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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 globalization of dance offers a unique situation to encourage peace. The kinesthetic experience associated with dance builds communities and unites people without needing to share the same language or be in the same location on the planet. Dance is a vehicle to understand other cultures but how can people be given the keys? As the 2014 Circumnavigator Travel Study Grant recipient for Arizona State University (ASU), I traveled to six countries in three continents over seventy-two days conducting ethnochoreology (dance ethnography) research. Upon returning I had a passion to share my experience through dance. Therefore I organized a charity dance concert. To share my kinesthetic education from my trip I taught six high schools each a dance from the countries I visited. An additional high school, elementary school and ASU students joined the concert. The performers and audience members gained new understanding, curiosity and appreciation. The proceeds of the concert have started a new scholarship for ASU students pursuing dance or studying abroad. This journey has come full circle just like the Circumnavigator trip which began this project. Knowledge of other dances from around the world invites participants to see into the heart of the culture, creating empathy. Therefore dance can ignite peace.
ContributorsCoury, Melia Ann (Author) / Vissicaro, Pegge (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / School of Film, Dance and Theatre (Contributor)
Created2015-05
Description
This paper explores multidisciplinary curricula, services, and experiential learning in higher education on sustainability. Researchers attempt to understand sustainability as a formalized degree program, what frameworks and techniques are used to improve new disciplines, and how Arizona State University's School of Sustainability (SOS) improves sustainability education in higher learning. Secondary research includes a discussion on the history of sustainability as a discipline, the university as a social system, the role of university administration, the roles of professors and students, benchmarking and process improvement for curriculum development, and methods to bridge epistemologies in SOS. The paper presents findings from a study of the SOS undergraduate student experience that used focus groups to gather qualitative data and statistical analysis to analyze that data quantitatively. Study findings indicate that that measuring student perception of SOS's academic services, and understanding the social system of the university, helps administration, faculty, and students collaborate more effectively to enhance learning experiences.
ContributorsTom, Sharyn Paige (Author) / Haglund, LaDawn (Thesis director) / Ankeny, Casey (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2015-05
Description
College is an exciting time in a young student's life filled with many new experiences and opportunities for self-discovery. It also comes with a variety of challenges and stressors that must be traversed in a way that is healthy and beneficial for the student. During this time a variety of pressures may arise that lead to the onset of eating disorders. The purpose of this study is to discover students' awareness of the eating disorder resources available at Arizona State University (ASU) and design a series of creative documents based on the less-known resources that are available. This study used data from the ASU Wellness department, a primary research study done at ASU, as well as data from the National Eating Disorders Association (NEDA). Findings indicate that ASU is not effectively promoting its resources to students. However, by implementing the marketing strategies discussed here, it is possible to educate students and in turn introduce them to resources that could drastically improve their health.
ContributorsHilton, Caitlin M (Author) / Ostrom, Amy (Thesis director) / Fehler, Michelle (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
Luxury is a sector of all global industry that has been proven sustainable, having flourished during global economic successes and withstood hardships across numerous decades. Consumers are drawn to luxury, both the physical and perceived value that luxury products offer. Luxury champagne tastes better, luxury vehicles are higher performing and luxury fashion reflects the highest quality designs. The belief in superior product is what keeps luxury relevant. However, it is the brand identity created on behalf of the firm behind a luxury brand that remains the vital component to develop and maintain its top-tier status. Luxury fashion firms are synonymous with their brand, the persona and user experience created driving all facets of creative and business execution. While product name and perceived value are contributors to global success, the evolution and maintenance of such status relies upon the consistency of brand identity. To begin, I will identify a criterion that differentiates luxury fashion (mega-brands) from mass-market and commercial fashion, as well as outline the components that comprise a luxury brand identity. After a clear understanding of the meaning of luxury is established, I will layout the process of how a brand identity is consistently communicated through the business cycle, from the initial creation and design process to the end point of the final sale stage. To further enrich the learning established, I will apply the developed concepts in a dissection of the top five luxury fashion firms, Chanel, Dior, Louis Vuitton, Prada and Gucci. Analyzing each mega-brand, I will evaluate how the company's brand identity has evolved over the course of the firm's heritage and analyze the current brand creative direction (brand identity, ethics and aesthetics). Understanding the brand's persona and image, I will highlight the physical representation through brand codes and symbols to support the firm's positioning as a thriving luxury empire. Lastly, I will interpret the company's latest advertising campaign, deconstructing the application of brand identity as well as the contribution the campaign provides to supporting firm success. Ultimately, after gaining sufficient understanding of what a successful luxury firm is comprised of, I will identify the shortcomings identified within the last firm evaluated, Gucci. I will examine the branding failures of the current state of Gucci, analyzing what contributed to its fall from top luxury brand status. Additionally, I will provide details regarding what measures are currently being taken to regain its superior status as well as provide my own recommendation to the firm. In summation, through the process of understanding successful luxury branding practices, I hope to have enriched not only my understanding of brand identity but have gained the ability to develop my own point of view, to suggest a branding path and measures to be taken to steer Gucci back on a track.
