Marketing Dissertation Topics and Titles

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The Evolution of Marketing Strategies Used by Fashion Retailer Primark

Brief:

Fast fashion retail has growth tremendously over the past decade due to the demand for cheap, but relevant (design-wise) clothing. A rising star in this sector is the UK fast-fashion retailer Primark. This dissertation can explore literature, surrounding traditional and digital marketing strategies and techniques and evaluate which are adopted by the company in their effort to attract new customers at various points of their exponential growth in the fast fashion retail sector. The research undertaken will adopt an ethnographic analysis approach in understanding the interactions amongst the brand’s fans and followers on social media (Instagram and Facebook) and on their website and other engagement groups online.

Sources:

Arriaga, J.L.D.O., Andreu Domingo, D. and Berlanga Silvente, V., 2017. Facebook in the low-cost fashion sector: the case of Primark. Journal of Fashion Marketing and Management: An International Journal, 21(4), pp.512-522.

Goworek, H., Fisher, T., Cooper, T., Woodward, S. and Hiller, A., 2012. The sustainable clothing market: an evaluation of potential strategies for UK retailers. International Journal of Retail & Distribution Management, 40(12), pp.935-955.

Harris, L. and Rae, A., 2009. Social networks: the future of marketing for small business. Journal of business strategy, 30(5), pp.24-31.

Jones, B., Temperley, J. and Lima, A., 2009. Corporate reputation in the era of Web 2.0: the case of Primark. Journal of marketing management, 25(9-10), pp.927-939.

Kozinets, R.V., Dolbec, P.Y. and Earley, A., 2014. Netnographic analysis: Understanding culture through social media data. The SAGE handbook of qualitative data analysis, pp.262-276.

Rowley, J., 2009. Online branding strategies of UK fashion retailers. Internet Research, 19(3), pp.348-369.

The Rise of Supreme: Exploring the Effect of Suggested Scarcity on Sales Performance and Brand Perception

Brief:

Literature and existing research have observed and explored the effect of suggested product scarcity and its successful drive for increasing demand when it comes to high-quality, speciality goods (Stock and Balachander, 2005). Generally, consumer research has found scarcity increases the product’s desirability, but in relation to economic theory once a product is highly unavailable, it is also considered somewhat premium, therefore deserving of being obtained at a higher cost (Lynn, 1992). This dissertation can explore the socio-economic, financial and cultural effects of suggested scarcity in relation to the rise and growth of the brand Supreme, specifically focusing on the tactics used by the brand to increase following and grow popularity, under the overall strategy of scarcity and product obscurity.

Sources:

Aguirre-Rodriguez, A., 2013. The effect of consumer persuasion knowledge on scarcity appeal persuasiveness. Journal of Advertising, 42(4), pp.371-379.

Gierl, H. and Huettl, V., 2010. Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), pp.225-235.

Lynn, M., 1992. Scarcity's enhancement of desirability: The role of naive economic theories. Basic and applied social psychology, 13(1), pp.67-78.

Stock, A. and Balachander, S., 2005. The making of a “hot product”: A signaling explanation of marketers’ scarcity strategy. Management Science, 51(8), pp.1181-1192.

Understanding Consumer Behaviour of Millennials Regarding Luxury Brands: Comparative Analysis of Gucci versus Dolce & Gabanna

Brief:

Millennials and Generation Z are currently the most affluent consumers, as well as those with the greatest purchasing power, yet their purchasing habits differ from those of previous generations due to the digital nature of most of their day to day communication amongst their peers and with the brands that intrigue them. This has caused a change in the luxury fashion sector, as brands are now reaching out to these demographic and social groups through innovative strategies yet face the challenge of keeping the integrity of their brand, following the 8P of luxury branding model (Arora, 2011). This research can undertake a comparative analysis of the strategies, implemented by Gucci and Dolce & Gabanna in their effort to remain relevant to younger generations through digital means of communication (e.g. Gucci’s meme campaign), responding to fashion demands (e.g. luxury sliders) and the changing nature of celebrity endorsement and collaborations.

Sources:

Arora, R., 2011. P’s of luxury brand marketing. Warc Exclusive.

Castellano, S. and Khelladi, I., 2016. Reputation, image, and social media as determinants of e-reputation: the case of digital natives and luxury brands. International Journal of Technology and Human Interaction (IJTHI), 12(4), pp.48-64.

Chu, S.C. and Kamal, S., 2011. An investigation of social media usage, brand consciousness, and purchase intention towards luxury products among Millennials. In Advances in Advertising Research (Vol. 2) (pp. 179-190). Gabler.

Chu, S.C., Kamal, S. and Kim, Y., 2013. Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), pp.158-174.

Ryding, D., Vignali, G., Caratù, M., Wang, Y.Y. and Carey, R., 2016. 21st century luxury fashion retailers' marketing strategies for customer satisfaction: UK perspective. International Journal of Business and Globalisation, 16(1), pp.79-103.

Wirtz, J. and Lovelock, C., 2016. Services marketing. World Scientific Publishing Company.


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