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YouTube fashion videos
(2020)
YouTube is the most widely adopted and successful video sharing platform. It works as a marketing instrument and money-making tool for companies while reaching the target group. After considering the significant literature based on YouTube, it is striking that there is lack of information about YouTube’s benefits as a video marketing instrument for fashion brands. To establish this subject further, the purpose of this study is to enrich the existing findings on social video marketing on YouTube in the apparel industry. The findings indicate the importance of YouTube as a social network for fashion marketers. The second part conducts an empirical study, which makes the YouTube channel performance of nine fashion brands the subject of discussion. Thereby, three brands per lifestyle, sports and luxury sector are analyzed through comparative aspects. Accordingly, the differences and similarities within and between the sectors are analyzed and evaluated.
The purpose of this paper is to determine the relevance of social media for luxury brand management. It employs both a multi-methodological approach: After analyzing the online performance of the three luxury brands Burberry, Louis Vuitton and Gucci, the empirical research includes a survey as well as an eye tracking test executed with Tobii Studio. The findings reveal that online and social media have given luxury fashion businesses the opportunity to establish a sustainable interaction with their customers and distinguish themselves from the competition. Still, the online business holds many challenges for luxury companies to overcome. This paper gives instructions as to how social media can be effectively incorporated into a luxury company.
The purpose of this paper is to study the recycling form of reusing second hand clothing from a conventional fashion brand’s perspective. It should clarify which measures and activities a fashion company needs to integrate in its value chain in order to offer branded second hand merchandise in a self-operated store. The research paper relies on a desk-based research and aims to illustrate the topic by means of a descriptive approach, processing the existing literature. Key findings demonstrate that fashion brands need to integrate complete lifecycle strategies, sustainability communication, and reverse logistics structures, like take-back schemes, for offering second hand clothing. The main limitations evolve from the research design. Further, empirical evidences need to be conducted for a more fundamental understanding of the new business model.
The second hand concept indicates a growing trend in clothing recently, leading to growing numbers of second hand shops and developments of new second hand retail forms. This paper concentrates on the current second hand market for fashion products and presents the different motives toward second hand consumption as well as alternative consumption channels for second hand products. The findings of the paper are founded on literature research of academic articles and case studies. Results show that there is a high potential for the second hand market due to the increasing interest of consumers in buying second hand products. The paper concentrates on the second hand market for fashion products in the western society. This means that there was no research on second hand products for disadvantaged people in poor countries. Furthermore, the paper focuses the formal second hand retail channels to see what is already on the market.
This study focuses on the different roles of social media for the promotion of a sustainable lifestyle, behaviour and consumption, especially with regard to the typically non-ethical fashion industry. Research findings include eight roles of social media influencing a sustainable consumption contrary to prior research naming one to five impacts. Results show that social media educates and engages the young and ethically interested target group besides increasing supply chain transparency and brand or theme awareness. Furthermore, social media provides a platform for organisations’ relationship management and social interaction since users get empowered to share experiences which leads to a higher level of trust.
The purpose of this paper is to highlight potentials and limitations of the prosumer concept in fashion retail. The paper illustrates the evolution of prosumption and in which directions the concept is being developed. The primary research is based on a literature review containing different sources of academic and non-academic references. Findings suggest that the prosumer concept is no new phenomenon. Recently, it has moved into the focus of companies that have noted that it is efficient when engaging with customers in order to strengthen their brand loyalty. An increasing number of companies offer innovative business models that underlie the concept. However, lately smart prosuming machines are changing the objectives of the concept. Even if the prosumer concept exists since many years and scholars investigate its potentials continuously, it is the fashion industry that has been researched comparatively little up to now.
This chapter provides insights in the future of fashion film with respect to augmented reality and virtual reality technologies. The question: How does augmented reality and virtual reality influence the future of fashion film? is therefore considered. It is important to analyze the influence of those technologies on fashion films to assess the potential for fashion retailers and in best case gain first-mover advantages. To answer the stated research question, a literature research was conducted to gain insights about the topic and its influence towards fashion filming. Explanation of augmented reality and virtual reality is provided as well as implications in the retail sector regarding fashion films. Moreover, company examples already using this approach have been compiled. Furthermore, an empirical research part was conducted including a survey method based on an online survey design. The questionnaire is based on what has been revealed in literature to gain in depth insides and approval. The data gained indicated that augmented reality and virtual reality influence the future of fashion film in various ways. The findings highlight how important those technologies can be in order to enhance customer experience and engagement. Regarding the research question, the conclusion can be drawn that it is highly important for fashion managers to take future developments like augmented reality and virtual reality into account to stay competitive and satisfy the requirements of modern consumers.
Social and environmental risk management in supply chains : a survey in the clothing industry
(2015)
Almost daily, news indicates that there are environmental and social problems in globally fragmented supply chains. Even though conceptualisations of sustainable supply chain management suggest supplier-related risk management for sustainable products and processes as substantial for companies, research on how risk management for environmental and social issues in supply chains is performed has so far been neglected. This study aims at analysing both why companies in the clothing industry are performing management of social and environmental risks in their supply chain and what kind of action they are taking. Based on the literature on sustainable supply chain management and supply chain risk management as well as 10 expert interviews, a conceptual model for risk management in sustainable supply chains was developed. This model was tested in an empirical study in the clothing industry. The data were analysed by structural equation modelling. Results of the research show high statistical significance for the respective conceptual model. The main driver to perform risk management in environmental and social affairs is pressures and incentives from stakeholders. While companies’ corporate orientation mainly drives social actions, top management drives environmental affairs for differentiating themselves from competitors.
This chapter looks at the usage of image films produced by brands and their dealing with themselves. It focuses on analyzing important film parameters, the content and the way it can influence brand image. A list of 70 fashion brands from different categories was gathered through a survey and confirmed by comparing the results with relevant literature. All 70 brands were looked at to find relevant self-referencing films. The films had to be produced by the brand themselves. Videos for advertisement or promoting collections are not regarded either. In total 22 films from 17 brands were analyzed. Results show that most brands seem to have recognized videos as a powerful marketing tool in the social media age. Many brands seem to struggle with the compliance of certain parameters such as length and the use of the brand logo. In general, the content of the videos is focused around the four topics recruitment, value, history and behind the brand. As for the intent, the videos can be classified into the three categories learning, emotion and doing something. This paper not only analyzes this special film category, but also gives recommendations to improve the videos.
The purpose of this paper is to identify the potential of a fashion fTRACE (ffTRACE) application that gives transparent insight on the supply chain of a fashion item. The research methodology applied to this purpose is a literature review examining academic references. The key findings of this paper are that information plays a major role in the consumer decision process and is therefore beneficial to the demand for sustainable products. Given the right information content in a transparent, credible and understandable way is important. It is found that the functions of such an application would be able to satisfy this consumer demand and therefore has the potential to raise the sales of a sustainable company as well as increase the brand’s awareness and improve its image. While mainly indicating the potentials of the ffTRACE application, their relevance is not examined in this paper.