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Tytuł:
Copyright – an Ally for Fashion in the Intellectual Property Rights System?
Autorzy:
Jankowska, Marlena
Powiązania:
https://bibliotekanauki.pl/articles/2172252.pdf
Data publikacji:
2020-12-16
Wydawca:
Polska Akademia Nauk. Instytut Nauk Prawnych PAN
Tematy:
fashion law
copyrightability
fast fashion
fashion design
Opis:
In the Internet society, we are accustomed to the originators of creative works asserting strong protection of their output. Similarly, we witness extremely casual appropriation of works that is easier than ever to discover. Fashion products are an interesting case in this regard – through the relatively short history of the industry, protection of works has tended to be quite loose. Until recently, the consequences of copying in the fashion sector were not particularly serious, but the emergence of the connected society and the increased speed and scale of this copying threaten to cause more noticeable damage. The awareness that new threats call for a more serious approach to protection of creations requires examination of how and whether the familiar principles of copyright law can be applied to fashion designs and products, and to what extent. This paper outlines the background to such protections in the fashion industry, including examples of both strong and relaxed approaches by industry players. There is a brief presentation of case law that demonstrates how copyright principles can be applied to fashion, while also noting the role of society in applying the norms that determine the extent to which laws, once written, can actually be applied.
Źródło:
Contemporary Central and East European Law; 2019, 1 (133); 64-74
0070-7325
Pojawia się w:
Contemporary Central and East European Law
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Issues of Fashion Brand Equity in a Circular Economy
Autorzy:
Bieńkowska, Jolanta
Powiązania:
https://bibliotekanauki.pl/articles/16728998.pdf
Data publikacji:
2023
Wydawca:
Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
Tematy:
luxury fashion
fast fashion
sustainable fashion
ecology
circular economy
Opis:
Theoretical background: The worldwide fashion business has confronted the demand to transit from a linear to a circular business model that involves a series of fundamental alterations to the hitherto highly efficient strategies. As a consequence, a conceptual issue concerning fashion brand value creation has emerged. This applies notably to luxury, premium and fast fashion brands. Satisfying the expectations of customers and stakeholders should cease to be simply a matter of manufacturing a varied and impressive product line, since it has to be both sustainable and sensitive to the emergent requirements of the natural and social environment. Along with the aforementioned challenges, the key messages conveyed by brands through the marketing communication are also undergoing a transformation. Purpose of the article: To present the perspectives on building fashion brand equity in a circular economy, including risks and opportunities. Research methods: A review of scientific and specialised studies, selected using specific keywords, was undertaken. Data sources included academic resources: books, articles, market data (e.g. McKinsey & Company) and statistics published on the Statista platform, as well as specialised resources: expert articles, reports from organisations approaching the issue under research (e.g. EU, UN, Fashion Revolution, the Ellen MacArthur Foundation, etc.). The search area was composed of electronic resources: licensed, open access websites and topic-related websites. The aim of the data analysis was to systematise background knowledge through an inductive method. Main findings: 1. The fashion business needs a change of mission, vision and strategy along with cooperation and coopetition among brands of the luxury goods, mass goods and organic MSMEs markets within its ecosystems in order to achieve the expected brand value. 2. The implementation of circular economy model in the fashion business implies the necessity to restrict overproduction and overconsumption of clothes and accessories at the same time as utilising sustainable raw materials and production technologies. Furthermore, it requires the dissemination of the slow fashion model, which incorporates the reuse of clothes by other users (rental of clothes, second hand, upcycling). 3. Change of consumer behaviour, popularisation of research findings and expertise from independent organizations is a factor stimulating fashion brands to act towards a circular economy in order to maintain high brand value.
Źródło:
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2023, 57, 1; 41-59
0459-9586
2449-8513
Pojawia się w:
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Fashion blogs as the information sources about trends and new products in fashion management
Blogi modowe jako istotne i wpływowe źródło informacji o trendach i nowych produktach w zarządzaniu modą
Autorzy:
Wiażewicz, J.
Zatwarnicka-Madura, B.
