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Articles 1 - 26 of 26
Full-Text Articles in Fashion Business
Local Label: Why Localism Matters And A Business Plan To Address It., Sydnie Wilson
Local Label: Why Localism Matters And A Business Plan To Address It., Sydnie Wilson
Marketing Undergraduate Honors Theses
The use of technology within business is evolving and increasing in necessity. As large businesses and corporations invest in research and development, innovations, and data analytics, the ability to serve customers more effectively and efficiently increases substantially. Local Label is a solution for this need.
Local Label is a mobile retail app that connects local consumers to all accessories, shoes, and clothes available at local retailers. The app would be a hub for local retailers to promote their apparel and accessories. Local Label leverages its marketing to be in sync with local events, special occasions, and holidays. The app’s front-face …
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
Honors Projects in Finance
This research study is an examination of diversity, equity, and inclusion in the marketing and infrastructure of companies within the commercial fashion industry. The aim of this paper is twofold. First, this paper examines the purchasing preferences and behaviors of young adults and whether their opinions on diversity and inclusivity impact it. Second, this paper examines the financial impact of companies that adopted an inclusive and diverse approach to their marketing strategies and company infrastructure. I hypothesize that inclusivity and diversity are qualities highly valued by consumers and would thus have a positive financial impact on companies that focus on …
Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García
Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García
Journal of Global Business Insights
Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research …
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
An Imc Approach To Entrepreneurship: How Generation Z Is Changing The Landscape Of Entrepreneurship, Kylie Nicole Cockrell
An Imc Approach To Entrepreneurship: How Generation Z Is Changing The Landscape Of Entrepreneurship, Kylie Nicole Cockrell
Honors Theses
Generation Z entrepreneurs capitalize on the fast-paced environment of the marketing industry and adapt to changing customer needs and expectations to deliver the best product or service from their business. This thesis researches the current media trends and marketing approaches Gen Z entrepreneurs are using in their businesses and how access to entrepreneurial-focused programs make Generation Z the leading generation in entrepreneurship.
Inspired by the researcher’s own experience as an online clothing business owner, this thesis investigates how members of Gen Z are increasingly becoming entrepreneurs. A mixed methodology of primary and secondary research was deployed to explore consumer trends. …
Goodwill Going Green: How Green Branding Can Generate $1m In Revenue, Elia Meltzer, Esha S. Vartak, William M. Crone, Ryan T. Richards
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 …
Current Issues In Fashion Retailing Tmd 532, Joanna Burkhardt
Current Issues In Fashion Retailing Tmd 532, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews
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 …
Ruled By Venus, Audrey Marie Cathalifaud
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.
Does Body Positivity Yield Positive Attitudes? The Effects Of Female Empowerment In Advertisements On Consumer Perceptions, Allyssa Compton
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
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
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 …
From The Runway To The Racks: A Comparative Analysis Of Gucci And Zara, Hailey Bauer
From The Runway To The Racks: A Comparative Analysis Of Gucci And Zara, Hailey Bauer
Experience Industry Management
The fashion industry is constantly evolving. Today, consumers face more choices than ever when it comes to purchasing clothes. The purpose of this study was to examine a high-end luxury brand, Gucci, and a fast fashion brand, Zara, to compare and contrast their marketing strategies, sustainability practices, brand personality, and customer experiences. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Gucci and Zara’s marketing, sustainability, and customer experience practices. The study resulted in findings indicating the importance of social media and online marketing platforms for the increase of sales and …
The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen
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 …
Ethical Use Of Beauty In Advertising, Koca Chan
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) …
Research Methods In Textiles Ii Tmd 512, Joanna Burkhardt
Research Methods In Textiles Ii Tmd 512, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Consumers’ Perceptions Of Visual Product Aesthetics Based On Fashion Innovativeness And Fashion Leadership Levels: A Research Study In Mersin, A. Celil Cakici, Sena Tekeli
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 …
Social Media Influencers List: The Normal Brand, John Hadley
Social Media Influencers List: The Normal Brand, John Hadley
2020 Academic Exhibition
For my capstone/internship, I was tasked with finding 100 social media influencers that matched the aesthetic, style, and image of the Normal Brand. From there, I picked a top 20 and then curated "care packages" with merchandise for each specific influencer. This project was a way of branching out and marketing to new costumers. Attached is the top 100 list as well as the boxes used.
Fashion E-Commerce Tmd 333, Joanna Burkhardt
Fashion E-Commerce Tmd 333, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Branding, Fashion Industry Tmd 434, Joanna Burkhardt
Branding, Fashion Industry Tmd 434, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Fashion Merchandising: An Augmented Reality, Naeha A. Sayed
Fashion Merchandising: An Augmented Reality, Naeha A. Sayed
Dissertations, Theses, and Capstone Projects
There is a continuous and constant transformation in the field of Augmented Reality (AR), both in the Retail, and the Manufacturing sector. It has started to influence everything from fashion runway shows to online shopping. Consumers dynamics have shifted in the fashion industry, the ways becoming more dominant than the old observant ones- the simple buying experience no longer satisfies them. Due to the emergence of the new digital platforms and technological enhancements, the consumers are looking for more- be it a more exciting buying experience or more user interaction or more enhanced products. This technological change starts with the …
Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, Mckenna Whitaker, Beau Broyles, Lindsey Stone
Development And Marketing Of A Repurposed Textile Product For Homeless Individuals In Northwest Arkansas, Mckenna Whitaker, Beau Broyles, Lindsey Stone
Apparel Merchandising and Product Development Undergraduate Honors Theses
Growing concerns over waste disposal methods have led to a greater focus on recycling efforts in the textile industry. Second only to the oil industry, the textile industry continues to be one of the most wasteful among leading businesses around the world and determining ways to repurpose fashion materials could be a reasonable solution to this growing problem (Dobilaite, V., Mileriene, G., Juciene, M., & Sacevičienė, 2017). In addition to alleviating disposal issues, repurposed materials could serve the humanitarian needs of local communities, and even more importantly, could specifically benefit homeless populations. The purpose of this project was to design, …
Textile Markets Tmd 433, Joanna Burkhardt
Textile Markets Tmd 433, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Atlantic Marketing Journal
Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.
The Beauty Industry's Influence On Women In Society, Ann Marie Britton
The Beauty Industry's Influence On Women In Society, Ann Marie Britton
Honors Theses and Capstones
There has been a significant amount of research done on the effect that advertising in the fashion and beauty industry has on women. By creating advertisements with unrealistic images of beauty, it has resulted in anxiety, low self-esteem, and low self-confidence in many women. Most of these negative emotions stems from unhappiness among body and appearance. Less research has been performed relating to cosmetics and how this can have an influence on women, and how women can use cosmetics to manipulate their appearance. This paper first discusses the existing research that focuses on the cosmetic industry’s influence on women. From …
Hermes International, Phuong Tran
Hermes International, Phuong Tran
Theses, Dissertations and Capstones
Hermes International Company is the second strongest brand in luxury industry. They have spent more than 100 years to make Hermes name as famous as today. With 3,000 million euro in average revenue, Hermes has a very strong financial position and potential growth compare to other competitors. Their products are always well-designed, high quality, and fashionable. They do not make good products but extremely good ones. Hermes’ target customers are wealthy people who have high level of income and are interested in luxury items. With more than 300 stores all over the world, Hermes is working on their ways to …