Analysis of fashion consumer segments in the mega cities London and Paris

Diana Fegers

Master's thesis

Abstract:

The goal of this master thesis is to contribute to the lack of consumer research in the special context of global fashion mega cities. For this purpose, the thesis is structured in three main parts. The first part introduces the current trends of urbanization as well as rising consumer expectations in special regards to the fashion and apparel industry. In the second part, initiatives approaching these indus-try-shaping trends of a practical application example are reviewed. Based on conducted qualitative expert interviews within the chosen company, a quantitative survey study is developed in the third part of the thesis. The study presents an identification and comparison of different fashion affine consumer segments with the two fashion mega cities Paris and London. Based on the conducted research this third part summarizes recommendations for the purpose of improving the company’s current approaches to face the ongoing industry challenges.

Abstract:

The goal of this master thesis is to contribute to the lack of consumer research in the special context of global fashion mega cities. For this purpose, the thesis is structured in three main parts. The first part introduces the current trends of urbanization as well as rising consumer expectations in special regards to the fashion and apparel industry. In the second part, initiatives approaching these industry-shaping trends of a practical application example are reviewed. Based on conducted qualitative expert interviews within the chosen company, a quantitative survey study is developed in the third part of the thesis. The study presents an identification and comparison of different fashion affine consumer segments with the two fashion mega cities Paris and London. Based on the conducted research this third part summarizes recommendations for the purpose of improving the company’s current approaches to face the ongoing industry challenges.

Keywords

Urbanization, Co-Creation, Mega City, Consumer Segmentation, Fashion Metropoles, Marketing Paradigm 3.0

Keywords

Fashion Metropoles, Urbanization, Mega City, Consumer Segmentation, Co-Creation, Marketing Paradigm 3.0

Language used: English

Date on which the thesis was submitted / produced: 7. 12. 2017

Thesis defence

• Date of defence: 14. 6. 2018
• Supervisor: Petr Král
• Reader: Martina Fricke

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management