This paper utilizes a categorical approach, proposing and validating a comprehensive model that facilitates the understanding of the structure of the luxury fashion industry through the lens of the consumer. It explores the value dimensions of luxury fashion products and clarifies the confusion that is evident in the earlier luxury literature.

The purpose of this paper is to empirically examine factors affecting customers’ intention to buy apparels through mobile apps. The proposed model was evaluated using survey data collected from 304 mobile app users and assessed by structural equation modeling. Our study contributes to a theoretical understanding of mobile apps usage.

In the international literature, there is an increasing attention on the analysis of the fashion city (Breward & Gilbert, 2006) and its implication on city branding and competitiveness (Jensen, 2005; Power & Hauge, 2008; Pasquinelli, 2010) and local identity (Bovone, 2006). Some examples are the study of Weller (2013) who examines the success of New Zealand’s designer fashion industry in the first years of the twenty-first century. Hauge, Malmberg & Power (2009) analyse the Swedish fashion cluster underlining that it is benefit from localisation economies, but it also follow rules of globalised industries. Rantisi (2004) examines how New York City was able to reinvent itself as a fashion capital. By tracing the origins of women's ready-to-wear in New York in the late nineteenth century and its consolidation in the Garment District by the early twentieth century. Jansson & Power (2010) approaches the ways in which fashion and design-based industrial actors contribute to creating images and myths that support global-city status. The Italian city of Milan is used as a case study to show how the city is an arena where different brand channels are negotiated and formed to service fashion and design branding. Fashion capitals usually have a broad mix of business, financial, entertainment, cultural and leisure activities and are internationally recognised for having a unique and strong identity (Gemperli, 2010) In this chart of fashion capital city, Italy ranked in a good position with Milan as capital fashion city. Milan emerged as a fashion capital city in 1970s, while Florence and Rome stayed in the following positions (Merlo & Polese, 2006). Florence is usually ranked in the third position in Italy thanks to the luxury pole around the metropolitan area with global brand as Gucci, Ferragamo and Prada. The Global Fashion Monitor (2012) scored Florence at the thirteen position at global level in the ‘World's Leading Cities for Fashion’, with a gain of three position from previous chart and indicating as motivation “Florence: Michelangelo, Leonardo da Vinci and Botticelli — A proud heritage to a thriving fashion industry”. This situation anyways is not guaranteed in the future. In fact some authors also underlined that this chart of global city will not be maintained in the future as city from developing countries are increasingly enter in the competition (McKinsey, 2013; Gilbert, 2006). In particular, McKinsey (2013) ranks Paris, London, Milan and Seoul in the mature growing fashion industry in the Luxury segment, while Moscow, Singapore, San Peterbrurg, Beijing, Shangai, San Paolo etc as emerging city in the global fashion industry. FASHION AND CITY BRANDING Crewe & Beaverstock (1998) underlined the contemporary fashion industry and the role it plays in identity formation has created a situation where fashion can be taken seriously as a cultural industry supplying symbolic content in sold goods. In this context fashion is identified as a powerful stylistic marker, not a simply part of a trivial consumer culture. Jansson & Power (2010) underlined that the value of global fashion city-based brands lies partly in their ability to persuade consumers of products’excellence, quality, and innovation. Also, the brand infuses products (and firms) with the ‘feel’ of the city: cool clothes come from cool cities. Labels of origin such as ‘Made in Italy’ or Rive Gauche are used as strategic tools in the fashion industry (Hauge et al., 2009). Positive connections between product images and place may create a kind of monopoly rent and therein can create barriers to entry for products from competing places; and give firms an incentive for being in the ‘right’ place. Jansson & Power (2010) underline also that clustering in few fashion city produce also some other benefits as agglomerations of firms and consumers play a central role in the gathering, creation, and transfer of industry-relevant knowledge and cluster of creative industries (Lazzeretti & Capone, 2015). There is in fact an increasing effort in the research on the city branding with the help of local industry and local cultural production (Jensen, 2005). Breward & Gilber (2006) have underlined that city branding is more a focus from city authorities in order to appear in the global hierarchy of fashion capital. Niedamysl (2004) besides points out that city branding has the main aim of attracting visitors, investors or inhabitants. Power & Hauge (2008) discuss the role of the branding for territories, places and cities, underlining that has been a topic deeply undervalued for territorial competitiveness and they analyse the fashion industry as an example. City branding is a recent strand of research with a growing trend (Merrilees, Miller & Herington, 2009) and it results a complex research theme, due to its multidisciplinary approach (Pike, 2011). Born at the beginning for the analysis of the image of the city, it deals increasingly with analysis of marketing strategies and policy for urban context (Merrilees, Miller & Herington, 2012). At the moment, it is a theme that rise interest from different subjects as marketing, management, but also urban studies, economic geography and urban and regional development. If an analysis on ISI Web of Science is developed on ‘city branding’, over 100 articles are collected on these themes with article from the following Journal as Cities, International Journal of Tourism Science, Journal of Business Research, Urban Studies, Applied Geography, Current Issues in Tourism, European Journal of Marketing, etc. These Journals confirm the multidisciplinary approach and the interest on city branding from several stakeholders: policy-makers, urban planners, marketing strategist, urban developer, etc. Within the theme, several studies have focused on how city branding is particularly attached to some local industries and activities, that denote the area and the city. In this context, one of the most interesting aspect is interactions between branding and fashion (Jansson & Power, 2010; Hauge et al .. 2009; Martinez, 2007). The aim of this paper is to analyse the role of fashion and fashion design for the city of Florence, in the formation of a new image of the city, also in a perspective of new branding strategies for the future. The analysis is based on a multi-level approach. First, an initial analysis is developed on publications on ‘city branding’ on ISI Web of Science to identify the relevance of the theme and the most used methodologies in these studies. The second part of the work is instead based on analysis of reviews of online communities (TripAdvisor, Twitter, etc.) of the attractions of the city and a questionnaire is administrated to visitors of the main fashion outlets in Florence (The Mall, Barberino Desegner Outlet, etc.), in order to emphasize the perception of visitors and consumers of fashion in the city and how it contributes to the fashion city branding of the city of Florence. From the point of view of marketing, several authors have tried to analyse the brand association in fashion (Ranfagni, Guercini & Crawford, 2014), but mainly from the point of view of products. In this work, we try to contribute to this debate through the analysis of online communities and city branding of Florence. Merrilees et al. (2009) investigate what are the city attributes influencing city brand attitudes with a quantitative survey of a sample of 878 residents of the Gold Coast City. Hankinson's (2001) study of twelve English cities shows the diversity of approaches in how city organizations market and brand themselves. Vanolo (2008) analysed the city of Turin and its transition from post-industrial to a cultural and creative city. This work develop a single stake-holder perspective as most studies avoid to considers multiple stakeholders perception on city branding (Merrilees et al., 2012). Results confirm the importance of the fashion industry in the perceived image of Florence from the visitors and for the future city branding policies are even more strategic to continue to exploit the competitive advantage that Florence has in the fashion industry globally.

