An Exploration of the Brand-Positioning Role
Added on - 03 Dec 2020
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Research ProposalTopic: An exploration of the brand-positioning role on the post-purchase behaviour andfeelings of theMillennialsbased in the UK: ‘Case of fashion garments to buy in the digitalretail environment’
ProposalChapter One: Introduction1.0 BackgroundBecause of their enormous size and proportion of spending power, millennial customers, nowand again known as generation Y, have become an essential area in the industry. The size of thegenerations is assessed at 30-80 million people worldwide and is the Baby Boomer's greatestgeneration (Nobbs, Foong & Baker, 2015). Among the millennials, are people consideredsomeplace in the scope of 1980 and 2000? The understanding that the millennials are imaginedon the year break, in any case, changes insignificantly depending upon the maker. Past researchhas shown that they spend on client products around US$ 152-$156 billion consistently. Thisgenerational partner has in like manner exhibited a noteworthy degree of authenticity and is gladto frenzy spend on things they need. Given the millennial age length, there are signs that thiscolossal generation will in a little while expecting command over the workplace and theretirement of the baby boomers who are seen as their people (Punjaisri & Wilson, 2017). Thiswill make the millennials a more grounded purchaser bundle as they increase their spendingpower. Thusly, it is huge for brands to perceive how to advance toward this generation as longstretch customers (Adina, Gabriela & Roxana-Denisa, 2015).1.1 MillennialsGeneration Y, according to Heinberg, Ozkaya & Taube (2017) is the first that accomplishedyouth in the brand time and shaped into a tremendous and lucrative market. Serazio, (2015) statethey are more brand careful and materialistic since they were considered in a brand anddisplaying condition. Millennials are striking with key product packaging properties, forinstance, colour and shape and at any rate, 200 logos are seen. Millennials, regardless, are known
to change their buying penchants reliably and to have a versatile eagerness for brands andclothing associations are rapidly moving an attire incline because of their polished image of abrand. A solid interest and creating buying inclinations are dependent upon different segments,the fundamental factor being that they are found out about technology (Shatto & Erwin, 2016).They have grown up with the internet and are familiar with using it for analysing and buyingproducts. Millennials are in like manner saw as a get-together that ponders environmental issuesand social obligation, anyway there is still vulnerability in this issue, where millennials havefurthermore demonstrated low degrees of dispositional lament, empathy and raised degrees ofself-monitoring. Wang et al., (2015) says millennials are securing fashion brands related to theirvery own characteristics. (Hahnel et al., (2015) agree and recommend that through fashionbrands, millennials pass on what necessities be really. To separate themselves, to express what isbasic to them and what they regard most for the duration of regular daily existence, they eat up aparticular brand. Studies have furthermore shown that the characters of thousands of purchasersare connected with an image of brand (Park, Ciampaglia, & Ferrara, 2016).1.2 Study’s AimThe study aims to identify and demonstrate the determinants of the brand a motivating force inthe buyer's eye and what results this ought to pass on with it in technique or positioning (Zhang,& Pei, 2016). The fourth section of the study will bedemonstrating the Farfetch brand, lookingkey direct history and how they react to the snappy fashion market and its customers. Finally, allof the delayed consequences of the assessment subjects referenced above will be used in the fifthpart to make a model that focuses on the positioning and image of the brand relative to the newclient (Bushra, 2015).
1.3 Purpose of the studyThe study focuses on integrating the image and trustworthy of the brand that lacks in the researchand the difficulty of understanding of millennial, the explanation behind this assessment is toperceive the activity of brand character and overhaul the commonality with millennials brandtrustworthiness concerning fashion brands (Sudha & Sheena, 2017).1.4 Research questions1.Which factors are crucial for enhancing the identity and image of the brand in the contextof the fashion industry that should be assessed for enhancing the brand perception andbuying power of the customer?2.How did fashion brands deal with the present conditions of the environment of fastfashion? Were millennials in the fashion industry loyal to brands?1.5 ObjectiveThe goal of this study is to clarify the purchasing behaviour of the current apparel customer todirect brand repositioning in the new market climate (Papahristou, & Bilalis, 2017).