330 Wirtschaft
Refine
Document Type
- Book chapter (24)
- Book (18)
- Journal article (9)
- Conference proceeding (4)
- Doctoral Thesis (2)
- Anthology (2)
Is part of the Bibliography
- yes (59)
Institute
- Texoversum (59) (remove)
Publisher
- Springer (26)
- Hochschule Reutlingen (18)
- 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.
Product-Service Systems (PSS) in the fashion industry : an analysis of intra-organizational factors
(2018)
The fashion industry is a vast industry that has grown tremendously over the last decades. This growth causes significant environmental impact since the production of clothes involves high input of energy, water, chemicals and generates great volumes of waste. Even though fashion firms have started to address this challenge by adopting environmental standards, it has turned out that the sole use of eco-friendly material and new manufacturing techniques is insufficient. Instead, sustainable business models are increasingly gaining attention to solve the environmental problems. Offers to rent, swap, repair or redesign clothes are among the most prominent and promising examples. For analytical purposes, these concepts can be assigned to the growing research stream of Product-Service Systems (PSS) that shift the focus from the pure sale of a product toward complementary or substitutional service offers. This decouples customer satisfaction from material consumption, prolongs the garments' lifetime and thus diminishes both material input and appertaining waste. Besides environmental sustainability, PSS imply potential economic benefits for organizations. Particularly in highly competitive industries like the fashion industry, PSS allow firms to differentiate, better compete with cost pressure and mitigate the risk of being imitated by rivels since service is more difficult to replicate. However, fashion PSS are still mainly operated in a niche market by small firms and have yet to be anchored in the mainstream fashion industry.
In times of e-commerce and digitalization, new markets are opening, young companies have the possibility to grow and new perspectives arise in terms of customer relationship. Customers require more possibilities of personalization. In the same time, companies have access to new and especially more information about the customer. Seems like it was a correlation that could evolve greatly if there weren't privacy issues. Vast amount of data about consumers are collected in Big Data warehouses. These shall be analyzed via predictive analytics and customers shall be classified by algorithms like clustering models, propensity models or collaborative filtering. All these subjects are growing in importance, as they are shaping the global marketing landscape. Marketers develop together with IT scientists new ways of analyzing customer databases and benefit from more accurate segmentation methods as that have been used until now. The following paper shall provide a literature review on new methods of consumer segmentation regarding the high inflow of new information via e-commerce. It will introduce readers in the subject of predictive analytics and will discuss several predictive models. The writing of the paper is not based on own empirical researches, but shall serve as a reference text for further researches. A conclusion will complete the paper.
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.
There is no doubt that the amplification of channel integration towards an omni-channel structure is a powerful idea whose time has finally come. The digitally cross-linked world postulates all-encompassing, ubiquitous, and unobtrusive future services. In the concomitant, increasingly competitive market, retailers are starting to lay the foundation for omnichannel, meeting the expectations of a digitally cunning audience wanting their shopping experience to be as seamless and uncomplicated as possible. Nevertheless, recent researches show that there are still enough avenues for further research on omnichannel. Until now, the performance of companies was solely considered by experts from a suppliers’ point of view. It would be rather interesting to find out whether the desire to meet the increased cus-tomer expectations is also recognized by the customers themselves. This paper seeks to answering how the purchasing behavior has changed and what customers demand. In addition, it elaborates the opportunities that are promoted by omni-channel. Searching out all the effects, the paper will get to a final step, where it can be attested how the omnichannel performance of fashion and lifestyle retailers can be measured from a consumers’ perspective by developing an exclusive index. The study is confined to four fashion and lifestyle retailers: Hugo Boss AG, Levi Strauss & Co, Pull and Bear as well as COS. Using the scientific method of mystery shopping and a multi-item checklist including 54 key performance indicators, the paper aims to examine to which extend the four selected retailers provide a seamless customer journey, according to the five decision-making phases.
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.
Music is omnipresent and an important factor for cultural and social development. Thus, the connection between music and fashion has rarely been contemplated yet. In particular, this research paper is concerned with the connection between music and fashion communication, with special interest to its emotional background in the context of neuromarketing. The research question of how music affects the perception of a fashion brand, when regarded as emotional stimulus in the context of neuromarketing, has been investigated by researching existing literature. Without attempting to explain neurological processes to their core, this paper tries to give an overview of how music generates emotion and how this can be used for branding activities. This led to the result that music causes positive emotional response of the consumer, when used in marketing actions. Through emotional response, the perception, identity, and recall of a brand are strongly influenced.
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.
Collaborative apparel consumption is proposed as more sustainable alternative to conventional consumption. The purpose of this study is the exploration of consumers’ motives to participate in collaborative apparel consumption. Findings suggest that consumers’ intention to participate in collaborative apparel consumption is mainly influenced by financial benefits, convenience and sustainability awareness.