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What is the social interaction dynamic between consumers and fashion brands?

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What is the social interaction dynamic between consumers and fashion brands?

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QUOTES “The effect of influencer marketing on consumers’ purchasing decisions fascinates me. As fashion is a luxury good, lately marketeers desperately attempted to generate a loyal customer in the fast changing environment. Fashion brands are reaching for the last straw by overwhelming the market with brand ambassadors and co-created consumer friendly products. In a world where long lived social constructs are questioned, is that actually what consumers want?” “In this [research] paper I will first discuss the sociological views on tribalism in fashion marketing and will then present a case study about Patta, the Amsterdam based fashion brand, in order for brands to explore how to activate their tribe.” “Neo-tribes are communities that for example have similar aesthetics and share the same language or argot.” RESEARCH QUESTION What is the social interaction dynamic between consumers and fashion brands? SUB QUESTION 1) What are the social dynamics of interaction between a brand and consumers? 2) What are neo-tribes? 3) Is there neo-tribalism in the fashion industry? 4) How do brands react to neo-tribes and what are economic implications? 5) What are the advantages for a brand of reaching out to a neo-tribe or brand community? 6) Does fandom behavior play a role for neo-tribes? BRAND GUIDE BOOK Title: ‘How to activate your brand community’ Table of Contents: 1. Introduction. – 2. What is neo-tribalism? – 3. Advantages of a brand community. – 4. Activation test. – 5. Strategies. – 6. 10 steps to activate your brand community. – 7. Conclusion

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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