330 Wirtschaft
Refine
Document Type
- Book chapter (23)
- Book (17)
- Journal article (9)
- Conference proceeding (4)
- Doctoral Thesis (1)
- Anthology (1)
Language
- English (55) (remove)
Is part of the Bibliography
- yes (55)
Institute
- Texoversum (55) (remove)
Publisher
- Springer (24)
- Hochschule Reutlingen (17)
- MDPI (3)
- University of São Paulo (2)
- AMFI (1)
- Elsevier (1)
- Emerald (1)
- Global Alliance of Marketing & Management Associations (1)
- Globeedu Group (1)
- Inovatus Services (1)
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.
Implementation of product-service systems (PSS) requires structural changes in the way that business in manufacturing industries is traditionally conducted. Literature frequently mentions the importance of human resource management (HRM), since people are involved in the entire process of PSS development and employees are the primary link to customers. However, to this day, no study has provided empirical evidence whether and in what way HRM of firms that implement PSS differs from HRM of firms that solely run a traditional manufacturing based business model. The aim of this study is to contribute to closing this gap by investigating the particular HR components of manufacturing firms that implement PSS and compare it with the HRM of firms that do not. The context of this study is the fashion industry, which is an ideal setting since it is a mature and highly competitive industry that is well-documented for causing significant environmental impact. PSS present a promising opportunity for fashion firms to differentiate and mitigate the industry’s ecological footprint. Analysis of variance (ANOVA) was conducted to analyze data of 102 international fashion firms. Findings reveal a significant higher focus on nearly the entire spectrum of HRM components of firms that implement PSS compared with firms that do not. Empirical findings and their interpretation are utilized to propose a general framework of the role of HRM for PSS implementation. This serves as a departure point for both scholars and practitioners for further research, and fosters the understanding of the role of HRM for managing PSS implementation.
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.
Due to the increasing awareness of social and environmental issues of the consumer, sustainability has become significantly important in the fashion businesses. Therefore, developing a sustainable supply chain is crucial for fashion companies to meet consumer´s consciousness. According to Bin Shen (2014), the Fast Fashion Retailer H&M is more likely to select suppliers in countries with a low score on the human wellbeing factor of the Sustainable Society Index (SSI). This paper extends the findings of Bin Shen (2014) and investigates fashion firms of different segments on their scoring at the 8 underlying categories of the SSI. This approach let the researcher assume that fashion firms of different segments which are active in sustainability are selecting their suppliers in countries with a low degree on the 8 categories of the SSI. Consequently, by utilising the SSI as a tool, the findings of this paper will be helpful to profile and compare Fashion companies of different segments in their supplier selection in regards to sustainability.
The aim of this paper is to examine the impact of sustainability communication in the fashion industry on the customers’ behavior with a focus on consumers’ perception regarding websites with sustainability-specific content. Based on a profound literature review, a projective method in form of two dummy websites is developed. Both websites illustrate sustainability communication with comprehensive and transparent information demonstrating a credible, trustful and serious commitment. Additionally, both sites have the same structure and an appealing, visualized website design as well as a customer oriented communication. While each website consists of almost the same aspects such as Vision & Mission, Value chain, Corporate Commitment, Working Conditions, Environment, Social Commitment and documents such as a Sustainability Report and Code of Conduct, they differ enormously in the sustainability-specific content. For instance, website 1 represents a sustainable and responsible company communicating sustainable issues about eco-friendly materials, fair working conditions, ecological production and their social commitment. It further includes eco-friendly wash and care advices as seen by reformation to remember consumers to take care of the environment, e.g. to wash cold or by using ecological detergents. In contrast, website 2 does not represent a sustainable and responsible fashion brand. It also does not communicate sustainable efforts or a sustainable engagement. Rather it is about offering trendy, low-priced fast- fashion products, produced under unfair working conditions with wages and working hours as usual terms in production countries with a focus on style and design. Regarding website 2, all raw materials have been produced conventionally in developing countries and are therefore not eco-friendly, resulting in a pollution of the environment due to long transport routes. Additionally, the website voices the wish to improve the chances for developing animal protection only minimally, showing that the company is not socially committed. Although website 2 focuses on transparency and a customer-oriented communication, it is not sustainable. Both websites are tested via an online survey. A total of 90 fashion students participated in the sample.
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.
Social sustainable supply chain management in the textile and apparel industry : a literature review
(2017)
So far, a vast amount of studies on sustainability in supply chain management have been conducted by academics over the last decade. Nevertheless, socially related aspects are still neglected in the related discussion. The primary motivation of the present literature review has arisen from this shortcoming, thus the key purpose of this study is to enrich the discussion by providing a state of-the-art, focusing exclusively on social issues in sustainable supply chain management (SSCM) by considering the textile/apparel sector as the field of application. The authors conduct a literature review, including content analysis which covers 45 articles published in English peer-reviewed journals, and proposes a comprehensive map which integrates the latest findings on socially related practices in the textile/apparel industry with the dominant conceptualization in order to reveal potential research areas in the field. The results show an ongoing lack of investigation regarding the social dimension of the triple bottom line in SSCM. Findings indicate that a company’s internal orientation is the main assisting factor in sustainable supply chain management practices. Further, supplier collaboration and assessment can be interpreted as an offer for suppliers deriving from stakeholders and a focal company’s management of social risk. Nevertheless, suppliers do also face or even create huge barriers in improving their social performance. This calls for more empirical research and qualitative or quantitative survey methods, especially at the supplier level located in developing countries.
After considering significant literature on sustainable supply chain management (SSCM), it is evident that research has neglected the social dimension and still lacks in highlighting the role of sourcing intermediaries in supply chains. The apparel supply chain has increased enormously in length and complexity, driving apparel retailers to employ sourcing intermediaries who manage their sourcing activities with suppliers from developing countries overseas. Thus, the purpose of this study is to enrich existing findings on SSCM by exploring the management of social sustainability when sourcing intermediaries are in between the focal company and the respective developing country factories. More specifically, this study aims to understand the role of apparel sourcing intermediaries for the implementation of social management strategies based on the perception of multiple supply chain actors. Qualitative data was collected through semi-structured interviews conducted in Vietnam and Europe. Ultimately ten propositions are presented, all explicitly concentrating on the apparel intermediary’s role as a significant enabler for social sustainability in apparel supply chains. The roles are social sustainability, supplier developer and coordinator, gatekeeper and safeguard, cultural broker, and social risk manager. The social sustainability roles assumed by the apparel sourcing intermediary offer great opportunities to both apparel retailers and developing country factories.
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.
Customer needs and requirements are getting increasingly diverse and consumers more and more want to express their individuality with the products they buy. Due to the emergence of the internet and possibilities given, customers no longer only play a passive role, but are actually enabled to determine what they are purchasing. Therefore customisation or personlisation approaches like the miadidas concept from adidas, providing customised performance shoes or sneakers are more popular than ever. The prosumer concept already plays an important role trying to satisfy the demands of customers in future. As apparel for outdoor activities represents the largest and most important part of the sports good market in Germany and is yet still expected to grow, the purpose of this study is, on the one hand to identify diverse prosumer concepts existing and on the other hand to examine to what extent companies of the outdoor industry already have implemented prosumer concepts. A content analysis of homepages and online shops of 30 different European and North American outdoor brands was conducted. Results show, that companies of the outdoor industry have already implemented several prosumer concepts, but most of them are mainly concentrating on one prosumer approach and the involvement of professional users of their products.