Matching Items (21)
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- All Subjects: Fashion
- Creators: Department of Marketing
Description
The purpose of this thesis is to examine the effects of digital on the fashion industry. In order to accomplish this, we must first examine the fashion industry, as well as the emerging digital space, and how these two industries are rapidly colliding. Fashion, an industry that has been around since the early 1800s in the United States (Fashion History: The American System for Fashion, 2009), is being forced to pivot, and change its traditional practices, in order to remain relevant in a world heavily influenced by the Internet and consumer preferences. The largest changes taking place within fashion include the power of various industry influencers, including designers, magazines, retailers and lifestyle bloggers, and the rise of blogging as a fashion news source. Although designers, magazines and retailers still have significant clout within the industry, bloggers are becoming a force to be reckoned with, adding a new variable to the industry.
Meanwhile, digital is still being defined, as countless people work to determine best practices and reconcile the unending amount of information available into something that can be used. Trends in digital include the concept of new media, blogging, social media and new channels of media. Overall, we are seeing a shift to user-‐ generated content, available all the time, and a proliferation of content being created and published on the Web.
Some of the ways these two industries are colliding include the rise of lifestyle bloggers, developments and usage of technology, an abundance of new e-‐commerce models, and finally, a shift in the ways consumers curate and discover products online.
Predictions for the future include a more streamlined and user-‐friendly process for search and product discovery online, increase in social commerce and personalization of products, and finally, a return to brick and mortar shopping, but with an improved, experiential model. These trends will affect industry stakeholders dramatically, and so necessary actions for these stakeholders are also discussed, such as allocating more resources to content generation and e-‐commerce, giving consumers the ability to personalize, and improving their physical shopping experiences to provide something valuable and entertaining.
Meanwhile, digital is still being defined, as countless people work to determine best practices and reconcile the unending amount of information available into something that can be used. Trends in digital include the concept of new media, blogging, social media and new channels of media. Overall, we are seeing a shift to user-‐ generated content, available all the time, and a proliferation of content being created and published on the Web.
Some of the ways these two industries are colliding include the rise of lifestyle bloggers, developments and usage of technology, an abundance of new e-‐commerce models, and finally, a shift in the ways consumers curate and discover products online.
Predictions for the future include a more streamlined and user-‐friendly process for search and product discovery online, increase in social commerce and personalization of products, and finally, a return to brick and mortar shopping, but with an improved, experiential model. These trends will affect industry stakeholders dramatically, and so necessary actions for these stakeholders are also discussed, such as allocating more resources to content generation and e-‐commerce, giving consumers the ability to personalize, and improving their physical shopping experiences to provide something valuable and entertaining.
ContributorsLose', Jenna Elizabeth (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Boonlorn, Jennifer (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05
Description
This paper outlines the process of designing, creating, and implementing a supply chain management outreach program to benefit high schools students in areas surrounding Intel campuses. The program—which spreads awareness of supply chain management and STEM (Science, Technology, Engineering, Math) and how they work together in businesses today—was created and tested by me, with the help of the following committee members: James Kellso – Director, Cheryl Dalsin – 2nd Reader, and Jack Berg – 3rd Reader. The end goal is for this program to become sustainable, and for it to spread as far and wide as possible. Supply chain management and STEM are becoming crucial to understand in businesses today and will only become more imperative in future years.
Keywords: supply chain management (SCM), Science Technology Engineering Math (STEM)
Keywords: supply chain management (SCM), Science Technology Engineering Math (STEM)
ContributorsHughes, Kelsey Ellen (Author) / Kellso, James (Thesis director) / Dalsin, Cheryl (Committee member) / Berg, Jack (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
This paper is rooted in the field of business, with an emphasis on entrepreneurship in the fashion industry. The questions we tried to answer were the following: What are factors of success for current fashion brands? What is important to our target market when shopping? How can we deliver these attributes to our target market? How can we use our findings to create a fashion brand? First, we conducted in-depth external analysis about existing retailers including, Forever 21, Zara and Brandy Melville. After doing so, we created brand molecules and learned about other people's perceptions in relation to these existing brands. Next, using our own qualitative and quantitative research, we sought to understand the many gaps in the overall shopping experience for college students and young working professionals. Our research revealed many common themes and trends that we will integrate into our proposed business plan in efforts to fill the gaps. Through our data analysis, common trends included how our demographic learns about new fashion trends, statement pieces versus mix-and-match basics, online shopping versus in-store shopping, price sensitivity of our target market, and lastly, the quality of customer service and the store's return policy. After our extensive research and data analysis, we began to construct our brand. We propose a new business model that targets our fashion-forward consumer with a memorable shopping experience that delivers high-quality and trendiness to their wardrobe. Using the elements and trends we identified, combined with our own vision, we combined them into one brand, The Capsule Collection. ur brand will feature high-quality, reasonably priced basics ranging from everyday casual to business casual. We will have store locations in cities where there are many young working professionals, and target them through social media advertising. Our store will feature an open layout with clean and minimalistic displays, keeping everything in neutral tones and accented with plants. The goal of The Capsule Collection is to make shopping as easy and exciting as possible, and focus entirely on the customer's experience.
