Curriculum

Question 1

Name the 11 themes covered in class

Answer 1

1. AIMS AND APPROACH
2. THEORETICAL PERSPECTIVES ON FASHION
3. STRATEGY - BUSINESS IDEAS AND MODELS
4. STRATEGIES FOR INTERNATIONAL GROWTH
5. OPERATIONS - SOURCING AND PRODUCTION
6. FASHION MEDIA PR AND BRAND BUILDING
7. FASHION BUYERS AND CONSUMERS
8. SUSTAINABILITY
9. FASHION DESIGN AND DESIGNERS
10. DIGITAL TRANSFORMATION IN FASHION
11. DEVELOPING FASHION ORGANISATIONS

Question 2

Under what theme did Amed and Berg write, and what was their paper about?

Answer 2

Amed and Berg is under the theme aims and approach, and talks about massive long-term changes in the fashion industry that shape the future trends of fashion.

Question 3

Under what theme did Craik write, and what was her book about?

Answer 3

Crake is under the theme theoretical perspectives on fashion, and gives an overview of understanding fashion.

Question 4

Name the fashion systems by Craik.

Answer 4

Craik talks about:

• stages in fashion products, going from raw material to the final consumer
• roles in fashion eg. designer, merchandiser etc.
• she names three main segments: men’s wear, women and children’s wear
• types of retailers eg. department, concession, franchise etc.
• forecasting
• price setting methods eg. cost plus, buyer based, psychological, competition, dynamic

Question 5

name som key concepts from Amed and Berg.

Answer 5

• fashion is predictably unpredictable
• globalisation
• personalisation due to digital capabalities
• increasing importance of mobiles
• increasing dependency on online platforms
• credibility in sustainability

Question 6

name the theories by Craik.

Answer 6

• trickle down theory
• trickle up theory
• the collective behaviour model - uniformity through consensus
• six-stage fashion process - from invention of fashion to obsolescence

Question 7

Under what theme does Aspers and Godart write, and what is their paper about?

Answer 7

theoretical perspectives on fashion
they look at theory of fashion from a sociological perspective along with other disciplines like economics, geography and culture.

Question 8

Under what theme does Mills write, and what is his paper about?

Answer 8

theoretical perspectives on fashion
Mills looks at NZ fashion entrepreneurs and their orientation through a narrative approach - offers insight and policies for start-ups (individual skills vs. network etc.)

Question 9

Name the nine building blocks that make up a business model canvas.

Answer 9

key partners, key activities, key resources, value proposition, customer relationships, channels, customer segment, cost structure, revenue stream

Question 10

Under what theme does Spieth et al. write, and what is their paper about?

Answer 10

strategy - business ideas and models.
Speith et al. offers a scholarly review of theory on business models distinguishing between 3 different roles of business models:
- explaining the business
- running the business
- developing the business

Question 11

Under what theme does Isenberg write, and what is his paper about?

Answer 11

strategy - business ideas and models.
Isenberg introduces the entrepreneurship ecosystem strategy for economic development, describing the components that in combination stimulate and nurture entrepreneurship and accompanying economic growth:
- policy finance
- culture
- supports
- human capital
- markets

Question 12

Under what theme does Buckley write, and what is their paper about?

Answer 12

strategy - business ideas and models
buckley develops a conceptual framework to analyze business models of micro-enterprises in fashion - entrepreneurship in terms of discovery and creation theory

Question 13

Under what theme does Lantz write, and what is their paper about?

Answer 13

fashion media PR and brand building.
Lantz explores the use and significance of trendforecasting services in fashion for mass market , mid range and luxury designer fashion brands

Question 14

Under what theme does Kozlowski write, and what is their paper about?

Answer 14

sustainability.
kozlowski provides a conceptual and analytical framework by conflating life-cycle and stakeholder. explains that identifying stakeholders’ interests can provide a basis for the development and implementation of appropriate policies and programmes to respond to environmental and social concerns within the context of corporate social responsibility.
- product life cycle
- stakeholder analysis

Question 15

Under what theme does Bhardwaj et al. write, and what is their paper about?

Answer 15

strategies for international growth.
studies internationalization processes of Zara/inditex, explaining its fast fashion retail business model and dynamic strategic planning process paving the way for international expansion and success.
- Born-global vs. gradual global
- cultural proxity/psichic distance
- VRIN sustained competitive advantages

Question 16

Under what theme does Macchion write, and what is their paper about?

Answer 16

operations - sourcing and productions.
a study of how fashion and luxury companies have redefined both their marketing mix and operations actions in response to financial crisis and other contextual changes. (contextual changes)
Identifies two new production strategies.
- programmato –> focused programmato
- pronto moda –> pronto programmato

Question 17

Under what theme does Arrigo write, and what is their paper about?

Answer 17

operations - sourcing and productions.
studies fast fashion business models by Zara, H&M and Gap. Describes main processes that characterise a fast fashion business model.
- just-in-time
- lean and agile supply chains

Question 18

Under what theme does Skjold write, and what is their paper about?

