Titre : |
How do Zara and H&M inform their customers about their efforts in reference to the sustainability of the brand and what effects are seen on customers in Mexico? |
Type de document : |
Mémoire |
Auteurs : |
Maria de Lourdes MEJIA ESLAVA, Auteur |
Année de publication : |
2022 |
Importance : |
26 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management ACHAT ; COMPORTEMENT ; ECOLOGIE
|
Résumé : |
Nowadays the sustainable approach in the fashion industry is vital and has become highly relevant in recent years due to the fact that it is well known that this industry is one of the most polluting on the planet.
Companies within the fashion industry seek to reduce the environmental impact and at the same time are generating awareness among consumers, this is why they have implemented strategies with a sustainable approach in their business model, but is it enough? One significant issue is how they communicate these strategies to their customers and more importantly the response they have obtained.
The present research is addressed from the point of view of the people who work within the fashion industry, through a qualitative analysis it will provide us visibility of the strategies implemented by the H&M and Zara brands as well as the customer behavior regarding this approach. |
Programme : |
MSc Global Management |
Permalink : |
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