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Exploring women’s perceptions of the consumption shift towards bralettes in the Netherlands

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Exploring women’s perceptions of the consumption shift towards bralettes in the Netherlands

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ABSTRACT Throughout history, the needs of women in terms of lingerie have been known to change along with social elements of the time (van Amersvoort, 2017). Recently, it seems like a new shift has taken place in the female underwear industry: the bralette, a brassière with no wiring or padding in its construction, has been adopted by young women in the west and celebrated for its comfort and eclectic designs. Although existing reports offer extensive sales figures and trends resulting from the phenomenon, these disregard a consumer perspective on the subject. Moreover, the novel character of the bralette implies a meager body of academic journals on the topic. This research aims to take a different stand on the topic by exploring the consumer sentiment of the Dutch woman towards this new trend, using a mixed methods approach and an interpretive philosophy. The survey responses from fifty-five female participants as well as the eleven explorative interviews with Dutch lingerie consumers will allow, in addition to the grounded theory from the literature review, to understand consumer behaviour, motives, inspiration and trend diffusion in the context of this product. The thesis concludes with an article that covers highlights around the bralette consumer as well as potential implications for lingerie companies in the Netherlands. [Author provided] keywords: Bralette, Intimate Apparel, Influencer, Consumer Motives, Inspiration RESEARCH QUESTION What is the sentiment of the Dutch female consumer towards the phenomenon of bralettes in the Netherlands? SUB QUESTIONS: - What is the consumption behaviour of women in the Netherlands towards bralettes? - What are the motives behind the consumption of bralettes for these women? - Where do these women source their Inspiration from? - What made the phenomenon possible today? ARTICLE The article is based on the research. It was written as intended for the readers of fashion trade platform FashionUnited.nl

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelorscriptie
TaalEngels

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