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Can fashion evoke eco-sensitivity and/or social responsibility with young-aged consumers?

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Can fashion evoke eco-sensitivity and/or social responsibility with young-aged consumers?

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Samenvatting

QUOTE “With these campaigns, we usually tried to reach the conscious parents. Although macarons is producing clothes for children between 0-8 years, they are not childish and neither is their communication. It appears logical, in as far as eco-awareness and social responsibility, which build the business’ framework, are mature and important topics. But then after a while I wondered, aren’t children also interested in the nature? Don’t they want to ‘safe the planet’ and plant a tree? Do they understand what it means if garments are eco or fair? And don’t we have to educate them now, so they can act in the future? How would a campaign change, if not the parents were to be targeted but the children?” TABLE OF CONTENTS PART I: definitions: 1) What to understand when talking about fashion. – 2) What to comprehend when talking about eco-sensitivity. -3) Who are young-aged consumers? PART II: market situation: 4) Children’s wear market. – 5) Eco fashion market. PART III: sub-questions: 6) How children choose their clothes. – 7) Marketing. – 8) The impact of fashion on the perception of being cool. PART IV: additional observations: 9) Eco typologies (The Rooted Ecos; The Urban Ecos; The Luxury Ecos). PART V: 10) conclusion. PART VI: product: 11) Strategy to make a brand the ambassador of eco-awareness to children. – 12) Four steps to become an eco-awareness ambassador.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2014
TypeBachelorscriptie
TaalEngels

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