Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 12 of 12 for “"Fashion marketing"”.
-
A human fashion brand model to define critical symbiotic relationships for celebrity fashion emulation
… shaping the way celebrities communicate their fashions to their fans. This is because it facilitates a more direct connection with celebrities. Celebrities are used as a reference point for entertainment to fill a gap or numerous gaps in individuals’ and consumers’ lives (Rojek, 2001). Why …
-
Creating a Strategy for Social Media, Perspectives from the Fashion Industry
… landscape and significantly impacted on marketing communication. Research suggests that with the rise of social media, marketing communication has been democratised, and the power has shifted from those in marketing to the individuals and communities that create and consume content on …
-
Branded on Instagram: Navigating Co-created Aesthetics and Narratives through Critical Fashion Identity Practice
This dissertation interrogates the role of fashion aesthetics in supporting sociality and postmodern identity construction in digital spaces with a particular focus on Instagram. Employing actor-network theory, it explores fashion’s critical role in forging social connections and shaping online …
-
Disruption to Destruction: Exploring the Effects of Digital Disruption on the Value Creation Processes within the Field of Fashion through the lens of Service Dominant Logic
Digital platforms have democratised the fashion industry; once notoriously shielded by gatekeepers. Today, fashion’s end consumers rely less on such gatekeepers who hold industry specific knowledge, but instead, “follow” social media influencers who have shifted control from the sender (e.g. …
-
Corporate Cultural Policies and Museums: a Critical Evaluation of the Role of the Industry in the Evolution of Fashion Curation in Italy
… critically evaluates the role of the Italian fashion and textile industries in the evolution of fashion curation. Italy is rarely mentioned in publications on fashion curation in English, however through this research I demonstrate that a small number of exhibitions in Italy were influential …
-
Cultural Translation: An Analysis of Chinese Tropes in Emerging Luxury Chinese Lifestyle Fashion Brands
… began to be widely deployed in global luxury fashion brand collections. In the late twentieth century, following the success of ‘China style’ effects, the use of Chinese tropes was a dominant trend in emerging luxury Chinese branding practices. The deployment of Chinese tropes as …
-
How can the attitudes that Generation-Y hold towards the physical qualities of fast-fashion garments be understood and used to raise awareness and change current patterns of consumption?
The fast-fashion industry is overtly based on a business model that is driven by seasonal trends. These are much shorter than a traditional fashion season. Every month and in some cases twice a week, new stock is delivered into fast-fashion stores (Palomo-Lovinski & Hahn, 2014; Fung Global Retail & …
-
Global Branding for Fashion Entrepreneurs: How Womenswear SMEs Design Their Firms to Grow Internationally
… of entrepreneurial womenswear designer fashion enterprises (DFEs). Tis thesis presents an original contribution to knowledge by using the concept of dynamic capabilities as a ‘lens’ to explore the creation of brand identity in the context of the international fashion system. In the …
-
The Role of Sociocultural Factors in Saudi Consumers’ Attitudes Towards Social Media Advertising and Purchase Intentions within the Clothing Industry
… behaviour in Saudi Arabia, particularly in the fashion industry. However, Saudi consumers’ attitudes towards fashion advertisements on social media are shaped by sociocultural factors, given the country’s deep-rooted cultural and Islamic principles. With Saudi Vision 2030 driving societal …
-
Making the West End modern: space, architecture and shopping in 1930s London.
This research explores the shopping cultures of the 1930s West End, arguing for the recognition of this as a significant moment within consumption history, hitherto overlooked in favour of the Victorian and Edwardian periods. The approach is interdisciplinary, combining in a new way studies of …
-
Determining the values that influence consumers’ behavioural intentions towards fashion E-stores
Conventional wisdom suggests a need for online fashion marketers to find alternative and effective ways of differentiating themselves to ensure customer retention. This, owing to the observed failure rates of pure play fashion retailers, which is attributable to the fact that online firms operate …