De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

Vlisco Collage : bettering the brand image by distancing Vlisco from cultural appropriation

Rechten:

Vlisco Collage : bettering the brand image by distancing Vlisco from cultural appropriation

Rechten:

Samenvatting

QUOTES “Wanneer is iets Nederlands? Wanneer is iets Afrikaans? En belangrijker hoe kan je een onderdeel uit maken van beide culturen zonder een van de twee ondergeschikt te stellen?” “Vlisco has been designing and manufacturing distinctive fabrics loved by African women since 1846.The specially crafted fabrics – Wax Hollandais, Super-Wax and Java – continue to be made with time honored methods and materials in Helmond, the Netherlands.” “However, Vlisco’s sales are de¬creasing because of the com¬petition coming up from Chi¬na. The Chinese fabrics are not as qualitatively good, but definitely cheaper. An immense opportunity for these new Chinese brands as the big group of young Africans is not willing to pay as much for Vlis¬co fabrics as their parents did. The group of loyal women is declining, and the youth is not as interested in Vlisco prints.” “The changed market leads to changes in the target group. The new target group is young, creative and has a dual cultural identity. They know Vlisco from their family in Central and West Africa, but are unable to connect with the brand themselves. They are cri¬tical towards the brand and the image Vlisco displays of Africa.” “In order to create an opportunity for Vlisco in the Dutch fashion market the first problem to tackle is their negative image based on the brands connection to cultural appropriation.” 1) Be aware of the critique 2) Give critics a voice 3) Listen to this voice 4) Actively act on the expressed critique

Toon meer
OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

Op de HBO Kennisbank vind je publicaties van 26 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk