The Relationship between Fast Fashion and Luxury Brands

2017 ◽  
pp. 910-931
Author(s):  
Cesare Amatulli ◽  
Antonio Mileti ◽  
Vincenzo Speciale ◽  
Gianluigi Guido
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Luxury Brands ◽  
Fast Fashion ◽  
Customer Perception ◽  
The Uk ◽  
The Relationship

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

The Relationship between Fast Fashion and Luxury Brands

2016 ◽  
pp. 244-265 ◽  
Author(s):  
Cesare Amatulli ◽  
Antonio Mileti ◽  
Vincenzo Speciale ◽  
Gianluigi Guido
Keyword(s):  
Marketing Strategies ◽  
Consumer Perception ◽  
Luxury Brands ◽  
Fast Fashion ◽  
Customer Perception ◽  
The Uk ◽  
The Relationship

This chapter explores how the luxury sector has been affected by the fast fashion brands in the UK market. In particular, this chapter examines the effects of fast fashion activity on luxury brands and more specifically on how the marketing strategies of luxury brands have been drawn to the fast fashion model. Moreover, it analyzes how co-branding collaborations between luxury and fast fashion brands have positively affected consumer' perception of the luxury brands. The chapter is based on a theoretical review and two studies. Results provide insights for the international fashion business, showing how luxury fashion brands lean towards the fast fashion model and how co-branding collaborations between luxury and fast fashion brands are positive for luxury brands in terms of customer perception.

scholarly journals Comparison of Luxury Brand Perception: Old (UK) vs. Modern (Russia) consumers’ perception toward Burberry Brand

2014 ◽  
Vol 1 (1) ◽  
pp. 7
Author(s):  
Irina Ivanovna Skorobogatykh ◽  
Olga Saginova ◽  
Zhanna Musatova
Keyword(s):  
Brand Management ◽  
Marketing Strategies ◽  
Fashion Industry ◽  
Luxury Brands ◽  
The Social ◽  
Brand Perception ◽  
The Uk ◽  
Luxury Industry ◽  
Brand Consistency

With globalization and increased mobility consumers can easily access the same brand in different markets, interpreting the meaning and the social statuses they represent. That is why maintaining brand consistency across countries should be of great importance for companies’ brand management and marketing strategies, especially in the luxury industry where profitability and long-term success rely on consumers’ perceptions of luxury brands. This paper examines brand image consistency of luxury brands in the fashion industry, through an exploratory study of consumers’ perception of the Burberry brand in the UK and Russia.

Social Media and Consumer Behaviour Towards Luxury Brands

2020 ◽  
pp. 242-262
Author(s):  
Foteini Yiangou ◽  
Ioanna Papasolomou ◽  
Alkis Thrassou ◽  
Demetris Vrontis
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Luxury Brands ◽  
Behavioral Differences ◽  
New Era ◽  
Key Stakeholders ◽  
Motivation Interaction ◽  
The Relationship

In recent years there has been an upsurge of interest in social media (SM). SM has ushered a new era of communication between organizations and key stakeholders and has forced brands to change dramatically the way they interact with their target markets. Luxury brand marketers have recently turned their attention to customer-driven SM devoted to their brands recognizing the role SM plays in their marketing strategies. Key consumer behavior concepts such as motivation, interaction, and SM provide the theoretical foundation. The purpose of this chapter is to explore the relationship between SM and consumer behavior towards luxury brands. Empirical data was collected from 110 Cypriot SM users who look for information on SM about luxury brands. The aim was to explore whether SM influences consumer behavior of both male and female Cypriot consumers and whether there are any distinct behavioral differences between the two genders. This study provides recommendations to luxury brands to understand the nature of consumer behavior and brand-customer relationship in using SM.

scholarly journals Investigating the Negative Effects of Emojis in Facebook Sponsored Ads for Establishing Sustainable Marketing in Social Media

