scholarly journals MODERN MANAGEMENT AND MARKETING OF THE FASHION INDUSTRY USING THE BRAND EXAMPLE OF YVES SAINT LAURENT

2017 ◽  
Vol 5 ◽  
pp. 224-227
Author(s):  
Anastazja Magdalena Kasztalska
Keyword(s):  
Research Methods ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Modern Approach ◽  
Luxury Brand ◽  
Modern Management ◽  
Strong Link ◽  
Modern Methods ◽  
A Company

The Brand Yves Saint Laurent is a company that represents a modern approach to management in the fashion industry. This article aims to answer the question of whether modern methods of marketing and management to generate profits for the company in the form of greater customer interest and increased sales. Research methods used in the article is a survey made with the cooperation with the buyers of luxury brand Yves Saint Laurent. Unquestionably, there is a strong link between marketing luxury brands and its results in sales. Further research can be focused on a bigger scale of this huge phenomenon.

scholarly journals BRAND IMAGE AND THE FIGHT AGAINST COUNTERFEITING BY THE GUCCI COMPANY

2018 ◽  
Vol 6 ◽  
pp. 221-225
Author(s):  
Anastazja Magdalena Kasztalska
Keyword(s):  
Research Method ◽  
Brand Image ◽  
Fashion Industry ◽  
Modern Approach ◽  
Luxury Brand ◽  
Strong Link ◽  
A Company ◽  
Taking Care

Gucci is a company that represents a modern approach to the image in the fashion industry. This article aims to answer the question of how taking care of brand imagine results in a higher company income. The research method used in this article is a survey made with the cooperation of buyers of the luxury brand Gucci. Unquestionably, there is a strong link between care for the brand image and fight against counterfeiting. Further research can be focused on an answering the question of how to prevent counterfeiting. Without a doubt, customers prefer brands that have a strong and unique brand image. Counterfeiting unfortunately puts in doubt the value of the brand and is an existing danger for the Gucci company.

scholarly journals SELECTED ASPECTS OF MANAGEMENT METHODS USED BY COMPANIES IN PODLASKIE PROVINCE

2015 ◽  
Vol 1 (7) ◽  
pp. 120
Author(s):  
Wieslaw Matwiejczuk ◽  
Urzula Kobulinska
Keyword(s):  
Research Method ◽  
Free Market ◽  
Business Practice ◽  
Free Market Economy ◽  
Pilot Studies ◽  
Proper Understanding ◽  
Modern Management ◽  
Inappropriate Use ◽  
Modern Methods ◽  
A Company

Since the principles of the free market economy were introduced in Poland, the increased interest of managers has been noticed in acquiring modern management methods and implementing them in different spheres of business activity. More and more companies use benchmarking, outsourcing, lean management, strategic scorecard or competence management in their business practice. Awareness of managers regarding modern approaches that reflect the world's best practical achievements is important in itself. But no less important is the understanding that management methods cannot be always applied and not by everyone, so there are also some serious risks. Inappropriate use of the concept of management can lead a company to the crisis and fall when, in its turn, the proper understanding and its further application can protect the company against those risks. It is important to determine what for, when and how to use the concept. This article presents the results of the pilot studies conducted among companies in Podlasie on the application and assessment of the suitability of modern management methods. The aim of the research presented in this article was to identify whether and to what extent the Podlasie companies use modern methods of management. The study was carried out in the first quarter of 2014 focusing on a sample of 104 randomly selected companies in Podlaskie province. The research method employed was a survey carried out among enterprises.

