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Purpose
The purpose of this paper is to explore why men do not rent luxury fashion to explain why the demand for luxury fashion rental services for men is so low and to contribute to science by collecting high-quality data for the research fields gender differences in barriers to renting fashion, barriers to participating in renting luxury fashion in general and to increase the amount of data on men consumption behavior in the field of fashion and luxury fashion research. Furthermore, this study aims not only to make a theoretical contribution, but also to provide practical implications for the luxury fashion rental industry.
Design/methodology/approach
To answer the research question, qualitative semi-structured interviews with seven men were conducted, who are interested in fashion and spend at least 10% of their monthly net income on luxury fashion per month. Through a deductively-inductively category-based qualitative content analysis of the interviews supported by the software MAXQDA, not only were the reasons found why many men refuse to rent luxury fashion, but also characteristics were discovered that make luxury fashion rental services more attractive to men, as well as two fashion segments and a product category in which men can imagine renting fashion or luxury fashion under certain circumstances.
Findings
Men reject the concept of renting primarily because of the nonexistence of ownership, which has to do with loss of emotional value, loss of functional value, fear of social rejection, and identity concerns; other reasons include lack of individualism, lack of habit and their own subjective standards. Except for two outliers, the remaining men surveyed could imagine using a luxury rental service under certain conditions. The most frequently mentioned features were omnichannel approach, transparency of the entire rental process provided by reviews and feedback about both the borrower and the lender, information about the cleaning process, and proof of authenticity. Also mentioned was the maintenance of exclusivity and the fact that rental services should be offered directly by the company. In the convenience category, the purchase option and insurance were mentioned most often. In addition, some men could imagine renting event-related clothing, very trendy and expensive luxury clothing, and luxury watches. However, none of the respondents would give up owning clothes and primarily use the LFRS.
Value/Practical Implications
So that marketers do not have to go through trial and error to figure out which of these characteristics works best for which male target group, the work developed five types that can be targeted with selected characteristics and their marketing, and thus perhaps persuaded to participate in the LFRS. The social type needs the feature of maintenance of exclusivity, the emotional type needs the purchase option and an omnichannel experience, the flexibility type needs the same day delivery and free exchange possibilities, the cost-benefit type needs analytical tools to maximize his rental income or to calculate whether it is cheaper to buy or rent this particular item for this particular period of time, the rule-governed type needs an added value in addition to renting such as a top service.
Today many vertical retailers are operating different sales channels at the same time and are respon-sible for the range of products in all sales channels. The purpose of this paper is to examine whether for vertical fashion retailers a format-specific assortment policy can be observed on the German mar-ket. To investigate this topic in addition to secondary data of a literature research, quantitative prima-ry data was collected through a structured observation by conducting store checks. The combination provides insights into the research topic, allows to build hypotheses and to get a current and specific answer on the research topic. The study revealed all vertical retailers exploit the advantage of unlim-ited capacity of the online shop by offering in this channel mainly the broadest and deepest assort-ment. Within the retail store the vertical retailers focus on offering full-price goods for the current season in full size sets. Compared to the online shop here are less styles sophisticated presented and adjusted on the sales floor. For the outlet channel all brands showed a higher density of products and at least a price reduction of 30 per cent. The present paper is limited by time, depth and language of secondary data collection. As the study only conducted quantitative data within limited observations additional visual data over a longer period is necessary.
Purpose: The purpose of this paper is to describe and discuss the current state of fashion business academic education worldwide. This is motivated by the wish to develop recommendations for the fashion business bachelor program of Reutlingen Uni versity.
Design/methodology/approach: This paper is based on a systematic review of relevant fashion business academic programs. A qualitative comparison is conducted through a categorization of the programs’ content and a score system evaluating the programs’ concepts.
Findings: Key findings were that several factors ensure successful fashion business education: Industry connections, international networks, project-based work, personalized career services and innovative approaches in teaching that include all steps along the fashion value chain.
Research limitations/implications: The research was primarily limited due to the limited number of schools assessed. As a result of the restricted time frame, those schools that were presented could only be analyzed regarding a few aspects. Future research should focus on a more in-depth analysis and further-reaching comparisons, e.g. comparisons with teaching concepts outside the fashion business area or with requirements by fashion companies.
After definition and the history of podcasts, in this book the role of podcasts in the communication strategy is mapped out. Podcast production, podcast types, podcast structures, and podcast advertising are explained. Podcast audiences and podcast in the fashion industry are introduced.
In a thorough explorative analysis, a general exploration of the podcast offering of the fashion sector was conducted. Then a selected podcast analysis with evaluation and conclusion, including a discussion of the future use of podcasts closes this book.