Powiązania:
https://bibliotekanauki.pl/articles/405530.pdf
Data publikacji:
2016
Wydawca:
Politechnika Częstochowska
Tematy:
fashion blogs
managing fashion
fashion
social media
shopping online
blogi modowe
zarządzanie modą
media społecznościowe
zakupy online
Opis:
The aim of the paper was to indicate the reasons for visiting or avoiding fashion blogs by Internet users, as well as to learn about blogs readers’ practices related to browsing and following fashion blogs. Moreover, the study aimed to identify differences between Polish and foreign fashion blogs based on Internet users’ opinion. In order to gather the empirical data, an online survey was used by the authors. As a result, 826 questionnaires were completed, 785 were analyzed. The findings revealed that the respondents sometimes bought clothes and accessories which were the same as or similar to those they had previously seen on fashion blogs and this is an important conclusion for marketers responsible for fashion products. Credibility is a factor that greatly affected purchasing decisions of the respondents. Fashion managers ought to, therefore, consider fashion blogs in their strategic management of such products. The most noticeable differences between Polish and foreign fashion blogs, according to respondents, were related to the content of blogs – pictures and brands presented by the bloggers.
Celem artykułu było wskazanie przyczyn odwiedzania lub unikania blogów modowych przez internautów, a także poznanie zwyczajów i praktyk czytelników blogów modowych. Ponadto, celem badań było zidentyfikowanie różnic pomiędzy polskimi i zagranicznymi blogami modowymi na podstawie opinii internautów. W celu zebrania danych empirycznych, przeprowadzono badanie wykorzystując ankietę internetową. W rezultacie otrzymano 826 wypełnionych kwestionariuszy, z których przeanalizowano 785. Wyniki pokazały, że respondenci często kupują ubrania i akcesoria, które są takie same lub podobne do tych, które wcześniej widzieli na blogach modowych, co jest istotnym wnioskiem dla pracowników odpowiedzialnych za produkty związane z modą. Wiarygodność jest czynnikiem, od którego w dużym stopniu zależą decyzje zakupowe respondentów. Menedżerowie powinni, zatem w strategii zarządzania tego typu produktami uwzględniać blogi modowe. Najbardziej zauważalnymi różnicami między polskimi i zagranicznymi blogami modowymi, według respondentów, były różnice związane z zawartością blogów – zdjęcia i marki prezentowane przez blogerów.
Źródło:
Polish Journal of Management Studies; 2016, 14, 1; 214-225
2081-7452
Pojawia się w:
Polish Journal of Management Studies
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Initial diagnosis of activities connected with textiles, clothes, and fashion accessories undertaken by Polish museums
Autorzy:
Murzyn-Kupisz, Monika
Hołuj, Dominika
Powiązania:
https://bibliotekanauki.pl/articles/27781088.pdf
Data publikacji:
2022-10-14
Wydawca:
Krajowy Ośrodek Badań i Dokumentacji Zabytków
Tematy:
fashion
fabrics
textiles
clothes
fashion accessories
museum collection
museum activity
Polska
Opis:
Coinciding with a lively topical debate on the presence of textiles, fabrics, clothes, and fashion accessories in museum collections and activities, the paper aims at showing a wide range of projects and initiatives undertaken in recent years by Polish museums. The presented analyses and conclusions are based on the results of the national survey on museum operations in 2019–2021 conducted by the paper’s Authors jointly with the National Institute for Museums and Public Collections in the first quarter of 2022, and allowing to review this phenomenon nationally. The survey’s goal was to consider various formats of the presence of such objects and references to them in museums, both those of a more traditional character (e.g., including fashion-related exhibits in the museum collection, their conservation, studying, displaying in exhibitions), as well as of a newer character (e.g., cooperation with clothing companies and fashion designers, holding fashion shows, workshops, and fashion-related contests).
Źródło:
Muzealnictwo; 2022, 63; 173-184
0464-1086
Pojawia się w:
Muzealnictwo
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Sustainable Fashion and Young Fashion Designers: Are Fashion Schools Teaching Sustainability?