Consumer-brand relationships in step-down line extensions of luxury and designer brands

2014 ◽  
Vol 18 (2) ◽  
pp. 145-168 ◽  
Author(s):  
Kamilla Hanslin ◽  
Anne Rindell
Keyword(s):  
Product Category ◽  
Research Approach ◽  
Fashion Industry ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Content Type ◽  
Luxury Brand ◽  
Line Extensions ◽  
Brand Relationship ◽  
Step Down

Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry. Design/methodology/approach – A qualitative research approach is adopted analyzing data from 13 open consumer interviews. Photo collages of luxury brands and their step-down line extension logos were used as inspiration for informants in the interviews. Findings – Findings show that consumer-brand relationships mostly follow earlier identified consumer-brand relationships. However, five new relationship types (status, inspirational, impulse, rewarding and turncoat) are identified. All but status relationships can be generalized also to other contexts than the luxury brand context. Research limitations/implications – The study advances the understanding of luxury products and their step-down line extensions from a consumer perspective. However, due to the exploratory nature of the study the data are limited. Practical implications – This study showed that step-down line extensions are not perceived as that important that they could not be replaced with another brand in the same product category. Informants often preferred step-down line extensions to parent brands due to their more suitable design, even when the informant was hypothetically asked if the opinion would change if economic issues were not a restraint. Managers are encouraged to analyze their brands based on a brand-relationship approach. Originality/value – The study uses the concept consumer-brand relationship as a new way to understand how consumers relate to line extensions in a luxury brand context. The approach is novel.

scholarly journals INNOVATIVE METHODS OF MARKETING MANAGEMENT OF LUXURY BRANDS FOR EXAMPLE GUCCI'S COLLABORATION WITH THE FIAT COMPANY

2016 ◽  
Vol 4 ◽  
pp. 006-009
Author(s):  
Anastazja Magdalena Kasztalska
Keyword(s):  
International Trade ◽  
Automotive Industry ◽  
Apparel Industry ◽  
Luxury Brands ◽  
Luxury Brand ◽  
Car Model ◽  
Innovative Methods ◽  
Customer Interaction ◽  
Automotive Company ◽  
A Company

Branding is a basic and necessary tool in marketing. Recognizable brands develop international trade, cooperation, and exchange of goods. Of late, luxury brands have entered a new level of marketing and customer interaction, whereas, previously, brands specializing in one sector of the economy, generally ignored others. Gucci is a luxury brand that has recently teamed up with FIAT, a company with a completely different profile to that of manufacturing in the apparel industry. The aim of this study was to establish whether customers buying products from Gucci were interested in its collaboration with the automotive industry and whether the Gucci brand had become more recognizable because of this cooperation. The conclusions were somewhat remarkable, with the Fiat 500, a product combining reliability and beautiful design, continuing to be immensely popular. In addition, the cooperation of both brands has brought large profits and a significant increase in awareness of both companies. Undoubtedly, the innovative marketing method of designing a new car model, in collaboration with a luxury brand, brings awareness to both brands. Further studies are likely regarding this unprecedented case of cooperation between a brand of luxury clothing and one of an automotive company.

Examining the significance of market research in the case of start-ups

2014 ◽  
Vol 5 (2) ◽  
pp. 181-190
Author(s):  
A. Matkó ◽  
E. Szűcs ◽  
T. Takács ◽  
S. Kovács
Keyword(s):  
Research Methods ◽  
Market Research ◽  
New Technologies ◽  
Start Ups ◽  
A Company

Today, companies have to face new challanges because of the globalization, new technologies, globalization of markets and increasing competition. In this accelerated world, it is essential that the companies adapt to the market, which is only available through the necessary information. The importance of market research is undoubted. In our study we would like to prove that in case of a beginner company — in this case a confectionery — it is important to perform a market research like for a company in any other segment. To perform it, the qualitative market research methods were used. Our questionnaire examines several aspects in order to provide an indication of the company’s founding.

scholarly journals Tanggungjawaban Perusahaan yang Bergerak di Bidang Legal Consulting dalam Dimensi Nominee

Acta Comitas ◽  
2019 ◽  
Vol 4 (3) ◽  
pp. 355
Author(s):  
Avina Rismadewi
Keyword(s):  
Research Methods ◽  
Rapid Development ◽  
Legal Research ◽  
Article 9 ◽  
A Company ◽  
Consulting Companies

