QUOTES “This project started from a brand perspective after noticing that the American fashion brand Gap was not doing well. The goal of the project was to come up with a concept that would solve Gap’s problem.” “Gap originally targeted teenagers between the ages of 14-25. As the brand and product range …

QUOTES "Streetwear is a distinctive fashion style rooted in the 80s in California and drew influence from the surf, skate and hip hop scene. Its core values then, were about rebelliousness, self-expression, and breaking established rules. As its popularity propelled towards mainstream due to the rise …

QUOTE “Fashion could be a critical identifier and social informant of gender, along it has the ability to re-inform modern society to perceive the importance of gender diversity, fluidity and equality.” RESEARCH QUESTION How does fashion function for an increasing social awareness of the gender-fluid …

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 …

ABSTRACT A major marketing buzzword of the 21st century is Authenticity. Reflecting a genuine brand image has become synonymous with the brand success. Authenticity is more easily managed on a small scale so brands experiencing rapid growth often lose their authentic image upon entering the commercial …

QUOTES “The purpose of this thesis is to investigate in a recently developed communication tool called ‘influencer marketing’. More specifically, the main objective of the project is to examine the relevance of influencer marketing in the brand communication of a fashion company. As influencer marketing …

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 …

QUOTES “Een opvallend fenomeen in het wereldwijde straatbeeld is dat je steeds meer sportkleding ziet, [maar] dit gaat niet over standaard sportkleding waarin je vroeger de sportschool binnen zou lopen. Design speelt een grote rol bij het ontwerpen van deze sportkleding en activewear. Mensen willen er …

QUOTE “Gender fluid is a gender identity best described as a dynamic mix of boy and girl. A person who is gender fluid may always feel like a mix of the two traditional genders but may feel more male or female some days. Gender fluid is a category of non-binary and genderqueer, umbrella terms used to …

QUOTES “Het ouder worden van kleding staat vaak gelijk aan afval en dat is zonde. In een duurzame samenleving zou het ouder worden van kleding er juist voor moeten zorgen dat mensen het willen houden in plaats van weggooien. De gebreken die met ouderdom samengaan moeten omgezet worden in iets positiefs …