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Global fashion product management in a regional context : a comprehensive product merchandising approach for Nike Sportswear

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Global fashion product management in a regional context : a comprehensive product merchandising approach for Nike Sportswear

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Samenvatting

PROBLEM INTRODUCTION We have all heard about globalization. The world has become increasingly linked. According to the media, we live in one global community nowadays. The whole humanity lives in a global village. On a shopping spree along our global high street, we can find the same standardized products. The same Big Mac at McDonald’s, the same dress at H&M. We listen to the same music; watch the same films and the same advertisements. This a common consumer experience. However the world is still very diverse. - Many different cultures live in different societies with different needs. Australia and the UK might seem similar on the first view, but the countries have a reversed seasonality. China is the world’s biggest nation. More than a billion consumers live under quite different conditions than Northern Americans or Western Europeans. Even the cultural differences between consumers within Europe are rather large. Still there are many advantages of having one global branding strategy. Costs can be reduced. Consumers are not confused by different messages, while they travel. On the other hand especially the product needs in different countries are different. - RESEARCH QUESTION: What is the best product creation set up to successfully offer a fashion collection in the context of globalization?

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2009
TypeBachelor
TaalEngels

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