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Are millennials brand-loyal in the apparel industry?

Berra, Nicole ; Connerton, Timothy (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 49.

This thorough study in consumer insights about millennials and the apparel industry aims at understanding what is going on in their minds and to which extent theories established by researchers and scholars are reflective of their loyalty towards brands. The literature review will give you, readers, the palette of the branding concepts which are complex, and these ones’ goal is to group unique...

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What can be considered fair marketing in the fashion industry? : Building a green and fair consumer rating scheme for garment brands

Jufer, Lucie ; Maeder, Eric (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2018 ; TDIBM 37.

The object of this paper is to tackle the issues that are linked to the unsustainability of today’s garment industry. The externalities that arise from this industry –that are known to harm the environment and its inhabitants– are largely talked about today. Whether it be by society, non-governmental organisations, regulatory bodies or companies involved in these destructive practices. Even...

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