Essays about: "future of fashion marketing"
Showing result 1 - 5 of 37 essays containing the words future of fashion marketing.
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1. THE ROLE OF SOCIAL MEDIA FASHION INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer
University essay from Linnéuniversitetet/Institutionen för management (MAN)Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE
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2. Does Brand Personality Beat Sustainability Claims?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Sustainability has been an inevitable topic globally and its importance is not expected to decline in the near future. Lately, sustainable options have taken a bigger proportion of the market share within the fashion industry. READ MORE
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3. The TikTok effect: How TikTok is shaping the way we consume music
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Digitalization has in recent years transformed the music industry and how people consume music. Simultaneously, the social media app TikTok has emerged as a major player in marketing, using its unique algorithmic structure and user-generated content to become a powerful marketing tool for musicians and record labels alike. READ MORE
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4. Looking Ahead: The Future of the Offline Channel for Digital-born Retailers
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : During recent years, there has been a significant increase in e-commerce and the demand for it among customers. It has become imperative for new fashion retailers to have a digital presence, and the outbreak of Covid-19 has further accelerated this trend, amplifying the importance of having a presence online. READ MORE
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5. Genuine or misleading? An exploration of Gen Z consumer perceptions of inauthentic brand heritage in fashion branding
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of the research is to contribute to existing research and theory by providing insights into how Gen Z consumers perceive inauthentic brand heritage in fashion branding. It also aims to understand how these perceptions differ between fast fashion and luxury fashion and how they contribute to consumer attitudes towards brands. READ MORE