Search

Your search keyword '"fast-fashion brands"' showing total 8 results
Start Over Descriptor "fast-fashion brands"
8 results on '"fast-fashion brands"'

2. Involvement of Generation Z in the Communication Activities of Clothing Brands in Social Media — The Case of Poland

Author

Stachowiak-Krzyżan Magda

Subjects
consumer behavior, consumer involvement, social media, fast-fashion brands, clothing, social networks, generation z, m31, i11, Social Sciences
Abstract

Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).

Published
2021
Full Text
View/download PDF

6. From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands.

Author

Mrad, Mona, Farah, Maya F., and Haddad, Stephanie

Subjects
BRAND awareness, LUXURIES, BRANDING (Marketing), DESIGNERS
Abstract

Numerous designer luxury brands have been interested in creating co-branding partnerships with the fast-fashion retailer H&M. Despite the recognition by some researchers of the value of examining whether consumer reactions to the co-partnering luxury brands will be affected by the collaboration, to the best of our knowledge, no research to date has examined luxury consumer reactions to such partnerships. Accordingly, this research specifically explores how the collaboration between a luxury brand and a fast-fashion brand impacts on consumer reactions to the luxury brand. Considering the exploratory nature of this study, thirty face-to-face in-depth interviews were conducted in the UK to reveal insights into consumer reactions, given the limited knowledge on the subject matter. Six themes emerged from this study: (a) enhanced brand awareness, (b) impaired perception, (c) word-of-mouth, (d) consumer engagement, (e) perceived self-expressiveness and (f) brand avoidance. [ABSTRACT FROM AUTHOR]

Published
2019
Full Text
View/download PDF

7. El reconocimiento de las marcas de lujo y la tendencia Mix-and-Match: una aplicación de la tecnología de Eye-Tracking a la evaluación del comportamiento del consumidor

Author

Escribá Pérez, Carmen, Torrecilla Moreno, María Carmen, Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials, Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses, Contero López, María Pilar, Escribá Pérez, Carmen, Torrecilla Moreno, María Carmen, Universitat Politècnica de València. Departamento de Economía y Ciencias Sociales - Departament d'Economia i Ciències Socials, Universitat Politècnica de València. Facultad de Administración y Dirección de Empresas - Facultat d'Administració i Direcció d'Empreses, and Contero López, María Pilar

Abstract

[ES] A lo largo del tiempo, la industria de la moda ha ido adaptándose a los cambios que se han producido alrededor de su entorno. Los factores más destacables que han afectado a dicho sector han sido principalmente la tecnología y la evolución de la concepción de la sociedad. Dicha evolución es debida a la incorporación de una nueva mentalidad y forma de comprender la moda a través de las marcas de moda rápida, como las conocidas marcas españolas Zara o Mango y la marca sueca Hennes & Mauritz (H&M) entre otras. En el sector de la industria de la moda, las marcas de lujo representan el reflejo histórico de la exclusividad, la distinción de la clase social y la elegancia. Frente a estas, se sitúan las marcas de moda rápida dirigidas a todos los individuos que facilitan el acceso de una moda que sigue las últimas tendencias a precios asequibles. El objeto del presente trabajo es descubrir fundamentalmente el reconocimiento de ambas industrias competidoras por parte de los consumidores y su efecto combinado "Mix-and-Match" a través de un estudio experimental basado en la tecnología de Eye-Tracking. El trabajo se basa en un estudio experimental que constará de un cuestionario de selección previo con el objetivo de extraer la muestra y seguidamente, se utilizará el sistema de Eye-Tracking Gazepoint GP3 y el software de análisis OGAMA. El estudio experimental evaluará la respuesta del conjunto de sujetos seleccionados ante un conjunto de estímulos visuales relacionados con el concepto "Mix-and-Match". Posteriormente se utilizará el paquete estadístico SPSS para analizar los datos obtenidos y fundamentar las conclusiones del trabajo., [EN] Over time, the fashion industry has adapted to the changes that have taken place around it. The most noteworthy factors that have affected this sector have been mainly technology and the evolution of the conception of society. This evolution is due to the incorporation of a new mentality and way of understanding fashion through fast fashion brands, such as the well-known Spanish brands Zara or Mango and the Swedish brand Hennes & Mauritz (H&M) among others. In the fashion industry, luxury brands represent the historical reflection of exclusivity, social class distinction and elegance. In contrast to these, there are fast fashion brands aimed at all individuals who facilitate access to a fashion that follows the latest trends at affordable prices. The aim of this work is to discover fundamentally the recognition of both competing industries by consumers and their combined "Mix-and-Match" through an experimental study based on Eye-Tracking technology. The work is based on an experimental study that will consist of a previous selection questionnaire with the aim of extracting the sample and then the Eye-Tracking Gazepoint GP3 system and the analysis software OGAMA will be used. The experimental study will evaluate the response of the selected subjects to a set of visual stimuli related to the "Mix-and-Match" concept. Subsequently, the statistical package SPSS will be used to analyse the data obtained and to support the conclusions of the work.

