Purpose
This paper aims to increase the understanding of luxury brands’ branded content strategies concerning follower's engagement generated or not by happiness and well-being feelings spread in ...their branded content.
Design/methodology/approach
This study sample was composed of three of the most relevant luxury brands nowadays: Manolo Blahnik, Loewe, y Balenciaga. To address this research, an exploratory-correlational quantitative methodology was chosen; hypotheses were contrasted using ANOVA analysis with the SPSS software. Although the study can be considered quantitative, the first step of qualitative analysis was applied for content analysis with NVivo QSR software, categorizing all posts (N = 192) into three categories.
Findings
The dissemination of branded content and corporate social responsibility, despite being different in each case, show in general an interaction and affective commitment with their stakeholders. In the specific case of Manolo Blahnik and Loewe, they have prioritized their content, in the context of the pandemic, in posts related to social welfare, happiness, mental and physical health care. There are significant differences in the interaction with their audience, which respond very favorably to both “Happiness” and “Health and safety” content.
Originality/value
This study reveals how corporate social responsibility can be achieved using efficient communications in social networks. In this way, the perception of the image of the sector and the reputation can be improved – both sectoral and organizational – which unquestionably translates into economic gains for the brands.
Although the accumulation of post-consumer textile waste represents a serious environmental problem, the commercial potential of recycling this waste in the US is less established. The purpose of ...this research is to investigate the business case for using this waste as an input to textile-to-textile recycling. This research has three main objectives: explore the dynamics between post-consumer waste traders and recyclers; investigate challenges to faster scaling of textile waste feedstocks and the processing of this waste into new fibers; and provide theoretical and practical foundations for effective interventions in this area. The study employs a grounded theory approach. Semi-structured interviews were conducted with eleven senior representatives from textile sorting and fiber recycling organizations with operations in the US. The results reveal that the primary barriers to progress are commercial in nature. There is no financial incentive to take actions needed to reduce environmental impact. As proposed, an expansion of market partnerships to broaden target feedstocks could allow the mounting waste problem to be meaningfully addressed. However, it is still unclear how infrastructure development in the US will be financed or conducted to address the identified barriers. Meanwhile, accumulation of textile waste in US landfills shows no signs of slowing down.
La forma en la que las personas consumen se ha transformado a medida que sus preocupaciones y deseos lo han hecho. La moda no ha sido ajena a ello. La afectación del medio ambiente llevó a las marcas ...de moda a responder, con ayuda del marketing verde y por medio de las diferentes manifestaciones de la moda sostenible, a la demanda de acción por parte de los consumidores. Para realizar esta investigación, fue necesario el diseño de un instrumento de análisis de contenido en el que se midiera el accionar y la comunicación de las marcas frente a la sostenibilidad medioambiental. Estas marcas fueron escogidas a partir de la clasificación de las siete categorías de moda sostenible de la consultora Green Strategy. En los resultados fue evidente que entre las marcas hay desconocimiento al definir claramente conceptos como responsabilidad social y moda sostenible. Eso ha permitido que algunas marcas puedan adjudicarse etiquetas que no les pertenecen, desinformando a sus consumidores, y que otras pierdan la oportunidad de afianzar las relaciones con sus consumidores actuales, o incluso captar nuevos. Además, se encontró que las marcas aún tienen muchas acciones de sostenibilidad medioambiental por explorar.
Purpose
In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media ...marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty.
Design/methodology/approach
A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis.
Findings
The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups.
Research limitations/implications
This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged in social media environment, the results may not be representative of the entire population and the findings may be cautiously generalized to other platform types or product categories.
Originality/value
By offering a new understanding of perceived SMM in different age groups on Instagram platform, this study contributes to the literature by identifying the types of social media activities that engage different age groups on social media networks.
The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand ...experience, brand authenticity, and brand equity, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self-administrative questionnaire, and the number of participants was 411 customers of new luxury fashion brands. Partial-least squares structural equation modeling (SmartPLS software, version 4) is used to evaluate the proposed model. The findings indicate that, with the exception of affective experience, all brand experience dimensions have a direct and indirect impact on brand equity dimensions, considering that brand authenticity is a fully mediating factor. The research results provide valuable advice to help brand managers engage more in practices that enhance brand equity by building memorable and pleasant brand experiences, leading to improved brand authenticity.
