Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

For several years, we have witnessed the emergence of a new economic model in the fashion and clothing sector: fast fashion. The principle is simple: passing fashion, ultra-fast consumption, very short products’ lifecycle and unbeatable prices.

In addition to this evolution in the market, we note that consumer attitudes are changing in all the economic sectors that push companies to review their positioning. Indeed, driven by the power of knowledge that gives the technological evolution- the media and the speed of information sharing- the consumer develops more specific expectations regarding business ethics, their compliance with social standards and environmental issues.

Fast-fashion brands have had to adapt their strategies to meet these new expectations, avoid seeing their reputation tarnished by scandals and remain competitive. Among new positioning strategies, we will specifically focus on those that, in response to contemporary consumer concerns, are based on values ​​and, more specifically, on sustainable development.

Then, the communication strategies relating to this new positioning will be analyzed by focusing our case study on two giants in the fast-fashion sector: Zara and H&M. The parallel study of these two brands is particularly relevant since, as we will observe, although the concrete actions implemented by these companies are relatively similar, their communication strategies differ considerably.

Our goal will then be to measure, on the consumer, the impact of these communication strategies based on this specific positioning that companies implement with sustainable development.

Given the proliferation of marketing strategies based on the so-called "ethical" values ​​(cause-related marketing, green marketing, greenwashing), we will notice, indeed, that we are currently witnessing an increase in consumer skepticism, which is likely to turn campaigns based on sustainable development into real reputational risk for the company.

Réputation fast-fashion marketing communication --- Sciences économiques & de gestion > Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Le présent travail de fin études est une traduction du début et de la fin de l'ouvrage de Nunu Kaller Ich kauf nix! Wie ich durch Shopping-Diät glücklich wurde. Ce livre traite de la fast fashion et de ses conséquences négatives sur l'environnement et la main-d'œuvre textile. Ce mémoire est divisé en trois parties. Dans la première, nous analysons en détail le texte source et son contexte de parution. Nous nous intéressons à la personne de Nunu Kaller et nous abordons la question du public cible de la traduction. La deuxième partie est composée du texte source placé en vis-à-vis de sa traduction. Enfin, la troisième partie est consacrée aux commentaires traductologiques en lien avec la traduction. Comme le titre de ce mémoire l’indique, nous nous intéressons au style de l’autrice ainsi qu’à l’humour dont elle fait preuve dans son ouvrage. Nous nous penchons également sur l’utilisation des marques d’oralité dans le texte. Enfin, nous abordons la question de la visibilité des femmes dans les textes et de la correction des erreurs.

Traduction --- humour --- particules modales --- féminisation --- fast fashion --- écologie --- style --- type de texte --- Arts & sciences humaines > Langues & linguistique

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Fashion is the third biggest industry in term of revenue worldwide. Although the industry is often 
pointed out for its controversial practices and consequences in terms of environmental and social 
issues, it is a growing industry, new entrants disrupt the market everyday.
Lately, fast fashion and luxury fashion have been two growing segments of fashion and they both are
historically really distinct from one another in terms of supply chain practices. 
Because of new dynamics in the industry and in the world in general, such as, advanced technologies,
globalization, changes in customers’ behavior and more recently the covid-19 pandemic, the fashion 
market is going through abrupt and sudden changes. Furthermore, this discussion comes in a context 
of rising awareness about environment, social needs and sustainability in general.
Traditionally, luxury fashion is a symbol of authenticity, exclusivity and a guarantee of quality. It has 
always being a distinct segments of fashion with its own codes, and supply chain management 
practices and strategies. On the other hand, fast fashion is a symbol of accessibility, ephemeral 
trendiness and affordability. The rise of fast fashion has redesigned the fashion industry for the pas 30 
years and continue to do so with revolutionary practices. 
Regardless of the segment, the supply chain makes an essential contribution to value creation of the 
brand and it is important to understand it.
While fast fashion retailers keep on gaining popularity amongst customers by pushing the limits in 
terms of supply chain, luxury brands adapt to a new type of consumerism by finding balance between 
historical traditions and contemporary practices.
It is usually believed that luxury items are more reliable, of better quality and long-lasting because they 
are manufactured with the best raw materials and collected with the best care. While fast fashion 
items are believed to be easily disposable, low quality and treated like single-use item.
Studying the current trend in supply strategies amongst world leaders of both the segments highlight 
the novelty in practices and expresses the current challenges of the industry. Indeed, while these 
generally widely different segments are often opposed and considered as two different worlds, there 
are many similarities that can be underlined as a results of the evolution of the industry and the auto influence of each other.

supply chain --- sustainable sourcing --- supply chain strategy --- production --- distribution --- fast fashion --- luxury fashion --- Sciences économiques & de gestion > Production, distribution & gestion de la chaîne logistique

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

'Stitching the 24-Hour City' reveals the intense speed of garment production and everyday life in Dongdaemun, a lively market in Seoul, South Korea. Once the site of uprisings against oppressive working conditions in the 1970s and 1980s, Dongdaemun has now become iconic for its creative economy, nightlife, fast-fashion factories, and shopping plazas. Seo Young Park follows the work of people who witnessed and experienced the rapidly changing marketplace from the inside. Through this approach, Park examines the meanings and politics of work in one of the world's most vibrant and dynamic global urban marketplaces. Park brings readers into close contact with the garment designers, workers, and traders who sustain the extraordinary speed of fast-fashion production and circulation, as well as the labour activists who challenge it.

