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- All Subjects: Sustainability
- Creators: Department of Marketing
Description
This thesis focuses on the increasing emphasis on sustainability within the fashion industry and how brands, specifically H&M, can increase their market share through updating their in-store retail strategy. Seven common retail strategies are analyzed and recommendations in each area are made to enhance H&M’s emphasis on sustainability. To support these potential recommendations, two focus groups were conducted to evaluate some potential in-store marketing elements. Upon the conclusion of the focus group research, participant’s thoughts were taken into consideration to revise the recommended retail strategies. Overall, by implementing the recommended retail marketing strategies, H&M can incorporate their Conscious line more fully within their stores and promote their new sustainable focus to further their brand in the future.
ContributorsFoley, Jacqueline (Author) / Riker, Elise (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2022-12
Description
The M&G Drive is a proposed venture project lead by Barrett seniors, Elijah Smith and Jenna Fitzgerald. This project aims to educate Arizona State University (ASU) students on the issues of food insecurity around the Phoenix valley and facilitate their involvement in helping alleviate this pressing social matter. Scientific research has shown significant inverse relationships between food insecurity and the following: mental and physical health, social skills, and academic achievement. As the largest public university in the nation, Arizona State holds a self-ascribed responsibility for the health of its communities. In order to address this issue on behalf of Arizona State and from the standpoint of college students, this proposed venture will encourage the ASU student population to reallocate their unused M&G Dollars (ASU’s on-campus currency) to go toward this cause. Rather than being absorbed back by the university system, unused M&G Dollars can instead be used to purchase non-perishables that will then be donated to the local Phoenix community in order to help fight against food insecurity.
ContributorsFitzgerald, Jenna Mary (Co-author) / Smith, Elijah (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
As I stare at my closet overflowing with a variety of beloved and colorful garments, I
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
ContributorsMickelsen, Karsten Raye (Author) / Gray, Nancy (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Where is the fashion industry at now in terms of sustainability and how is it looking to improve for the future? The fashion industry has become one of the most environmentally destructive industries in the world. Since technology has allowed brands to mass produce clothing quickly and cheaply, consumers have become accustomed to purchasing clothing much more frequently. This drastic change in consumer behavior and mass production of garments has led to an incredible amount of waste in our landfills. The current process of manufacturing clothing has pushed fashion to become the second most polluting industry in the world behind oil (McKinsey & Company, 2020). The amount of greenhouse gas emissions released and water used during the clothing manufacturing process is very high. Additionally, harmful chemicals used in the dyeing process pollute nearby water supplies and leave laborers vulnerable to dangerous toxins.
The purpose of this thesis is to assess where the fashion industry has been in terms of sustainability and how it is looking to improve in the future. I researched how fast fashion has caused harm to the environment as consumer behavior has changed, raw materials are sourced unsustainably, and manufacturing of the garments themselves create environmental issues. I also conducted an external environment analysis to assess which current trends will impact the success or failure of sustainable fashion initiatives as well as the competitors that sustainable brands face in the current market. Based on these trends, I identified the demographics that would most likely be interested in sustainable fashion. Finally, I conducted interviews with six professionals in the industry to get their insight on how the industry has changed and where it is heading in terms of sustainability.
The purpose of this thesis is to assess where the fashion industry has been in terms of sustainability and how it is looking to improve in the future. I researched how fast fashion has caused harm to the environment as consumer behavior has changed, raw materials are sourced unsustainably, and manufacturing of the garments themselves create environmental issues. I also conducted an external environment analysis to assess which current trends will impact the success or failure of sustainable fashion initiatives as well as the competitors that sustainable brands face in the current market. Based on these trends, I identified the demographics that would most likely be interested in sustainable fashion. Finally, I conducted interviews with six professionals in the industry to get their insight on how the industry has changed and where it is heading in terms of sustainability.
ContributorsMyong, Cerina (Author) / Riker, Elise (Thesis director) / Lisjak, Monika (Committee member) / Dean, W.P. Carey School of Business (Contributor, Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Trends in the beauty industry begin when large portions of the market shift to focus on a specific idea. These trends can be fleeting, or they can be permanent, but they have the ability to alter the course of the industry for decades. Every trend that comes and goes must be analyzed by brands to determine if it is worth following or if it would be more advantageous to take a different path. Some of the biggest trends in the beauty industry right now are inclusivity, sustainability, and clean beauty. I conducted a survey to determine the importance of these trends through consumers’ level of awareness and how the trends effect their purchasing decisions. I found that consumers are very aware of all three trends and that their willingness to purchase from brands that are more inclusive, sustainable, and clean is correlated with how much they are willing to spend on products from brands that follow the trends. The results from the survey suggest that there is a high demand for brands that are inclusive, sustainable, and clean. Therefore, it could be a good idea for brands to follow one or multiple of these trends and incorporate them into their marketing strategies.