Zrównoważona moda i młodzi projektanci mody; Czy szkoły mody uczą zrównoważonego rozwoju?
Autorzy:
Shen, Lei
Sethi, Muhammad Hussnain
Powiązania:
https://bibliotekanauki.pl/articles/2056323.pdf
Data publikacji:
2021
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Biopolimerów i Włókien Chemicznych
Tematy:
sustainable fashion
design education
fashion designer
fashion industry
textile industry
moda zrównoważona
edukacja projektowa
projektant mody
branża modowa
przemysł tekstylny
Opis:
The fashion Industry is one of the major polluting industries globally, and it has become a hot topic of debate. Thousands of people participate in climate change marches and attend seminars worldwide, but sadly most of them usually wear fast fashion products due to the lack of awareness. This pilot research investigates how well freshly graduated fashion designers know sustainable textiles and fashion as fashion designers are the ones who lead the fashion industry. We used a qualitative research method, and focus group discussion was applied for data collection. Twenty-four freshly graduated fashion designers from China, India, Bangladesh, and Pakistan participated in this research. The focus group discussions were conducted in Shanghai, China. Topics were divided into three categories:(a) fast fashion, recycling & upcycling, (b) zero-waste fashion, and (c) eco-friendly fibres. Findings disclosed that the participants were well-aware of techniques like fashion illustration, pattern-making, and draping but comparatively uninformed about sustainable fashion. They were familiar with the term „sustainable fashion” but completely unaware of details and their sustainability responsibilities. Suggestions to rectify this important issue are provided in this study.
Branża modowa jest jedną z głównych branż zanieczyszczających środowisko na całym świecie i stała się gorącym tematem debaty. Tysiące ludzi bierze udział w marszach klimatycznych i uczestniczy w seminariach na całym świecie, ale niestety większość z nich zwykle nosi produkty typu fast fashion z powodu braku świadomości. To pilotażowe badanie sprawdza, jak dużo świeżo upieczeni projektanci mody wiedzą o zrównoważonych tekstyliach i modzie, ponieważ to projektanci mody przewodzą branży modowej. W pracy zastosowano jakościową metodę badawczą, a do zebrania danych zastosowano dyskusję w grupach fokusowych. W badaniu wzięło udział dwudziestu czterech świeżo upieczonych projektantów mody z Chin, Indii, Bangladeszu i Pakistanu. Dyskusje w grupach fokusowych przeprowadzono w Szanghaju w Chinach. Tematy zostały podzielone na trzy kategorie: (a) fast fashion, recykling i upcykling, (b) moda „zero waste” oraz (c) włókna przyjazne dla środowiska. Wyniki pokazały, że uczestnicy dobrze znali techniki, takie jak: ilustracja mody, tworzenie wzorów i drapowanie, ale byli stosunkowo mało poinformowani o zrównoważonej modzie. Znali termin „zrównoważona moda”, ale byli całkowicie nieświadomi szczegółów i ich odpowiedzialności za zrównoważony rozwój. W artykule przedstawiono sugestie rozwiązania tego ważnego problemu.
Źródło:
Fibres & Textiles in Eastern Europe; 2021, 5 (149); 9--13
1230-3666
2300-7354
Pojawia się w:
Fibres & Textiles in Eastern Europe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
The Language of Fashion as a Carrier of Personal Information
Autorzy:
Kosowska-Ślusarczyk, Marta
Powiązania:
https://bibliotekanauki.pl/articles/628577.pdf
Data publikacji:
2014
Wydawca:
Fundacja Pro Scientia Publica
Tematy:
fashion, outfit, communication, language
Opis:
It’s fair to say that all human life is based on communication; passive and active, verbal and nonverbal. No matter which media type you consider, the importance of the so-called first impression cannot be overstated. Currently, as the world becomes more open and accessible, the individual character of the way we create our look takes a different form, but still remains an important messenger. In my thesis, I would like to present the outfit as a carrier of vital information about people. In parallel, I will analyze the clothing itself, researching both historic and contemporary sources. Finally, I attempt to decipher the language of fashion.