ContributorsGil, Alexandria Southwick (Author) / Peck, Sidnee (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
GEICO Insurance offers a wide range of insurance options to consumers nationwide. The company has experienced exponential growth over the past 15 years largely due to their low rates, ease of purchase, online business model, and their industry-revolutionizing approach to advertising these competitive advantages. Operating primarily within the enormous Property and Casualty sector of the insurance industry, GEICO faces extremely high levels of competition from many well-resourced companies. The most dangerous of which have begun to respond to GEICO's humorous, charming, and often detached advertising strategy through the employment of one of two general strategies; either imitating and attempting to improve upon GEICO's brand image and advertising practices, or else attacking it, insinuating that a company with this appeal does not truly care about its customers or its services. As GEICO has already solidified their low price point and ease of purchase in the minds of consumers, a tactical shift in response to competitive actions is now optimal. To avoid being labeled as a "cut-rate" insurance provider who cares little about the safety or well-being of their clients, and provides them with low quality insurance products and services; the following integrated marketing campaign is proposed. Spearheaded by the slogan "As long as you have GEICO, Things are looking up.", this campaign will focus on raising awareness of the plethora of customer service programs and initiatives already offered by GEICO that are unknown to the general public. The humorous, lighthearted appeal will remain, but the focus on highlighting customer service benefits and the high quality associated with GEICO's product will serve to shift the public perception of GEICO. As a result of this campaign, GEICO will appeal to a broader segment of the market, retain customers for longer period of time, raise awareness of their helpful customer service products and services, and differentiate themselves from the competition.
ContributorsGood, David Gregory (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Management (Contributor)
Created2015-05
Description
The concept of constant feedback through direct access to advanced technological devices has shaped the way consumers approach shopping for desired goods. Nowadays, people want their items faster, cheaper, of higher quality, and on their schedule. Consumer preferences such as these have provided an avenue for innovative thinkers to develop new business categories through the assistance of websites and smart phone apps. An example of one of these up and coming fields is the e-grocery industry. With the swipe of a thumb, customers can order and have their groceries shipped directly to their doorstep, sometimes within hours of placing the order. As time progresses and firms learn from operating experience, culture shifts such as this shopping method may become the new norms in society. This thesis outlines a business proposal for existing retailers such as Amazon, Wal-Mart, and Target to get in front of the curve in this wave of online shopping and gain market share in this space through utilizing their current competitive advantage in logistics structures. We will attempt to encompass all aspects of the new venture by including an overview of the opportunity at hand, a census from the direct end customers providing proof of concept, methods for carrying out operational requirements, financial models forecasting future cash flows and returns on investment, established marketing materials appealing to end users, and a means to expand the outreach of the business. The end goal of this project is to provide a platform for an existing retailer to adopt into its current business structure and launch a trial run of the proposal in the near future.
ContributorsMakis, Jordan (Co-author) / Makis, Jenna (Co-author) / Eaton, John (Thesis director) / Maltz, Arnold (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
Abstract I sought out a project that would be able to intertwine the topics of business law and the business of sports. After reading and researching a few different options, one combination of law and sports that stood out to me was the frequent labor disputes between NHL owners and the players' union. The main goal of this project was to examine whether or not the lockouts that were instituted by National Hockey League owners during the labor disputes that occurred in 2004 and 2012 actually left the league with a better long term financial and social landscape. Through the examination of the stakeholders that were involved in each dispute and their resulting situations, I presented my answer to the above question. In order to properly study the overall situation, I also discussed the history of sports business, the history of the National Hockey League's business landscape, and collective bargaining in sports amongst other topics.
ContributorsNix, Eric Anthony (Author) / Eaton, John (Thesis director) / Kutz, Elana (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2015-05
Description
Utilizing an urban canopy model (UCM) developed by Zhihua Wang, Ph.D. for a research study conducted for the National Asphalt Pavement Association (NAPA), several scenarios were run in order to determine the impact on the mitigation of the urban heat island (UHI) effect. These scenarios included various roof albedo, wall albedo, ground albedo, a combination of all three albedos, roof emissivity, wall emissivity, ground emissivity, a combination of all three emissivities, and normalized building height as independent variables. Dependent variables included canyon air temperature, effective ground temperature, effective roof temperature, effective wall temperature, and sensible heat flux. It was found that emissivity does play a part in reducing the different dependent variables; however, typically emissivity values are already within a preferred range that not much can be done with them. Normalized building height has a minor impact but the impact that it does have upon the different variables is lessened with lower values of the normalized building height. Increasing the wall albedo decreased the canyon air temperature and the effective wall temperature the most compared to the other variables when considering expenses. An increase in roof albedo reduced effective roof temperature and sensible heat flux the most when taking into consideration the cost of changing the albedo of the surface. Larger values of ground albedo helped to reduce the effective ground temperature more than the other variables considered when a budget is necessary.
ContributorsHousenga, Hannah Eileen (Author) / Kaloush, Kamil (Thesis director) / Wang, Zhihua (Committee member) / Civil, Environmental and Sustainable Engineering Programs (Contributor) / Barrett, The Honors College (Contributor)
Created2015-05
Description
"The Legal Adventures of Frankie and Rosie" is a creative project that explores the nontraditional format of comics to express creative nonfiction. The project is a set of 30 independent comics that focuses on two primary college-going students who are based off of the authors. The characters, Frankie and Rosie narrate their stories through dialogue. The authors use this narrative model to archive their college experience at ASU. Representing creative nonfiction through comics yields an amalgamated format that can be challenging for both the writers to produce as well as for the readers to consume. Ultimately, the project serves as an attempt to test whether or not the comic medium can stand by itself as an appropriate format to express creative nonfictional narratives without becoming a diluted combination of its purer predecessors.
ContributorsBennewitz, Dana (Co-author) / Ray, Payel (Co-author) / Martin, Thomas (Thesis director) / Scott Lynch, Jacquelyn (Committee member) / Civil, Environmental and Sustainable Engineering Programs (Contributor) / Barrett, The Honors College (Contributor) / School of Geographical Sciences and Urban Planning (Contributor) / Electrical Engineering Program (Contributor) / School of Social Transformation (Contributor) / School of Mathematical and Statistical Sciences (Contributor)
Created2015-05