行銷硏究 : Marketing research

Luxury brands have always been fashion industry leaders, with admirable aesthetic value and innovative yet traditional business management. The brands...

Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention

Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application

This multi-level case study illustrates how corporate sustainability contributes to the low-cost business model of a Scandinavian fashion company.

Contrary to parts of the extant literature, we do not find that corporate sustainability directly adds measurable value (e.g. a better brand image); neither does it exert coercive control over critical supplier relationships. However, corporate sustainability minimizes the downside risk of the business model. It does so by (1) creating implicit contracts that reach beyond traditional ‘shareholder value’, (2) transferring risk to suppliers and (3) improving leadership by motivating management and employees, and by directing their attention to critical issues.

For companies, we offer the insight that corporate sustainability is a necessary complement to shareholder value, even if the relationship is not obvious at first sight. We also suggest that concerted actions of companies or a positive connotation of certification create effective control over suppliers. As to public policy, we conclude that regulators could introduce mandatory disclosure of suppliers to facilitate controls through stakeholders, or alternatively an industry-wide comply-or-explain code of conduct. We also address how regulators can take direct actions against countries with unsustainable labor policies. Last, we suggest future research topics, e.g. expanding the notion of a business model by interpreting ‘adding value’ as prevention of losses. Copyright © 2013 John Wiley & Sons, Ltd and ERP Environment.

The Role of Corporate Sustainability in a Low‐Cost Business Model – A Case Study in the Scandinavian Fashion Industry

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge to better understand which sources and types of knowledge are effective. Thus, the purpose of this study is as follows: (1) to examine the influence of sustainable knowledge sources on different types of sustainable knowledge; and (2) to examine the impact of these types of knowledge on sustainable consumer behavior. A total of 245 responses are collected in South Korea through an online survey for the final analysis. The proposed model and research hypotheses are tested using AMOS and SPSS programs. Resul...

Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types

Due to an increase in clothes consumption and a decrease in the trend cycle, middle-class consumers generally prefer clothes that are cheap and trendy. The share of global SPA (Specialty store retailer of Private label Apparel) brands in the world fashion market is steadily expanding. However, SPA clothes emphasize trends, resulting in disposal after a season regardless of the quality. Today, the growth of fashion waste raises serious environmental concerns. This study develops sustainable social content for fast fashion. The fast fashion industry has not yet made suitable efforts to achieve sustainability, even though serious environmental pollution is produced by fast fashion. This study investigates the possibility that fashion social content can focus on environmentally friendly products, customer service, fair employment opportunities, fair allocation of profits, diversity of quality and design, and ecosystem promotion. The study provides data to execute a new marketing strategy for sustaina...

A Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry

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Jung-Hyun Jang

Papers

A Study of a Social Content Model for Sustainable Development in the Fast Fashion Industry

A Longitudinal study on Fashion Lifestyle Variable of Global Consumer - Comparison among US, China and EU -