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Communication strategies and processes within fashion brands : Nordic brands as...
Guedes, Maria da Graça; Roncha, Ana IsabelThe study conducted intends to demonstrate to what extent Nordic fashion brands are positioning themselves in the market and the way they are assuming a leading position in a globalized market through the adoption of personalized communication strategies. Through the analyses of the differentiation concepts and the “country of origin” effect we have conducted an empiric study of these brands, whose market recog...
Sustainability as a key asset in establishing differentiation strategies for fa...
Guedes, Maria da Graça; Roncha, AnaIn referring to the fashion system or business, we can address to a wide variety of approaches. On an economical and business analysis, fashion can be defined as a cycle that allows to some mature industries, such as clothing, footwear or even cars, to be dynamic and maintain certain profitability over the time. While our attention tends to focus solely on the finished products, we must understand that these a...
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