Fashion Brands Research Articles

The Influence of Mass Media on Luxury Fashion Brand Marketing Strategies: A Case Study of Herms

In this era of information and technology, mass media plays a crucial role in various aspects of commerce. The fashion industry is closely related to audience feedback and the social environment. The fashion trend is changing rapidly and constantly. It is imperative for the industry to rapidly disseminate its unique ideas and gather information from customers and competitors. This situation enables fashion brands to adjust their marketing strategies, pursue commercial benefits, and create innovative styles. Therefore, utilization of media tools has become a prerequisite for triumphing in the competitive commerce landscape. This essay adopts a case study research method to analyze the impact of mass media on the marketing strategies of luxury fashion brands. Moreover, it aims to compare traditional marketing strategies with contemporary ones. Then, it delves into the forthcoming issues that luxury fashion brands may encounter due to advancements in media development. Finally, give solutions to luxury fashion brands in the era of mass media. The conclusion is that luxury fashion brands need to fully integrate their classical and digital marketing strategies. While maintaining their stylish and opulent attributes, the brands need to take advantage of mass media platforms. The goal is to capture the customers psychology and enhance the customers buying experience.

Research on Private Domain Marketing Strategy of Fashion Brands under the Concept of Social Media Operation

Research on Private Domain Marketing Strategy of Fashion Brands under the Concept of Social Media Operation

The Impact of Social Media Marketing on Brand Awareness and Purchase Intention: Case Study of Vietnam's domestic fashion brands

The study aimed to examine the impact of social media marketing on brand awareness and purchase intention for Vietnamese domestic fashion brands. Quantitative research was conducted on 302 Vietnamese people of Generation Z. The questionnaire designed on Google forms was sent to research samples who were willing to participate. Research results determined the role and benefits of social media marketing in 2 aspects: (1) information about the brand of social media marketing on social networks and (2) brand engagement on social networks. Social media marketing has a positive impact on brand awareness and purchase intention of Vietnamese domestic fashion brands. In particular, brand information when communicating on social networks has a direct and positive impact on brand awareness and purchase intention. Brand engagement on social networks has a positive direct impact on brand awareness and a positive indirect impact on purchase intention through brand awareness. The research results show that Vietnamese domestic fashion brands do quite well in social media marketing, and are highly appreciated by the online community of generation Z in Vietnam. In the future, in order to improve brand awareness and purchase intention, Vietnamese domestic fashion brands need to pay attention to the brand information properties of social media marketing programs and need to invest more in brand engagement characteristics of social networks.
 Keywords: social media marketing, brand awareness, purchase intention

Customer Preferences: Exploring the Synergistic Effects of Market Segmentation and Product Differentiation

Fast fashion brands and sustainable fashion play different roles in today's fashion market. While fast fashion brands are favored by a wide range of consumers for their quick responsiveness, fashion following, and affordable prices, sustainable fashion brands focus on environmental friendliness, social responsibility, and transparency. In this paper, we will explore the differences between these two types of fashion brands by comparing them in terms of market segmentation and product differentiation. Through a case study approach, the paper will delve into the strategies and practices of several brands to reveal how they differ in terms of market segmentation and product differentiation. This will help to better understand the business models, strengths, weaknesses, and risks faced by fast fashion and sustainable fashion, as well as their roles in meeting different consumer needs and setting fashion trends. Through such a comparative analysis, companies can better recognize the characteristics and trends of fast fashion and sustainable fashion and thus make informed choices in the fashion market.

Research on Marketing Strategies and Trends of Art Co-Branding in the Contemporary Fashion Industry

Art co-branding is an increasingly huge fashion industry trend with great potential and unknown risks. In this paper, marketing strategies and trends are the main focuses in terms of the art co-branding of fashion brands. The method used includes literature research and two case studies of Louis Vuitton collaborating with Yayoi Kusama and Dior Lady Art, examining their marketing strategies and performances. Increase in product value, maintenance of scarcity, and construction of in-depth customer relationships are the three main reasons contributing to the win-win outcome of art co-branding in the fashion industry. As a result, it is shown that art co-branding can contribute to highlighting the core of fashion brands and greatly increase brand awareness by choosing an artist with a matching concept through various marketing strategies. Art co-branding has the high potential to become widely used by fashion brands and act as an effective method to benefit all fashion brands in the future.