Published
2021

8. El reconocimiento de las marcas de lujo y la tendencia Mix-and-Match: una aplicación de la tecnología de Eye-Tracking a la evaluación del comportamiento del consumidor

Author

Contero López, María Pilar

Subjects
Mix and match, Grado en Administración y Dirección de Empresas-Grau en Administració i Direcció d'Empreses, Fast-Fashion brands, Comportamiento del consumidor, COMERCIALIZACION E INVESTIGACION DE MERCADOS, Marcas de moda rápida, Reconocimiento de marca, Reconocimiento de la marca, Brand awareness, Sector moda, Luxury-Fashion brands, Marcas de moda de lujo, Moda, Eye-Tracking
Abstract

[ES] A lo largo del tiempo, la industria de la moda ha ido adaptándose a los cambios que se han producido alrededor de su entorno. Los factores más destacables que han afectado a dicho sector han sido principalmente la tecnología y la evolución de la concepción de la sociedad. Dicha evolución es debida a la incorporación de una nueva mentalidad y forma de comprender la moda a través de las marcas de moda rápida, como las conocidas marcas españolas Zara o Mango y la marca sueca Hennes & Mauritz (H&M) entre otras. En el sector de la industria de la moda, las marcas de lujo representan el reflejo histórico de la exclusividad, la distinción de la clase social y la elegancia. Frente a estas, se sitúan las marcas de moda rápida dirigidas a todos los individuos que facilitan el acceso de una moda que sigue las últimas tendencias a precios asequibles. El objeto del presente trabajo es descubrir fundamentalmente el reconocimiento de ambas industrias competidoras por parte de los consumidores y su efecto combinado "Mix-and-Match" a través de un estudio experimental basado en la tecnología de Eye-Tracking. El trabajo se basa en un estudio experimental que constará de un cuestionario de selección previo con el objetivo de extraer la muestra y seguidamente, se utilizará el sistema de Eye-Tracking Gazepoint GP3 y el software de análisis OGAMA. El estudio experimental evaluará la respuesta del conjunto de sujetos seleccionados ante un conjunto de estímulos visuales relacionados con el concepto "Mix-and-Match". Posteriormente se utilizará el paquete estadístico SPSS para analizar los datos obtenidos y fundamentar las conclusiones del trabajo., [EN] Over time, the fashion industry has adapted to the changes that have taken place around it. The most noteworthy factors that have affected this sector have been mainly technology and the evolution of the conception of society. This evolution is due to the incorporation of a new mentality and way of understanding fashion through fast fashion brands, such as the well-known Spanish brands Zara or Mango and the Swedish brand Hennes & Mauritz (H&M) among others. In the fashion industry, luxury brands represent the historical reflection of exclusivity, social class distinction and elegance. In contrast to these, there are fast fashion brands aimed at all individuals who facilitate access to a fashion that follows the latest trends at affordable prices. The aim of this work is to discover fundamentally the recognition of both competing industries by consumers and their combined "Mix-and-Match" through an experimental study based on Eye-Tracking technology. The work is based on an experimental study that will consist of a previous selection questionnaire with the aim of extracting the sample and then the Eye-Tracking Gazepoint GP3 system and the analysis software OGAMA will be used. The experimental study will evaluate the response of the selected subjects to a set of visual stimuli related to the "Mix-and-Match" concept. Subsequently, the statistical package SPSS will be used to analyse the data obtained and to support the conclusions of the work.

Published
2021

Catalog

Books, media, physical & digital resources
See catalog results