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An exploration for the positioning strategy of heritage brands in the fast-fashion market : viewed from the apparel consumer’s behavior

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An exploration for the positioning strategy of heritage brands in the fast-fashion market : viewed from the apparel consumer’s behavior

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Samenvatting

This research takes the perspective of ‘heritage brands’ in the slow-fashion and luxury segment. The term heritage brand refers to brands that are known for their long or impressive history. Whereas slow-fashion brands are known for higher quality, craftsmanship, premium prices and exclusivity, fast-fashion brands are not. Nevertheless fast- fashion is said to have changed the consumers’ decision process. How can ‘heritage brands’ cope with that? - RESEARCH QUESTION: Which steps should heritage brands take to change their positioning in the current fast fashion environment in order to cope with the changed consumer buying behavior in the 21st century? - HYPOTHESES: I. Consumer groups cannot be defined in demographic target groups anymore. - II. Consumer’s preferences changed from investing in quality to purchasing more temporary products unless the product is truly special. - III. The consumer is confused by the sub-brands housed within heritage brands. - IV. Heritage brands focus too much on keeping up with fast fashion brands instead of creating a competitive advantage based on their heritage.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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