Circular: Extending Brand Loyalty By Extending The Life Of Garments, Madelyn Schillinger

Marketing Undergraduate Honors Theses

This research targets the fashion industry and its journey towards sustainability and circularity, specifically through the rise of clothing resale. It discusses the environmental impact of the overall fashion industry, as well as how secondhand shopping can offset the production of new items. This research also compares third party marketplaces with private, brand-operated resale platforms, exploring how each one benefits both the environment and consumers. Each resale model provides variety in user experiences, profits, and sustainability outcomes. These findings reveal that peer-to-peer platforms have helped normalize secondhand shopping, but brand resale initiatives have a greater control over sustainability and customer …

Resale Revolution: Trend Implications From Media Presence Transcended To Luxury Retail Markets, Penelope Prochnow

Capstone Projects

This study aims to deepen understanding of fashion trend decline from peak popularity to obsolescence, with implications for sustainability and producer profit margins. It investigates how the attributes and media presence of fashion items influence their journey from high-end editorial coverage to resale platforms. Using survival analysis to model trend lifetimes and cosine similarity metrics to compare resale and magazine keyword frequencies, alongside machine learning for price prediction, the study uncovers critical temporal patterns. Results show that resale trends reflect magazine content with a lag of approximately 18 to 30 months and draw from long-wave revivals spanning 6 to 14 …

Influence Of Fashion Involvement And Product Presentation On Consumers’ Online Impulse Buying, Sydney Buford

Apparel Merchandising and Product Development Undergraduate Honors Theses

The buying and selling of goods online (e-commerce) has grown significantly in recent years and will continue to grow (Grand View Research, 2023). E-commerce platforms serve as an alternative environment to brick-and-mortar stores, providing customers with the opportunity to make impulse purchases. Due to this, it is important to understand the reasons why people make impulse purchases online. The purpose of this study was to examine the driving factors behind impulse purchase patterns within e-commerce platforms. Using the stimulus-organism-response theory, this study examined the impact of consumer characteristics and external stimulus on consumer’s impulse purchase behavior. In particular, the study …

The Forces Changing U.S. Shopping Behavior, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

The future of retail is all about catering to the consumer. To survive retail’s newest challenge, retailers must understand what’s shaping consumer demand.

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 …

Social Media Impact On Virtual Shopping, Tarah Soltis

Senior Honors Theses and Projects

The following senior honors thesis project was developed to look at the connections between the topics of social media and virtual shopping. The domains of technology and e-commerce have created a fast-paced and fluctuating retail environment. Both social media and virtual shopping are increasing in popularity and use across the country and are influential in how consumers shop virtually and in real time. The research on social media and virtual shopping informs how the topics impact one another and the larger retail market. Research that looks at the connection between social media and virtual shopping can help companies prepare to …