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The purpose of this paper is to study the recycling form of reusing second hand clothing from a conventional fashion brand’s perspective. It should clarify which measures and activities a fashion company needs to integrate in its value chain in order to offer branded second hand merchandise in a self-operated store. The research paper relies on a desk-based research and aims to illustrate the topic by means of a descriptive approach, processing the existing literature. Key findings demonstrate that fashion brands need to integrate complete lifecycle strategies, sustainability communication, and reverse logistics structures, like take-back schemes, for offering second hand clothing. The main limitations evolve from the research design. Further, empirical evidences need to be conducted for a more fundamental understanding of the new business model.
The second hand concept indicates a growing trend in clothing recently, leading to growing numbers of second hand shops and developments of new second hand retail forms. This paper concentrates on the current second hand market for fashion products and presents the different motives toward second hand consumption as well as alternative consumption channels for second hand products. The findings of the paper are founded on literature research of academic articles and case studies. Results show that there is a high potential for the second hand market due to the increasing interest of consumers in buying second hand products. The paper concentrates on the second hand market for fashion products in the western society. This means that there was no research on second hand products for disadvantaged people in poor countries. Furthermore, the paper focuses the formal second hand retail channels to see what is already on the market.
This study focuses on the different roles of social media for the promotion of a sustainable lifestyle, behaviour and consumption, especially with regard to the typically non-ethical fashion industry. Research findings include eight roles of social media influencing a sustainable consumption contrary to prior research naming one to five impacts. Results show that social media educates and engages the young and ethically interested target group besides increasing supply chain transparency and brand or theme awareness. Furthermore, social media provides a platform for organisations’ relationship management and social interaction since users get empowered to share experiences which leads to a higher level of trust.
The purpose of this paper is to highlight potentials and limitations of the prosumer concept in fashion retail. The paper illustrates the evolution of prosumption and in which directions the concept is being developed. The primary research is based on a literature review containing different sources of academic and non-academic references. Findings suggest that the prosumer concept is no new phenomenon. Recently, it has moved into the focus of companies that have noted that it is efficient when engaging with customers in order to strengthen their brand loyalty. An increasing number of companies offer innovative business models that underlie the concept. However, lately smart prosuming machines are changing the objectives of the concept. Even if the prosumer concept exists since many years and scholars investigate its potentials continuously, it is the fashion industry that has been researched comparatively little up to now.
The fashion industry is well documented for causing significant environmental impact. Product-service systems (PSS) present a promising way to solve this challenge. PSS shift the focus toward complementary service offers, which decouples customer satisfaction from material consumption and entails dematerialization. However, PSS are not ecoefficient by nature but need to be accompanied by corporate environmental management (CEM) practices. The objective of this article is to examine the potential of PSS to contribute to the environmental sustainability of today's fashion industry by investigating if fashion firms with a positive attitude toward PSS implementation also pursue goals related to the ecological environment. For this purpose, analysis of variance (ANOVA) is conducted to analyze data of 102 fashion firms. Results reveal that the diffusion of PSS in today's fashion industry is low and few firms consider implementing PSS. Results, furthermore, demonstrate that PSS implementation is positively related to CEM. This indicates that existing structures of CEM favor PSS implementation and unlock the eco-efficient potential of implemented PSS in the fashion industry.
A distinctive highlight of the dissertation at hand is the investigation of multiple apparel supply chain actors incorporating the views of a global apparel retailer in Europe and multiple suppliers in Vietnam and Indonesia.
More specifically, the dissertation presents a coherent investigation starting with the depiction of a conceptual framework for social management strategies as a means for social risk management (SRM), exclusively aiming at the apparel industry. In accordance to the identified research gaps and suggested research directions from the conceptual framework, the role of the apparel sourcing agent for social management strategies was analysed by conducting a multiple case study approach with evidence from Vietnam and Europe, ultimately suggesting ten propositions. Whereas a further multiple case study data collection in Vietnam, Indonesia and Europe allowed for the investigation of buyer-supplier relationships with regards to social compliance strategies by using core tenets of agency theory to interpret the findings and outline ten propositions. Based on the development of a conceptual framework on social SSCM in the apparel industry, the formulation of related 20 propositions with evidence from crucial developing (apparel sourcing) countries, and the application of agency theory which has been declared as a shortfall in this context, this thesis contributes with further grounding to SSCM theory and substantially contributes to the debate by addressing numerous research gaps.
The purpose of this paper is to identify the potential of a fashion fTRACE (ffTRACE) application that gives transparent insight on the supply chain of a fashion item. The research methodology applied to this purpose is a literature review examining academic references. The key findings of this paper are that information plays a major role in the consumer decision process and is therefore beneficial to the demand for sustainable products. Given the right information content in a transparent, credible and understandable way is important. It is found that the functions of such an application would be able to satisfy this consumer demand and therefore has the potential to raise the sales of a sustainable company as well as increase the brand’s awareness and improve its image. While mainly indicating the potentials of the ffTRACE application, their relevance is not examined in this paper.
Der Kunde von heute hat sein Verhalten gewechselt: Er bleibt nicht einem Shop treu, sondern kauft dort, wo es ihm am besten gefällt oder der Preis am günstigsten ist. Die Kundenbindung wird dadurch zu einer neuen Herausforderung, die eine individualisierte Ausrichtung des On- und Off-Site-Marketings fordert.
Bei diesem Prozess sind vor allem zwei Aspekte wichtig: Personalisierung und Dynamisierung. Wie diese anhand von Werbemitteln realisiert werden können, wird in diesem Buch besonders in fünf Teilbereichen nähergebracht:
Targeting
Cross- und Up-Sellings
Banner
Newsletter-Marketing
Pricing-Strategien
Anhand von praxisbezogenen Beiträgen, mit aktuellen Forschungsberichten, Publikationen und Erfolgsbeispielen wird veranschaulicht, worauf im E-Commerce geachtet werden sollte und wie man Online-Shops optimieren kann.