Answer 18

fashion buyer and consumers.
points to alternative understandings of dress practice that highlight how continuity rather than newness plays a vital role in self-understanding. Based on empirical study.

Question 19

Under what theme does Lea greenwood write, and what is their paper about?

Answer 19

fashion media PR and brand building.

account of PR and trade marketing practices and key concepts in fashion.

Question 20

Under what theme does Caso & Baso write, and what is their paper about?

Answer 20

seeks to identify the main internal and external factors that drive commercial success for designer fashion brands in UK.

• business strategy and planning
• product development
• brand identity
• marketing
• PR and comms
• manufacturing
• sales and distribution
• funding and finance

Question 21

Under what theme does Crane write, and what is their paper about?

Answer 21

sustainability.
Crane looks at the state of ethical fashion. explains why consumers are less likely to engage in responsible consumptions practices due to higher prices, lack of availability, misleading information and perception of significance.

Question 22

Under what theme does Kent write, and what is their paper about?

Answer 22

fashion media PR and brand building.
complementary rather than competing channels. differentiation through combination of physical stores and online experience.
development and implementation of omnichannels.
Case study of Harrods and selfridges.

Question 23

Under what theme does Todeschini write, and what is their paper about?

Answer 23

sustainability.
looks at opportunities to reduce environmental impacts and to innovate business models.
Investigates innovative business models that have sustainability as a defining characteristic.
5 socio economic and cultural macro trends that drive sustainability:
- consumer awareness
- circular economy
- CSR
- collaborative consumption
technological innovation

Question 24

Under what theme does Johnson & lindberg write, and what is their paper about?

Answer 24

strategies for international growth.
investigates connection between financial and social capital through case studies of entrepreneurs. explores experiences, perception, relationships and strategies  with a focus on moving beyond bootstrapping and getting external finance.
social capital:
- structural
- cognitive
- relational

Question 25

Under what theme does Berg write, and what is their paper about?

Answer 25

operations - sourcing and production
argues that fashion and apparel companies’ sourcing have been viewed as a caravan trial in pursuit of ever lower production costs. digitalization and its ability to pursue efficiency and flexibility is on Chief purchasing officer’s agenda.

Question 26

Under what theme does McNiell write, and what is their paper about?

Answer 26

fashion buyers and consumers
presents a typology of fashion identities --> security of self-concept in relation to fashion and genereal self-esteem as well as insecurity, motivates women towards fashion independence, indetity-based marketing over life-style based marketing.
categorization of female consumer types.
- insecure
- secure
- dominant
- independent
- role taker

Question 27

Under what theme does wiggley write, and what is their paper about?

Answer 27

fashion media PR and brand building
shows how fashion branding is influenced by fashion practitioners working in product design, promotional and retail roles.
identifies six tangible elements of a brand that may be manipulated in order to influence consumer behaviour.

Question 28

Under what theme does McNiell and McKay write, and what is their paper about?

Answer 28

fashion buyers and consumers.
analytical insight into male attitudes and behaviour towards fashion. the traditional male/female dichotomy is eroding. emergence of fashion aware males.

Question 29

Under what theme does Arvidsson write, and what is their paper about?

Answer 29

fashion design and designers.
study of the plight of the fashion precariat - low-paid creative workers often on temporary contracts.
fare la gavetta refers to suffering a prolonged period of hard work and low pay with a view of reaping ones just reward in the future.
massochism.

Question 30

Under what theme does Toma write, and what is their paper about?

Answer 30

digital transformation in fashion
explores whether and how the fashion industry can bridge the gap between offline and online customer experiences through virtual reality.

Question 31

Under what theme does Miller write, and what is their paper about?

Answer 31

developing fashion organisations
looks at what it takes to lead fashion retail brands today. visionary design leaders that are formally design-trained are able to remain intensely hands on through different roles.

Question 32

Under what theme does Le Pechoux write, and what is their paper about?

Answer 32

fashion design and designers.
maps a creative design process and presents models of activities and processes in product and collection development in fashion/apparel.

Question 33

Under what theme does Kontu and Vecchi write, and what is their paper about?

Answer 33

digital transformation in fashion.
late adaptation of social media by luxury fashion companies. applies notions of changeability, likeability and wearability to capture luxury fashion’s digital and social media challenge. Based on Armani, Gucci and Prada.

Question 34

Under what theme does Duffy and Hund write, and what is their paper about?

Answer 34

digital transformation in fashion.
traces the post-feminist ideal of having it all, as expressed among successful female fashion bloggers. reflects on tension between lucrative and fulfilling careers of bloggers and their pressures and self-discipline.

Question 35

Under what theme does Nixon and Blakley write, and what is their paper about?

Answer 35

fashion design and designers.
regards fashion thinking as an actionable set of principles emerging from current fashion business practices and a paradigm of critical thought and creative agency.