The aim of this paper is to understand which are the most effective social media strategies for gaining customer engagement for fashion companies. The study has been conducted using the empirical research methodology and the information has been collected with the use of an online survey distributed among companies belonging to the fashion industry. 42 questionnaires have been collected and therefore discussed. The analysis led to the definition of a list of strategies used by fashion companies on the adoption of social media tools. Subsequently, activities and the social tools able to improve customer engagement have been analysed. Finally, according to the size of the companies and to their positioning on the market, a descriptive analysis of the results have been carried out, comparing companies with similar characteristics. The research shows that companies of the same segment adopt the same approach to social media as well as a similar set of social media marketing strategies. The findings of this paper confirm the growing interest both from academics and practitioners for Social Media Marketing tools and they will suggest implications to fashion brands to manage their customer engagement and their social media activity.

Conviviality is an interdisciplinary concept and a key phenomenon in the entrepreneurial communities. Entrepreneurial communities are social units that share values, experiences, emotions, rituals and traditions. They give rise to personal contact networks that are sets of formal or informal individual relationships. Conviviality means sharing, openness and participation; in this sense, it can be a tool to foster, animate and amalgamate a community. Thus, it can increase social relations that stably bind individuals and thus, becomes a source of business relations. Drawing from literature analysis and a case of a fashion entrepreneurial community, we propose to investigate how conviviality create an integration between social and business networks.

With limited intellectual property protection of fashion products, copying is a pervasive trade practice in the US fashion industry. Fashion majored undergraduates’ evaluative judgment on similar fashion products, their future intentions to purchase copied products and to copy others’ design were examined. Evaluative judgment significantly related to retail work experiences.