Research on Marketing and Business Operation of Second-tier Luxury Brands and Analysis of Development Limitations - A Case Study of Issey Miyake

This study delves into the marketing and business operations strategy of Issey Miyake, a renowned fashion designer and brand, analyzing their path to success and the challenges faced. Issey Miyakes innovative designs, blending art, technology, and culture, have garnered global recognition. The study examines how his brand balances creativity, innovation, and sustainability while also exploring potential drawbacks. It analyzes Miyakes brand positioning, marketing strategies like limited editions and fashion shows, pricing strategies, and product diversification. Moreover, it scrutinizes Issey Miyakes business expansion into various product lines and retail channels. The study identifies challenges such as maintaining design integrity while pursuing commercial viability, risks of brand extension, diverse market perceptions, and competition. Recommendations include sustainable innovation integration and controlled brand extension to maintain coherence. Ultimately, Issey Miyakes journey showcases the interplay of creativity, innovation, and strategic acumen in the fashion industry.

Designing women’s shoes and leather goods based on Irish traditional dance «ghillies»

The article presents a retrospective review of the history of the development of traditional Irish shoes «ghillie», its characteristic features, materials of manufacture, the transition from the national traditional to the modern everyday «brogue» model, analysis of modern models of «ghillie» for Irish folk dances, distinctive features of designs depending on type of dance performed. Models from well-known manufacturers of modern everyday «ghillies» are considered, which have retained a characteristic feature in the design — cross lacing; options for combining the style of dance shoes in products of high fashion brands, which indicates the relevance of mixing different stylistic trends in modern fashion. The process of designing shoes and leather goods based on traditional Irish dance «ghillies» is shown, including the development of a design project for a collection of women’s shoes under the motto «Irish disco», the designs of which are built using modern information technologies in the field of designing leather goods. The developed artistic solution for the collection’s models: a cross lacing system and a combination of bright colors will increase the competitiveness of domestic products. The relevance of the work is determined by the priority directions of the Strategy for the Development of Light Industry in the Russian Federation for the period until 2025, as well as the state program «Development of Industry and Increasing its Competitiveness», approved by the Decree of the Government of the Russian Federation. The research is carried out within the framework of the master’s thesis of Semenova U.V. and the candidate’s thesis of Koval E.A., the results of which are planned for implementation in the educational process of the department of «Artistic modeling, design and technology of leather goods» of the Russian State University. A.N. Kosygina (Technology. Design. Art) in the form of a textbook.

Study on Brand Management of Fashion Brands

Amidst the backdrop of swift economic progression and surging consumption rates, the global goods market is witnessing heightened brand competition. This evolving scenario has rendered domestic fashion brands particularly susceptible to various external adversities. Prominent among these challenges are misconceptions in brand management characterized by inadequate market positioning, diminished market share, nascent brand imagery, evolving marketing channels, and stagnation in social marketing innovation. To traverse this intricate environment, businesses must champion a forward-leaning stance, assimilate insights from seasoned brand management practices, and perpetually refine their branding techniques. This deliberate nurturing aims to bolster and expand their brand equity. In light of these observations, this paper articulates multiple strategies to amplify brand management, encompassing the amplification of consumer desires, recalibration of fashion marketing paradigms, in-depth consumer behavior insights, nuanced focus on marketing touchpoints, adoption of holistic multimedia marketing avenues, and harnessing the potential of fashion communication ecosystems. This synthesis is envisioned to serve as a compass for marketing aficionados, equipping enterprises to carve a distinctive niche in a saturated market, thereby charting a trajectory for resilient growth.

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

Research on the Marketing Strategy of Miu Miu Based on SWOT Model

The study of Miu Mius marketing strategy employs the SWOT model to conduct a comprehensive analysis of this premium fashion labels approach. The objective is to refine marketing plans by identifying the brands internal strengths and weaknesses, as well as external opportunities and threats. The SWOT analysis serves as a roadmap in the development of targeted strategies. To achieve this, the study emphasizes several key initiatives. Firstly, it suggests a strategic market expansion to address identified weaknesses. By carefully venturing into new markets, Miu Miu can capitalize on untapped opportunities and overcome its weaknesses. Additionally, the study underscores the importance of bolstering digital marketing efforts. In an era where online presence is paramount, strengthening digital marketing strategies can help the brand reach a broader audience and enhance its competitive edge. Furthermore, collaboration with key influencers and industry figures is proposed to elevate brand visibility. Miu Mius marketing strategy is strategically designed to not only preserve but also reinforce its position as a pioneering and highly sought-after premium fashion brand. This is achieved by aligning internal strengths with external opportunities while mitigating weaknesses and minimizing risks. By implementing these targeted strategies, Miu Miu is well-positioned to continue setting trends and maintaining its allure in the premium fashion market.

