On the cross-road of ethical- and fashion consumerism: intentions of pink ribbon campaign consumers

Tutkielman tavoitteena oli selvittää Roosanauha kampanjan tuotteiden ostoon liittyvää aikeen muodostumista kuluttajilla. Lisäksi tavoitteena oli selvittää onko aikeen muodostumisessa eroja uuden pinkin värin tai lahjoitus ominaisuuden osalta. Tutkimus toteutettiin sähköisenä kyselynä, jota analysoitiin tilastollisin menetelmin, lähinnä korrelaatioiden avulla. Tutkimus ei saavuttanut toivottua päämääräänsä lähinnä huonoksi jääneen vastausten kokonaismäärän vuoksi.Joitakin suuntaa antavia tuloksia pystyttiin kuitenkin tunnistamaan. Tuloksissa oli viitteitä lahjoitusominaisuuden tärkeydestä kuluttajille sekä vaaleanpunaiseen väriin positiivisesti asennoitumisesta. Kampanjan jatkoa ajatellen markkinoijien on syytä huomata tuloksissa ilmennyt värin tärkeä rooli sekä lahjoitusominaisuudelle painottunut sosiaalisten normien vahvuus.

Agility in international fast fashion retailing

The birth of Internet technologies, the developments of fast fashion and multiple retailing channels have created a need for a new, more integrated way for doing retailing. Agility in fast fashion retailing could be seen as a significant way of responding to these changes and furthermore, as a way to respond to consumers’ altering demands. The purpose of this study was to explore the ways in which agile supply chains and integrated multichannel retailing influence the international fast fashion retailing. A framework for agility in retail was developed based on available theoretical considerations in distribution and communication channels. Qualitative research methods and qualitative content analysis were used. Four expert interviews were carried out to gain new perspectives to the objectives. The rest of the data was collected from an industry specific document, expert video and two expert lectures. Following the data collection, the research material was analyzed with qualitative content analysis. The empirical findings on agility in retail were presented based on a coding frame. It was found that agility in retail has multiple parts, which are overlapping and affecting one another. Furthermore, instead of viewing the agile supply chain and integrated multichannel retailing separately of each other as usual, it was found that they should be integrated, and the term “agility” was proposed to denote this approach. Also, it was found that the most common drivers and constrains of integrated multichannel retailing were the new Internet technologies and customer demand. Brick-and-mortar store, online store, mobile devices and social media were found to be the most common retailing channels. Furthermore, in-store technology, click-and-collect approach, NFC-buying, RFID-technology as well as 3D- digital simulations on fabrics and patterns will enhance agility even more in the future. In addition, environmental issues, customer experiences and communication will be important factors. This study has provided new practical insights for the future retailing. Furthermore, it has contributed to the academic research by discussing the traditional approaches of agility in fast fashion retail and bringing in new insights.

The Challenges and Opportunities of e-Commerce in Fashion Branding from an e-Trust and e-Loyalty Perspective

This thesis discovers the main challenges and opportunities that e-Commerce brings to the fashion industry and to the process of building brand trust and loyalty in particular. The field of e-Commerce is investigated and the findings, benefits and challenges, are implemented into companies’ branding strategies. Then, the effect of companies’ online branding actions on customers’ behaviour is studied. New perspectives and ideas are developed for fashion retailers to build trust online and increase the number of customers who continuously utilize brand’s products and services.

Social networks and networking facilitating internationalization: Experiences of two Finnish fashion companies

Background: Fashion is a dynamic and creative industry where larger retailers are enjoying international success. Small businesses however are struggling in the face of international expansion, as they lack the necessary resources and managerial know-how. The Finnish fashion industry has neither been able to develop the industry environment to support small and micro firms nor has Finland relevant finance or public domains, such as, seen in other Nordic countries. Networking has been recognized to facilitate organizational growth and international expansion in industries such as manufacturing and high technology. It has enabled smaller companies to gain resources, knowledge and experiences otherwise unattainable. Objective: The purpose of this study was to explore how networking has been utilized in the Finnish fashion industry. Particularly social relationships and networks are examined, as they emphasize the importance of individuals. Exploration on the past actions should also provide insight how networks and networking could be utilized and developed in the future. Main findings: It was discovered that the Finnish fashion industry (social) network is rather dense. This was mainly due to the small size of the Finnish market. In the early years of the establishment of the company, close contacts seemed to be utilized. As a company expands and extends its business, the relationships tended to move towards more utilitarian in nature. However, in some cases, the long term relationships had also affectionate features, such as trust and commitment. International networking was found to have positive impact on business opportunities. Participation to events, such as trade shows, was perceived as one of the best ways to meet new international contacts and to develop ones network. Active networking in the Finnish market, however, created both domestic and international opportunities. Furthermore, cooperation and open communication were discovered to facilitate innovation and projects. The public sector seemed to lack the interest in supporting the fashion industry according to the interviewees. The major issues for the fashion industry still concerned, among others, funding, administrative guidance and public support for developing the industry as a whole.