In the fashion industry, designers and researchers have proposed various sustainable fashion products (i.e., sustainability in product development), and retailers have also created many sustainable business practices (i.e., sustainability in distribution). However, according to the previous researches, even though the industry have offered a variety of sustainable designs and retail offers, consumers did not show a positive purchase behavior on the sustainable products. Currently, the gap exists between industry offers for sustainability and consumers’ expectation/acceptance of those offers. This result supports that there are other aspects than environmental protection aspect of the sustainable fashion products that need to be improved and/or be emphasized on to make consumers feel confident in purchasing. To examine consumers’ purchase behavior changes on sustainable fashion products, this study will measure consumers’ equity of sustainability on existing sustainable fashion products with three criteria of sustainable designs proposed by Day and Townsend (1993), which are socially equitable, economically viable, and environmentally benign. Then, consumers’ purchase intention for sustainable fashion products will be measured. The result will show the sustainable fashion product types that currently satisfy consumers so that the industry can concentrate on and develop the types further. In addition, this study will explore the impact of well-known brand names and cause-related marketing whether they would improve consumers’ purchase intention towards sustainable fashion products. No research has studied these two variables for sustainable fashion products as well as the equity of sustainability. Finally, different benefit sought groups will be tested whether they show different acceptance/preference and impact of brand names and cause-related marketing on the sustainable fashion products so that companies can set the appropriate strategies based on their target market’s benefit sought. PROPOSED MODEL AND HYPOTHESES Based on previous researches, the authors propose a new model shown in the figure 1, and the hypotheses are developed based on the model. H1. Significant differences in equity of sustainability, purchase intention before and after cause-related marketing and the relationships in the model. H1-1. Consumers will differently evaluate equity of sustainability of each sustainable fashion product type. H1-2. Consumers will have different purchase intention on each sustainable fashion product type. H1-3. Consumers will have different purchase intention on each sustainable fashion product type after cause-related marketing. H1-4. Equity of sustainability will significantly influence on purchase intention in all sustainable fashion product types. H1-5. Cause-related marketing will significantly improve purchase intention in all sustainable fashion product types. H2. Significantly different results in H1 between benefit sought groups. H2-1. Benefit sought groups will have significantly different equity of sustainability on all sustainable fashion product types. H2-2. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types. H2-3. Benefit sought groups will have significantly different purchase intention on all sustainable fashion product types after cause-related marketing. H2-4. Benefit sought groups will show a different relationship between equity of sustainability and purchase intention in all sustainable fashion product types. H2-5. Benefit sought groups will show a different influence of cause-related marketing on purchase intention in all sustainable fashion product types. H3. Significantly different results in H1 after adding well-known brand names on sustainable fashion product types. H3-1. Equity of sustainability will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-2. Purchase intention will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-3. Purchase intention after cause-related marketing will be significantly different for all sustainable fashion product types after adding well-known brand names. H3-4. The relationship between equity of sustainability and purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H3-5. The influence of cause-related marketing on purchase intention will be different after adding well-known brand names in all sustainable fashion product types. H4. Different results from H2 after adding well-known brand names. H4-1. The significant difference of equity of sustainability between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-2. The significant difference of purchase intention between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-3. The significant difference of purchase intention after cause-related marketing between benefit sought groups will be different after adding well-known brand names in all sustainable fashion product types. H4-4. After adding well-known brand names, the result of the relationship between equity of sustainability and purchase intention in each benefit group will be different in all sustainable fashion product types. H4-5. After adding well-known brand names, the result of the relationship between cause-related marketing and purchase intention in each benefit sought group will be different in all sustainable fashion product types. RESEARCH METHOD A simple black dress which is the product silhouette consistently shown through all sustainable fashion product types and relatively low involved when purchasing was selected to minimize the cognitive effort to process/judge the product attributes (Tucker, Rifon, Lee & Reece, 2012). The equity of sustainability is determined as an average score of economic viability, social equity, and environmental responsibility of each sustainable fashion product type. Benefit segments most commonly studied in the previous researches are selected for this study which are price-conscious, fashion-conscious, brand-conscious, convenience-conscious, quality-conscious, self-express, and self-confidence groups. Brand name is a moderator variable to test the brand name effect on participants’ response. Two different versions of questionnaires were distributed. One version shows brand names on the product types, which are selected as reliable brand names from a pretest in terms of quality and credibility, and the other version does not show any brand names on the product types. The reliable brand names are luxury brands such as Ralph Lauren rather than middle to low-priced brands. Both versions include the question for purchase intention before and after cause-related marketing (e.g., “If 10% of this sales is donated to a non-profit organization to preserve our environment, I would buy this item.”). Only female consumers are allowed to participate in the survey because the stimuli are dresses. Surveys were distributed by a commercial survey data collection company. Total 399 surveys were usable (non-brand version, n=190; brand name version, n= 209). The majority of participants are between 25 to 44 years old (22-34 years 49.1%, 35-44 years 16.8%) and has a college degree (college degree 52.6%, graduate school degree 25.8%). RESULTS & CONCLUSIONS From the data analysis (see table 1), non-brand companies would have a benefit by offering transformable products in which consumers feel more value than other sustainable fashion product types. When showing luxury brand names, participants evaluated upcycling products as the highest equity of sustainability and purchase intention after cause-related marketing. The zero waste luxury brand product received the highest purchase intention before cause-related marketing and also received a significantly higher equity of sustainability than the non-brand zero waste product. Therefore, it is recommended for luxury brands to show their sustainability practice on the product through labels, especially showing a zero waste production label. The result in all sustainable fashion product types regardless of brand names showed that the higher sustainability, the higher purchase intention. Thus, again, it is important for companies to educate their sustainability practices (e.g., economic, social and environmental values) to consumers through either promotions or labels on the products. For both non-brand and luxury brand products, promoting a donation or support for community/society (i.e., cause-related marketing) on the product would influence consumers' purchase decision when selling the upcycling, recycling and promotion on fashion products. For example, companies could create/include a symbol of their cause-related marketing or include a symbol of a non-profit organization on the sustainable fashion products. Considering different benefit sought groups, the high fashion involved group scored the variables higher in most sustainable fashion product types in the model than the low fashion involved group did. When companies plan to offer sustainable fashion products, they need to target the high fashion involved group for a better sales outcome. Even though participants perceived that the upcycled product was highly sustainable, they purchased different product types. The high fashion involved group highly intended to purchase the transformable product in the non-brand product types and the animal-free product in luxury brand product types in both before and after cause-related marketing. Luxury brands are the ones typically consume most real animal furs and skins, and this might influenced the participants’ purchase intention. The low fashion involved group were willing to purchase the product with organic materials in both non-brand and luxury brands, but cause-related marketing increased the purchase intention on the most of product types. Companies targeting a low fashion conscious group are suggested developing/promoting organic fashion products and actively promote their community/society involvement. Regardless of benefit sought groups, higher equity of sustainability generated higher purchase intention. Again, companies need to inform/promote their sustainability practices to consumers through products or media to improve sales. The impact of cause-related marketing on the purchase intention was significant for the low fashion involved group in the upcycling, recycling, promotion on the product, zero waste and transformable products regardless of brand names. Therefore, when companies cannot appeal consumers with their brand names, the cause-related marketing plays an important role. The low fashion involved consumers seem to consider the after-purchase impact on the society than product itself when purchasing sustainable fashion products. The cause-related marketing had less impact for the high fashion involved group on their purchase intention than the low fashion involved group; however, the purchase intention of non-brand upcycling and the upcycling, recycling and promotion on the product for luxury brands have significantly improved after cause-related marketing. Companies, especially luxury brand names, need to include cause-related marketing when selling those product targeting the high fashion involved group.

