Search results for "Fashion industry"
showing 5 items of 5 documents
Open collaboration strategy of international retailers: an analysis of co-creator
2017
Nowadays, online channels provide better distribution and communication strategies between companies and consumers. The importance of establishing online tools based on innovations and customer participation, is equally applicable to the international retail sector. Retail companies are able to reach consumers through their online channels, providing better ways to stand out from competitors. The options of joint open collaboration between international retails brands and its consumers implicate a transformation about the traditional communication between customers and companies. The objective of the present work is to analyze how the consumer experience is perceived after its participation…
Involving Customers through Co-Creation
2017
In an increasingly competitive market environment, companies across different sectors are being pushed to develop new strategies and marketing approaches in order to better promote and engage customers with their products and services. By increasing customers' involvement, companies can improve their marketing results, which may positively relate to their accounting results. In this context, one of the most important approaches is based on promoting consumer involvement with products and services. This involvement can be increased through co-creation design. Co-creation processes are gaining momentum as a customer involvement tool that has important implications for brands including brand c…
Influence of culture on consumer behavior in the fashion industry
2014
Masteroppgave i økonomi og administrasjon – Universitetet i Agder 2014 Wearing clothes is one of the main factors that differentiate us from animals. Human beings began wearing clothes more than 170,000 years ago after the second-to-the-last-ice age. The historical invention of weaving machine changed the way fabrics were made and thus our garments; from being tailor made to being mass-produced. We may now dress differently depending on the time, the occasions, the environment, as well as based on culture. People all over the world can make different choices based on different preferences. Consumers buy the items with which they feel familiar and comfortable. An individual’s preferences and…
Social Media Marketing Efforts of Luxury Brands on Instagram
2019
Social media offers marketers a broad set of instruments to connect to targeted customers in a personalized and interactive manner. Different social media platforms enable different innovative strategies for an organization’s social media presence. In this framework, Instagram has become a popular social media platform for luxury fashion brands. This paper explores the area of luxury fashion brands on Instagram by focusing on key practices that should be implemented in a social media marketing strategy. The main objectives of this study are: (1) the present the concept of luxury brands, (2) to examine the social media marketing of luxury brands aimed at driving consumer engagement, (3) to a…
Effects of Personal Traits on Generation Y Consumers' Attitudes Toward the Use of Mobile Devices for Communication and Commerce
2012
The purpose of this study was to investigate the effects of young adult consumers’ personal traits (high-tech involvement, experiment proclivity, and fashion/brand leadership) on their perceptions of and attitudes toward using mobile devices for communications and commerce. The integrated stimulus-organism-responses paradigm (Fiore & Kim, 2007) served as the overarching framework, combining the uses and gratifications theory (Blumler & Katz, 1974) and the extended technology acceptance model (Kim, Ma, & Park, 2009). A convenience sample of 504 college students in 2 U. S. universities provided usable responses to our survey. Causal modeling analysis results showed that personal trait varia…