Fast Fashion Brands Research Articles

Analysis of the Online Marketing Model of Luxury Brands: Dior as an Example

With the continuous increase of China's per capita income, it has gradually transitioned from the past subsistence consumption level to the current well-off level, and the purchasing ability of consumers has gradually improved, so luxury goods in China are becoming more and more popular, making China become one of the largest consumer countries. However, due to the raging epidemic and fast fashion brands, the rapid rise of light luxury brands, and the Internet, the development of luxury goods in China is also in a dilemma. To adapt to the development of new media, luxury brands have accelerated the layout of online markets to cater to consumers' shopping habits. Therefore, the research on the online marketing model of luxury brands has particular practical significance. In this paper, Dior is the main body to analyze it. Firstly, it introduces the background and competitiveness of the target brand Dior and expounds on the current situation of luxury online marketing in China by analyzing the marketing methods of Dior in the different modes of traditional and new media. In addition, the effect of Dior in the network marketing mode is shown and evaluated. Finally, the future development prospect of the online marketing of luxury brands is put forward.

Research on the Business Model and Brand Strategy of Fast Fashion BrandsTaking ZARA as an Example

With the young people's pursuit of fashion, some successful clothing brands accurately grasp the needs of customers, enhance their brand value and create a unique business model. This paper will take fast fashion brand ZARA as an example, use literature analysis method to accurately explore its business model and brand strategy, summarize ZARA's advantages from the perspectives of ZARA's history, designer strategy, supply chain and marketing strategy, and conduct a comparative study with Uniqlo, which is also a strong fast fashion brand. Compare two brand companies in the same supply chain system of different sales models. Finally, through the analysis of the two main problems ZARA faces, the paper proposes the direction worth studying in the future, summarizes the successful experience and puts forward effective suggestions.

Brandy Melvilles Social Media Marketing Strategy-Taking Girls in Generation Z as an Example

A fast fashion brand that has become topical and popular in recent years, it must be Brandy Melville. In the era of fast fashion dying out, BM really has a big market. People never see their advertisements because they don't advertise. Brandy Melville used social media marketing strategies to successfully create concepts such as BM girl, BM style, etc. Make the brand a representative of American style clothing. Brandy Melville is especially popular among Gen Z girls. This article analyzes the success and controversy of BM's social media marketing strategy by studying the relationship between BM and z-generation girls, the BM brand's 4P marketing strategy, and the social issues brought about by the BM brand.

Analysis of the Marketing Strategy of the Zara Brand in the Era of the Digital Economy

With the continuous popularization of the Internet today, the digital economy has become the main force of national economic development, especially after the outbreak of the epidemic. People are more concentrated on online consumption, and international fast fashion brands with stores as the main sales mode have been hit hard. Therefore, digital transformation is of great significance to contemporary fast fashion consumer brands. This paper takes the marketing strategy of the internationally famous clothing brand Zara in the process of digital transformation as the research content. Based on the existing literature and data, this paper uses the SWOT model to analyze the advantages and disadvantages of its strategy. The results confirmed the vertical distribution system of brand integration and the marketing strategy of keeping up with fashion prices and close to the crowd, found problems such as low efficiency of online promotion and lack of innovation in online sales, and suggested strengthening social media marketing, improving online sales platform and other suggestions to provide effective measures for the digital transformation of fast consumer goods brands such as Zara.

Trademark Influence and Brand Experience on Consumer's Loyalty to Fast Fashion Brands

This work investigates the relationship between Brand love and Brand Experience with Brand Loyalty in fast fashion consumers in the ZMG. A quantitative instrument was built from whose answers it is intended to know if there is a positive relationship between the concepts of Love and Brand Experience and Brand Loyalty. From the results obtained, it sought to know the characteristics of the market, as well as the purchasing behavior and which of the brands studied is a favorite. The ANOVA was used to check whether the hypotheses were approved or rejected and to know the most critical consumer dimensions when developing loyalty to a fast fashion brand. The results reveal a positive relationship between the Brand Loyalty and Brand Experience and Brand Love scales. Therefore, the 2 Hypotheses presented for this study were accepted.

Shopping Experience of Indonesian Diaspora in Europe Related to Primark’s Reputation and Customer Attitude towards Unethical and Unsustainable Business Practice Brands

When Primark is alleged to be an unethical and unsustainable fashion brand after the accident in Bangladesh in 2013, we would like to know further about the public’s response as well as their attitude toward fast fashion brands selling cheap clothes, including Primark. With such a reputation, we also want to get a deeper yet broader range of understanding by conducting interview with our respondents who are Indonesian diaspora (who have been to Europe) and some European citizens. We asked them about their point of view and their experience in purchasing items both in fast fashion and sustainable fashion brands. The research method used is qualitative, with interviews as a data collection technique. The result showed that the reputation of Primark as a fast fashion brand as well as its accusation of unethical and unsustainable business practices, affect consumer behavior in purchasing fashion products. Brand reputation also has a strong connection between consumer attitude and buying decisions. Despite buying decisions with sustainable brands not yet done hugely by now, consumers have started to rethink shopping with fashion brands that practice business against the law and norms regarding society and the environment.

Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement

This study aims to examine what makes the image content of fashion brands successful on Instagram, while comparing between luxury and fast fashion brands. A quantitative analysis of a massive collection of fashion photos posted by notable luxury and fast fashion brands was therefore conducted to identify specific patterns in these images based on four important visual content variables: the use of a brand name, brand logo, text, and hashtag. This study also examined how user engagement levels vary depending on each visual content variable. This study made several interesting findings: (1) luxury brand images with logos and brand names had higher user engagement whereas fast fashion brand images did not show this same trend; (2) the size of the brand name and logo in an image was negatively related to the user engagement or had no effect, regardless of the brand category; and (3) the use of embedded text within an image positively influenced user engagement for luxury brands whereas it negatively influenced user engagement for fast fashion brands.

The Impact of Customer-Centric Sustainability on Brand Relationships

This paper contributes to the existing but scarce literature on customer-centric sustainability and measures consumers’ perceptions of fast-fashion brands regarding economic, environmental, and social sustainability. Furthermore, it aims to test the impact of each dimension of customer–brand relationships, specifically brand trust, affective brand commitment, and continuance brand commitment. A research model and nine hypotheses were tested through multiple linear regressions using a convenience sample of 228 Portuguese fast-fashion consumers. It also provides additional insights into how consumers’ perceptions of the three dimensions of sustainability might affect customer–brand relationships, namely brand trust and brand commitment. The results reveal a significant relationship between all dimensions of customer-centric sustainability and brand trust. Furthermore, economic sustainability and social sustainability were found to significantly predict effective brand commitment. Additionally, this study demonstrates that brand trust positively influences consumers’ intentions to maintain long-term relationships with fast-fashion brands. The implications of the results are discussed in detail, shedding light on the importance of incorporating customer-centric sustainability practices into brand management strategies within the fast-fashion industry. Further elaboration and discussion of the results can be found in this study.

Analyzing Sustainable Practices in Fashion Supply Chain

Fast fashion brands create high quantities of synthetic, petroleum-based garments that result in high levels of textile waste and emissions. To change the dreadful tag of hazardous production, top-notch fast fashion leaders started paying attention towards adopting sustainable practices, including sustainable supply chain management (SSCM).This paper conducts a structured review of the annual reports on the topic of energy efficiency and environmental sustainability practices adopted by fashion brands in the supply chain management context. This study tries to identify the factors and classification influencing energy efficiency and environmental sustainability initiatives that impact supply chain performance, the customer perspective and the different technologies supporting energy efficiency and sustainable practices based on the analysis of the data related to the sustainability of top fashion brands from their past five year annual reports.

The atmosfearics of scaryscapes: Retail tourism goes gothic!

In a pandemic-warped world, consumer culture is characterized by an atmosphere of fear, which is found in all sorts of unsettling spaces. This paper explores the “atmosfearic scaryscape” of a retail brand that bestrides the globe and, with the aid of a classic Gothic trope considers the fear-full, fun-filled feelings it evokes. Situated at the interface of tourism and retailing, humour and horror, darkness and light, the research focuses on a fast fashion brand that attracts consumers from far-flung places, treats them mean to keep them keen, then drives them to the depths of despair. And heights of delight.

