Gender segmentation in fashion / Claire PIERREFEU / 2021

Titre : Gender segmentation in fashion : Man and women categories in the fashion industry; and more particularly on their website, are they still legitimate? Type de document : Mémoire Auteurs : Claire PIERREFEU, Auteur Année de publication : 2021 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CULTURE ORGANISATIONNELLE ; FEMME ; HABILLEMENT SECTEUR ; HOMME ; ENVIRONNEMENT SOCIAL Résumé : Today the notion of gender is becoming more and more blurred between biological and social gender. The social gender is taking over with the arrival of a third gender: the non-binary. With this new category, we can see the opportunity of a new segmentation for some fields. Therefore I asked myself the question: man and woman categories in the fashion industry, and more particularly on their website, are they still legitimate? In order to study this hypothesis, I conducted a quantitative study to understand what gender is today and what are the purchasing behaviors related to clothing according to social gender.The results show that there is a confusion between biological gender and social gender. In a second time, it appears that the clothing is not necessarily a product to be gendered. I could notice that men, as well as women or non-binary people dressed in both categories. Therefore, it would be interesting to conceptualize the gender identity in order to be able to replace it in certain fields to a segmentation based on biological gender. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538582

Business Plan. La Manche / Amin ATTARI / 2020

Titre : Business Plan. La Manche Type de document : Mémoire Auteurs : Amin ATTARI, Auteur ; Maroussia DE BROUCHOVEN DE BERGEYCK, Auteur Année de publication : 2020 Importance : 58 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management MODE ; START-UP ; CREATION D'ENTREPRISE ; HABILLEMENT SECTEUR ; ENTREPRENEURIAT Résumé : Fashion is a way of connecting us back to where we come from, where we live. It’s also something that we can each potentially affect. So while fashion affects us all, we can all get involved in it and make changes to it on a personal level. Fashion is an essential element of humans in person. This is why the owners of La Manche are so passionate about this industry, and how the idea of the two sisters becoming entrepreneurs and creating La Manche came up. La Manche is a start-up brand which will sell fashionable clothing to women passionate about fashion and the latest trends. The Business Plan has helped the two sisters build all building blocks around La Manche. From finding its suppliers, to think about its manifesto, its marketing, its packaging, its logo, its products, the business plan has been a real pillar in the thoughts of building the brand. Thanks to this, La Manche has been well thought of and it won’t be launched without having considered all the aspects on how successful the brand will be. Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=533655

A ROLE OF EMOTION IN CONSUMER BEHAVIOR / Victor ATUYER / 2019

Titre : A ROLE OF EMOTION IN CONSUMER BEHAVIOR Type de document : Mémoire Auteurs : Victor ATUYER, Auteur Année de publication : 2019 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; MARQUE ; HABILLEMENT SECTEUR ; RESPONSABILITE SOCIALE DE L'ENTREPRISE ; IMAGE DE MARQUE Résumé : Purpose: This paper aims to understand the role of anger in consumer behavior, with the potential willingness to boycott a brand. Several factors need to be taken into account such as consumer’s dependence to a brand, time and new consumer trends (traceable and co-created goods). These factors can also be a smart tool from companies to avoid boycotts. Approach: In this paper, an empirical study is conducted on consumer’s reaction towards fast-fashion brands after the Rana Plaza collapse in 2013 in Bangladesh, where a building fell full of poor workers, leading to the death of more than 1,000 people. This lack of Corporate Social Responsibility (CSR) seriously damaged fast-fashion brand’s reputation. NGOs and consumers called for boycotts of famous brands such as H&M, Benetton, Zara. However, we will verify if this boycott worked and kept an influence in consumer’s attitude towards these brands six years after this negative event. Findings: Our study shows a significant cause-effect link between the role of anger and the triggering of boycott willingness. Originality: This paper is the first to study the Rana Plaza impact on consumer’s attitude towards fast-fashion brands, which led to one of the only boycotts applied in the 2010s in Western Europe. Note de contenu : PGE: Bibliogr.P. 24-26 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497662

Building brand equity through customer satisfaction in the luxury clothing industry / Katerina TSIHLAS / 2018

Titre : Building brand equity through customer satisfaction in the luxury clothing industry Type de document : Mémoire Auteurs : Katerina TSIHLAS Année de publication : 2018 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; HABILLEMENT SECTEUR ; COMMERCE DE DETAIL Résumé : The goal of this research is to study the correlation between customer satisfaction and brand equity for high end clothing brands. As the economy has made retailers struggle to keep customers in their stores, Marketing managers must learn to leverage any metric they have at their disposal. Brand image is essential for luxury brands, but they need understand the underlying patterns in customer satisfaction. Note de contenu : Bibliogr. p. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485330

Effectiveness of loyalty programs in the apparel industry / Jennifer JOHN-NEWTON / 2018

Titre : Effectiveness of loyalty programs in the apparel industry Type de document : Mémoire Auteurs : Jennifer JOHN-NEWTON Année de publication : 2018 Importance : 37 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FIDELISATION ; HABILLEMENT SECTEUR Résumé : This report provides an analysis of loyalty programs in the apparel industry. The purpose of this study is to examine the effectiveness of loyalty schemes. It will focus on two types of loyalty: behavioural and attitudinal loyalty. Behavioural loyalty is characterized by a high purchase frequency, purchase amount and purchase volume. On the other hand, attitudinal loyalty can be built through attitude, satisfaction, trust and commitment. The conceptual framework derives from previous research done by Garcia Gomez et al. (2006) with some added indicators and attributes. A quantitative research design is utilised for this study. This type of study enables to quantify data and to generalise the results from a sample to the population of interest. An online questionnaire survey was conducted to measure the impact of reward programs on behavioural and attitudinal loyalty. 30 individuals, who were interested in this topic, participated in this study. The results reveal that the effectiveness of loyalty programs is limited. Indeed, reward programs have a significant impact on attitudinal loyalty, but their influence is lower as far as behavioural loyalty is concerned. Further research needs to be conducted to analyse thoroughly the impact of different types of loyalty schemes in the apparel industry in several countries. Note de contenu : Bibliogr. p. 34-37 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485083

Code du travail 2016 / Christophe RADE / Paris : DALLOZ (2016)

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La jupe au masculin / Anabelle GUÉRIN / 2016

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Mode & Luxe / Fashion & Luxury / IFM INSTITUT FRANCAIS DE LA MODE / Paris : IFM (2014)

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The Chinese Fashion Industry / Jianhua ZHAO / BLOOMSBURY PUBLISHING PLC (2013)

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Cinquante ans de consommation en France / INSEE INSTITUT NATIONAL DE LA STATISTIQUE ET DES ETUDES ECONOMIQUES / ROUEN : INSTITUT NATIONAL DE LA STATISTIQUE ET DES ETUDES ECONOMIQUES (2009)

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Marketing en environnement islamique / Cedomir NESTOROVIC / PARIS : DUNOD (2009)

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Consommation et modes de vie en France / Nicolas HERPIN / Paris : EDITIONS LA DECOUVERTE (2008)

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Mode / fashion / IFM INSTITUT FRANCAIS DE LA MODE / Clichy : INSTITUT FRANCAIS DE LA MODE (2008)

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La révolution théoculturelle / Patrick BANON / Paris : PRESSES DE LA RENAISSANCE (2008)

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Atlas de la distribution 2008 / LSA LIBRE SERVICE ACTUALITES / Paris : LSA LIBRE SERVICE ACTUALITES (2007)

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