Consumer’s purchase intention of ethical fashion. Examining beliefs about fashion industry and attitudes towards ethical fashion

Globalization and the developments of supply chain have made inexpensive labor and the low production costs of developing countries available to businesses worldwide. Unfortunately, these developments have also led to the exploitation of human and natural resources. The increasing supply of cheap and fashionable clothing has created a contradiction between consumers’ concerns for sustainability and their purchase behavior in the fashion industry. Since the uncovering of several sweatshop scandals in the 1980’s and 1990’s ethical fashion brands have started to emerge. Ethical fashion has sparked the interest of consumers and studies have shown promising positive attitudes towards it. However, these attitudes have failed to translate into action and purchase behavior of ethical fashion has not reached the expectations. In order to translate the positive attitudes into buying companies must understand consumer’s motivations and reasons behind the purchase decision. The objective of this study is to understand the antecedents behind young consumer’s purchase intention of ethical fashion. The study is based on the theory of planned behavior which has been widely used to study consumer behavior and purchase decisions. The theory has also been used in ethical decision-making and fashion context before. According to the theory, in order to understand purchase intentions consumer’s attitudes toward buying ethical fashion were studied. The theory also states that attitudes are formed from beliefs, thus, consumer’s beliefs about the fashion industry were studied. To contribute to existing research, the effect of sweatshop issues and environmental issues were compared. The data was collected from university students (n=617) with an online survey. The results were analyzed by statistical methods and they revealed that young Finnish consumers hold positive attitudes towards buying ethical fashion as well as positive purchase intentions of ethical fashion. A strong relationship was found between positive attitudes and positive purchase intentions. Also, the more negative consumers’ beliefs of the fashion industry were the more positive their attitudes toward buying ethical fashion were. In contradiction to previous research this study revealed that environmental issues had greater effect on attitudes than sweatshop issues. Interesting differences between consumers were found depending on their field of education. Students from humanities and social sciences held the most negative beliefs as well as most positive attitudes and purchase intentions of ethical fashion.

Perceptions of creativity in a fashion design course /

Creativity is important to the growth and development of society, to educational institutions, and to the personal growth of individuals. Students who are aware of their creativity are assumed to have innovative ideas and fresh insights. Limited research has been conducted to see if students can identify their own creative abilities. In this study, I explored the students' perceptions and experiences in a fashion design course. This study documented the creative journey from the concept stage of an apparel collection to the final product. Participants were asked to reflect and document their creative moments, describe a creative process, and identify a creative environment. The participants were students who were enrolled in a fashion design course and were asked to participate in this study because they experienced all stages of the design process. Data were collected through personal reflection surveys, focus groups, and personal interviews. Themes of creative moments that emerged from this study were experiences that the participants had as they proceeded through the stages of the fashion design process. All of the participants identified a creative process, but the stages varied for each participant The participants identified themes related to promoting creativity in an environment, including the atmosphere, creative people, teachers, reflection, student needs, and assignments. The participants identified potential barriers in an environment, including rules and guidelines, teachers, the classroom, deadlines and time, feedback, and other important issues. The results ofthis study suggest that there needs to be a better understanding of creativity and greater support and encouragement for creativity in the classroom. Instructors need to support environments that are conducive to creative development and lead to effective learning for students. Students need to learn how to enhance their creativity as well as understand the barriers that block their creative development.

Self concept, acculturation, and fashion orientation

The research begins with a discussion of the worldwide and the Canadian market. The research profiles the examination of the relationship between a person's self concept (as defined by Malhotra) and fashion orientation (as defined by Gutman and Mills), and to understand how these factors are influenced by acculturation, focusing in-depth on their managerial implications. To study these relationships; a random sample of 196 ChineseCanadian female university students living in Canada was given a survey based on Malhotra's self-concept scale, and the SLASIA acculturation scale. Based on multiple regression analysis, findings suggest that the adoption of language and social interaction dimensions of acculturation constructs have significant effects on the relationship between self concept and fashion orientation. This research contributes significantly to both marketing theory and practice. Theoretically, this research develops new insights on the dimensionality of fashion orientation, identifies various moderating effects of acculturation on the relationship of self concept and fashion orientation dimensions, and provides a framework to examine these effects, where results can be generalized across different culture. Practically, marketers can use available findings to improve their understanding of the fashion needs of Chinese-Canadian consumers, and target them based on these findings. The findings provide valuable implications for companies to formulate their fashion marketing strategies for enhance fashion orientation in terms of different dimensions, based on different levels of acculturation.

