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- Creators: Barrett, The Honors College
- Member of: Theses and Dissertations
- Status: Published
Description
Even in today's society, we are still unsure of the limitless potentials of digital media. The digital media sector has, without a doubt, increased opportunities in marketing, sales and creativity within the fashion industry. Blogging has become increasingly popular with the efforts of commercializing high fashion. Social media has also revealed new opportunities for upcoming designers to establish themselves within their target audience. The creative uses of e-commerce also show the effectiveness and infinite possibilities digital media offers. With digital media reinventing the fashion industry, we are seeing a direct correlation between the technological advancement of a brand and their market success. Simply put, digital media is the future of the fashion industry. Technological advancements like digital printing and e-commerce tools like mobile purchasing trackers are proving to be the future of the fashion industry. Predictions for digital media in the fashion industry include a more advanced method of e-commerce, the continual usage of creative digital technologies such as holograms in fashion shows, and also the seamless integration of global markets. To gain a better perspective and knowledge of the roles of digital media in the fashion industry, Calypso Lawrence, the Public Relations Manager of fashion designer, Prabal Gurung was interviewed through email. RaeAnn Lukza, the CEO and founder of online retailer, Knee Deep Denim was also interviewed to better understand the development of e-commerce and the incorporation of social media.
ContributorsNa, Jennifer (Author) / Cheong, Pauline (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05
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
As a Marketing and Business Data Analytics student, it has become increasingly apparent through coursework and professional experiences that the landscape of e-commerce and data-driven marketing is changing. Many companies flounder and are barely keeping up with the fast-developing world of e-commerce, while others are thriving and becoming “E-Commerce Giants”. What do they do that make them successful?
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
Through research from case studies and professional interviews, it can be shown that those who fail and become victim to the e-commerce giants are those who do not allocate enough budget and resources to allow e-commerce to succeed; they do not correctly utilize data throughout the creation of their e-commerce site nor their marketing, have a vast lack of knowledge, and ultimately do not adapt to trends in e-commerce.
E-commerce giants are those who lead in the world-wide e-commerce revolution. They have entered a market and have caused/are continuing to cause instability for those who have not adapted or changed. These e-commerce giants do not have to be “giant” in size; rather, they are making giant changes that allow them to be successful within the industry. They are the prime examples of how e-commerce and data-driven marketing can be successful.
My research shows in order to successfully practice e-commerce, companies must adapt the best practices shown by these giants: owning your data, developing a strong budget for data-driven marketing, investing in the technology and people needed to implement a sound strategy, training employees in basic data, utilizing data in all aspects of marketing, creating an easy online experience that using AB Testing, hosting post mortem meetings to identify successes and failures, understanding your customers, creating the appropriate customer segmentation, nixing the “one fits all” strategy, and never getting too comfortable. If a company is stagnant, they are behind.
ContributorsSirois, Natalie Rose (Author) / Giles, Charles (Thesis director) / Fette, Donald (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In 1991 after the National Science Foundation lifted the ban on commercial usage of the internet, e-commerce through online retailers has slowly been growing in sales along with e-commerce returns. As e-commerce returns increase alongside e-commerce sales, this thesis will explore what problems online retailers experience from e-commerce returns and what are some potential solutions. Building on existing work conducted by other researchers on the topic of e-commerce returns, additional interviews were conducted with Nordstrom and Big Lots to compare those findings with external research. From interviews and additional research, it is concluded that the biggest problems online retailers experience returns due to size, fit, color, and damages. Thus, it is recommended for online retailers to implement tools such as Fit Finder or incorporate more diverse models along with more detailed descriptions to alleviate returns due to sizing or fit. Furthermore, invest in providing higher quality images to better depict product coloring. As for damages, it is recommended to establish 2nd tier resale channels or a chargeback program onto 3rd party carriers to recuperate losses. Overall, further investment into reverse logistics is pertinent for an online retailer’s e-commerce strategy and operations to remain competitive against others while controlling costs.
