Essays about: "Brand Transformation"

Showing result 1 - 5 of 45 essays containing the words Brand Transformation.

  1. 1. Implementing CSR in Fashion Companies: Increasing Green Trust During the Transformation Process Towards Sustainable Development : An Exploratory Analysis on the Influencing Factors of Green Trust in the Fashion Sector

    University essay from Malmö universitet/Institutionen för Urbana Studier (US)

    Author : Janika Förnges; Britta Sieling; [2023]
    Keywords : transformation process towards sustainable development; sustainable development in the fashion industry; green trust on the consumer side; strategic CSR; organizational change;

    Abstract : Purpose – The purpose of this paper is to gain insights into consumer behavior to provide managerial implications on what fashion companies need to do to increase green trust during the transformation process towards sustainable development in order to increase green purchase intention. Two sub-research questions are raised to answer the main research question all- encompassing in the end. READ MORE

  3. 2. Circularity in Outdoor Textile Brands - Examining the Integration of Brand Identity, Management Actions, and Communication Strategies for Sustainability

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Ira Schulte; Irene Ferrari; [2023]
    Keywords : Circular economy; outdoor textile brands; brand identity; communication strategy; Business and Economics;

    Abstract : Purpose: The purpose of this research was to investigate how outdoor textile brands align their brand bdentity with their management actions and communication to become more circular. It was as a consequence explored how communication strategies of outdoor brands align with their management decision and how management actions push the transition of a brand towards more circularity. READ MORE

  4. 3. Humans as enablers of digital transformation of retailers: The design system SKAPA and its users as capabilities for IKEAs digital transformation

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lauriane Martine Jambu; Nina Lotz; [2023]
    Keywords : digital transformation; retail industry; design system; dynamic capabilities; digital maturity; adoption; human factors; Business and Economics;

    Abstract : This thesis aims to explore how a design system can serve as a resource for digital transformation within the retail industry, by drawing from the dynamic capabilities approach and the digital maturity framework by Pinto et al. (2023). READ MORE

  5. 4. Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andi Nur Haeriah; Chiara Jutz; [2023]
    Keywords : Digital Transformation; Fast Fashion Brand; Phygital Retail; Customer-Based Brand Equity.; Business and Economics;

    Abstract : The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. READ MORE

  6. 5. Research on marketing strategies for apparel FMCG brands based on young female consumer purchasing behaviour

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Xinying Liu; Zirong Wang; [2023]
    Keywords : Apparel FMCG; Consumer behaviour; Competitiveness; Digital Transformation;

    Abstract : Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market. READ MORE