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For the widespread establishment of a circular economy, the acceptance of used products among consumers is a prerequisite. This paper investigates the customer experience of product service systems related to used products (PSSuP), such as renting, remanufacturing, and second-hand models, and aims to point out the offering characteristics that effect customer response and customer engagement. This study was conducted by means of a content analysis-based literature review of 69 empirical PSSuP studies. A frequency analysis of the categories that determine customer experience creation was conducted, as well as a contingency analysis to reveal the interrelationship between these categories. On this basis, the different PSSuP types were compared, and four strategic orientations of customer experience creation in PSSuP are pointed out: price, confidence, convenience, and delight orientation. For each of these strategic orientations, supportive PSSuP offering characteristics are specified. Building on the findings of this study, theoretical and managerial implications for product–service systems marketing are pointed out, and the need for research on the role of information and communication technology as an enabler of customer experience creation in PSSuP is highlighted.
Defining the antecedents of experience co-creation as applied to alternative consumption models
(2019)
Purpose – The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.
Design/methodology/approach – The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.
Findings – The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.
Research limitations/implications – This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.
Practical implications – The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.
Originality/value – This paper provides a step toward the operationalization of the dimension-related experience co creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.
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.
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.
Case study: Marillion
(2018)
The purpose of this paper is to highlight the use of crowdfunding,
demonstrated by a case study about the rock band Marillion. The research
methodology applied is a literature review examining academic references. On this basis, a case study by exemplary illustrating the rock band Marillion and how they invented crowdfunding has been drafted. Findings suggest that the crowdfunding concept is no new phenomenon, since the rock band Marillion has investigated the business model. Recently, the funding method is applied to the fashion industry; hence it is efficient and engaging to finance projects by that specific business model. A limitation of this paper is that the topic of crowdfunding is new to the fashion business and needs further research and tests until they are practicable to interpret. Results show that there is a high potential for using crowdfunding in fashion by reaching a long-term change in this industry.
The purpose of this paper is to identify key success factors of Crowdfunding in the Music Business in order to discuss their applicability to the Fashion Industry. The research methodology applied is a literature review examining academic and non-academic references. Key research findings include four main success factors. First explains the innovative and adaptive nature of the music industry caused by historical evolution. Second strong commitment and connection to the fan base is identified as success factor. Third manageable effort for the realisation on a large scale reduces the risk of a failure. And, last success factor describes the successful implementation of campaign specific aspects. The discussion finally shows that three of four success factors can be adapted to the Fashion Business. Due to little scientific research in the field of Crowdfunding in the Music Business, the success factors are worked out independently, based on general literature. Accordingly, quantitative testing and further analysis is recommended.
This article aims to point out main changes of the music industry since the advent of the Internet and how the fashion industry can learn from it. Different factors are researched with a birds-eye perspective by conducting a literature review. The results are limited by the availability of sources and the implications are based on a theoretical foundation. For further research the conclusions drawn for the fashion industry have to be proven empirically. After reading the paper, the reader has rather an overview of the changed circumstances and how the music industry reacted than deep knowledge in each field. More specifically, this paper gives an overview of the changed circumstances due to digitalisation and how the music industry reacted within. As both the fashion and music industry have their similarities, they are limited in their comparability, since fashion products cannot be fully digitalized like a music record. The fact that the music industry had to reinvent itself rapidly to adopt new possibilities and chances results from the article. To make use of the sustainability trend and to build communities in order to include them in the creation process are the major suggestions for the fashion industry.
Case study: EMP
(2018)
The purpose of this research paper is to investigate the business model of the retailer EMP. The in-depth literature review develops the relevance of merchandising for the rock and heavy metal scene and the relevance of EMP within that market. Literature about existing approaches of multi-channelling has been reviewed. Based on this theoretical framework, a case study of EMP has been drafted. Findings are discussed, focusing on the performance of EMP as a multi-channel and lifestyle retailer and additionally provide valuable managerial implications for fashion retailers. Implications for further research address lifestyle retailers to contribute to the findings or validate them with different examples. The research is clearly limited by the amount of scholar literature concerning EMP in particular. Hence, magazines, journals and information provided by the company serve as reference. Even though EMP provided some information, gathering any information about how EMP manages multi channelling operationally was not possible.
The purpose of this research paper is to find out to which extent rap music merchandise is influencing the fashion world of today. The research design is mainly created through analysing Internet sources. The key findings of this paper describe the way rap merchandise is created and distributed nowadays. Furthermore, is explained how an idea becomes trend and how rap artists influence trend creation, especially through social media channels. The topic around rap merchandising products and strategies is a very new one, thus there is barely any literature to find. Nevertheless, trend leading online music platforms and blogs offer a lot of grey literature about the research topic. In this paper, the analysis of rap merchandise and fashion is focused on clothing items to create a better understanding in which dimension the influence of rap merchandise on the fashion world is given.
The purpose of this paper is to find out how musicians are able to differentiate themselves from their competitors by using their style. Casting shows and the evolution of the contestants’ style during and after the show serve as a paradigm for creating differentiation by style. The method of research was diverse but largely drawn from research papers as well as online magazines and newspapers. Within the scope of the research, it was feasible to draw on a varied range of sources to answer the research question. In the course of this research paper, it was possible to define key factors for a musician to create differentiation by style in modern times. By examining the style of casting show contestants, it was explored to which extent they transform from rather normal people to pop stars. In reducing the detailed analysis of casting shows to three shows and contestants, only a broad overview was provided. The paper is of interest to those working for casting shows in order to develop those.
