The OXIRM day: Retail and Supply Chain Emerging Trends in Retailing Panel

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1 The OXIRM day: Retail and Supply Chain Emerging Trends in Retailing Panel Dr Ana

2 Background, recent and current research Future research ideas

3 HELLO Dr Ana Roncha Post doctoral Research Fellow in Enterprise and Creative Collaborations Lecturer in Fashion Branding and Strategic Fashion Marketing London College of Fashion - University of the Arts

4 Background PhD in Design and Marketing Management for Fashion, University of Minho, Portugal Grad Diploma in Fashion Communication at Politecnico of Milan, Italy BA MA Degree in Communication, University of Porto, Portugal Industry Marketing, Branding and Communications Manager for international fashion, beauty and lifestyle brands such as Puma, L Oreal, MoMa, Women Secret, Melt Jewels, Storksak UK, Lisbon Fashion Week, Salsa Jeans, Waikiki and Guy Laroche Teaching Lecturer in Fashion Branding and Strategic Marketing at London College of Fashion, London, UK Visiting lecturer of Branding and Marketing at Parsons the New School, Paris, France Visiting lecturer of Branding at Lasalle College of the Arts, Singapore Visiting lecturer of Branding at City University, Hong Kong Lecturer of Fashion Communication, University of Minho, Portugal Lecturer of Communication at School of the Arts, Porto, Portugal

5 RECENT Research

6 Establishing sustainable differentiation in the creation of fashion brands The aims are not so much the constructs of intangible assets for brands, but analyzing and establishing elements of differentiation and finding strategic association or connections that can be established between them. This research intends to provide a theoretical framework to capture the key aspects of differentiation in fashion that are able to implement and sustain a brand in the market, acting as a strategic tool to employ by companies when developing new brands. The main purpose of this thesis is to investigate which differentiation strategies are the more relevant ones to establish a competitive advantage for mid market fashion brands. Through exploring the drivers that motivate consumers to engage with a fashion brand and identifying and mapping out the key variables that provide competitive advantage This study encompasses all data collected in a framework, that can be used as a strategic tool to summarize the key construct that brands need to address in order to position themselves in the marketplace.

7 CURRENT Research

8 Research interests and projects Ethical brand building and the collaborative fashion brand: flying the flag for social entrepreneurship - TOMS a case study Co-authors: Radclyffe-Thomas, N. and Varley, R. This case study traces the development of the TOMS brand and analyses its strategies of social entrepreneurship and storytelling. Understanding luxury: the underpinning strategies leading to high value perception Co-authors: Montecchi, M. The aim of this study is to identify the underpinning marketing strategies and concepts used by luxury fashion brands that impact on increased value perception by consumers. Keywords: Brand communities, collaboration, marketing strategy, social entrepreneurship, sustainable fashion Keywords: Luxury, strategy, marketing, brand perception, brand development

9 Research interests and projects Crowdsourcing and consumer collaboration driving fashion retail business innovation This paper sets to investigate motives and methods behind fashion brands utilization of crowd sourcing as driver for innovation across the value chain. In particular, this research explores the extent to which crowd sourcing is changing the business model for fashion brands and prompting engagement with communities of consumers both online and offline. Keywords: Crowdsourcing, Business models, Innovation, New Product Development, Collaboration, Strategy

10 Future Research

11 Future Research Can collaboration and relationship building drive design, business and developmental models? The aim of this research is to investigate and define the nature of collaborations used by designers and enterprises, in the creative industries from different EU member states. Through greater understanding of the practices and processes involved in collaboration, the researcher aims to assess the traits of successful relationships. Keywords: Collaboration, Innovation, Enterprise, Business models, Relationships, New Product Development

12 In conclusion Explore innovative ways of creating business competitiveness through co-creation of value in order to develop long lasting relationships with all stakeholders. Develop a culture of innovation within enterprises, crucial to the businesses long-term success, profitability and to a sustainable differentiation.

13 THANK YOU! Questions?

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