Unlocking the Secret of NFTs in China: The Role of NFT Characteristics in Purchase Decision Making

Non-fungible tokens (NFTs) are scarce digital assets, whose limited supply significantly affects consumers’ product perception and purchase behavior. Few studies have examined consumers’ cognitive evaluations and purchase intention towards NFTs in the context of Chinese luxury fashion brands. This paper aims to close this gap by investigating the impact of consumers’ cognitive perceptions (i.e., perceived scarcity, perceived uniqueness, and perceived value) and personality trait (i.e., need for uniqueness) on their purchase intention towards luxury fashion NFTs. The mediating effect of perceived value between perceived uniqueness and purchase intention was also tested. A total of 251 valid questionnaires were collected via purposive sampling and analyzed using partial least squares structural equation modeling. Drawing on the commodity theory, significant relationships were found between scarcity, need for uniqueness, the resulting cognitive factors (perceived uniqueness and perceived value) and purchase intention. Chinese consumers perceive the NFTs of luxury brands to be scarce and need uniqueness, which enhances their perception of uniqueness and consequently, their perception of value. Perceived value then positively affects purchase intention, which supports the mediating role of perceived value. This study validates the importance of scarcity for NFTs from luxury fashion brands in China, providing valuable references for luxury brand marketers and academicians.

Research on the Marketing Strategy of the Branch Products of Luxury Brands - Taking Maison Margiela's Perfume Product Line as an Example

As the digital age continues to evolve, the way luxury fashion brands market themselves has changed. With the traditional way of selling may not be able to target the needs of consumers in the current era well, companies need to constantly transform and upgrade their marketing strategies. Nowdays, luxury brands are shifting lots of their marketing resources from tranditional to digital communciation chnnels. Given the consumption habits of todays consumers, conventional marketing methods may not be able to meet the needs of consumers in this era as well as they should. Thus, companies needs to constanly change and upgrade their marketing stratrgies.The purpose of this research paper is to analyse the reasons behind Maison Margiela perfume products being out of the loop in the luxury industry for a period of time as well as its marketing strategy for the product creating a lesson to be learnt from other products lines of the brand. The case study analyses the product concept, product strategy, marketing strategy and online and offline placement of the Maison Margiela No.3 perfume product line, analyses the marketing approach of the No.3 product line that went out of the circle, and side by side explores the brand's insufficient operation of other product lines.

Market Analysis of Fast Fashion Brands in the Context of New Retailing: The Case of Zara (China)

The fast fashion industry is gradually recovering from the epidemics impact, while new retailing will become a new opportunity for fast fashion brands. As a leading fast fashion brand, Zara has a distinctive industrial character. This paper summarizes the current situation of Zara in the Chinese market from the data by using case study analysis, further analyse its strengths and problems, and gives solutions accordingly. It is found that Zaras hungry marketing, convenient address, and match sales have been effective, but it has also encountered many problems, for example, copyright disputes, non-durable products, environmental damage, timeliness and locality of fashion, and low marketing investment. For these issues, the article suggests piloting pop-ups, co-branding or purchasing copyrights, strengthening regulation and environmental protection, localizing products through delegation and co-creation, and providing a personalized shopping experience. If these approaches prove viable, they could be a significant reference for fast fashion brands in China.

NFTs, DIGITAL WORLDS AND BRAND PROTECTION IN FASHION: AN UK/ EUROPEAN INTELLECTUAL PROPERTY PERSPECTIVE

Two years into the metaverse utopia and with the promising launches of metaverse Fashion Weeks for two years in a row, the creative industries have not yet lost their enthusiasm for experimenting with digital worlds. In practice, brand owners ‘mint’ non-fungible tokens,or NFTs, associated with their real-world or purely digitalassetsthat most commonly enjoy intellectual property (IP) protections, such asfashion designs. Those can be sold at dedicated NFT marketplaces, but are often interoperable, or capable of being used across a number of different digital worlds. This articleendeavours to shed light into the following key question: to what extent intellectual property rights vested into real-world creations can be transposed into the digital and by extension, whether the legal protection offered can be given its full effect in a digital unregulated space, where users’ identities are anonymous or pseudonymous. By weighing the expected benefits and losses from a UK & EU intellectual property perspective, the authorquestions: Are NFTs and the metaverse more than a gimmick? And hence, is the metaverse a market worth investing for fashion brands? The articlefirst exploresthe metaverse for fashion, as well as designers’ andbrands’ activity in this novel market space, followed by an in-depth discussion on the intellectual property question posed.

Consumer Loyalty to Muslim Fashion in Encouraging Consumptive Behavior: A Phenomenological Approach of Online Muslim Fashion

Objective: The objective of this research was to investigate the loyalty of Indonesian Muslim women towards online Muslim fashion brands, specifically Dian Pelangi, Rabbani, and Zoya. It aimed to understand whether consumer loyalty had a direct impact on the consumption of Muslim fashion in Indonesia. Method: A qualitative research approach was employed, using semi-structured interviews with 30 female consumers of the mentioned brands. These consumers were categorized into three distinct groups: career women, housewives, and female college students, residing in regions with substantial Muslim clothing-wearing populations. Result: The study revealed that consumers of Dian Pelangi, Rabbani, and Zoya exhibited remarkable loyalty to these brands, lasting for over five years. Their loyalty was attributed to factors such as unique designs, comfortable materials, and affordable pricing. They also actively recommended these brands to their communities and organizations, contributing to the growth of the Muslim fashion market in Indonesia. Conclusion: In conclusion, this research demonstrates the strong consumer loyalty towards online Muslim fashion brands in Indonesia. The long-term commitment of consumers to these brands, along with their recommendations to others, has significantly influenced the popularity and growth of the Muslim fashion industry in the country.

