Browsing by Author "Feremans, Vito Guido L."
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- Purpose based strategies : fashion industry structures and consumer buying behaviour alterations induced by Covid-19Publication . Feremans, Vito Guido L.; Colaço, Vera Maria Portela Herédia Lancastre FreitasAs a consequence of the recent Covid-19 pandemic, consumer behaviour altered drastically, raising numerous questions and challenges for organisations and consumers alike. This dissertation sheds light on how the current Covid-19 pandemic has altered the fashion organisations’ structure and fashion consumers buying behaviour. This implies analysing the research in two separate parts. First, the author will be analysing the organisational sector, more specifically fashion-brands and -organisations. Secondly, an analysis will be performed on fashion consumers’ consumption habits and behaviours. Both quantitative as qualitative research was conducted to allow the researchers to have an extensive data set to draw conclusions upon. Overall, the findings demonstrate the fundamental importance of generation aspects for purpose-driven businesses. The data, furthermore allows for an understanding of the contributing elements to buying preferences and behaviour, again taking the age factor into account. Despite prior theoretical models, that predicted a strong consumer focus on ethical business, the found data does not support these predictions. While there is a small rise in ethical importance it is not substantial, and heavily focused on younger generations. Finally, focussing on the organisational aspect of this dissertation, is has become clear Page 4 of 47 that organisation’s are not shifting focus but instead are making their original focus more profound. Meaning that organisations focusing on CSR are developing into purpose-driven businesses, and organisations that are maximising profits will continue to do so. Finally we can see that the reported new road to market of organisations is more focuses on e-commerce, many of these organisations report that they will continue to do so out of fear for more lockdown measures.