Clothing workers --- Ready-to-wear clothing industry --- Markets --- Social ecology --- Social life and customs --- Social aspects --- Tongdaemun-gu (Seoul, Korea) --- Social conditions --- ethnography of fast fashion, history of Dongdaemun, counterfeit commodity, politics of speed.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

If Belgian consumers are engaged with international fashion brands such as Zara, H&M, Primark and Mango, what about their engagement with these brands on social networks? Indeed, although they are big consumers of these fast fashion brands, the global strategies of these brands to communicate and develop their brand image through social networks might not be optimal for the Belgian target. 
The global social media strategy of international fashion brands to engage consumers consists of a content strategy that conveys several types of benefits, encouraging them to participate in the community of these brands on social networks. This strategy is globally effective as it allows these brands to be the most followed brands in the international fashion industry on social networks. However, if these brands succeed, in a global way, in attracting many members to their community and engaging members, what about Belgian consumers? Indeed, the discussions around these brands on the social networks are mainly in a different language from the official languages of Belgium, and these discussions come from different countries. It was therefore necessary to analyse the functioning of the global strategies of fashion brands on social networks, taking into account the impact related to perceived cultural diversity.
Firstly, there is the cultural diversity that Belgian members can feel with other members of the community but there is also the cultural diversity that Belgian members can feel through the messages posted by the brands themselves. To analyse the impact of these diversities on the global strategies of international fashion brands, a quantitative survey was administered on Facebook. Through an analysis on SPSS, it would appear that from the point of view of the culturally minority sub-groups in these communities, these global strategies are in fact impacted by the effect of culture and it is important for these brands to consider these barriers.
While many articles extol the benefits of fashion brand communities, these benefits actually work on the majority of members, but there are groups of people for whom these benefits cannot be exploited due to these cultural differences. Since social networks are important in the decision-making process, these problems could, over time, cause the loss of some customers who would turn to more local or less culturally different brands. Si les consommatrices belges sont engagées dans les marques de mode internationales telles que Zara, H&M, Primark et Mango, qu’en est-il de leur engagement à ces marques sur les réseaux sociaux ? En effet, bien qu’elles soient de grandes consommatrices de ces marques de la tendance du fast fashion, il se pourrait que les stratégies globales de ces marques pour communiquer et développer leur image de marque à travers les réseaux sociaux ne soient pas optimales pour la cible belge. 
La stratégie globale des médias sociaux des marques de mode internationales pour engager les consommateurs consiste en une stratégie de contenu qui leur transmet plusieurs types de bénéfices, les incitant alors à participer dans la communauté de ces marques sur les réseaux sociaux. Cette stratégie est efficace de manière globale car elle permet à ces marques d’être les marques du secteur de la mode internationale les plus suivies sur les réseaux sociaux. Néanmoins, si ces marques réussissent, de manière globale, à attirer de nombreux membres dans leur communauté et à engager ces membres, qu’en est-il des consommatrices belges ? En effet, les discussions autour de ces marques sur les réseaux sont principalement dans une langue différente des langues officielles de la Belgique, et ces discussions proviennent de pays différents. Il était donc nécessaire d'analyser le fonctionnement des stratégies globales des marques de mode sur les réseaux sociaux, en prenant en compte l'impact lié à la diversité culturelle perçue.
Il y a premièrement la diversité culturelle que les membres belges peuvent ressentir avec les autres membres de la communauté mais il y a également la diversité culturelle que les membres belges peuvent ressentir à travers les messages postés par les marques elles-mêmes. Pour analyser l’impact de ces diversités sur les stratégies globales des marques de mode internationales, une enquête quantitative a été administrée sur les réseaux sociaux. A travers une analyse sur SPSS, il semblerait que du point de vue des sous-groupes culturellement minoritaires dans ces communautés, ces stratégies globales sont en fait impactées par l’effet de la culture et il est important pour ces marques de considérer ces barrières.
Bien que de nombreux articles vantent les avantages des communautés de marques de mode, ces avantages fonctionnent en réalité pour la majorité des membres, mais il existe en fait des groupes de personnes pour lesquels ces avantages ne peuvent être exploités en raison de ces différences culturelles. Comme les réseaux sociaux sont importants dans le processus de décision, ces problèmes pourraient, avec le temps, entraîner la perte de certains clients qui se tourneraient vers des marques plus locales ou moins différentes culturellement.

social networks --- fast fashion --- engagement --- social media marketing --- brand community --- content strategy --- cultural diversity --- global strategy --- réseaux sociaux --- mode rapide --- marketing des médias sociaux --- communauté de marque --- stratégie de contenu --- diversité culturelle --- stratégie globale --- Sciences économiques & de gestion > Marketing