Źródło:
Journal of Education Culture and Society; 2014, 5, 2; 169-179
2081-1640
Pojawia się w:
Journal of Education Culture and Society
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
An Investigative Study of Modest Fashion: The case of the Western and Central Provinces of Sri Lanka
Autorzy:
Ranathunga, G. M.
Dewpura, D. A. R. D. L.
Powiązania:
https://bibliotekanauki.pl/articles/1167062.pdf
Data publikacji:
2018
Wydawca:
Przedsiębiorstwo Wydawnictw Naukowych Darwin / Scientific Publishing House DARWIN
Tematy:
Dress
Islamic Women
Modest Fashion
Opis:
A fashion trend is emerging in Islamic culture based on the concept of modest fashion all over the world. Significant brands of the Western fashion world have already launched their Hijab and Abaya lines. The objective of the present research is to investigate the important factors of modest fashion in the Islamic culture and to detect the future world fashion trends of Islamic fashion and then to appliance the concept of modesty to the fashion market of Sri Lanka. This investigative study is based on the qualitative and questionnaire-based methods. The study is confined to questionnaires which were distributed among a sample of 150 Muslim women with diverse backgrounds to gather data and statistics around Colombo and Kandy. Secondary data were collected from books, articles, web sites and visual data such as pictures and photographs which facilitated to forward a successful research. Examination of the influence of culture on Muslim women’s dress etiquettes led to understand what Muslim women expect from their dress and led to identify potential opportunities in the contemporary market of modest fashion.
Źródło:
World Scientific News; 2018, 105; 182-196
2392-2192
Pojawia się w:
World Scientific News
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
MODA JAKO WYRAZ PRZEMIAN DUCHOWYCH I KULTUROWYCH WSPÓŁCZESNEGO CZŁOWIEKA? SYMBOLIKA RELIGIJNA W WYBRANYCH SESJACH FOTOGRAFICZNYCH I POKAZACH MODY
Autorzy:
Faber, Dominika
Powiązania:
https://bibliotekanauki.pl/articles/647168.pdf
Data publikacji:
2012
Wydawca:
Akademia Górniczo-Hutnicza im. Stanisława Staszica w Krakowie
Tematy:
symbol
religion
fashion
body
advertising
Opis:
The main purpose of this article is to explore religious inspirations which appear in contemporary fashion and to reveal the differences in introducing particular religions.Fashion industry uses eastern religious motifs to strengthen the authority of the fashion world, on the other hand, associates naked female bodies with Christian or Muslim symbolism as a refusal of religious dictation. In the article, it is proved that religious inspirations appearing in fashion became a sign of a wider phenomena, which is related to the process of secularization and at the same time exploration of new forms of spirituality. Also addresses the question of fashion which exposes the repressive character of religion which intends to control human impulses and sexuality, as well as the problem of commercialization of eastern practices. Semiotic analysis of photography allowed me to test and prove the hypotheses raised earlier. This research method recognizes not only what the literal layer of photography is but also the whole cultural context which includes artist, his work and receiver.
Źródło:
Studia Humanistyczne AGH; 2012, 11, 1
2084-3364
Pojawia się w:
Studia Humanistyczne AGH
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Context-social model of prosumption in e-commerce : analysis of a prototype solution for clothing industry
Autorzy:
Woźniakowski, T.
Nowakowska, M.
Nafkha, R.
Powiązania:
https://bibliotekanauki.pl/articles/95101.pdf
Data publikacji:
2018
Wydawca:
Szkoła Główna Gospodarstwa Wiejskiego w Warszawie. Wydawnictwo Szkoły Głównej Gospodarstwa Wiejskiego w Warszawie
Tematy:
prosumption
rating system
fashion industry
Opis:
The aim of this paper is to look at cooperation practices between producers and prosumers in e-commerce and to explore future possibilities. The paper presents project of an innovative solution utilizing habits of social media users to provide valuable suggestion to clothes’ purchasers. Described system will enable not only acquiring opinions on specific products by also its correlations with other items. Recommendation system could be also utilized by clothes manufactures and sellers to deliver valuable data about consumers real opinions and preferences. The last decade has seen a considerable increase of online shops for fashion goods. Technological advancements, improvements in logistics, and changes in buyer behavior have led to a dissemination of apparel goods and respective data on the Web.