Co-design and endorsement
(2018)
The purpose of this paper is to determine the success factors regarding celebrities of the music business involved in fashion advertising. That famous people have the power to help brands and products to stand out among others is proven and popular. This paper is concentrating on successful musicians and their endorsements of fashion brands and examines the benefits for both, the brand and the artist. It investigates how consumer perceives brand and artist collaboration and what factors enhance the purchase intention and increase sales. This paper is structured in the following manner: The introduction presents the research question and sets the aim for the paper, followed by the analysis of the existing literature. The paper ends with conclusions, limitations and suggestions for further research.
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.
The purpose of this paper is to identify the role of in-store music in the fashion retail environment and to describe music as an atmospheric building tool in order to influence customer behaviour with emotions created by musical compositions. As offline retailer try to differentiate their stores through shopping experiences, atmospherics like visuals, scent and sound are appropriate tools to reinforce brand image and therefore customers’ willingness to enter, explore and purchase. Music can be a powerful primary element in creating or enhancing sensory experiences of shoppers and serves as a powerful connection to emotions. Focus of the literature review lies on the emotions which are triggered though different musical characteristics and then affect the customer behaviour. The paper offers a concisely presented review and highlights crucial aspects on what role in-store music has on customers’ perception of atmosphere, emotions and behaviour.
This paper is purposed to examine the impact of grunge music on fashion and to explain how grunge music is reflected in grunge style. The research methodology applied is a case study on grunge music and grunge style. Key findings suggest that different elements of grunge music had a great impact on the evolution of grunge style: Mentality and philosophy of the movement, musical style and sound as well as lyrical concerns are incorporated by grunge style. Commercial exploitation of grunge partly led to its downfall. Moreover, the original spirit of the movement is not commonly shared by all sub-genres’ respective contemporary styles. Musicians had great impact on the evolution of grunge style and unintentional rose to style icons. The research is limited by the amount of academic literature concerning the connection between grunge music and grunge style. Therefore, journal entries and blogs are used as reference as well.
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 of the present research paper is to examine the current state of research, define dimensions of research and reveal gaps in research on the topic of ‘Fashion and music’. To do so, the methodology of a scientific literature review was applied. The literature review revealed that music and its business mainly serve the fashion industry as influencer on trends, image building marketing tool, support of fashion processes and contributor to the development of innovative fashion products. Both industries provide identify-forming features, unify their mutual target groups in a certain lifestyle and thus enlarge their own target market. This results in increased brand awareness, image and credibility, emotionalized brand experience, differentiation and sophisticated brand identity. The present paper can serve as the basis for further research. It is limited by the time, depth and availability of data collection, the predominance of grey literature and its focus on the modern relationship of fashion and music.
The purpose of this paper is to give an overview about the links between the fashion and music industry. It focuses on the idea that digitalization has broken the rules of the traditional music industry value chain. This touches both the production and the consumption side of music. This change finally also has an intense impact on the fashion industry, as the music industry has been big supplier of fashion trends itself. The absence of this supplier plus the changes within the fashion industry itself by the fast-fashion development are considered as a reason for more competition and therefore price pressure. An in-depth future research about the fashion and music 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.
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.
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.
Purpose: The purpose of this paper is to find out the influences of sustainability labels on fashion buying behaviour. Despite key information about Fair Trade is provided in all stores of the sample company, customers seem not to be aware of the Fair Trade concept. Therefore this paper aims to give recommendations for a fashion retailer in terms of elucidation about Fair Trade by answering the following research questions: Which influences do sustainability labels wield on customer´s buying behaviour? Are consumers of textile products aware of the function and backgrounds of the Fair Trade label?
Design/methodology/approach: A paper-based questionnaire was administered to 128 customers of a German fashion retailer "Adler Modemärkte AG" in four city stores from which 127 were correctly completed. Additionally an adjusted self-completion questionnaire administered to 50.000 customers online from which a total of 1.712 were correctly completed. Descriptive analysis and cross tabulations were applied to abstract the main research findings and evaluate the hypotheses.
Findings: Key findings suggest that Adler should either enhance their communication strategy regarding Fair Trade or remove Fair Trade products from the assortment, as the majority of respondents are not aware of Adlers´ Fair Trade products. The Fair Trade label could neither be identified as consumer-barrier nor sales support. Further findings revealed participants have more knowledge about Fair Trade than initially assumed.
Research limitations/implications: Majorly women aged between 56 and 75 participated in the survey. Findings are limited to geography, the target group of the fashion retailer Adler, gender, age group and the research method questionnaire.
The purpose of this paper is to examine the relationship between the consumers’ perception of sustainability and the application of a QR-code in stores with the focus on the information searching behavior regarding sustainable aspects. An online questionnaire was conducted with fashion students at Reutlingen University: in total, 65 students participated in the survey. Paired samples t-test and other statistical analyses were applied to test research questions. Apart from this, the research paper is based on a literature review. Furthermore, the decision was taken to use a projective method in the form of a dummy fashion fTRACE website. Key findings of the survey are that participants give sustainable aspects a higher importance with a QR-code than without one. Participants who prefer a product with detailed information experience a “positive shopping feeling” when provided with transparency via a QR-code. “Origin”, “production” and “quality” were rated of higher importance by those participants. These findings suggest that, transparency provided through the application of a QR-Code in stores influences the consumers’ perception of sustainability. Due to the small sample size of participants (65) in the study, findings of this research not generalizable to a larger population. This paper focused on the consumers’ information searching behavior regarding sustainable aspects, limiting its findings to impacts on perception of sustainability. Further research is therefore recommended.
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.