Fashion Brands: Branding Style from Armani to Zara

Hancock, Joseph H.

doi:10.1111/j.1540-5931.2006.00316.x

Cited by 9 publications

(12 citation statements)

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“…The mention of symbolisms imprinted in the context of fashion is recurrent. Its interpretation as a social system and cultural phenomenon is frequently present in several authors (Simmel, 1904;Barthes, 1983;Lipovetsky, 1987;Crane, 2000;Barnard, 2007;Tungate, 2005;Miranda et al, 1999;Entwistle, 2016Entwistle, , 2019Kaiser, 2019;Varley et al, 2019). The same authors also suggest that the concept of fashion and clothing are similar in their use.…”

Section: The Fashion System As a Dynamic Cultural Fieldmentioning

confidence: 89%

A produção semiótica de significados num espetáculo de estilo: linguagens culturais e criativas

Cantú¹,

Gomes²

2023

dObra[s]

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O estudo da moda permite-nos compreender a cultura e as diferentes formas de expressão individual. A revisão de literatura deste trabalho indicou que existem várias perspetivas de análise da moda e dos seus objetos, o que lhe confere um caráter dinâmico. No que diz respeito à sua relação com a semiótica, a revisão de literatura enfatiza a análise de marcas, publicidades e fotografias. Isso enaltece uma lacuna nos estudos de outros tipos de produção cultural, como os desfiles. Ao compreender os desfiles, podemos decodificar novas dinâmicas no sistema de moda, pois eles são ricos em significados e representam a cultura onde as marcas estão inseridas. Dessa forma, o principal objetivo desta pesquisa é compreender os padrões de significado representados em desfiles de moda unificados. A pesquisa seguiu um roteiro metodológico baseado principalmente na abordagem semiótica barthesiana. Para tanto, recorreu-se a uma análise semiótica de um estudo de caso composto pelos desfiles unificados Gucci. O roteiro analítico destacou a existência de elementos específicos nas narrativas essenciais para a compreensão do DNA da marca. Também podemos observar que os elementos de um desfile unificado não retiram o impacto das mensagens nas narrativas da marca. Ao explorar essas articulações, pudemos perceber os locais de sentido em signos específicos dos desfiles, destacando o seu papel como significante cultural.

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Section: The Fashion System As a Dynamic Cultural Fieldmentioning

confidence: 89%

A produção semiótica de significados num espetáculo de estilo: linguagens culturais e criativas

Cantú¹,

Gomes²

2023

dObra[s]

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“…(Solomon et al 2021) They described the third stage of their fashion creative design to be the development of a trend board, also known as an inspiration board or mood board, which is a visual tool used to gather and communicate inspiration, ideas, and trends for a design project or collection. Tungate (2014) states that Trend boards play a crucial role in the design process by providing designers with a visual reference point and helping them to conceptualize and develop their ideas cohesively. According to the participants another important stage is the theme board which is a visual representation of the concept that inspires the designer.…”

Section: The Creative Processmentioning

confidence: 99%

“…According to the participants another important stage is the theme board which is a visual representation of the concept that inspires the designer. According to Tungate (2014), it serves as a foundational tool for designers to communicate the mood, aesthetic, and narrative of their designs, helping to establish a cohesive and compelling creative direction. The participants describe Motif boards as a stage that helps them to refine and develop their ideas, Francesca and Joanne (2019), explain that a motif board is a visual tool used to explore and showcase specific motifs, patterns, symbols, or design elements that are central to a collection's theme or concept.…”