Źródło:
Information Systems in Management; 2018, 7, 4; 286-297
2084-5537
2544-1728
Pojawia się w:
Information Systems in Management
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
„Yugo-vintage?” – ubiór jako narzędzie pielęgnowania i kreowania pamięci
Autorzy:
Velikonja, Mitja
Powiązania:
https://bibliotekanauki.pl/articles/687248.pdf
Data publikacji:
2017
Wydawca:
Polskie Towarzystwo Ludoznawcze
Tematy:
Yugo-vintage
moda
pamięć
fashion
memory
Opis:
Artykuł dotyczy obecnego we współczesnej słoweńskiej modzie trendu nawiązującego do socjalistycznej Jugosławii, przedstawiając to zagadnienie w trzech wzajemnie powiązanych kontekstach: kulturalno-estetycznym, polityczno-ideologicznym oraz performatywnym. Zjawiska te rozważane są na gruncie trzech koncepcji teoretycznych („wspólnot szatniowych” Z. Baumana, badań nad kulturą retro prowadzonych przez E. Guffey i S. Reynoldsa, a także teoriimetamodernizmu T. Vermeulena i R. van den Akkera) oraz analizowane są w kategoriach kultury ubioru, innowacyjności mody, roli płci i ich ideologicznego kontekstu. Tekst dowodzi, że znaczenia tego stylu należy upatrywać pomiędzy biegunami pop-lewicy, tolerowalnego, rozrywkowego naruszenia norm a radykalnymi symbolami opozycji wobec dominującej obecnie w Słowenii polityki oraz ideologii. Inaczej rzecz ujmując, trend ten pozostaje na poziomie metamodernistycznego współzależnego dualizmu: w zależności od kontekstu, w jakim występuje, może on być elementem bezbolesnej symulacji lub śmiałą prowokacją, a nawet przejawem wywrotowej propagandy.
Article deals with socialist Yugoslavia-related trend in fashion in present-day Slovenia on three interwoven contexts: culturo-aesthetic, politico-ideological, and performative. These phenomena are approached from three theoretical standpoints („cloakroom communites” by Z. Baumann, retro culture researches by E. Guffey and S. Reynolds, and the theory of metamodernism by T. Vermeulen and R. van den Akker) and analysed on the levels of clothing culture, fashion inovation, gender roles, and their ideological meanings. The conclusion of the study is that significance of this style lies between the extremes of pop-leftism or the tolerated, entertaining transgression, and radical symbolic opposition to the present-day dominant politics and ideologies in Slovenia. In other words, it stays precisely on the level of metamodern interrelated duality of painless simulation, and, at the same time, profound provocation or even subversion – depending on the context in which it appears.
Źródło:
Łódzkie Studia Etnograficzne; 2017, 56
2450-5544
Pojawia się w:
Łódzkie Studia Etnograficzne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Waterpipe. The rethinking of an ethnical practice’s meaning in city
Autorzy:
Nagy, Viktória
Powiązania:
https://bibliotekanauki.pl/articles/644629.pdf
Data publikacji:
2013
Wydawca:
Uniwersytet Jagielloński. Wydawnictwo Uniwersytetu Jagiellońskiego
Tematy:
waterpipe
tradition
fashion
ethnic specificity
multiculture
Opis:
The paper attempts to examine the multicultural society of Budapest in the context of the Oriental tradition brought by the Arab, Turkish and Persian immigrants. The author presents the smoking of waterpipe as an object of a transfer from immigrants custom into general fashion. According to the author, by using sheesha the transmitters make effort to create familiarity and feeling like at home. Nevertheless, this practice dislodged from the original context (or users) and became a fashionable mean to create or to support social circles. This is a good example of general question of a process by which ethnic traditions and customs become parts of life in multicultural environment of big cities nowadays.