하이패션브랜드 환경의식과 친환경 속성이 구매의도에 미치는 영향

This study aims to verify the influence of high fashion brands' environmental consciousness, understand how eco-friendly attributes affect consumers' purchase intentions, and to find out the correlation between environmental consciousness, eco-friendly attributes, and purchase intentions, which are research factors. The perception of eco-friendly products of high fashion brands was investigated for those in their 20s and 40s, and 286 out of 300 copies were selected as effective samples by conducting a self-report survey method as a research method. As a result of the study, it was confirmed that environmental consciousness, eco-friendly attributes, and purchase intention had a positive (+) effect with a correlation. This study is meaningful in applying an eco-friendly management method and providing consumer perceptions and implications to various companies that sell eco-friendly products.

Research on the Influence of Brands Endorsed by Mainland Stars on the Behavior of Local Consumers

With Chinas economic growth, domestic celebrities are increasingly visible on the international stage. Many fashion brands opt for celebrity endorsements to enhance their brand influence and awareness. Celebrity endorsement has been a common communication strategy, garnering consumer attention and elevating a brands competitiveness. It also enhances the commercial value of the endorsing star. Celebrities attract highly loyal fan bases, resulting in increased participation in endorsed brand activities. This boosts brand favorability among consumers and can convert star fans into brand loyalists, expanding international influence. However, recent negative news about celebrities has affected brand endorsements. Fans often defend their idols, which can harm the brands image. This paper addresses the following questions: 1. Is there a positive correlation between celebrity endorsements and consumer product consumption behavior? 2. Do consumers attitudes toward brands correlate with their consumption behavior? 3. Are idol-endorsed ads positively correlated with increased consumption by fans? Some brands have experienced short-term increases in awareness and sales, but whether this can be sustained requires consideration. Additionally, while most endorsements aim to boost brand awareness and sales, their impact on non-fan consumers, particularly whether such endorsements trigger aversion or resistance, merits further discussion. This study will review existing research, analyze the influence of celebrity endorsements on brands and sales trends, and examine the purchasing power of different consumer groups, including fan and non-fan segments.

Online Apparel Purchase and Responsible Consumption Among Malaysians

Customer loyalty is a critical factor for the long-term success of all businesses, especially in the Malaysian apparel industry and its growth where the competition is intense. This study addresses the growing demand for improved fashion trends and brand recognition among consumers in Malaysia, which has intensified competition in the apparel sector. The primary objective of this research is to investigate the impact of online brand image, country of origin and online customer loyalty on apparel shoppers’ loyalty. To achieve this, research framework is designed to present an in-depth understanding of identified variables towards customer loyalty. In this study, a comprehensive survey using online questionnaire for data gathering was used and 147 valid responses were obtained from Malaysian online shoppers of apparels. Data were analysed by employing multiple regression analysis. The results demonstrate that both online brand image and country of origin exert a positive influence on customer satisfaction, thereby contributing to enhanced customer loyalty within the clothing and footwear industry in Malaysia. Additionally, this research emphasizes the importance of ethical purchasing decisions when shopping online, as these decisions encourage responsible consumption and reduce environmental impact.

The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

The role of brand experience on brand equity: Mediating effect of authenticity in new luxury fashion brands

Flexing culture in the age of social media: From social recognition to self-satisfaction

In the digital age, flexing culture may have become a virtual tradition in which people display their possessions and express their conspicuous consumption behaviors on social media. Within the platform, the commodities attached to their bodies and the services they post indicate multiple meanings such as gaining social recognition, building body image, negotiating selfbranding, finding self-pleasure and self-satisfaction, demonstrating selfactualization, and gaining more financial benefits. This practice is common on social media, including YouTube, Instagram, and TikTok. This study explores flexing culture by referring to Indonesian content creators who display their extra wealth on their social media accounts. This is qualitative research with a cultural studies approach, using Jean Baudrillard's theory of consumer society and Thorstein Veblen's conspicuous consumption. The result shows that flexing culture on social media is an ideal place to express social identity by displaying luxury fashion brands and services. Flexing culture increasingly spreads and constructs a space for virtual competition. Moreover, it is becoming a strategy for the social hierarchy to fight and differentiate itself from the other classes. The social behavior of today's society shows something intended to be offensive through the manipulation of signs and symbolic values.