The purpose of this study was to investigate the relationship between working environment and quality of life of fashion vendor company workers by using working environment variables such as job stress, job burnout, job satisfaction, and turnover intention. Preliminary test was conducted by interviewing fashion vendor company workers in order to find out factors that were more suitable for their working environment. Main survey was conducted to 200 fashion vendor company workers and 194 responses were analyzed. The results of correlation analysis showed that job stress, job burnout, job satisfaction, turnover intention, and factors of quality of life had significant relationships. Boss stress, role stress, achivement decrease, and personal condition satisfaction showed a significant relationship with turnover intention. The results of path analysis showed that job stress had a positive relationship with job burnout and job burnout had a negative relationship with job satisfaction. Both job stress and job burnout had a positive relationship with turnover intention, whereas job satisfaction had a negative relationship with turnover intention. Also, the results showed that job burnout and turnover intention had a negative relationship with quality of life of fashion vendor company workers, whereas job satisfaction had a positive relationship with quality of life of fashion vendor company workers.

본 연구는 패션산업에서 상품라벨과 패션용어의 형태, 즉 한글과 외래어, 외국어 등 표기 종류에 따라 소비자 의 감성이 어떻게 다르게 나타나는지 분석한 것이다. 20대 소비자 200명을 대상으로 패션아이템 1종에 대한 라벨 1종과 3종 패션용어에 대하여 설문조사를 실시하였는데 외래어 영어표기, 외래어 한글표기, 순한글표기 등 3 가지 형태에 대해 15개 형용사로 구성된 감성 척도를 이용하여 감성을 측정하였고 또한 선호도와 상품에 대한 예상가격을 질문하였다. 결과로는 소비자들은 라벨에서 한글보다 외래어를 선호하였으며 외래어 라벨 중에서도 한글표기보다 영어표기를 선호하였다. 외래어 라벨을 볼 때 소비자들은 패션 제품이 더 ‘긍정적이고 세련되고 화 려하며 우아하다’고 평가하고 있었으며 또 상품의 가격을 더 높은 것으로 예상하였다. 즉 외래어 영어표기 라벨이 모든 평가에서 가장 높은 점수를 받았고, 외래어 한글표기가 다음 순이었으며, 순한글 라벨은 가장 낮은 평가를 받았다. 소비자들은 자신의 유행 몰입도에 따라서 감성 평가를 부분적으로 다르게 하고 있는 것으로 나타났다. 즉 유행 몰입도가 높은 소비자들은 낮은 소비자보다 외래어를 볼때 ‘세련된 우아한 화려한’ 등에 대해서 더 높게 평가하고 있었다. 또한 유행몰입도가 높은 소비자들은 낮은 소비자보다 순한글표기 라벨을 볼 때 ‘친근한, 안정된’ 등에 대해서 더 높게 또는 외래어와 유사하게 평가하고 있었다.

Now the frame for the Corporate Social Responsibility (CSR) in any industry is shifting to Creating Shared Value(CSV). The tremendous profits made in the fashion industry create the temptation to engage in illegal or unethical behavior. When producers, manufacturers, models or consumers are being exploited or treated unfairly, fashion industry has a legal and ethical responsibility to change the situation. Based on issues stated below, therefore, there is an urging need for the CSV in fashion industry. 1) First, eco-friendly issue for the fashion industry matters. The materials, transportation and production that are involved in the fashion industry all have an impact on the environment. Many synthetic materials are derived from petroleum, while many more natural materials are grown on land that could be used for food production. 2) Marketing for fashion seduces people into buying things that they don't need, rather than merely informing them of a product's availability. Advertising and fashion both encourage people to consume as much as possible. New fashions are widely advertised as better than whatever came before. 3) Protection of the fashion design covers the most frequent and important issue now. The main appeal of many fashionable accessories is the brand name. A Gucci bag can be sold for many times more than an identical bag made by a competitor. Forgers take advantage of this fact by creating cheap knock-offs and illegally adding the names of famous and expensive fashion houses. 4) Networking in the fashion industry is another focal point. To survive in a competitive field, fashion firms have to deploy their strategic networking policy in order to sustain long-term relationships with their suppliers, which means the increase of transaction-specific investments on both sides, increase of the years of relationships with suppliers, and reduction of supplier base.

3D printing technology, also called the third manufacturing revolution, dramatically changes and revolutionizes the original frame, shifting production processes, supply chains, and the global economic order (Yeh, 2014). The World Economic Forum (2013) selected 3D printing as one of '10 promising technologies'. U.S. President Barack Obama, states in the State of the Union address in 2013: "I will bring a revolution of new manufacturing business on the support of technology of 3D printing". Furthermore, G2 (Group of 2: US and China), China expressed their commitment to invest in the 3D printing technology to restructure the manufacturing industry (Garrett, 2014). By considering its immense economic and creative potential, it is important to understand the effects of 3D printing on the fashion industry. Therefore, the main purpose of this study is (1) to examine the application of 3D printing in fashion industry and (2) to analyze the way it changes the fashion industry. In this study, information from various sources was used, such as governmental market reports, academic literature, newspaper articles, and related other materials. Through analyzing the change of the fashion industry, this research found that technical characteristics of 3D printing were more suitable for customized items that produced in small quantity rather than for the mass market. In addition, 3D printing will change the ‘global operating environment’ for policy makers as well as with regards to business and labor conditions. Governments have to consider the possible risks and problems of 3D printing, ranging from design copyright, security concerns about printing of weapons, and other destructive issues This study indicates how 3D printing technology changes the structure of the apparel industry and the preparation of future changes. The findings will help to understand the effects of 3D printing on the fashion industry and provide a guideline to policy makers to develop a governmental policy. These implications will be useful to both the government and apparel companies. Future research of 3D printing should include quantitative research concerning the attitude and acceptance of fashion consumers on 3D printing technology.