Sustainability, Fashion Design, and Consumerism: Undergraduate Entry Level Fashion Students' Knowledge, Attitudes, and Habits

This qualitative inquiry explored 7 undergraduate students' attitudes, habits, and knowledge of consumerism, fashion design, and sustainability. The postmodern study employed crystallization as its methodological framework to gain insight into how participants' knowledge is manifested in their daily habits, and used 4 methods of data gathering: semistructured interviews, visual exercises, journal entries, and the researcher's own reflections. Four major themes emerged: Knowledge-Concepts Linked and Fragmented; Dissonance Between Knowledge Versus Attitudes and Consumer Habits; Surrendering to the Unsustainable Structures; Design Process and Caring Attitude. Findings indicate that participants possessed some knowledge of sustainability but lacked a well-rounded understanding of environmental and humanitarian implications of Western consumer society. Findings also reveal a dissonance between participants' knowledge and attitudes-affecting how their knowledge influences their behaviour-and how reflection, creative thinking, and drawing initiate change in participants' underlying attitudes. Recommendations are made to merge a variety of theoretical frameworks into the educational system in order to create curricula that offer a holistic overview and unique insights into sustainability challenges, particularly in specialized areas of the fashion industry.

Disunion City : the fashion of urban youth in Montreal, Quebec

Ce petit échantillon d’une étude ethnographique, fait à partir de la méthode d’observation participante, interroge la nature de la tendance de la mode auprès de jeunes citadins au coeur d'un centre urbain francophone du Canada. Les participants identifient un « look » comme étant emblématique du Plateau, un arrondissement de Montréal qui est démographiquement divers et contenant beaucoup de commerces dynamiques. Le Plateau a été promu par les organisations de la ville de Montréal comme le point central de la mode, arts et culture. Locaux ou simples touristes voient le Plateau comme un environnement aidant à la transformation personnelle et à l’autoréalisation, particulièrement chez les locaux de 18-30 ans. Plus particulièrement, les membres appartenant à cette tranche d’âge conçoivent leurs propres interprétations de la mode et participent à un certains nombres de projets créatifs en vue de réaliser d’authentiques et véritables expressions de soi. Cependant, à cause de la commercialisation de la mode présentée pour les consommateurs du Plateau, la jeune population perçoit le courant dominant du « hipster » comme n’étant plus l’authentique représentation à leur course à l’authenticité individuelle dans un monde en perpétuel globalisation. La chercheuse a découvert l’existence d’une idéologie de l’individu restreint à ce quartier. Vu l’animosité présente parmi la population locale du Plateau pour le courant principal hipster, l’ensemble de ces données montrent qu’il y a un besoin d’une meilleure compréhension de la relation entre la commercialisation de la mode occidentale et de ces acheteurs au niveau de l’individu et au niveau local dans les espaces urbaine en perpétuel globalisation. Le contexte de la mode dans cet environnement est contraint par l’hypothèse de la valeur qu'être différent est imaginé et digne d’intérêt dans cette communauté si et seulement si quelqu’un est confiant au point de se tenir debout avec ses idéaux au milieu des autres.

Més enllà de la necessitat de treballar existeix el desig d'estar en relació en llibertat = Más allá de la necesidad de trabajar existe el deseo de estar en relación en libertad

En el monografic que presentem, hi publiquem les ponencies sorgides del seminari de primavera, que, com cada any, organitzem les dones de Duoda. El seminari portava el títol Les relacions d'autoritat i de llibertat en el mercat de treball. Desitjavem donar a conèixer el pensament i els sabers de les dones fruit de la recerca de dotar de sentit la seva experiència femenina en el món del treball, des de la consciencia del que aportem les dones al món amb la nostra diferencia sexual

Projecte dels cavalls : el desig de conèixer coses noves.'Proyecto de los caballos : el deseo de conocer cosas nuevas'.

Proyecto realizado en el centro de educación infantil y primaria CEIP Margalida Florit de Ciutadella, Menorca, basado en conocer a fondo los caballos, a su vez tema propuesto por los niños. Los niños pusieron en común todo lo que sabían acerca de los caballos y también formularon preguntas de aquello que desconocían. Posteriormente y gracias a la colaboración con las familias, los niños fueron descubriendo la información des de diferentes fuentes (libros, cuentos, Internet, DVD). Finalmente, una vez adquiridos los conocimientos, se llevaron a cabo una serie de experimentos y una salida a un club hípico para conocer de cerca los caballos y todo lo que necesitan.