Essays about: "Premium fashion brands"

Showing result 1 - 5 of 6 essays containing the words Premium fashion brands.

1. 1. HAS GUCCI GONE TOO PREMIUM MEDIOCRE? An analytical discussion about the Florentine fashion house’s seemingly bottomless consumer range

   University essay from Lunds universitet/Avdelningen för modevetenskap

   Author : Fanny Olander; [2019]
   Keywords : Gucci; Premium Mediocre; Affordable Luxury; Florence; Millennials; Digital era; Cultural Sciences;

   Abstract : This thesis sets out to give an insight in why Gucci’s entry level products are doing increasingly well nowadays and clarifies how it is connected to Gucci’s global presence in the digital world. It also stresses that millennials feel entitled to luxury, and therefore shop more of what they believe to be luxurious and fashionable products than what previous generations have done. READ MORE

3. 2. The stories they tell: An exploratory study on how luxury and premium fashion brands profile themselves online

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

   Author : Maiya Johnson; Wasita Thongdee; [2019]
   Keywords : Luxury fashion brands; Premium fashion brands; Brand dilution; Internet Dilemma; Websites;

   Abstract : What do premium and luxury brands communicate in a digital world? Despite a growing number of studies in the field of luxury within the past few years, confusion persists among scholars about what constitutes a luxury brand as opposed to a premium brand. The rise of the internet has further blurred any distinction between these two categories. READ MORE

4. 3. Material science and garment technology towards circular economies within the fashion industry

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

   Author : Wahrer Lina; [2015]
   Keywords : Lifestyle brand; merchandising; consumption; material science; quality; value adding; garment technology; fast fashion; sustainability; CSR; and waste hierarchy;

   Abstract : There has been an increase of the consumption rate and consumers are buying garments that they dispose in too early of a stage of the product lifecycle. This has caused an increase regarding landfill of waste. READ MORE

5. 4. The Escape of Mediocrity : A theoretical analysis of a given market condition

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : Sarah Fredriksson; Grete Simanaityte; [2012]
   Keywords : positioning; repositioning; middle-market; market polarization;

   Abstract : Previously, the rich customers bought expensive luxury goods, the impoverished customers bought cheap low quality merchandise and the middle class customers stayed true and loyal to the middle market. However, today there has been a change in the customer shopping behaviour, especially among the middle class customers who no longer want to be stuck in mediocrity. READ MORE

6. 5. The State of QR codes : A qualitative research on Swedish premium fashion brands

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : Filipe Miguel Álvaro de Lima; [2012]
   Keywords : QR codes; CRM; brand awareness; mobile marketing;

   Abstract : Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market . READ MORE