2021 ◽  
Vol 13 (9) ◽  
pp. 4864
Author(s):  
Jungwoo Lee ◽  
Cheong Kim ◽  
Kun Chang Lee
Keyword(s):  
Social Media ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Negative Effects ◽  
Online Study ◽  
Sustainable Marketing ◽  
Managerial Implications ◽  
The Relationship ◽  
Empirical Investigations

Emojis are prevalent in modern social media advertising. Despite this fact, little research can be found on its effects on consumer purchase intentions. This study seeks to examine purchase intentions in the context of Sponsored Ads on Facebook News Feeds, their perceived intrusiveness, and how the added factor of emoji presence can further affect consumer perception in order to suggest a pathway for establishing sustainable marketing strategies. We investigated the effect of emojis on consumers and then the extent to which ad personalization can attenuate intrusiveness to the point of influencing purchase intentions. In the empirical investigations (an online study) conducted, the study revealed several interesting findings. First, the emoji presence in Sponsored Ads on the News Feed did not prompt the users’ perceived intrusiveness. Second, the emoji use led to decreased purchase intentions. Third, the perceived intrusiveness did not mediate the relationship between emoji presence (vs. absence) and purchase intentions. Lastly, the emoji presence decreased perceived intrusiveness and also increased purchase intentions when consumers perceived ads to be less personalized. The findings of this research provide both theoretical and managerial implications of the effects of emojis, and the reasons as to why their usage affects the desired ad goals when used in Sponsored Ads on Facebook from the perspective of sustainable marketing.

scholarly journals PENGUATAN MASYARAKAT KONSUMEN ABAD KE-21: STUDI KASUS KONSUMERISME FAST FASHION DI INGGRIS

2021 ◽  
Vol 11 (2) ◽  
pp. 238
Author(s):  
Humaira - Humaira ◽  
Evi Fitriani
Keyword(s):  
Mass Media ◽  
18Th Century ◽  
British Society ◽  
Consumer Society ◽  
Fashion Industry ◽  
Economic Activities ◽  
Fast Fashion ◽  
Post Modernism ◽  
The Uk ◽  
The Relationship

<p>This article aims to understand the development of fashion consumerism in the United Kingdom (UK) with the focus: why fast fashion consumerism in the last two decades was very high? This study applied a post-structuralism paradigm, namely the Libidinal Economy concept from Jean-Francois Lyotard and a post-modernism paradigm on the Consumer Society from Jean Baudrillard. The method employed in the article is a case study in the UK in the last two decades. Data were collected from scientific writings, documents, news, and advertisements in media. The results show that fashion consumerism in the UK dated back to the 18th century; it strengthened in the first two decades of the 21st century, driven by libidinal economic activities and facilitated massively by technological advancements in both marketing and trades. The ability of multinational fast fashion companies to utilize the mass media to construct the social status of its consumers and to create “hyper-reality” needed by modern people nowadays seemed to surpass the awareness of British clothing consumers regarding the environmental impacts and global imbalances of the fast fashion industry. In this study, the application of the post-structuralism paradigm clarifies the relationship between technology, mass media, the expansion of capitalism and the consumption of fast fashion in British society, whereas the post-modernism paradigm highlights socio-cultural aspects that encouraged the creation of hyper-reality through fast fashion among the British. These findings contribute to the knowledge about the relationship between technology, media, and multinational fast fashion companies with the development of consumer society in the UK.</p>

scholarly journals Consumer Perception on 4ps Of Marketing In Malls With Special Reference To Chennai

2019 ◽  
Vol 8 (11) ◽  
pp. 3215-3217
Keyword(s):  
Special Reference ◽  
Sampling Method ◽  
Consumer Perception ◽  
Shopping Malls ◽  
Product Price ◽  
Chi Square ◽  
Customer Perception ◽  
Descriptive Research ◽  
Convenience Sampling ◽  
The Relationship

The paper discusses about the customer perception on 4Ps of marketing in shopping malls. 4Ps are the elements of marketing mix which are product ,price,place,promotions.The main objective of the study is to understand the customer perception about 4Ps of marketing in malls with special reference to Chennai , to identify the relationship between affordability and income of respondent. Descriptive research is used and convenience sampling method is used to collect the samples.The statistical tools used here is ANOVA,correlation,independent t test,chi-square. The study found that consumer perception towards 4Ps of marketing is having a great impact in malls.This study concludes that various strategies should be taken to give an idea about 4Ps of marketing.

