330 Wirtschaft
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Mode & Musik
(2023)
Dieses Buch wird das Verständnis der Leser für die Verbindungen zwischen der Musik- und der Modeindustrie erweitern. Es hebt die Herausforderungen hervor, denen sich die Modeindustrie derzeit in Bezug auf den Hyperwettbewerb, die Definition immer schnellerer Trends, sich ändernde Verbraucherwünsche usw. gegenübersieht. Die Modeindustrie wird in der Tat stark von der digitalen Revolution in der Musikindustrie beeinflusst, die das Gesicht des individuellen Musikkonsums und des sozialen Bezugs verändert hat und sich daher auch auf den Modekonsum und den sozialen Bezug auswirkt. Dieses Verständnis ist von entscheidender Bedeutung, um die Strategien eines Modeunternehmens auf die Anforderungen der modernen Modekonsumenten auszurichten.
Aim of this paper is to provide an understanding to which extent music and fashion interdepend and interact referring to the music and fashion trend development, focusing the period from 1950 till today. It further helps the reader to gain an insight if the technology provided influences the development and the access of music and fashion in future. The research for this paper required the use of secondary sources including library and online research. The goal was to gather information about the former and current development of music and fashion. These methods were the best alternatives of secondary sources as they provided trusted results thus enhancing the accuracy of the data being collected. But however they were also limited since mainly data for the fashion and music development of the noughties were limited. This is explainable by the key finding that the development of this time is not as distinct as the one of the former times, when a fashion trend came along with a new music genre or hit, which implies that fashion and music correlate to a certain extent, but characterized by a reactivation of the music and fashion trends of previous times without any new inventions.
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.