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The effect of sales and promotions on the brand image of a fashion brand

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The effect of sales and promotions on the brand image of a fashion brand

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Samenvatting

QUOTES “Having lived half a year in both New York City and Toronto, I have barely bought anything full price whilst I was there. The reason: I know there will be some kind of sale or promotion on what I want, so I just wait for that before I buy it. But is this from the brand perspective actually a good idea to have all these discounts?” “I would like to research this through surveys on what people think of certain brands, comparing ones that do a lot of discounts and ones that don’t. Also, looking at the differences between high street and high fashion brands, as I have noticed that the expensive brands are more hesitant to use promotions.” RESEARCH QUESTION What is the effect of sales and promotions on the brand image of a fashion brand? SUB QUESTIONS 1. How often do brands use sales or promotions? 2. How do different brands use different types: promotions, sale, outlet? 3. What are the main reason brands use sales and promotions? 4. What is the difference in sales and promotions between The Netherlands, Belgium and the UK? 5. How do sales and promotions affect the price point people are willing to pay for a brand versus what the actual average price is? PRODUCT 1 How to be different (and successful!) : tips and tricks on how to become and remain relevant in the fashion world. PRODUCT 2 Success that lasts a season (if you’re lucky) : a simple guide to become just like every other fashion brand on the high street.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2016
TypeBachelor
TaalEngels

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