Máster en Gestión de moda - TFM - Cursos 2023/2024 - 2029/2030

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    Desarrollo del plan de negocio de una nueva marca DNVB de gafas de sol: L´Éclair
    (2024) Gómez-Perretta-Esparza, P. (Patricia); Elízaga-Puig, R. (Rocío)
    L'Éclair es una marca de gafas de sol que se distingue por su compromiso con la calidad, el estilo y la accesibilidad. Como una Digital Native Vertical Brand, nos esforzamos por ofrecer una experiencia única en la industria de la moda eyewear. Desde el proceso de diseño hasta la creación de cada par de gafas de sol. Nuestra misión es convertir las gafas de sol en el accesorio de moda por excelencia, ofreciendo diseños originales y coloridos que permiten a nuestros clientes expresar su estilo y personalidad de manera única. Creemos que la moda debe ser accesible para todos y vivirla de manera divertida, sin comprometer la calidad de nuestros productos.
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    Estrategias de emprendimiento y desarrollo en el sector de la moda: un enfoque en la creación de un plan de negocio para una marca de ropa nueva, Olaya
    (2024) Moreno-Olaya, V.M. (Verónica María); Pego-Reigosa, G. (Gustavo)
    Olaya es una nueva marca de ropa que se establece con la misión de crear prendas únicas y exclusivas, conocidas como "statement pieces", dirigidas a mujeres de entre 20 y 40 años que buscan sentirse bien consigo mismas a través de la moda. La marca se caracteriza por su compromiso con la producción local, utilizando materiales seleccionados personalmente por la directora creativa y fundadora de la empresa. Todas las prendas serán fabricadas en un pequeño pueblo en España, lo que garantiza la alta calidad y el control sobre cada pieza producida. Es extremadamente importante para la marca poder asegurar responsabilidad social corporativa (RSC), específicamente en el área de ética y derechos laborales.
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    Modelo de negocio de alquiler de moda para grandes almacenes en España
    (2024) Iglesias-Oliveros, M.T. (María Teresa); Pego-Reigosa, G. (Gustavo)
    El propósito de esta tesis es desarrollar un Plan de Negocio integral para Sorella, una empresa innovadora en el sector de la moda en España, enfocada en el alquiler de prendas de lujo accesible y premium. Ya son varios los grandes almacenes que ofrecen servicios de alquiler a sus clientes pero ninguno en España. Es por ello que Sorella, buscará ser la marca de El Corte Inglés que cubra este vacío en el mercado. Este proyecto proporciona una alternativa sostenible al consumo tradicional de moda, permitiendo a los consumidores acceder a ropa de alta calidad por periodos determinados sin necesidad de comprar, manteniéndose al día con las últimas tendencias. Además de realizar un análisis de mercado, se realizará una estrategia para cada una de las ramas principales en una marca de nueva creación desde el plan de producto hasta su viabilidad financiera. Aprovechando los beneficios específicos de los servicios de alquiler, como la asequibilidad y la conveniencia, la estrategia de Sorella desarrollará una propuesta de valor atractiva que conecte con los clientes objetivo.
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    Extensiones de marcas de moda de lujo en el sector hospitalidad: El impacto de la creación de cafeterías y restaurantes en la percepción marca
    (2024) Martínez-Portero, L. (Lola); Luque-Zequeira, N. (Natalia)
    Esta tesis investiga cómo las marcas de moda de lujo expanden su oferta al sector de la hospitalidad, especialmente a través de restaurantes y cafeterías. Se examinan las motivaciones detrás de estas extensiones de marca y su impacto en la percepción y lealtad del consumidor hacia la marca. Para ello, la metodología incluye una revisión exhaustiva de la literatura y un análisis cuantitativo utilizando encuestas y herramientas estadísticas para analizar datos de una base de consumidores diversa. El estudio muestra que estas marcas se adentran en la hospitalidad para fortalecer la lealtad y las conexiones emocionales con los consumidores, además de diferenciarse en un mercado competitivo. Sin embargo, el éxito de estas iniciativas depende en gran medida de la capacidad de las marcas para mantener sus valores centrales de artesanía y exclusividad mientras se integran en la industria de la hospitalidad. A pesar de la importancia de este fenómeno, existe una notable falta de literatura específica sobre el tema, resaltando la relevancia de esta investigación para llenar ese vacío en el conocimiento académico. Los hallazgos clave revelan que las experiencias personales y la influencia social afectan significativamente el comportamiento del consumidor hacia las extensiones de marca de lujo en la hospitalidad. Estas no solo refuerzan la imagen de exclusividad y lujo de la marca, sino que también fomentan una mayor lealtad hacia la misma y atraen nuevos segmentos de clientes. Sin embargo, estas extensiones deben manejarse cuidadosamente para evitar la dilución de los valores de exclusividad que definen a las marcas de lujo.