ContributorsMeyyappan, Rathna (Co-author) / Aggarwal, Payal (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Streetwear is a category of fashion that has evolved from being a niche style of dress influenced by American counter cultures, into a formidable industry. Over time, Streetwear has become a culture in itself whose members are critical of inauthentic brands and commercialization. Streetwear brands have the need to be perceived as authentic, exclusive, and being connected to celebrity to survive in the industry long-term. Additionally, as the industry grows larger, the marketplace has become increasingly saturated. This can be attributed to how easy it is to create a fledgling streetwear brand due to advances in garment production technology and streetwear's roots in low-cost clothing. Streetwear brands need to differentiate themselves in an effective manner to stand out to consumers in the saturated streetwear market. Primary research conducted via a survey administered to streetwear consumers was done to learn more about the effectiveness of popular tactics and marketplace events streetwear brands use to differentiate themselves. Secondary research was done in literature on the topics of creativity and energized differentiation. Research by Gerzema and Lebar presented in their book The Brand Bubble on the topic of energized differentiation is reviewed and applied to streetwear brands. This thesis will discuss the key elements brands need to have to be successful in the streetwear industry. Along with this, it will also look at the effectiveness of specific tactics bands can execute to effectively differentiate themselves in the saturated industry and the important role creativity plays in their success.
ContributorsGriblin, Austin W. (Author) / Ostrom, Amy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
A desk provides an interesting forum between two people. The first party sits behind the desk while the second approaches with a question. The desk presents itself as a stage for the drama of that conversation to take place; as all furniture and property do, we naturally make assumptions about the owner based on the things they possess. Just as a Ferrari says one thing while a truck says something different, our furniture conveys a similar sensation. The desk is special because it acts as a stage - it can create a very subtle first impression of the person who owns it. The question then becomes, "what should I try to convey through the desk I sat behind?". If someone walked into my office and looked strictly at my desk, what impression would I want to give them about who I am as an individual? I conjunction with this question about the design of the desk itself comes to another question about the materials used. This thesis goes into the symbolic nature of wood in modern and ancient times across cultures, explores wood in modern construction today and explores the source of the wood used in this specific project through a supplier analysis of Porter Barn Wood. Porter Barn Wood is a local Phoenix company that specializes in reclaimed barn wood delivered from the east coast. Determining the story of how the wood got to Phoenix and to the company that made it possible was just as important to the story of the desk as the wood itself. Overall, this project explored my ability to construct a desk and build a story around that piece of art while maintaining a business mindset throughout. It was eye-opening to me and I would encourage you to read further!
ContributorsDuran, Alejandro Michael (Author) / Vitikas, Stanely (Thesis director) / Fleming, David (Committee member) / Economics Program in CLAS (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis explores the current relationship between high fashion and the advancements and changes in technology that have catapulted the industry into a potentially dangerous level. It is simple for one to identify fashion as a booming industry; however, upon further inquiry, it becomes clear that the pace of the fashion industry is unsustainable as the demands and expectations that the current consumer has for high fashion brands grow unproportional with the standard rate of the industry. In 2016, the fashion industry reached $2.4 trillion in total value, placing it as the seventh largest economy in the world (Amed, 2016), but these numbers are as fickle as a fashion trend. The fear and talk of the current state of fashion is that this will stagnate and even drop off, due to multiple factors. The shift to the "see now/buy now" platform (CFDA, 2016), a marked reliance on social media "influencers" in order to determine success (Friedman, 2016), and the commercialization of creative directors attributing to the high turnover rate at brands (Prigent, 2016) may lead one to conclude the technology is positively affecting the fashion industry. However, these factors ought lead one to conclude that high fashion is moving at an unsustainable pace, one which will result in long-term detriments to the seemingly unshakable industry and remove high fashion off its current pedestal. Over the past few years, a larger consumer base motivated growth in sales numbers, but in 2016, sales growth was at 2-3% with predictions of stagnation to come for the upcoming years (Amed, 2016). This thesis will look at if the high fashion industry itself has become "trendy" and where the current peak of the industry will lead for the future.
ContributorsGur-Arie, Hannah Esther (Author) / Gray, Nancy (Thesis director) / Ostrom, Amy (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The magazine industry plays an important role in shaping how women speak, act, and perceive themselves and others. This industry presents pleasure, consumerism, and a cult of femininity to its largely female readers. The purpose of the literature review was to understand the culture of women's magazines and find a method of examination that would fit best with the intent of this thesis project. Based on this research, the project involved reconstructing a series of Glamour magazine articles from a feminist perspective. This study looked at the degree to which Glamour's editorial content and graphics matched its editorial policy. By researching previous studies of women's magazines, the literature review guided the reframing of Glamour articles from a feminist perspective. Most of the studies reviewed were written in the 1970s, 1980s and 1990s, when the radical feminist movement was at its peak. Since then, few analyses have been made on the topic of feminism and women's magazines. This project offered an update on that research by looking at current women's magazines and evaluating if their content/graphics have improved over the last thirty years. Twelve Glamour magazine articles over a three-year period, 2012 to 2014, were selected at random to rewrite. By reconstructing the editorial content and graphics from the selected articles, this study hoped to create a more positive and beneficial magazine for women free of gender stereotypes. Rather than produce a magazine that criticizes women, the reconstructed version of Glamour included a voice that made women feel accepted. This required removing language that reinforced negative gender stereotypes and content that urged women to be perfect, please men, look a certain way, and more. This study found that Glamour is actually a lot closer to representing this gender-neutral magazine ideal than previously thought and creating a gender-neutral magazine is possible with thoughtful editing.