The importance of Social Networking Services (SNS) has increased in recent years because consumers are able to communicate with each other to share their information and experiences via SNS. This allows to easily distribute critical information and is beneficial to other potential consumers. Current studies confirm the important role of social media so that firms can get valuable information to respond to the heterogeneous customers’ needs through SNS (e.g., Rishika, Kumar, Janakiraman, & Bezawada, 2013). This paradigm shift allows firms to consider the important role of SNS on the current fashion market. A firm communicates with consumers sharing their opinions, experiences, and feedback existing on SNS, called social platform, which provides valuable information to respond to consumers’ needs. In the last decades, rapid advancements in technology and customer demands pushed firms to collaborate with outside partners to collect information, creating valuable products or services. In such competitive environments, customers’ involvement is increasingly important because integrating external sources of knowledge from them can result in major advantages for the firm (Nooteboon, 1999). Further, Von Hippel (1986) emphasizes the importance of the participation of the lead users whose present strong needs will become general in a marketplace months or years in the future. They have the tendency to adopt new products earlier than normal customers. According to Von Hippel (2006), lead users may provide valuable ideas for the firm which results in novel products. Lead users can diffuse product information to other customer groups and may play a pivotal role between the firm and traditional customer groups. Likewise, the fashion leaders in the fashion industry have an important role because firms are able to know future market trends from them. Further, the role of fashion leaders is much more important because of the characteristics of the fashion industry. It is very difficult to foresee a trend as customer demand changes rapidly and becomes more heterogeneous. Fashion leaders purchase new fashion products quicker than other people, are more interested in clothing, and invest more in fashion than the general consumer (Goldsmith, Freiden, & Kilsheimer, 1993). Thus, fashion leaders hold an important role as a source of information and for the word-of-mouth effect in the fashion market (Kim & Hong, 2011). The fashion information that fashion leaders deliver builds more trust and interest than direct fashion advertisement or PR, and they have an important influence on the spread of new fashion styles (Vernette, 2004). Additionally, the effects of online word-of-mouth are different from the traditional word-of-mouth effects because there are numerous senders and receivers, and conversations last much longer. Moreover, viral content that includes vivid visual images can especially be influential on network participants (Kulmala, Mesiranta, & Tuominen, 2013; Wolny & Mueller, 2013). We argue that fashion leaders may have a strong impact on leading a trend in the current fashion industry and influence the consumers who share information and experiences with them on fashion platforms to purchase products. Thus, the purpose of our study is to examine the role of fashion leaders in influencing purchase intention of the potential customers who are using the fashion platforms to take information from them. Further, we will outline how fashion leaders influence the creation of valuable fashion platforms and valuable information through sharing their knowledge through fashion platforms. Online surveys were administrated to conduct empirical analyses for this study. Taking the gender and age characteristics of interest based SNS users into consideration, the research sample concentrated on female users in their teenage to 30s, who had the experience with fashion social platforms. The main research results are as follows. First, we found that fashion leaders create valuable information for the other users to visit fashion platforms, providing correct, trendy and trustworthy information to other users. Second, the quality of information and value of a fashion platform that are created by fashion leaders positively influence the users when considering their future purchase decision making and recommendations to other potential consumers to visit the fashion platform. We have some implications in our study. First, we contribute by finding a factor to explain how the value of social fashion platforms can be created and how important the value of information provided by fashion leaders is in the fashion industry in Korea. We found that the role of fashion leaders in influencing a trend of current fashion in the Korean industry is important. The advent of social media, such as SNS, allows us to explain how one-way communication with consumers to set up a firm’s marketing strategy is limited. As the results of this study are specific to the fashion industry, they can be used as a fundamental study to understand the role of fashion leaders to create value on social platforms and share valuable information to normal users. Moreover, this study can contribute to the understanding how social platforms affect the fashion industry through two-way communication to the potential customers using the fashion leaders. It is important for fashion corporations that are interested in social services to have a valuable knowledge of social platform users. Therefore, fashion marketers who are attempting to utilize social platforms can use this study as preliminary data to understand fashion social platform users, who are the potential consumers.

