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Tattoo tribes in fashion : how brands can use insights of contemporary tattoo neo tribes in order to address a new target group

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Tattoo tribes in fashion : how brands can use insights of contemporary tattoo neo tribes in order to address a new target group

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QUOTE: “The aim of this paper is to provide an in-depth analysis [of] the tattoo movement and pointing out its market potential as well as researching different types of tattooed people and the way they dress as well as the values, rituals and preferences they share. Analyzing neo tribes within the tattoo scene shall help brands to specifically address and attract a particular consumer tribe. The gained knowledge of this paper shall be the starting point for a new fashion brand to emerge or help existing brands to become the choice of a particular neo tribe and to adjust to tribal movements.” RESEARCH QUESTION How can brands use insights of contemporary tattoo neo tribes in order to address a new target group? – SUBQUESTIONS: - From where and when did the art of tattooing enter contemporary society? - Why do people have tattoos and what do tattoos mean to them? - How did the relation between tattoos and fashion develop during the last decades and how is that translated in nowadays trends? - How much potential do tattoo neo tribes offer considering the market share? - What is a consumer tribe? - What does tribalization mean for the fashion industry? - -What kind of neo tribes in the tattoo scene are around and what makes one belong to a particular tribe? - How can brands address a particular tattoo neo tribe?

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

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