Źródło:
Prace Etnograficzne; 2013, 41, 3; 211-221
0083-4327
2299-9558
Pojawia się w:
Prace Etnograficzne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Twenty-first century male elegance amongst elegantly-dressing Polish males and self-declared “dandies”
Autorzy:
Maciejewski, Grzegorz
Lesznik, Dawid
Powiązania:
https://bibliotekanauki.pl/articles/11236536.pdf
Data publikacji:
2021-06-30
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
Tematy:
consumer behaviour
fashion market
trend
dandyism
Opis:
Dandyism was a thriving philosophical and social movement amongst elegant men of the nineteenth century. The prevailing conviction in the literature on the subject is that the dandy trend began to gradually disappear in the twentieth century, whereas in the new millennium it essentially no longer exists, or at best exists only as a mere shadow of itself. Herein we report a questionnaire study of elegantly-dressing Polish males regarding their behaviour on the fashion market, seeking to gain an better image of this particular market segment and at the same time to identify the features of contemporary dandies and possible connections with the "metro" style. The results indicate that dandyism (at least in the respondents' opinion) is still a lively and thriving e-consumer community, which clearly differs in terms of certain features from metrosexualism. However, the modern-day "dandies" cannot easily be considered heirs to the ideals of their nineteenth-century counterparts. Our findings, in particular the characterization of twenty-first-century elegant-dressing men in Poland, may be of use to fashion brands in the broader men's elegance segment.
Źródło:
Marketing Instytucji Naukowych i Badawczych; 2021, 40, 2; 71-92
2353-8414
Pojawia się w:
Marketing Instytucji Naukowych i Badawczych
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Understanding and implementing sustainability by Polish designers – owners of small, independent fashion brands
Autorzy:
Murzyn-Kupisz, Monika
Szilágyi‑Csüllög, Mónika
Kiss, Orhidea Edith
Powiązania:
https://bibliotekanauki.pl/articles/45851133.pdf
Data publikacji:
2023
Wydawca:
Uniwersytet Komisji Edukacji Narodowej w Krakowie
Tematy:
entrepreneurship
fashionpreneurs
Polska
SMEs
sustainable fashion
Opis:
Implementing sustainable development goals defined by UNESCO encompasses diverse activities and spheres of contemporary life, including the issues of responsible production and consumption (goal 12). The fashion sector is often mentioned in this context and considered both ethically and environmen[1]tally problematic, especially taking into account clothing overproduction coupled with decreasing of its quality and offshoring to non -European countries. Fashion designers – owners of independent fashion brands based in specific local contexts – seem to be especially well prepared to implement in practice the idea of sustainable fashion often also referred to as responsible, ethical or slow fashion. The paper presents results of a qualitative exploratory research among Polish small, independent fashion firms. Analysing in -depth interviews with creative entrepreneurs based in different parts of Poland (Kraków, Łódź, Bytom, Warsaw, other cities and towns), the investigation considers issues such as: how do they understand the concept of sustainable fashion, how do they implement it in their entrepreneurial activities, what challenges and opportunities do they see in this respect, especially taking into account that their entrepreneurial activities situate them between the more symbolic -economy oriented creative sector and the more practically -oriented traditional garment and apparel sector?
Źródło:
Przedsiębiorczość - Edukacja; 2023, 19, 2; 30-46
2083-3296
2449-9048
Pojawia się w:
Przedsiębiorczość - Edukacja
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Shaping Consumer Behaviour in the Fashion Industry by Interactive Communication
Kształtowanie zachowań konsumentów na rynku mody za pomocą interaktywnych form komunikacji
Autorzy:
Kaczorowska-Spychalska, D.
