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  • Bloomsbury Fashion Business Cases
  • Consumer Behavior
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Brand Positioning: Wildfang and Tomboy Style Brands

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Define the terms brand, brand identity, and brand differentiation in relation to fashion products. Construct a brand positioning map for tomboy style fashion...

Consumer Behavior and Identity: How Lack of Inclusivity Lost Victoria’s Secret Its Lingerie Crown

Aurore Bardey

Aurore Bardey is with the London College of Fashion Author affiliation details are correct at time of print publication.

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Utkarsha Mehdiratta

Utkarsha Mehdiratta is with the London College of Fashion Author affiliation details are correct at time of print publication.

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Intermediate business case

...Learning Objectives Upon completion of this case, students will be able to: Understand the impact of “the perfect body” strategy on consumer behavior. Evaluate the impact of inclusivity on consumer behavior. Understand changing consumer...

Carter’s®, Inc. and Organic Cotton

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Kathy K. Mullet

Kathy K. Mullet is based at Oregon State University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Describe a company’s target customer/market. Identify forecasting services a company might use to inform decisions around product development. Review advantages...

Dealing with Toxic Consumers: New Balance’s Dilemma

Myles Ethan Lascity

Myles Ethan Lascity is director of the Fashion Media program, and an assistant professor of journalism, at the Southern Methodist University in Dallas, Texas, USA Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Define and compare desirable market segmentations from undesirable associations. Describe the ramifications of consumer action and threats to brands. Create plans...

Cotton Incorporated: Promoting a Raw Material

Patty Mitropoulos

,

Patty Mitropoulos

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Michael P. Londrigan

Michael P. Londrigan is Vice President for Academic Affairs at LIM College. Author affiliation details are correct at time of print publication.

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Jacqueline M. Jenkins

Jacqueline M. Jenkins is Acting Executive Director of Strategic Planning and Innovation at the Fashion Institute of Technology, USA. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students will be able to: Understand the reasoning behind the creation of industry associations. Define how social values effect raw material sales and production. Analyze the advantages...
...Learning Objectives Upon completion of this case, students will be able to: Discuss the importance of developing an online presence in the bespoke fashion world. Explore the communication of brand positioning through social media. Describe...
...Learning Objectives Upon completion of this case, students will be able to: Calculate markdown on a single item and on a group of items. Calculate compounding markdowns. Identify performance indicators to evaluate the effectiveness...

Understanding the Tween Market for a New Apparel Line

Leslie Davis Burns

Dr. Leslie Davis Burns is President and Founder of Responsible Global Fashion LLC and Professor Emerita of Apparel Design and Merchandising at Oregon State University. A scholar and educator around topics related to the international apparel industries, consumer behaviour, and corporate social responsibility, Leslie is author of Sustainability and Social Change in Fashion (2019, Fairchild Books) and co-author of The Business of Fashion (6th edition forthcoming, 2020, Fairchild Books). She is also the Editor-in-Chief of the new online resource, Bloomsbury Fashion Business Cases. Leslie is a Fellow of the International Textile and Apparel Association (ITAA) and has received the Distinguished Scholar and the Educator of the Year Awards from ITAA in addition to teaching, research, and leadership awards from Oregon State University. Leslie holds a BA from Washington State University and a Ph.D. in Consumer Sciences and Retailing from Purdue University. Author affiliation details are correct at time of print publication.

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Introductory business case

...Learning Objectives Upon completion of this case, students will be able to: Explain marketing research strategies used to understand characteristics of a target customer. Apply information derived from market analysis, consumer research...

A Story of Target Guest Service

Joseph H. Hancock

Joseph Hancock, II is an international authority in the area of fashion branding as a form of storytelling. He released his book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (2009), now to be released in a 2nd Edition in 2016 to be called Brand/Story: Explorations and Cases in Fashion Branding. His works on branding and storytelling have appeared in such publications as The Brand Challenge by Kartikeya Kompella (Kogan Page 2016) and Strategic Design Thinking by Natalie Nixon (Bloomsbury, 2015). He has also published two coedited books, Fashion in Popular Culture (2013) and Global Fashion Brands (2014) with Intellect Publishing through The University of Chicago Press. Dr. Hancock is the principal editor of the peer-reviewed journal Fashion, Style and Popular Culture (Intellect Publishers). He is Executive Director for Events for the Popular Culture/American Culture Associations (PCA/ACA) and was their 2009 recipient of the Felicia F. Campbell Award for Area Chairs. He has been awarded Drexel's 2008 Steinbright Cooperative Career Center's faculty of the year and recently received the 2011 Stanley J. Gwiazda Professorship Award. Dr. Hancock has received over $100,000 in grants, fellowships and awards and has generated $13,000 in corporate gifts for Drexel University. Author affiliation details are correct at time of print publication.

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Nancy J. Rabolt

Nancy J. Rabolt

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Judy K. Miler

Judy K. Miler

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Introductory business case

...Learning Objectives Upon completion of this case, students should be able to: Explain why it is important for retailers to have explicit return policies and procedures. Describe and evaluate examples of poor and good customer...
...Learning Objectives Upon completion of this case, students should be able to: Identify social media marketing poor practice and discuss ideas around potential better practices. Consider the process and the importance of creating...