ContributorsAffelt, Stacia Emily (Author) / Barrett, Marianne (Thesis director) / Hawken-Collins, Denise (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12
Description
This thesis analyzes identity construction through street style fashion in the city. The focus of this project is Roosevelt Row, the artists' district in Downtown Phoenix. The goal of this project is to compare Roosevelt Row's marketing image with the fashion seen on the streets and at events in the area. The creative project involved the creation of an iPad publication displaying the street style fashions seen on Roosevelt Row. This project aims to analyze if the street style fashion seen on Roosevelt Row reflects the marketing image of the area.
ContributorsKraus, Tamara Renee (Author) / Barrett, Marianne (Thesis director) / Gilpin, Dawn (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-12
Description
The Internet of Things (IoT) refers to the system of 'smart' inter-connected networked devices that contain sensors to communicate information to the Internet. Due to the complex and intricate nature of IoT technologies, in addition to the many applications of IoT, the IoT has the potential to revolutionize how we interact and work every day. The information gathered through IoT is aggregated and can be used to improve business decision making, as well as contribute to a greater society. IoT spans various market sectors including retail, energy, and transportation. IoT can also be used to improve efficiencies within the supply chain. By increasing the transparency of items in-transit, in addition to providing greater visibility about inventory usage and consumer consumption habits, there are many implications of IoT that can be utilized to transform logistical processes. While some literature exists that discusses the impact of the IoT on the supply chain, the findings are limited in size and scope and tend to focus on particular implementations of IoT technologies. Further research is necessary to evaluate the impact of IoT to advance supply chain best practices and to understand the potential implications of the IoT in improving supply chain planning and distribution. This thesis aims to address this gap in the literature. By focusing on supply chain management, the thesis will look at the context in which the IoT operates, the market and implications of IoT devices, current logistics processes, the capabilities of IoT, as well as the potential problems and weaknesses with the implementation of the IoT.
ContributorsBentley, Garrett Burton (Author) / Rabinovich, Elliot (Thesis director) / Kellso, James (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study aims to find measurable approaches to achieve sustainable closed-loop supply chain. The proposed methodology here was initiated with my experience that was gained through InnovationSpace Program. InnovationSpace Program is a year-long multidisciplinary product-design and development program hosted by Arizona State University that aims to tackle societal problems. Inspired by the Design Thinking framework, I found out that much more effort would need to be done from the beginning stage of product design in order to achieve real and cohesive improvement in industries today. Thinking about the concepts of reverse logistics within supply chain and the planned obsolescence during the product design stage, I would like to come out some more efficient and measurable long-term supply chain planning for the industries, regarding its different production lines and the properties of its products.
Through the process of writing the sustainability report for InnovationSpace program, I had gained deeper understanding about applying sustainability concept into daily business procedures. As supply chain is defined as the oversight over materials, services, information and finances flowed within and among companies and industries, the new innovative supply chain management can be better adjusted according to the concern of any sustainable impact to all the stakeholders and communities. After gathering the information from industries and listening to the suggestions from academic insights, I then finalized the proposed innovative sustainability strategy for the supply chain management nowadays and I called it as Diamond Index.
Diamond Index=Avg(Environmental Stewardship+Social Responsibility +Economic Impact)^(Innovation Index)
Economic Impact (Econ)∈ [0, 10] Social Responsibility (Soc)∈[0, 10]
Environmental Stewardship (Env) ∈ [0, 10] Innovation ∈ [0, 1]
Through the process of writing the sustainability report for InnovationSpace program, I had gained deeper understanding about applying sustainability concept into daily business procedures. As supply chain is defined as the oversight over materials, services, information and finances flowed within and among companies and industries, the new innovative supply chain management can be better adjusted according to the concern of any sustainable impact to all the stakeholders and communities. After gathering the information from industries and listening to the suggestions from academic insights, I then finalized the proposed innovative sustainability strategy for the supply chain management nowadays and I called it as Diamond Index.
Diamond Index=Avg(Environmental Stewardship+Social Responsibility +Economic Impact)^(Innovation Index)
Economic Impact (Econ)∈ [0, 10] Social Responsibility (Soc)∈[0, 10]
Environmental Stewardship (Env) ∈ [0, 10] Innovation ∈ [0, 1]
ContributorsQiang, Rubing (Author) / Boradkar, Prasad (Thesis director) / Peck, Sidnee (Committee member) / Department of Supply Chain Management (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12