Browsing by Subject "Fashion industry"
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Item Restricted An analysis of influencers in the fashion industry in times of the corona pandemic(2020) Sivrikaya, Elif; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments."Item Restricted Influence of social media in online fashion platforms (with a focus on ASOS)(2019) Pinto, Eduardo; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"Nowadays, social media is not only used by people, but also by business who attempt to make use of these platforms as an alternative way to display and sell their products and services, at the same time they connect with their customers. It has become a fundamental part in any business ́ digital marketing strategy. The main objective of this research is to identify the role that social media plays for online fashion platforms (ecommerce), focusing on ASOS. Trying to understand and dissect how this company uses its social media outlets to communicate successfully, focusing on its three main social networks which correspond to Facebook, Instagram and Twitter. In which their content will be extracted and analysed to draw conclusions and provide a general idea on how this kind of businesses should be using these platforms. Keywords: Social media; Ecommerce; Communication; Digital Marketing Strategy."Item Restricted The development of marketing communication in the social media world : a closer look into the fashion industry's social media strategy(2019) Miranda, Amanda G. de; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper intends to explore the mechanisms in the human psyche, which are responsible for shaping decisions regarding purchasing behavior. The study focuses on the marketing communication tools responsible for directing consumers towards choosing a specific product or service, as well as analyzing how these strategies operate. A special outlook on the fashion industry's marketing strategies will presented to further solidify the research on the marketing tools explored throughout the paper. The analysis concerning the fashion industry strategies will be presented through the lens of fast-fashion and premium fashion products and how each sector's strategies and their characteristics shape consumer choices in a social media setting."Item Restricted The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara(2020) Saybak, Cansu; Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis declares to cover the topic: 'the role of sustainability in purchasing decisions of young consumers in the fashion industry'. It aspires to have an unconventional and alternative informational source of H&M and Zara in connection to young consumers' decision-making processes. Being and behaving sustainable or unsustainable has an important impact on the environment. Variations of internal and external factors affect young consumers' purchasing decisions which have both positive and negative outcomes. A better awareness of the definition of sustainability can serve to influence different companies, consumers, and governments to conform to more positive social and environmental behaviours. Data was collected by published and unpublished raw sources. Keywords: Young Consumers, Decision-Making Process, H&M and Zara, Sustainability, Business Behaviour, Fast Fashion, Fair Fashion."Item Restricted Under the influence of #sponsored : the development of advertising to influencer marketing in regard to how this particular method is engaging targeted audiences in today's digital world(2019) Humphries, Georgia Mae; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper highlights the necessity for fashion and lifestyle brands to adopt the modern digital world of marketing, including one of the forefront methods, influencer marketing. Beginning with an overview of the development advertising has seen to reach the point where influencer marketing has become one of the most effective ways to promote products and services to a targeted audience, the paper illustrates why brands should be engaging and investing in campaigns. The different forms of campaigns are then discussed with insights as to which are most beneficial for various business scenarios, followed by the four 4 M's of influencer marketing, offering a structure for companies to achieve optimum results. Common issues are brought up for which solutions are then provided later in the paper. Methodology subsequently covers strategies surrounding data collection and considerations. The results of the study are observed and reflected upon with critical analysis of the topic in the discussion section, which concludes the paper answering the question as to how this method is beneficial to brands wishing to directly engage their audience."