The Impact of Fashion Event marketing on Brand exposure
Forsström, Tessa (2024)
2024
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120332196
https://urn.fi/URN:NBN:fi:amk-2024120332196
Tiivistelmä
This thesis examines the impact of fashion event marketing on brand exposure, focusing on how events such as runway shows, pop-up shops, exclusive parties and brand collaborations influence consumer perceptions, purchasing decisions and overall brand engagement. The study aims to explore the strategic value of these events in the fashion industry, highlighting their role in enhancing brand awareness, fostering loyalty and driving consumer behaviour. The theoretical framework is built on concepts of brand exposure, customer engagement and exclusivity, providing a foundation for understanding the relationship between fashion events and consumer-brand interaction.
The research employed a mixed-methods approach, combining a survey and follow-up inter- views. The survey was distributed online to 34 participants from Finland, the United Kingdom and the United States, focusing on individuals with a strong interest in luxury fashion brands. Questions addressed topics such as event attendance, brand collaborations and digital engagement. Semi-structured interviews were conducted with two respondents to gain deeper insights into their personal experiences with fashion events. The data collection process ensured a balance between quantitative analysis and qualitative insights, allowing for a comprehensive understanding of the subject.
The results reveal that fashion events significantly enhance brand awareness and consumer loyalty, with exclusivity and personalization being critical factors in shaping consumer perceptions. Brand collaborations were found to be highly effective in generating excitement and driving purchasing behaviour, with limited availability and uniqueness serving as key motivators. The study concludes that hybrid event strategies, combining physical and digital elements, are essential for maximizing reach and engagement. These findings highlight the importance of fashion event marketing as a powerful tool for strengthening brand presence in a competitive industry and provide actionable recommendations for optimizing event strategies.
The research employed a mixed-methods approach, combining a survey and follow-up inter- views. The survey was distributed online to 34 participants from Finland, the United Kingdom and the United States, focusing on individuals with a strong interest in luxury fashion brands. Questions addressed topics such as event attendance, brand collaborations and digital engagement. Semi-structured interviews were conducted with two respondents to gain deeper insights into their personal experiences with fashion events. The data collection process ensured a balance between quantitative analysis and qualitative insights, allowing for a comprehensive understanding of the subject.
The results reveal that fashion events significantly enhance brand awareness and consumer loyalty, with exclusivity and personalization being critical factors in shaping consumer perceptions. Brand collaborations were found to be highly effective in generating excitement and driving purchasing behaviour, with limited availability and uniqueness serving as key motivators. The study concludes that hybrid event strategies, combining physical and digital elements, are essential for maximizing reach and engagement. These findings highlight the importance of fashion event marketing as a powerful tool for strengthening brand presence in a competitive industry and provide actionable recommendations for optimizing event strategies.