The offer of making Nominee Agreement services by legal consulting companies has an impact on the rapid development of nominee practices in Indonesia, whereas based on the provisions of Article 33 paragraph (1) and paragraph (2) prohibits Nominee Agreement in the ownership of shares in a company. This study aims to analyze the responsibilities of legal consulting companies that offer making Nominee Agarement online. This research uses normative legal research methods. The results of this study show that companies that deliberately offer Nominee Agreements violate the provisions contained in Article 33 paragraph (1) and paragraph (2), Law No. 25 of 2007, also violates the provisions of Article 9, Article 28 paragraph (1), and Article 36 of Law No. 11 of 2008, and may be subject to sanctions as referred to in Article 23 of Law No. 11 of 2008 and has responsibility to fulfill compensation as in the suit filed under Article 23 of Law No. 11 of 2008. Penawaran jasa pembuatan Nominee Agreement oleh perusahaan legal consulting berimbas pada berkembang pesatnya praktik nominee di Indonesia, sedangkan berdasarkan ketentuan Pasal 33 ayat (1) dan ayat (2) melarang Nominee Agreement dalam kepemilikan saham pada suatu perusahaan. Studi ini bertujuan untuk menganalisis tanggungjawab perusahaan legal consulting yang menawarkan pembuatan Nominee Agarement secara online. Penelitian ini menggunakan metode penelitian hukum normatif. Hasil dari studi ini menunjukan bahwa perusahaan yang dengan sengaja menawarkan Nominee Agreement melanggar ketentuan sebagaimana tercantum dalam Pasal 33 ayat (1) dan ayat (2), UU No. 25 Tahun 2007, juga melanggar ketentuan Pasal 9, Pasal 28 ayat (1), dan Pasal 36 UU No. 11 tahun 2008, dan dapat dikenakan sanksi sebagaimana dalam Pasal 23 UU No 11 tahun 2008 dan bertanggungjawab mengganti kerugian sebagaimana gugatan yang diajukan berdasarkan Pasal 23 UU No 11 tahun 2008.

scholarly journals Inventory Management Evaluation and Inventory Forecast Using EOQ

2021 ◽  
Vol 6 (1) ◽  
pp. 395
Author(s):  
Rorim Panday ◽  
Dovina Navanti
Keyword(s):  
Inventory Management ◽  
Business Strategy ◽  
Fashion Industry ◽  
Substantial Loss ◽  
Management Evaluation ◽  
Eoq Model ◽  
Seasonal Model ◽  
A Company

The fashion industry that is gamis in Indonesia is growing rapidly because the majority of the population is Moslem. Elzatta is a company that does business on Moslem clothing, one of its products is the gamis. The company is experiencing problems with stockpiling in warehouses, because of models that were not sold, as well as outdated models. With the accumulation of products in warehouses in 2017 and 2018, many products will be damaged. For this reason, the company runs a buy one get one business strategy and sells products at low prices. As a result, the company suffered a substantial loss. For this reason, it is necessary to evaluate the inventory management that has been carried out using the EOQ model. For 2019, it is necessary to plan the number of products to be sold and apply the EOQ model. The results of evaluations in 2017 and 2018, by using EOQ the company could save 64.78% for 2017 and 63.40% for 2018. Whereas for 2019, after forecasting the number of sales using the seasonal model, sales projections are similar to the number of sales in the previous years, so that the number of products needed for a single order is 1364 pcs.

Luxury brand desirability and fashion equity: The joint moderating effect on consumers’ commitment toward luxury brands

2018 ◽  
Vol 35 (12) ◽  
pp. 902-912 ◽  
Author(s):  
Mélanie Pham ◽  
Pierre Valette-Florence ◽  
Franck Vigneron
Keyword(s):  
Moderating Effect ◽  
Luxury Brands ◽  
Luxury Brand

Slogans With Negations’ Effect on Sustainable Luxury Brand

2021 ◽  
pp. 183933492110466
Author(s):  
Felix Septianto ◽  
Joya Kemper ◽  
Gavin Northey
Keyword(s):  
Cognitive Flexibility ◽  
Communication Strategies ◽  
Experimental Studies ◽  
Effective Communication ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Consumer Responses ◽  
Luxury Brand ◽  
The Impact

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

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