Essays about: "luxury fashion brands"

Showing result 16 - 20 of 66 essays containing the words luxury fashion brands.

1. 16. Rebranding of luxury fashion brands : A case study of how to communicate rebranding to younger consumers

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Emma Mathilda Lyppert; [2021]
   Keywords : Rebranding; Marketing; Marketing channels; Luxury fashion brands; Millennials; Generation Z; Communication channels; Marketing communication; Rebranding communication.;

   Abstract : Abstract Background: The luxury fashion brands need to rebrand themselves towards the younger consumers. In 2025 Millennials and Generation Z will represent approximately 55% of the market for luxury products. The exclusive brands need to adapt to this target group. READ MORE

3. 17. Customers' Perceptions on Logotype Prominence for High- and Low-end Apparel Brands

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Naomi Alamaa; Alexandra Causic; [2021]
   Keywords : logotype placement and size; third-person effect; signalling theory; intrinsic and extrinsic; hedonism; uniqueness and materialism;

   Abstract : This quantitative study examines customers' preferences when it comes to logotype placement and size, and how these preferences differ for high- and low-end fashion brands. A customer survey (n=262) was conducted where the participants were asked questions regarding self-image, motivations to purchase luxury and demographics. READ MORE

4. 18. The Effect of Environmentally-Relevant Personal Values on the Purchase Intention of Second-Hand Clothing: A Quantitative Study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Moen Asif; Sarah Asif; [2021]
   Keywords : Second-hand clothing; Environmentally-relevant personal values; Biospheric values; Altruistic values; Egoistic values; Hedonic values; Purchase intention; Theory of planned behavior.; Business and Economics;

   Abstract : Purpose: To study the effect of environmentally-relevant personal values (biospheric, altruistic, egoistic and hedonic) on the purchase intention of second-hand clothing (SHC). Methodology: This research is a quantitative study and follows a deductive research approach. READ MORE

5. 19. Stay exclusive or go inclusive : Exploring consumers’ perception of luxury fashion brands’ use of digital channels and disruptive technologies.

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Jessica Alverönn Oresvärd; Charlotta Herkommer; Sandra Siljevik Laine; [2021]
   Keywords : Luxury fashion; Digitalisation; Digital channels; Disruptive technologies; Consumer perception; Exclusivity;

   Abstract : Background and problem: The perception of luxury fashion has been shaped throughout history with well-known brands’ innovative strategies and designs. Along with its crafts and arts, exclusivity has been one of the main pillars of luxury fashion, creating the perception of luxury fashion products only being available to the ‘elite’; which has been feasible to maintain in an analog society. READ MORE

6. 20. The Art of Scarcity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexandra Brüchert; Lorenzo Dirksz; Nsunge Kaniki; [2020]
   Keywords : Scarcity; Luxury Branding; Fashion Branding; Contemporary Art; Limited Editions; Business and Economics;

   Abstract : The purpose of this paper is to explore the phenomenon of scarcity in branding within the fashion industry. Secondly, the aim is to show how fashion brands can utilize scarcity as a branding tool to transform products into luxury collector’s fashion items. The research shows that there are several connections between the presented cases. READ MORE