ContributorsPat, Angelique (Author) / Oke, Adegoke (Thesis director) / Keane, Katy (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The retail industry has experienced significant change and evolution in the past decade—perhaps more than any other consumer discretionary industry in the marketplace. The rapid growth and expansion of e-commerce has been a key catalyst in driving such evolution. As consumer preferences have evolved, and their demand for convenience and expedited service has increased, e-commerce has been a become a preferred channel for making purchases. What started out as a medium for purchasing everyday goods, such as clothing, has become a vast marketplace where buyers can find just about anything they need or want online – even groceries.
ContributorsKrause, Carson L (Author) / Brian, Sadusky (Thesis director) / Rick, DeAvila (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
In the era of big data, the impact of information technologies in improving organizational performance is growing as unstructured data is increasingly important to business intelligence. Daily data gives businesses opportunities to respond to changing markets. As a result, many companies invest lots of money in big data in order to obtain adverse outcomes. In particular, analysis of commercial websites may reveal relations of different parties in digital markets that pose great value to businesses. However, complex ecommercial sites present significant challenges for primary web analysts. While some resources and tutorials of web analysis are available for studying, some learners especially entrylevel analysts still struggle with getting satisfying results. Thus, I am interested in developing a computer program in the Python programming language for investigating the relation between sellers’ listings and their seller levels in a darknet market. To investigate the relation, I couple web data retrieval techniques with doc2vec, a machine learning algorithm. This approach does not allow me to analyze the potential relation between sellers’ listings and reputations in the context of darknet markets, but assist other users of business intelligence with similar analysis of online markets. I present several conclusions found through the analysis. Key findings suggest that no relation exists between similarities of different sellers’ listings and their seller levels in rsClub Market. This study can become a great and unique example of web analysis and create potential values for modern enterprises.
ContributorsWang, Zhen (Author) / Benjamin, Victor (Thesis director) / Santanam, Raghu (Committee member) / Barrett, The Honors College (Contributor)
Created2018-05
Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Tenga is an e-commerce demo web application for students studying Distributed Software Development and Software Integration and Engineering at Arizona State University (ASU). The application, written in C#, aims to empower students to understand how complex systems are build. Complementing the two courses taught at ASU, it seeks to demonstrate how the concepts taught in the two classes can be applied to the real world. In addition to the practical software development process, Tenga also bring in the topics that students are inexperienced with such as recommendation systems and ranking algorithms. Tenga is going to be used in classrooms to help students to learn fundamental issues in Web software development and software integration and to understand tools and skill sets required to built a web application.
ContributorsKawanzaruwa, Allen Tom (Author) / Chen, Yinong (Thesis director) / Nakamura, Mutsumi (Committee member) / Computer Science and Engineering Program (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This business plan is centered around the creation of a digital marketplace that will promote small businesses and sustainable shopping habits throughout the community and beyond. Our business decisions will be guided by our vision which involves encouraging environmentally conscious shopping habits, supporting small artists, and raising money for charity without compromising quality. In addition to our focus on creating a social media-based digital marketplace, we aim to ultimately help local artists grow their businesses and further support the causes they care about.
ContributorsAukon-Page, Marina (Author) / Rael, Camdyn (Co-author) / Sturm, Justin (Co-author) / Byrne, Jared (Thesis director) / Binch, Bill (Committee member) / Patel, Manish (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
Description
This thesis paper outlines Nova-six company, an honors thesis project conducted through the Founder’s Lab program at Arizona State University. Nova-six is a multimedia company centered around the space industry. Nova-six’s mission is to ignite Generation Z’s passion for space by reimagining it through the lens of contemporary culture. To this end, Nova-six has developed its brand to be a space-themed streetwear, pop art, and entertainment venture. Through its innovative approach, Nova-six aims to transform the space industry's narrative, making it a central part of today's cultural conversations and inspiring a new generation to explore the final frontier.
ContributorsGuttilla, Joshua (Author) / Everett, Ryan (Co-author) / Gomez, Dominic (Co-author) / Kovalcik, Richard (Co-author) / Reynolds, TJ (Co-author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2024-05