Refine
Document Type
- Book (20)
- Book chapter (16)
Has full text
- yes (36)
Is part of the Bibliography
- yes (36)
Institute
- Texoversum (36)
Publisher
- Hochschule Reutlingen (17)
- Springer (16)
- Reutlingen University (3)
The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles. An explorative approach was chosen for the literature section. This study shows that the use of moving images for the presentation of fashion articles in online shops is possible in numerous different ways. In order to be able to use product presentation videos meaningfully, one should consider exactly what is the purpose of these videos. Different goals require different means. However, retailers should obtain enough information in advance to assess whether they can afford the production and post-processing of these videos.
This chapter discusses German television as a platform for fashion content and, in that context, streaming services as possible alternatives. Three German television channels were surveilled over the period of one month, as well as the two most popular streaming services in Germany and the online media library of one German television channel over six months, regarding length, fashion connection, transmission time and success. Additionally, for three channels fashion advertisement was analyzed. Broadcasting the most contributions with fashion connection in one month, VOX was the channel being the most fashionable. Aiming to entertain, informative contributions about fashion in television build a minority. Streaming services offer more flexibility, which the user is asking for. All three television stations show fashion brand spots during prime-time. Especially ProSieben and sixx are in close cooperation with several fashion brands. Therefore, fashion advertising seems to be preferably inserted in fashion related series.
Hip-hop culture defines itself through four central pillars: DJing, MCing, breakdancing and graffiti, but a fifth one, fashion, may be in the coming. Hip-hop has become the most popular music genre, and the influence it has on society is undebatable. But as hip-hop artists increasingly underpin their music with visual components, like music videos, the question arises if that has an influence on the fashion industry. This chapter clarifies which factors may determine a fashion business impact and discusses differences between mainstream hip-hop artists and the ones that are active in the fashion industry as well. The focus lays on the way and amount fashion is presented in the music videos. 24 music videos were analyzed, thereof 15 popular records from the past three years and nine of artists that are already considered as fashion influential. Additionally, a fashion influence index was created to compare the degree of fashion between the music videos. Numbers of styles, recognized brands, fashion related song verses, fashion related description box mentions and articles about the fashion in the music video were noted. Findings reveal that the number of outfits shown in the video did not have a direct link to the amount of traffic it produces in fashion media. The artists that are considered influential in the fashion industry, name brands in their song lyrics more often and show brand logos more frequent in their music videos than others. Though over the observed years, for the mainstream hip-hop artists, a rise in fashion awareness can be seen through a higher number of styles, recognizable brands and fashion related verses in the lyrics.
The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles in online shops in the German, American and British markets. This study shows that the use of moving images for the presentation of fashion articles in online shops is underutilized. With the amount of data that was manageable within the scope of this chapter, no valid generalizations can be made. All described results must be understood as an indication. In order to be able to use product presentation videos meaningfully, one should consider before exactly what is the purpose of these videos. Different goals require different means. However, retailer should obtain enough information in advance to assess whether they can afford the production and post processing of these videos.
Knowing your customer, i.e. your target market, is critical for the success of a company and its’ products. The current socio-demographic changes in the United States issue new challenges to marketers and practitioners. Actual fashion consumer seg-mentation approaches within the United States have received little attention in media and scholarly literature. Therefore, the aim of this paper is to present the existing academic literature addressing fashion consumer style preferences, particularly highlighting the most promising consumer groups within the United States: Hispanics and African-Americans. For this, a literature review was chosen with a subsequent critical discussion and comparison of both segments including findings of academic researches as well as market research agencies and actual lifestyle clustering approaches regarding these consumer groups. The findings show, whilst the published literature on consumer segmentation in the apparel industry provides only a surficial understanding of the fashion buying behaviors of Hispanics and Black Americans, it could be found that both ethnic groups are highly interested in fashion, price sensitive, and they are over indexed in apparel spending habits. Especially within the Hispanic population factors such as age and level of acculturation play a vital role in the purchasing choice of apparel, footwear and accessories and require further research.
In a globalized world the importance of a proper segmentation method for identifying target consumers has been increasing. Vast majority of the research in this area focuses on the usage or development of different techniques. Lifestyle is a good criterion for dividing people into groups which then can be better targeted. This article addresses the research question, which classical methods exist to segment markets with the aid of lifestyle. The purpose of this paper is to illustrate several instruments, such as A.I.O., Roper Consumer Styles, VALS-Method, the Sinus-Milieus, Sigma-Milieus, RISC-Method and Semiometrie but also Discriminant and Conjoint Analysis which proved of value in the past. Furthermore it deals with the benefits of this methods but weaknesses are also considered. Therefore several existing literature is examined, and information is collected by institutes providing the typologies. Obvious is, that new methods e.g. predictive analytics already play a major role in marketing, because it can be found much literature about it. In the literature research also appear research implications, because besides the provided information from institutes and journals, there is hardly no data to find if and how companies use the instruments. Furthermore, some important databases cannot be scanned because they are not accessible without paying.
The following paper is dealing with the issue on which actual consumer lifestyle segmentation methods there are for particular European countries and accordingly for Europe as a whole. This is important for corporations to be able to place their products accurately by a consumer orientated marketing concerning the constant change of values and minds. Researching current literature, internet sources and documents, the state of the science is presented by a detailed description of the most popular lifestyle segmentation methods used in European countries. In addition to that, these instruments are discussed individually and then compared to each other. All instruments, the Sinus-Milieus, Euro-Socio-Styles, Roper-Consumer-Styles, RISC and Mosaic, are serving the same purpose even so they differ pretty much from each other. Each market research company has its own method to generate their model just as different segments and definitions for them. Furthermore every segmentation method is illustrated in a different way. This paper demonstrates all these instruments in detail and shows its advantages and disadvantages. Summing up literature research concerning the main research question, there are several models segmenting consumers in different lifestyle groups for e.g. in Germany, France or Great Britain, but still less models referring to the entire European market.
Purpose of this research paper is to assess the state of the art concerning the relevance of consumer segmentation models in the fashion industry with regards to current changes in technology, market structure and consumer behavior.
The paper is composed of a qualitative literature review and an empirical study in form of a survey. They are contrasted in order to identify both similarities and differences.
Findings reveal that consumer segmentation is still relevant. Notwithstanding, an adaptation of classification models is necessary according to occurring changes. External models, segmenting consumers by means of lifestyle or fashion typologies, are used. However, it is striking that most companies of the empirical study already apply internal segmentation models with tendency to rise. Moreover, research has shown that consumer classification models in the USA make use of different criteria than in Europe.
Language barriers within the literature review and a low sample size in the empirical study give research limitations. Future management implications can be directed to the identification of procedures for the efficient application of internal segmentation models.
The purpose of this paper is to give an overview about the links between fashion businesses and film from a fashion business perspective. It focuses on the idea that digitalization brought much more film use for the fashion industry and that this development has just begun and not ended. This change finally also has an intense impact on the fashion industry, as fashion companies nowadays are content producers with films, too. The resulting closer connection with viewers via social media exposes fashion companies, gives on the other hand new influence potential to the fashion system. An in-depth future research about the fashion and film system is therefore required to develop answers for the current situation. This article should be interpreted more as a personal viewpoint of the author to this topic rather than a research paper based on the usual methodological criteria.
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.