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Wigley, Stephen M.

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Stephen M.
  • Exhibition Review: Le Fil Rouge, Espace Louis Vuitton, Paris 6th Feb-3rd May 2015

    In the foyer of Espace Louis Vuitton in Paris an introduction offers visitors insight to Le Fil Rouge (‘The Red Thread’), curated by Michoko Kono. It reflects on the role of thread in Louis Vuitton’s (LV) historic and contemporary products; the thread is integral to the product’s construction, binding its components, defining its boundaries and representing LV’s historic commitment to craftsmanship, establishing the integrity of the product (LVMH 2014). However in being so literal, the introd...

    Core Competence & Diversification in Apparel Retailing �- the case of Next Plc

    The UK apparel retail market is characterised by transient intra-seasonal style trends and unpredictable and demanding consumers. From a commercial perspective, the market has also been marked by increasing concentration, offer homogenization, price deflation, corporate merger and acquisition activity and by the aggressive entry of foreign competitors. As a consequence, UK apparel retailers have historically faced a dual challenge: Firstly, how to create product development, marketing and dis...

    Fashion Marketing

    Η εικόνα που προβάλουμε μέσω της ένδυσης και της υπόδησης αποτελεί σημαντικό παράγοντα της καθημερινής ζωής πολλών ανθρώπων. Ωστόσο, η συμπεριφορά των καταναλωτών στον τομέα της μόδας ποικίλει και εξαρτάται από διάφορους παράγοντες. Για τους παραπάνω λόγους, πολλοί ερευνητές έχουν μελετήσει τη συμπεριφορά των καταναλωτών σε πολύ μεγάλο βαθμό τα τελευταία χρόνια. Στην παρούσα εργασία γίνεται μια προσπάθεια να κατανοήσουμε τη συμπεριφορά των καταναλωτών στο χώρο του fashion marketing και από...

    Brand Britannia: 'Britishness' in Fashion Branding

    Made in Britain?\ud Identify what defines ‘Britishness’ in context of fashion marketing.\ud \ud Cool Britannia?\ud Discern applications within branding and promotion.\ud \ud Fad or Fashion?\ud Contemporary relevance & sustainability.

    Market-facing Alliances in the Fashion Retail Sector – Managing Synergy in a Creative Industry.

    The corporate characteristics and competences of successful fashion retail businesses encompass both ‘back of house’ and ‘market facing’ capabilities including financial discipline, product design, supplier management and logistics, sales channel management, and marketing capabilities such as pricing and branding. It is clear that success in this market demands the development of both ‘back-of-house’ and ‘market-facing’ competences contributing to relationships extending up the supply chain t...

    Dimensions of Fashion Retailer Internationalisation “A UK snapshot”

    This paper represents the early stages of a major research project investigating the contemporary context and practice of retail internationalisation. While the topic of retail internationalisation is fairly well researched, established paradigms and models may be considered outmoded in context of recent commercial, technical and market developments. As fashion businesses are historically regarded as among the most prevalent and successful of international retailers, this market sector is use...

    Fashioning the Brand: a creative & commercial interpretation of the role of the brand in fashion

    Within the fashion industry, the brand is regarded as critically important irrespective of the identity of the practitioner; creative practitioners (designers) and commercial practitioners (marketers, retailers) both regarded the brand as an inspiration point and an anchor in shifting tides of trend and consumer demand. Designers regard the brand as a key reference in developing new products and maintaining a lineage and relationship between seasonal ranges and collections; while marketers re...

    An Examination of Contemporary Celebrity\ud Endorsement in Fashion

    This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement...

    Understanding Self Advertising on Social Networking Cites: An Application of Festinger’s Social Comparison Theory

    The emergence and increasing popularity of social networking sites introduces a new vehicle for individual self presentation. This research examines the role of social networking as a self advertising tool and mechanism for enhancing self esteem through social comparison. Social comparison theory (Festinger, 1954) asserts that individuals aspire to an ideal self which is attained through a process of comparison with others. Researchers are often critical of unattainable ideals of beauty portr...
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