ContributorsChavez, Melissa (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
As ASU students, we saw that our peers had opinions regarding sustainable issues, but did not feel like their voices were being heard by the university. We saw a space we could fill to promote engagement and let students know that they could participate in finding sustainable solutions to problems they faced around campus. This created our venture which works to promote engagement through sustainable solutions. We ran a successful competition with students and local professionals by focusing on sustainability topics students were interested in. Promoting engagement can often come across as disingenuous and thus serve the opposite effect of its function. By centering around the topic of tailored sustainability related competitions, we can direct goodwill to the organizations by harnessing the positive feelings individuals have toward sustainability topics.
ContributorsDesmond, Sarah C (Co-author) / Williams, Brock (Co-author) / Byrne, Jared (Thesis director) / Miller, Clark (Committee member) / Department of Marketing (Contributor) / Department of Finance (Contributor) / School of Life Sciences (Contributor) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This paper outlines cumulative research on food deserts in relation to college students; namely, that there are communities classified as food deserts because significant numbers of the population lack access to grocery stores selling fresh produce or other goods normally called “healthy.” These areas are often also food swamps, or areas with intense access to sugar-dense, high-fat foods. Research as a whole suggests that three considerations primarily drive food insecurity for individuals caught in these food deserts: lack of access to a personal vehicle, low income or prohibitively expensive healthy foods, and personal education or culture (Wright et al., 2016). College students both fit into the geographical food deserts and are individuals who tend to have a worrying level of food insecurity (Kim, 2018). It is costly to make adjustments to entire environments to rid communities of food desert characteristics, and it is not always potent enough to end food insecurity or malnutrition; instead, it can be much more effective to focus on individuals within communities and help push cultures into a better direction. This project demonstrates that ASU students are experiencing food dissatisfaction and are in a food desert worthy of attention and action, and that students are motivated to see a solution. The solution that the paper focuses on is a food delivery system of fresh produce and foods for students, which addresses the three drivers of individual food deserts discussed by Wright et al. (2016).
ContributorsReyes, Marina (Author) / Gailey, Timothy (Co-author) / Hailey, Lauren (Co-author) / Raghuraman, Vidya (Co-author) / Byrne, Jared (Thesis director) / Satpathy, Asish (Committee member) / Balven, Rachel (Committee member) / Barrett, The Honors College (Contributor) / The Design School (Contributor) / The Sidney Poitier New American Film School (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
Description
This thesis analyzes the process through which sustainability communication occurs between organizations and stakeholders. The lack of frameworks connecting research in the sustainability and communication fields highlights the need for a cohesive modelization of the sustainability communication process. This process forms the basis of the Action, Perception, Risk (APR) model, a framework that I have created. The APR model builds on existing sustainability and communication research to provide a practical illustration of the sustainability communication process, connecting the theoretical realm with the practitioner realm through implementable recommendations. This is achieved through a literature review and a case study of the American footwear company, Allbirds. Managerial implications are discussed and recommendations for effective sustainability communication are put forward.
ContributorsQuinney, Gwenn (Author) / Balven, Rachel (Thesis director) / Jacob, Pradeep (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
Description
Through Zero Waste at ASU, the Villas & Vista del Sol Community Compost Program (VVDS CCP) has been in operation for three years. Programs such as this one have been identified as a priority by the university due to the significance of food waste in the waste stream ASU produces and the opportunity to reduce climate impact by diverting this waste from landfill. However, the CCP has struggled to reach its participation targets throughout its time in operation and therefore ASU requires better understanding of marketing strategies that will lead to program success before investing in additional residential compost programs. This thesis addresses the fundamental question: What marketing and operational strategies are most effective within a residential composting program at Arizona State University? Using a combination of literature review, qualitative primary research, and experimentation, this thesis provides an explanation of how the university can effectively implement and grow residential composting programs.
ContributorsMiserlian, Rachel (Author) / Dooley, Kevin (Thesis director) / Jung, Kendon (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor)
Created2022-05
Description
This paper describes the process of starting a sustainable fashion business, Happy Lola Collective, with the goal of saving all clothes from ever ending up in a landfill. The Business Model Canvas was used to flesh out the original business idea, treated as a series of hypotheses which were then tested over the next nine months. Our results were broken down and used to plan future changes for Happy Lola.
ContributorsO'Connor, Erin (Author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-12