Powiązania:
https://bibliotekanauki.pl/articles/233787.pdf
Data publikacji:
2018
Wydawca:
Sieć Badawcza Łukasiewicz - Instytut Biopolimerów i Włókien Chemicznych
Tematy:
fashion industry
fast fashion
interactive communication
consumer behaviour
przemysł mody
moda
komunikacja interaktywna
zachowania konsumentów
Opis:
The intense processes of digital transformation are resulting in changes in consumer behavior in the fashion market. Thedigital consumer expects increasingly attractive products that reflect new fashion trends, a low risk of purchase and immediate availability. They are active and engaged, and interaction with them is becoming a form of creatingvalue for a company/brand. Being aware of fashion and their related needs, consumersrequire from brands a dialogue, transparency of activities undertaken, and personalisation of experiences created together with their diversity. A good solution here could be a fast fashion strategy, which is a new way of thinking about creating value with the customer and for them in the textile market. However, it requires from brands an increasingly customer-focused market orientation and looking for forms of communication that are much more engaging than before. The aim of the paper is to identify the influence of interactive forms of communication on shaping customer behavior in the fashion market. Particular attention was paid to social media, mobile marketing and solutions based on the concept of the Internet of Things.
Intensywne procesy transformacji cyfrowej prowadzą do zmiany zachowań konsumentów na rynku mody. Konsument oczekuje coraz bardziej atrakcyjnych produktów, odpowiadających nowym trendom mody, niskiego ryzyka ich zakupu i natychmiastowej dostępności. Jest aktywny i zaangażowany, a interakcja z nim staje się formą współtworzenia wartości przez firmę/markę. Coraz bardziej świadomy mody i związanych z nią swoich potrzeb wymaga od marek dialogu, transparentności podejmowanych przez nie aktywności i personalizacji kreowanych doświadczeń przy ich jednoczesnej różnorodności. Odpowiedzią na to może być strategia „fast fashion”, która jest nowym sposobem myślenia o kreowaniu wartości z konsumentem i dla niego na rynku odzieżowym. Wymaga jednak od marek bardziej klientocentrycznej orientacji rynkowej i poszukiwania form komunikacji o wiele intensywniej angażujących, niż dotychczas. Celem artykułu jest identyfikacja wpływu interaktywnych form komunikacji na kształtowanie zachowań konsumentów na rynku mody. Szczególną uwagę zwrócono na social media, mobile marketing i rozwiązania oparte na koncepcji Internet of Things.
Źródło:
Fibres & Textiles in Eastern Europe; 2018, 4 (130); 13-19
1230-3666
2300-7354
Pojawia się w:
Fibres & Textiles in Eastern Europe
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Berlin as a creative field: deconstructing the role of the urban context in creative production
Autorzy:
Copercini, Marco
Powiązania:
https://bibliotekanauki.pl/articles/1052880.pdf
Data publikacji:
2016-12-15
Wydawca:
Uniwersytet im. Adama Mickiewicza w Poznaniu
Tematy:
creative field
fashion design
urban context
Berlin
Opis:
The relation between creative activities and the cities in which they are concentrated is that of mutual influence and dependence. This kind of dynamics is well described by the concept of the creative field by Scott (2006, 2008, 2010, 2014). According to this concept, there is a shared relational context among creative actors in a given place, as well as between them and the local socio-economic-institutional context. Consequently, the economic profile and innovation capacity of a city are determined by the main sectors based there. In this paper, I discuss the role of the creative field in developing the relation between the city of Berlin and creative actors of the fashion design sector, as well as elements of the creative field that are considered relevant by fashion designers in their creative work. This perspective allows the underscoring of some relevant drivers that have made Berlin one of the most relevant places for fashion design in Germany and the whole of Europe. This research has been supported by administrative data from the period 1990–2015, along with personal interviews in the fashion design sector. Shown are not only the existing relations between the urban context and the creative activities of designers, but also how the development of the creative field of the city might be influenced. Consequently, the creative work of fashion designers and their location decisions have to be considered in relation to the creative field as a dynamic combination of variable elements that influence, and are influenced by, each other.
Źródło:
Quaestiones Geographicae; 2016, 35, 4; 121-132
0137-477X
2081-6383
Pojawia się w:
Quaestiones Geographicae
Dostawca treści:
Biblioteka Nauki
Artykuł

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