Nadine Walter

Rich, lavish and trendy

Purpose – The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”. Design/methodology/approach – First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conduc...

Corporate Social Responsibility in the Fashion Industry: How Eco-Innovations Can Lead to a (More) Sustainable Business Model in the Fashion Industry

This chapter uncovers the most important insights into the challenges encountered by fashion companies that want to realize eco-innovation to market a justified, sustainable brand. This chapter examines the opportunities and risks and highlights the major changes that companies should make within the fashion industry to become more sustainable. To support the main objective, an interview questionnaire was designed to compare sustainability experts’ perceptions with current fashion brand attitudes towards social responsibility. The results indicate that while the current fashion industry is taking steps to become more sustainable, this is a slow process. This delay is mainly due to a repetitive pattern: preserving the fashion industry is a vicious cycle where stakeholders do not cooperate to change. Among many others, the first challenge is for governments, businesses, and consumers to become more aware of the importance of sustainability to break the current pattern in which “fast fashion” dominates “slow fashion” and to speed up developments. Based on the interview results, recommendations are made for the fashion industry for its eco-innovation in processes and products.

eBranding im internationalen Kontext

Die Bedeutung der Marke als zentraler Wert im Unternehmen ist weiterhin ungebrochen. Die wertvollsten Marken kommen mittlerweile auf Markenwerte von bis zu 70 Mrd. US

Herausforderungen und Faktoren für erfolgreiche Neuproduktinnovationen in der Konsumgüterindustrie

, wobei Coca-Cola (70 Mrd. US

Can You Feel it? – the Effect of Brand Experience on Brand Equity

), IBM (65 Mrd. US

BRAND EXPERIENCE – HOW IT RELATES TO BRAND PERSONALITY, CONSUMER SATISFACTION AND CONSUMER LOYALTY. AN EMPIRICAL ANALYSIS OF THE ADIDAS BRAND

) und Microsoft (61 Mrd. US

How Global are Global Brands? An Empirical Brand Equity Analysis

) die wertvollsten Marken darstellen. Die am hochsten bewertete ,reine ‘ Onlinemarke ist dabei offiziell Google, die auf einen Wert von 42 Mrd. US

The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions

kommt [1]. Doch junge international tatige Technologieunternehmen haben mittlerweile traditionelle Unternehmen, was die Markenwerte anbelangt, uberholt – das Unternehmen Facebook wird aktuell mit einem Wert von 50 Mrd. US

SHOPPING ON THE GO - AN ANALYSIS OF CONSUMERS’ INTENTION TO USE M-COMMERCE IN GERMANY AND PERU

und Twitter wird mit 8–10 Mrd. US

How Global are Global Brands? An Empirical Brand Awareness and Image Analysis

veranschlagt [2]. Diese Werte verdeutlichen die Bedeutung der Marke und damit auch der erfolgreichen Markenfuhrung fur Unternehmen.