Section: The Creative Processmentioning

confidence: 99%

From Studio to Runway: Ghanaian Fashion Designers' Creative Processes

Mefful,

Clottey,

Kattah

2024

IJFD

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Purpose: The fashion scene in Ghana is a dynamic fabric knit together with creative designs. We explore the inspirations and creative processes of Ghanaian fashion designers as they get from studio to catwalk. The objective of the study is to investigate and clarify the inspirations and creative processes that propel Ghanaian fashion designers from ideation to catwalk presentation. Methodology: The paradigm used was a qualitative research approach. This includes observations, interviews, and portfolio analysis of fifteen (15) selected fashion designers in Sekondi Takoradi Metropolis. The collected data were analyzed using thematic analysis. Findings: The findings of the research indicate the diverse range of elements influencing Ghanaian fashion designers' creative processes. This creative journey reflects not only the designers' technical expertise but also their profound connection to their cultural heritage and their ability to translate inspiration into tangible works of art. While the runway remains a traditional showcase for designers, leveraging digital platforms can extend their reach and visibility. In recommendation, designers can explore virtual fashion shows, live-streaming events, or interactive online galleries to showcase their collections to a global audience. Embracing digital innovation can amplify brand exposure and drive engagement with fashion enthusiasts worldwide. Ghanaian designers should collaborate with international platforms, this can help them gain recognition and share their culture with the world. Unique Contribution to Theory, Practice and Policy: The study also contributes to theories of creative processes within design disciplines shedding light on the systematic stages involved in fashion design. By applying entrepreneurship theory, we can analyze how Ghanaian designers identify market opportunities, innovate in design, and create value for their businesses. This was validated in the study where designers conceptualize, iterate, and refine their ideas, thus contributing to the broader discourse on creative practice. From a practical standpoint, this study offers valuable insights for both emerging and established fashion designers, particularly those operating within culture-based industries. The study contributes to theory by documenting the systematic creative processes employed by Ghanaian designers, it provides a roadmap for other practitioners to follow, helping them enhance their design practices and navigate the complexities of the fashion industry.

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“…The FRSC is related to the product or market based on the product's style and short life cycle under unpredictable demand (Fine et al , 2005; Rafi-Ul-Shan et al , 2020). Fashion, which was earlier a privilege for the elites, is now accessible to mass, a concept pioneered by Zara by calling it “ democratisation of fashion ” (Tungate, 2006). The duration of fashion from designer ramp to store has reduced.…”

Section: Literature Reviewmentioning

confidence: 99%

Modelling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact

Sarma

Kumar

Choudhary

et al. 2021

IJLM

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PurposeThis paper aims to develop supply chain strategies for the fashion retail supply chain (FRSC), likely to be disrupted by the current pandemic (COVID-19) under physical and online retail stores. The resilient retail supply chain design is proposed under budget allocation and merchandise capacity constraints.Design/methodology/approachThis paper utilises the theory of constraint (ToC) and goal programming (GP) to address the COVID-19 impact on FRSC. The budgetary and capacity constraints are formulated with a constraint optimisation model and tested with six different priorities to deal with the physical and online stores. Next, all priorities are developed under different FRSC business scenarios. The ToC-GP-based optimisation model is validated with one of the Indian fashion retail supply chains.FindingsThe proposed optimisation model presents the optimal retailing strategies for selling fashion goods over physical and online platforms. The multiple scenarios are presented for developing trade-offs among different strategies to maximise the retailer's merchandise performance. This paper also highlighted the strategic movement from high merchandise density stores to low merchandise density stores. This implies a reduction of sales targets and aspiration levels of both online and physical fashion stores.Research limitations/implicationsThe proposed model is validated with one of the fashion retailers in India. Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Practical implicationsThis research helps fashion retail supply chain managers deal with consumer demand uncertainty over physical and online stores in pandemic times. Limitation: Other nations or multiple fashion retailers might be considered for more generalisation of findings in the future.Originality/valueThis is the first study that considered the impact of COVID-19 on the retail fashion supply chain. The effect of physical and online platforms is mainly discussed from consumer marketing perspectives, but an inventory and resilience perspective is missing in earlier studies. The role of merchandise planning is highlighted in this study.

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Fashion Brands: Branding Style from Armani to Zara

Cited by 9 publications

References 0 publications

A produção semiótica de significados num espetáculo de estilo: linguagens culturais e criativas

A produção semiótica de significados num espetáculo de estilo: linguagens culturais e criativas

From Studio to Runway: Ghanaian Fashion Designers' Creative Processes

Modelling resilient fashion retail supply chain strategies to mitigate the COVID-19 impact

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