The Consumer-Based Brand Equity (CBBE) literature has, in recent years, introduced various CBBE models and measurement scales. This study aims to compare the external validity of the two prominent CBBE models in the fashion retail industry; those introduced by Yoo and Donthu (2011) based on Aaker (1991)’s CBBE concept and Nam et al. (2011). In order to make this comparison, the study collected data from 285 respondents in Turkey. Research findings show that Nam et al.’s (2011) CBBE model is, in the fashion industry context, the more reliable and valid. When the concept of “brand awareness” is included in this model, the psychometric properties of the model are improved.

The objective of this paper is to understand consumers’ responses (attitude, perception of quality and luxury) to production delocalization in the luxury industry, based on brand origin matching consumers’ origin or not, in order to understand the interaction brand origin and consumer ethnocentrism on those responses.Two experiments were conducted. Study 1 exposes 166 respondents (French, Italian and other European) to a message of delocalization of either a French or Italian brand supposed to delocalize production to China. Study 2 assesses, among 62 French women, the implicit preference toward French luxury brands (through the Implicit Association Test, Greenwald et al. 1998) and the level of consumer ethnocentrism (through CETSCALE, Sharma et al. 1995). Then, the group is exposed between subjects to 2 delocalization messages X 2 country of delocalization (China, Poland EU) Although brand origin is not salient when consumers evaluate brands (no explicit preference for French brands over Italian brands across studies), it is nonetheless present below awareness, as part of the brand heritage and the brand identity (measured through an implicit preference for French brands over Italian brands among our French respondents). It manifests in context of brands delocalizing out of the home country. Across studies, the attitude toward the brand, the perception of quality and perception of luxury is affected negatively post-exposure to a message of delocalization. Yet, this result is moderated by consumer ethnocentrism and message framing. When the message induces positive consequences for the brand and for the national economy, French respondents (and Italian respondents in study 1) are less affected by the delocalization of their home brands than other respondents. In turn, when the message highlights a loss in national employment, respondents judge the brand more negatively. The effect is stronger for respondents higher in ethnocentrism. The country of delocalization does not influence those results. There is scarcity of papers investigating the CoO effect for luxury brands, although the luxury business model and luxury brand identity are rooted into brand origin. This paper is the first to our knowledge to investigate the effect of brand origin and consumer ethnocentrism on brand delocalization.

The established supply chain format has been radically changing from a three-month production to a shortened lead-time in the fashion industry. The faster pace of fashion trends, changing consumer lifestyle, and consequent demands for newness have been mainly attributed to the rapid development of high-tech information systems and mass communication. In particular, global fast-fashion leaders have become more successful by producing not as was initially planned and forecasted, but with an agility subject to customer responses. Latest customer trends are captured quickly, and production and distribution is steered to meet the response. In order to further maximize benefits and efficiency in a sustainable manner, the fast-fashion industry is seeking a production optimization model under which product attributes are defined in a short period of time, and an optimal quantity of products by style is produced. This paper aims to provide an optimal production quantity which subsequently requires an optimal parts procurement from the perspective of the supplier. This is obtained in order to minimize the cost function by identifying cost factors through an economic analysis technique. In this study, we propose a model for optimal production and its parts procurement to maximize target sales and profits by taking inventory and pricing into account.

This paper proposes a computation model of the quantity supplied to optimize inventory costs for the fast fashion. The model is based on a forecasting, a store and production capacity, an assortment planning and quick response model for fast fashion retai

This paper suggests the product supply process model based on the store and production capacity, assortment planning and quick response for fast fashion retailers with BPMN. In the fast fashion industry, the standardized business process model is required

The purpose of the study was to give a help in making a successful expansion of fashion brand by making a close inquiry into an effect of the main brand in fashion brand on an image of the second brand and into an effect of satisfaction and loyalty for main brand on satisfaction and loyalty for the second brand. The study made a survey of the total eight brands including four main brands and each second brand, and used 217 questionnaires. The results of this study are as follows. First, The main brand image and second brand image did not match. Second, the satisfaction of the main brand affected the satisfaction of their second brand, especially in the main brand of the image, design, user experience, staff friendliness, variety of products and brands on display. Third, the ranking of main brand loyalty and the ranking of second brand loyalty were different. All the main brand loyalty had a significant effect on the second brand. The consumers who preferred the main brand had a high confidence and a strong tendency to repurchase.