The Impact of Fast Fashion on Marine Plastic Pollution

While widespread internet use has increased the convenience of shopping, it has also changed the shopping behavior of the public. Fast fashion is a term used to describe the mass production of cheap, trendy clothing that is designed to be worn for a short time and then disposed of. A fashion trend cycle is the period during which a trend circulates and retains popularity. In this paper, we aim to provide an overview of the phenomenon of fast fashion and its negative effect on waterways. We describe the issue in today’s society and how it contributes to the pollution of waterways during its production and daily wear. This is a global issue, but it is especially prevalent in Asia where large quantities of cheap clothing are produced. Next, we highlight how this issue has been perceived by different groups, including business communities, policy makers, and consumers. Finally, we offer two potential solutions to the issue, proposing a policy to regulate the manufacturing processes of fast fashion brands and lowering the demand for fast fashion by encouraging the public to engage in sustainable fashion.

Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication

The fashion industry has long been known as one of the most polluting industries in the world. The urgent need to improve the current critical situation has given rise to a number of global initiatives, organisations and movements that highlight and at the same time, are involved in the sustainability of the fashion industry. As pressure from consumers and businesses is constantly growing, fast fashion brands are introducing their own sustainable fashion collections which, however, are likely to deceive consumers and, when combined with green marketing, are merely used just to reach their business goals. Environmental education as a key determinant is the way to eliminate deception and properly assess messages by consumers. The main goal of the study is, through neuromarketing research, to define the impact of the studied sample of informed and uninformed consumers from Generations Y and Z when it comes to customer loyalty to the marketing communication of fast fashion brands.

State of play in Australian sustainable fashion research: Current and future directions

Australian fashion is emblematic of Global North countries with high levels of consumption and waste, dominated by high street fast fashion brands. It also has some unique characteristics as it is located in the Asia-Pacific region – the central production hub of garments – and is a leading producer of quality natural fibres such as cotton and wool. Despite this, Australia has a hollowed-out manufacturing sector that can provide minimal value add to these fibres, and little reuse, remanufacturing or recycling infrastructure for post-consumption garment waste. Ambition for change in the Australian fashion sector is rapidly accelerating with product stewardship initiatives, a modern slavery act and textile waste being designated a priority by the Commonwealth government. Both the policy and industry landscape is evolving. This article reflects on the research landscape of Australian sustainable fashion. The authors of this article draw on multi- and interdisciplinary perspectives and the UN Sustainable Development Goals (SDGs) to survey and consider the trajectory of fashion sustainability research in Australia over the past decade and to identify key strengths and gaps. This survey culminates in the development of a research agenda for the next decade to 2030.

Walk the Talk: The Boohoo Case Study

This case study of a UK-based global fast fashion brand Boohoo encourages critical exploration of a complex, ethical and reputational crisis. Taking a macromarketing perspective, the reader is encouraged to consider all of the factors, actors and relationships in the industry, society and the supply chain to appreciate the resulting ethical considerations that arise. Boohoo has been described as a successful online company that provides a wide range of products, including clothing, footwear, beauty products and accessories. However, the company came under fire in July 2020 after an exposé published in the Sunday Times, the Sunday paper of The Times, named Britain's most trusted national newspaper. The exposé published a report from an undercover investigation that revealed some unacceptable practices in relation to working conditions. The poor working conditions were worsened by the COVID-19 outbreak. As the media criticised Boohoo, the company launched an independent review which eventually confirmed the allegations and stated that the investigation's findings were “substantially true”. Written from the perspective of a PR consultancy that wants to help Boohoo restore its reputation, the case uses secondary information to thoroughly understand Boohoo's situation. The PR consultants therefore investigate the Sunday Times’ allegations, Boohoo's practices and responses to those allegations, and the company's practices from an ethical point of view. The PR consultancy also investigates the fashion industry, with a focus on fast fashion, which creates an environment where suppliers and retailers in the system try to produce products as cheaply and profitably as possible. To fully understand those affected by this exposé, those influential to the industry and those stakeholders who govern or put pressure on the industry, they consider: the people and local government of Leicester ( pronounced Lester), the supplier factories, national government websites and views of pressure groups and charities.