Communication activities in social media have a direct impact on shaping consumer behavior, in particular among the youngest group of consumers — Generation Z. This paper analyzes young Polish ...consumers’ interactions with fast-fashion brands on social networking platforms, focusing on their motives for engaging with fashion brands’ communication activities on such social media platforms as Facebook, Instagram, Pinterest and YouTube. It presents the empirical findings of a quantitative, pencil-and-paper questionnaire survey carried out among a representative sample of 1000 high-school and university students (representatives of Generation Z) in Poznań, Poland, regarding their perceptions of the profiles of fast-fashion clothing brands on selected social media sites. Principle Component Analysis was used to identify the critical factors determining the involvement of Polish Generation Z representatives in clothing brand profiles (active involvement in the clothing brand profile, observation for measurable benefits and brand loyalty), the main assumptions held by survey participants regarding the clothing brands’ motives for being present and active on social media platforms (image/sales goals and cognitive goals) and two groups of the “best” social media activities conducted by clothing brands (entertainment activities and information activities).
Although technology has long been integral to the fashion system, executives from both Uniqlo and Allbirds are placing a renewed emphasis on it. In press interviews, company leaders argued that the ...clothing and shoemaker, respectively, are not fashion brands, but "technology" firms and their true competitors are the likes of Apple. Understanding that both fashion and branding are created from public discourse, this paper takes a critical discourse approach to the statements by executives, their related press coverage and their brand messaging. The paper argues that such statements discursively set the brands' products outside of the fashion system and create their own sense of temporality. However, such statements play into contemporary discourse structures that prioritize technology as a "serious" endeavor, while concurrently degrading the associations with fashion and personal appearance. Moreover, this paper suggests that the use of framing within fashion discourses might be a productive future research endeavor.
The reach of internet technology and social media has opened abundance of opportunities for marketers as well as for consumers across the globe. To anticipate future purchase behavior of consumers, ...marketers are not leaving any stone unturned. The main objective of this study is to investigate the direct and indirect impacts of social media marketing activities (entertainment, customization, interaction, word of mouth, and trend) on consumers' purchase intentions in luxury fashion brands. This study employed higher order Structural Equation Modeling to test the study model with (n = 243) sample data. We found positive significant impacts of social media marketing and customer relationships on consumers' purchase intentions. In addition, our study model confirmed full mediation of customer relationships in the relationship between social media marketing and consumers' purchase intentions. Based on our research findings, we strongly recommend that marketers of luxury fashion brands engage in social media marketing activities to provide value to customers.
Purpose
The purpose of this paper is to develop a novel research model to examine the relationship among information sharing (IS), supply chain integration (SCI), operational performance (OP) and ...business performance (BP) in the fashion supply chains.
Design/methodology/approach
A survey of 247 executives from Chinese fashion brand firms was conducted and the data were analyzed to investigate how IS affects the organizational BP. Structural equation modeling (SEM) was applied to study the relationship among IS, SCI, OP and BP.
Findings
The empirical research results indicate that IS is critical to enhance the SCI and OP, and both SCI and OP exert mediating effects on BP of fashion brands. This result also reveals constructive suggestions that allow fashion brands to strengthen their SCI and OP, as well as BP.
Research limitations/implications
Multiple data sources were applied to develop the sampling frame, and respondents were selected (according to their experience and position) to ensure they had the knowledge and expertise to provide valid response. However, this could not guarantee the adequacy of the sample. This limitation is compounded by the reliance on a simple respondent per firm, which precludes testing for inter-rater reliability.
Practical implications
The empirical findings provide an enhanced understanding of the relationship among IS, SCI, OP and BP in Chinese fashion brand settings. The research results will help fashion brands to improve supply chain efficiency and enhance company performance.
Originality/value
Although previous studies have realized that the value of IS varies in different industries, few have specifically explored the impact on the fashion industry characterized by short life cycles, high volatility, low predictability and high impulse purchasing. To fill this knowledge gap, the present study employed a questionnaire survey and SEM techniques to explore the relationship among IS, SCI, OP and BP in the fashion supply chain. Comprehending the impact mechanism of IS on organizational performance can provide useful management insights into the development of effective strategies that allow enterprise to improve BP.
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