Fashion Supply Chain Optimization: A Linear Programming Model

Fashion supply chain management is challenging due to demand uncertainty, short product life, fierce global competition, and increasing expectations such as product diversity and keeping pace with the current and emerging trends. In this paper, a brief review of the published works in the field of fashion and clothing supply chain is given and an integrated linear model is presented to minimize a fashion brand’s costs, including production and logistics costs, enabling the firm to make better decisions with regard to its production and replenishment policies and responding in a reasonable time to customers demands for various designed items. We show that our model can successfully account for complex structure of the supply chain consisting of designer, manufacturers, distributors, and stores. The model is validated using the General Algebraic Modelling System (GAMS) with the data collected from an Iranian fashion brand.

Analisis Vidio Likes to Followers Ratio Instagram Pada 5 Brand Fashion Lokal Yang Mendunia

Instagram is a photo sharing application that applies digital filters and shares them via social networking services. Communication between Instagram users can be established by liking and commenting on photos uploaded by other users. Instagram is in great demand by almost allcircles. As one of the social media loved by the Indonesian people who can share photo content. By accessing Instagram, it will be an exciting activity favored by Indonesian internet users. It is not surprising that online businesses are starting to use Instagram to expand their business. This study uses a quantitative exploratory method to determine the credibility of the performance of 5 global local fashion brand Instagram accounts. Explorative research is a type of social research whose purpose is to provide a little definition or explanation of the concepts or patterns used in the research. From the Table of Account Ratio Values for 5 Global Local Fashion Brands, it can be concluded that Erigo Store gets the highest score for the ratio of Video Likes. to Followers Ratio. While the Instagram account Casteyewear got the lowest score for this ratio. So, in this study, Erigo Store has better credibility than other brands.

Clicks-and-bricks: a case study of the Amaro brand

The rise of e-commerce has dematerialized retail shopping locations, transposing them to the digital layer in the so-called 'brick-to-click' movement. However, the opposite path, 'click-and-brick', arouses curiosity for the re-association of the physical store with e-commerce, directing attention to new meanings of materiality in fashion retail. In this context, this paper discusses the multidimensional materiality of fashion retail within the e-commerce theme from two main movements: the emergence of physical spaces that complement online stores and the orientation of e-commerce operations towards big data. To illustrate the concepts and reflection on these themes, the authors carry out a case study on the omnichannel operations of a brazilian fashion brand called AMARO.

THE ASSESSMENT OF INSTAGRAM EFFECTIVENESS AS MARKETING TOOLS ON INDONESIA FASHION LOCAL BRAND

Fashion local brands are brands of fashion clothing local to a particular country, manufactured and produced locally, including the ones in Indonesia. Fashion is always developing and creating the latest trend in which is a big potential for local fashion brands to take this opportunity because consumers are becoming more selective when it comes to selecting superior, long-lasting, and practical products. In Indonesia, the Fashion Industry is one of the subs that contribute to the creative industry, accounted for 28.29% of the whole creative industry, and ranked 9th in the Global Revenue Ranking. In addition, the current pandemic condition has pushed many brands to close retail stores and switched to almost entirely digital operations. Among many social media platforms used by brands, Instagram has been identified as the most efficient tool for reaching out to customers and marketing a business. However, the way local fashion brands use Instagram as a marketing tool has not always been effective. This research aims to assess the effectiveness factors of Instagram in local fashion brands that have a high engagement in purpose to make them as the benchmarks about the content strategy in building high online engagement that makes Instagram as a marketing tool effective. The data was collected through Instagram analytics software, HypeAuditor, and Analisa.io towards a total of 50 Instagram account fashion local brands with a high number of engagements according to HypeAuditor Instagram Engagement Rate Calculator. The data analysis is processed using Microsoft Excel and Smart PLS. The result shows that all independent variables have a positive relationship to online engagement and the effective factors for local fashion brand Instagram accounts are Entertainment, Tag, Weekdays, and Peak hours factors. The brand could utilize posting feeds containing entertainment and information content while also posting it during peak hours and weekdays.

No One Is Leaving This Time: Social Media Fashion Brand Communities

In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

Improving KRN.BGT’s Product Knowledge through the List of FAQs on KRN.BGT’s Instagram Stories Highlights

Established in April 2020 by Budi Santosa, KRN.BGT is a fashion brand from Jogja Painting that produces artistic masks by collaborating with other local artists. KRN.BGT is targeting people aged 20s-30s who like visual arts. Although it has a well-designed Instagram account, they still receive many questions from their customers and potential customers regarding their products through Instagram direct messages and comments. Therefore, I decided to improve KRN.BGT’s product knowledge by creating a list of FAQs of its products on its Instagram Stories Highlights, compiled from the direct messages and comments by applying the theories of good FAQs by Biroscak (2019) and color contrast from Alscher (2019) and Evans (2019). I found three USPs from my observation and survey, namely adjustable, suitable for adults and children, and customizable; and include them into the list of FAQs, so its existing and potential customers know more about its products. Keywords: product knowledge, FAQ, Instagram, Instagram Stories Highlights