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Showing result 1 - 5 of 8 essays matching the above criteria.

  1. 1. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
    Keywords : Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

    Abstract : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). READ MORE

  3. 2. 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. 3. The designer perspective: Opportunities and Obstacles toward circular fashion

    University essay from Uppsala universitet/Institutionen för geovetenskaper

    Author : Sophie Joyce Ridler; [2020]
    Keywords : Sustainable development; transformation; circular fashion; circular economy; designers; design for lifecycle; leverage points; systems thinking;

    Abstract : Circular fashion has become a favoured option for the fashion industry to transition toward as the fast fashion industry becomes unsustainable. Current research within academia, business and policy focuses on the lifecycle stages of the garments, with the designer and design phase in focus. READ MORE

  5. 4. Fashioning the political statement : A qualitative study into the duality of postfashion

    University essay from Lunds universitet/Avdelningen för modevetenskap

    Author : Sara Milosavljevic; [2017]
    Keywords : cultural capital; haute couture; luxury; postfashion; commodification; political struggles; inconspicuous consumption; Cultural Sciences;

    Abstract : The aim of this study is to examine the interrelationship between contemporary French luxury fashion and political struggles by examining the garments with explicit political statements from the ready-to-wear spring/summer 2015 Chanel runway, the ready-to-wear spring/summer 2017 Dior runway and the menswear fall/winter 2017 Balenciaga runway analysis as to discern the possible reasons and effects of the making of these statements. The focus of this thesis is to examine the way political struggles, as immaterial social relationships, can be commodified into garments, as according to the Marxist situationist theories of Guy Debord, and how the commodification in question by haute couture houses, rich with the sociological notion of cultural capital as described by Pierre Bourdieu, can have a potential effect on the formation of both fashion discourses and political discourses by using Foucauldian discourse analysis. READ MORE

  6. 5. Abnormal Returns in the Luxury Goods Industry

    University essay from Handelshögskolan i Stockholm/Institutionen för finansiell ekonomi

    Author : Magdalena Bator; Linda Shi; [2014]
    Keywords : luxury industry; luxury consumer goods; abnormal returns; stock returns;

    Abstract : The study aims to analyse a portfolio comprising of 19 stocks of companies in the luxury goods industry, the biggest market players classified as part of luxury industry by Bloomberg. The thesis analyses the portfolio from two vantage points, i.e. READ MORE