Essays about: "h and m brands"

Showing result 1 - 5 of 25 essays containing the words h and m brands.

1. 1. Good Guy versus Bad Guy: How are Patagonia´s and H&M´s Green(wash)ing Strategies Perceived among Consumers?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sebastian Köhler; Lum Rexha; Pieter Christiaan Sturm; [2021]
   Keywords : Greenwashing; Green brand associations; Green brand image; Brand credibility; Green brand equity; Fashion industry; H M; Patagonia; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. READ MORE

3. 2. Closing the Loop : Integrating Circularity within the Fashion Industry's Post-Retail Activities

   University essay from Jönköping University/HLK, Globala studier

   Author : Amina Johansson; Rebecka Stubb; [2021]
   Keywords : Environmental sustainability; fashion industry; circularity; post-retail; H M; Lindex; Gina Tricot; Miljömässig hållbarhet; modeindustrin; cirkularitet; post-retail; H M; Lindex; Gina Tricot;

   Abstract : The fashion industry has historically been seen as synonymous with many unsustainable practices, such as overproduction, pollution, and mass-consumption. Today, many fashion brands are putting more attention to sustainability and are engaging in activities aimed at making the industry more environmentally friendly. READ MORE

4. 3. Analysis of Consumers' Attitudes Towards Sustainability Communication of H&M

   University essay from Jönköping University/HLK, Medie- och kommunikationsvetenskap

   Author : Umar Zaidi; [2021]
   Keywords : Consumers’ attitudes; perception; brand sustainability; communication; sustainability claims; environment; eco-friendly; H M; consumers’ trust.;

   Abstract : With the growing trend of the manufacturing of sustainable products by the apparel brands, the eco-friendly consumers are becoming more interested in knowing the brands’ sustainability communication and their claims. This study has taken the Katz’s attitude functions theory as a framework to better understand the factors which can help in calculating the consumers’ attitudes towards the sustainability communication of H&M, the leading apparel brand of Sweden. READ MORE

5. 4. Closing the loop: A study of Brand Activism in the Fashion Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Thi Hong Anh Tran; Maria Guadalupe Sayd; Sebastian Van Dijkman; [2021]
   Keywords : Brand Activism; Brand Image; Brand Vision; Brand and Market Orientation; Core value gap; Business and Economics;

   Abstract : Implications: The study provides practical implications for brand managers at fashion companies that wish to improve their branding and sustainable strategy while aligning with consumers’ value. The proposed framework recommends several strategies for handling image-vision gap... READ MORE

6. 5. How sustainable fast fashion and body inclusivity are shaped by class affiliation : A multimodal critical discourse analysis of class and health discourses in H&M’s communication

   University essay from

   Author : Chiara Savorelli; Victoria Cassola; [2021]
   Keywords : sustainable fashion; body positivity; body inclusivity; H M; multimodal critical discourse analysis; health communication; class discourse analysis;

   Abstract : This thesis investigates how body positivity and sustainability are discursively constructed by fast fashion brands. The brand chosen as a case study is H&M, as it describes itself as being both environmentally and socially involved. READ MORE