Analysis of Changes of in Fashion Brand VMD

2021 ◽  
Vol 36 ◽  
pp. 45-52
Author(s):  
Jiyoung Kim
Keyword(s):  
Fashion Brand

CUSTOMERS’ PERCEPTION OF HERITAGE AND AUTHENTICITY IN LUXURY FASHION BRAND: A STRUCTURAL PATH DIAGRAM

2016 ◽  
Author(s):  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Andrea Boccardi ◽  
Riccardo Rialti
Keyword(s):  
Path Diagram ◽  
Fashion Brand ◽  
Structural Path

scholarly journals A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Information ◽  
2021 ◽  
Vol 12 (4) ◽  
pp. 149
Author(s):  
Yulin Chen
Keyword(s):  
Public Participation ◽  
Brand Positioning ◽  
Image Model ◽  
Web Crawler ◽  
Fast Fashion ◽  
Social Media Mining ◽  
Fashion Brand ◽  
Community Information ◽  
Brand Information ◽  
Media Mining

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Gli effetti della contraffazione sui fashion brand originali: un'indagine empirica

2011 ◽  
pp. 33-52
Author(s):  
Stefano Pace ◽  
Giacomo Gistri ◽  
Simona Romani ◽  
Lucio Masserini
Keyword(s):  
Sono State ◽  
Fashion Brand

Il presente studio cerca di fornire un nuovo contributo preliminare sulla ricerca inerente gli effetti della contraffazione sulle imprese. Per lo svolgimento della ricerca sono state utilizzate 384 studentesse universitarie alle quali č stato chiesto di scegliere una marca di borse all'interno di un set composto da 5 alternative (ordinate in termini di prezzo) tra le quali era presente la versione contraffatta dei brand piů esclusivi. Dopo alcune settimane alle stesse persone č stato chiesto di ripetere la scelta utilizzando lo stesso set con l'esclusione dell'alternativa contraffatto. Dall'analisi dei dati abbiamo cercato di desumere l'influenza della presenza del contraffatto nel set di scelta dei soggetti intervistati.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

scholarly journals Leveraging a luxury fashion brand through social media

2019 ◽  
Vol 25 (1) ◽  
pp. 15-22 ◽  
Author(s):  
Maria Teresa Romão ◽  
Sérgio Moro ◽  
Paulo Rita ◽  
Pedro Ramos
Keyword(s):  
Social Media ◽  
Fashion Brand

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

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