Thromboplastin Related Differences in the Determination of International Normalised Ratio: A Cause for Concern?

1994 ◽  
Vol 72 (03) ◽  
pp. 426-429 ◽  
Author(s):  
S Kitchen ◽  
I D Walker ◽  
T A L Woods ◽  
F E Preston
Keyword(s):  
Patient Management ◽  
External Quality Assessment ◽  
Oral Anticoagulant Therapy ◽  
Warfarin Dosage ◽  
External Quality ◽  
External Quality Assessment Scheme ◽  
International Normalised Ratio ◽  
The Uk ◽  
The Relationship

SummaryWhen the International Normalised Ratio (INR) is used for control of oral anticoagulant therapy the same result should be obtained irrespective of the laboratory reagent used. However, in the UK National External Quality Assessment Scheme (NEQAS) for Blood Coagulation INRs determined using different reagents have been significantly different.For 18 NEQAS samples Manchester Reagent (MR) was associated with significantly lower INRs than those obtained using Diagen Activated (DA, p = 0.0004) or Instrumentation Laboratory PT-Fib HS (IL, p = 0.0001). Mean INRs for this group were 3.15, 3.61, and 3.65 for MR, DA, and IL respectively. For 61 fresh samples from warfarin-ised patients with INRs of greater than 3.0 the relationship between thromboplastins in respect of INR was similar to that observed for NEQAS data. Thus INRs obtained with MR were significantly lower than with DA or IL (p <0.0001). Mean INRs for this group were 4.01, 4.40, and 4.59 for MR, DA, and IL respectively.We conclude that the differences between INRs measured with the thromboplastins studied here are sufficiently great to influence patient management through warfarin dosage schedules, particularly in the upper therapeutic range of INR. There is clearly a need to address the issues responsible for the observed discrepancies.

Researching (with) Major Food Retailers

2015 ◽  
Vol 15 (3) ◽  
pp. 33-39 ◽  
Author(s):  
David Evans
Keyword(s):  
Food Systems ◽  
Academic Research ◽  
Social Scientists ◽  
Major Food ◽  
Food Retailers ◽  
Food Retailer ◽  
The One ◽  
The Uk ◽  
The Relationship ◽  
Opening Up

This paper considers the relationship between social science and the food industry, and it suggests that collaboration can be intellectually productive and morally rewarding. It explores the middle ground that exists between paid consultancy models of collaboration on the one hand and a principled stance of nonengagement on the other. Drawing on recent experiences of researching with a major food retailer in the UK, I discuss the ways in which collaborating with retailers can open up opportunities for accessing data that might not otherwise be available to social scientists. Additionally, I put forward the argument that researchers with an interest in the sustainability—ecological or otherwise—of food systems, especially those of a critical persuasion, ought to be empirically engaging with food businesses. I suggest that this is important in terms of generating better understandings of the objectionable arrangements that they seek to critique, and in terms of opening up conduits through which to affect positive changes. Cutting across these points is the claim that while resistance to commercial engagement might be misguided, it is nevertheless important to acknowledge the power-geometries of collaboration and to find ways of leveling and/or leveraging them. To conclude, I suggest that universities have an important institutional role to play in defining the terms of engagement as well as maintaining the boundaries between scholarship and consultancy—a line that can otherwise become quite fuzzy when the worlds of commerce and academic research collide.

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