Sole value – the sneaker resale market :
an explorative analysis of the sneaker resale market
(2018)
The purpose of this explorative research paper is to examine the sneaker resale market and its typical processes in order to give a comprehensive overview over the secondary market for limited edition sneakers. Hypotheses are presented that will be analysed with the empirical research methods of expert interviews and sales data analysis. Amongst other findings, this paper shows that there is a complementary relationship between sneaker brands and the resale market; that product limitation is essential for value increases; that collaborations are necessary for sneaker brands to be relevant on the resale market and that the market is very fragmented. All combined circumstances described in this paper explain the sneaker resale market and its processes. Additionally, some outlooks on the future will be given with the help of expert interviewees and current developments on the market will be discussed.
Purpose of the research paper is to illuminate the subject of assortment policy in the German fashion e‐commerce market. A short literature review is conducted in order to set up a system of characteristics to contemplate assortments on a strategic level. In a second step, structured observations are conducted to quantitatively analyze and compare the assortments of the leading online fashion retailers within Germany. Based on literature, the following characteristics for a classification of assortments can be identified: assortment structure, assortment size, assortment width, assortment depth, assortment consistency and rotation, price level, quality mix, fashion degree as well as the mix of private labels and manufacturer brands. Furthermore, the results of the empirical analysis show that there are currently five leaders within the nalyzed market: Amazon, Otto, Zalando, Baur and About You. Among these five market leaders, Amazon positions itself as a retailer that not only offers an enormous assortment size, but also the lowest entry prices as well as the broadest price dispersion. Through the development of the system of characteristics for assortment analysis and the examination of the current market environment, the findings of this paper contribute to the current state of the art in both theoretical and practical aspects.
This paper investigates if food ^ retailing mobile applications from Germany, Austria, USA and the United Kingdom are meant to stay a marginal topic in grocery shopping, or if they have the potential to significantly shape the future of grocery retailing by serving as competitive advantages that can fulfil customer requirements and satisfaction. It has filtered out success factors in form of functions of grocery apps and it has extracted key competencies that can be used to create customer value. The Kano model can help selecting the right app functions. But, there are other prerequisites, like customers’ general attitude towards technology and their acceptance towards any kind of apps, that play an important role looking at the big picture of apps in grocery retailing. However, this paper has contributed one vital part of giving more importance to apps in grocery retailing in form of app functions that clearly deliver customer value. In short, apps that fit customers’ needs and that provide usability and convenience clearly have the potential to shape the future of grocery retailing - if key barriers towards app use are eliminated and if incentives are given that overcome scepticism.
Purpose: The purpose of this paper is to examine the service of the new business model Curated Shopping in the fashion industry as well as to analyze if the service provides a higher costumer added value in comparison to traditional services in retail stores and e-commerce platforms. It gives implications to curated shop operators how to optimize the service in each stage of the customer buying process.
Design/methodology/approach: The research methodology applied is an empirical study that uses the principal of mystery shopping in order to investigate the provided services during the selling process.
Findings: The study showed that information about the customer should be collected carefully and as holistic as possible in order to assort a suitable outfit. The consumer is able to benefit from the service by saving time and enjoying a stress-free way of shopping. Nevertheless there are limitations in the personal service to give individual and inspiring advice by the curator caused by the physical distance to the customer.
Research limitations: The survey was conducted under 10 mystery shoppers and 4 curated shop operators in Germany, limiting findings to these mystery shoppers and operators.
Practical implications: One implication for the shop operators is to collect consumer information carefully and expand the assortment and brand portfolio in order to provide fashion goods to inspire the consumer. The shop operators are on the right track still there is huge potential to provide a more shopper-oriented service.
Purpose: The purpose of this study was to investigate the value of the web representation of certain fashion hot spots and how these results can be shown on fashion maps in an illustrated way.
Design/methodology/approach: A new ranking was created, which was evaluated with a self-instructed index, to gain solid results. Numbers were collected from Google, Instagram, Facebook, Twitter and web.alert.io. Additionally, fashion maps were created for an illustrative visualization of the results.
Findings: Compared with the ranking of a trend forecasting agency, called Global Language Monitor, which concepted a ranking of non-virtual fashion cities, the web representation and therefore the ranking of the research project, differs mainly in the situation of the cities among the first 10, viz. the rank on which a city occurs, but fewer in the actual cities mentioned.
Research limitations: The research was limited to subjective analysis of data, leading to partly subjective results, as well as the selected number of social media platforms, that had been used.
Originality/value: This is the first study to explore the web representation value of fashion metropolises in comparison to their non-virtual ranking. The results are partly based on results that already existed, concerning transformations of fashion cities or in general which cities own the status of a fashion city.
This case study describes the emerging customized omnichannel loyalty solution of Marc O’Polo from a customer’s perspective. After the introduction of Marc O’Polo and their general omnichannel strategy, the loyalty program is described in detail, like Marc O’Polo for members and the mobile app, social media, direct mail and in-store capabilities. A discussion chapter closes the case study with research implications and open questions for Marc O’Polo.