Comparison of Cross-Border Reverse Logistics of a Fast Fashion Brand in China

Comparison of Cross-Border Reverse Logistics of a Fast Fashion Brand in China

Complexity Analysis of Internet of Things RFID in the Management of Fast-Fashion Apparel Enterprises

Fast fashion is a clothing sales model. With people's demand for rapid updates on clothing, the fast-fashion clothing industry has emerged and developed rapidly. It has been widely operated in developing and developed countries and has been widely recognized by consumers. In order to analyze the current situation of Chinese fast-fashion industry and the differences with foreign brands, this article applies radio frequency identification (RFID) technology to the entire process of fast-fashion apparel business management. In terms of experimental methods, this study uses a combination of qualitative and quantitative methods, questionnaire surveys, and comparative analysis, and introduces the relevant theories of the clothing industry. In the experimental design, the three aspects of operating cost, implementation cost, and profitability in enterprise management are designed. The analysis part selected several major fast-fashion brands, such as Zara, Uniqlo, GAP, and Hstyle, for comparative analysis, business management analysis, product update cycle analysis, driving factor analysis, and consumer choice analysis, and other parts of the complexity analysis. With the abovementioned analysis, it concludes that consumer recognition of Chinese fast-growing fashion products is only 62%, while recognition and stability of foreign brands has reached more than 70%. In terms of consumer choice, consumers in different countries should be targeted. In this article, we carry out data collection, use RFID technology, take targeted strategic measures, and strive to realize the reform of Chinese fast-fashion clothing industry. We also provide reference for fast-fashion brands to implement RFID technology.

Indonesians’ Greenwashing Perception Towards Fast Fashion

Nowadays many people are aware of the importance of protecting the environment. The fashion industry became one of the contributors to environmental damage, especially with the emergence of fast fashion which has a shorter life cycle that leads to water pollution, carbon emission, and waste problem. The emergence of criticism makes the fast fashion industry make more eco-friendly products. Unfortunately, many big brands do greenwashing which misleads consumers with their label of “eco-friendly”. That is why this research is done to know Indonesian people greenwashing perception of one of the big fast fashion brands by looking at their gender, age, and education. Using a 5-point Likert scale questionnaire, 86 respondents were gathered. A descriptive analysis was done with the result that both gender females and males have the equal perception of greenwashing. People with the age of 22-32 and 33-40 have more positive greenwashing perception, and people with bachelor’s degree have more positive greenwashing perceptions. The research shows that Indonesian people are aware of greenwashing especially with the young people.

Measuring Consumer's Attitude Towards Fast-Fashion Brand Social Media Marketing: Case in Indonesia

Social Media existence has made the whole world change. With the massive development of social media, communication between consumers and company have transformed. Social media become the main tool for companies to get the best way to market their product and range more customers globally. Now it’s the era of social media marketing playing an important role and along with it, the attitudes of customers will affect companies through their social media usage. The purpose of this study is to measure the consumer attitudes of different groups toward social media marketing based on 5 constructs of social media marketing to find out which construct is most effective and less effective. Afterward, it can help companies to identify and evaluate which construct will strengthen to achieve the effectiveness of companies' social media marketing.

SICLOO : APLIKASI PENGELOLAAN LIMBAH FASHION BERBASIS CIRCULAR ECONOMY SEBAGAI UPAYA MENDORONG 12 SDGS RESPONISBLE, CONSUMPTION, PRODUCTION DI KOTA TASIKMALAYA

The increasing public interest in the fashion industry, also increases textile waste originating from clothing that is no longer used. The fast production carried out by fast fashion brands also adds to the environmental pollution. The use of the concept of changing clothes is an effort that can be made to overcome the problem of waste accumulation caused by fast fashion while making production in the economic flow more efficient. Based on the results of research on women aged 20-29 years in Tasikmalaya, it shows that Sicloo with circular economy concept can help women change clothes by paying low costs to buy clothes.

Design Elements That Increase the Willingness to Pay for Denim Fabric Products

This study analyzed what design elements are attractive to consumers of denim fabric products. A questionnaire survey was used to investigate the brands and design elements that consumers prefer. Subsequently, the degree to which participating consumers liked the five design elements (traditional, transformative, pattern, multi-material, and decorative designs), fast fashion brands, and luxury brands were used as explanatory variables to determine the consumers’ willingness to pay. A multiple regression analysis was performed on these variables. The results indicated that consumers who preferred traditional and transformative designs showed a positive effect on their willingness to pay for denim fabric products. Therefore, these elements could be attractive design elements that may command a high price point in new product planning proposals. Moreover, depending on the type of brand preferred by consumers, the impact of design elements on their purchase intention of denim fabric products has different consequences. This study analyzes the design elements preferred by consumers and contributes to the creation of design proposals by designers and apparel firms.