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Asian sizing : developing an effective sizing system for global apparel companies

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Asian sizing : developing an effective sizing system for global apparel companies

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QUOTE “Global apparel brands and retailers have defined expansion strategies in the recent years to position themselves in the Asian market. Sue Jenkyn Jones says in her book on fashion design that “brands usually build up their reputation and loyal following over many years of satisfying consumer expectations of consistency, and by advertising their unique qualities.” Brands and retailer with a European background, which want to introduce themselves into the Asian market, do not have such a reputation. Their market analysis is of vital importance to ensure that investments are returned and profits are made. The thesis is based on market research to enable brands making the best sizing decisions in order to grow profitable. The main question is, if global brands need to adjust product sizing in order to satisfy the needs of the Asian consumers”. RESEARCH QUESTION How can European based brands develop an effective sizing system for Asia? TABLE OF CONTENTS 1.) Definitions: terminology; sizing process; sizing benefits. – 2. ) Opinions: industry; consumer. – 3.) Data acquisition. – 4.) Data analysis body measurements. – 5.) Size labeling. – 6.) Sizing levels.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2012
TypeBachelorscriptie
TaalEngels

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