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    The impact of counterfeits and fake copies in the luxury brand perception
    (2024) Monreal-Mostrup, C. (Claudia); Mir-Bernal, P. (Pedro)
    The primary objective of this thesis is to critically assess the role of counterfeit products in altering the traditional concept of luxury. The research investigates how the increasing acceptance of counterfeit luxury goods influences brand perception and consumer behaviour. Additionally, the study seeks to identify the strategic discussions luxury brands must adopt to counteract these challenges and preserve their market position. The study employs a quantitative research approach, utilising a structured questionnaire to collect data from a diverse sample of luxury / counterfeits consumers. The questionnaire targets various aspects, including consumer awareness of counterfeits, purchasing behaviours, and perceptions of luxury brands. Data analysis involves statistical techniques to examine the relationships between these variables and test the proposed hypotheses. Key findings reveal that a significant portion of younger consumers, particularly Millennials and Generation Z, knowingly purchase counterfeit luxury goods. This trend is driven by a combination of economic factors, digital access, and shifting values towards experiential and value-conscious consumption. Counterfeit goods negatively impact the perceived exclusivity and quality of luxury brands. Consumers increasingly find it challenging to distinguish between authentic and fake products, leading to a dilution of brand value. The prevalence of counterfeits erodes consumer trust and brand loyalty, as buyers become skeptical about the authenticity of luxury items. This skepticism is particularly pronounced among younger consumers who are more digitally astute and exposed to online counterfeit markets. The study underscores the necessity for luxury brands to innovate in their approaches to authentication, consumer education, and marketing. Embracing digital solutions such as blockchain for supply chain transparency, enhancing anti-counterfeiting measures, and creating personalised consumer experiences are essential strategies. In conclusion, the luxury market is at a critical juncture, facing significant challenges from the rise of high-quality counterfeits and changing consumer values. To sustain their relevance and desirability, luxury brands must adapt by reinforcing their traditional values of authenticity and exclusivity while aligning with contemporary consumer expectations of sustainability and ethical practices. The study highlights the importance of strategic innovation in preserving brand equity in an increasingly complex market environment.
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    ROI in the age of digital persuasion: An in-depth examination of profitability and key performance indicators in Influencer Marketing Strategies
    (2024) Morillo-Garrido, A.P. (Alma Pamela); Mir-Bernal, P. (Pedro)
    The main focus of this thesis is to investigate profitability and KPIs in influencer marketing strategies. It has been developed in order to explore the extent to which these tactics succeed at increasing customer engagement and brand loyalty through realness and openness. This study has adopted a mixed-method research design, which includes a combination of literature review, empirical study of surveys, interviews with industry experts, statistical analysis (correlation analysis) and a case study. The study revealed engagement is more relevant to influencer campaign success than the number of followers. The benefits of using micro-influencers are that they typically drive higher engagement rates for lower cost than macro-influencers. The research analyzed different KPIs — which included brand awareness, engagement, traffic, sales, customer retention. There are also alternative ways in which the ROI of an influencer campaign can be measured apart from sales and these include brand awareness, brand sentiment, engagement and purchase intent. While these metrics can be valuable, marketers need to ensure that the campaign objectives directly align with their goals, as these metrics are only as good as their ability to measure the big picture. The above clearly shows that ROI in influencer marketing is significantly goal oriented therefore its measurement is extremely case by case oriented. The findings suggest that brands should prioritize authentic and engaging content over the amount of followers. In turn, brands are able to maximize ROI by partnering with micro-influencers and measuring success through engagement metrics. Brand loyalty, customer lifetime value and other long-term effects should be taken into account in addition to short-term sales. The research also serves as a reminder to all to use more than one platform and leverage enhanced tech like AI and predictive analytics to refine influencer strategies even more. These methods will not only increase the quality of short term campaign results, but cultivate brand loyalty and long-term profitability.
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    Exploring the impact of loyalty program on consumption in the Spanish beauty industry
    (2024) Kopper-Jiménez, E. (Elke); San-Miguel-Arregui, P. (Patricia)
    This research aims to explore the impact of loyalty programs on consumer behavior within the Spanish beauty industry, focusing on how different types of loyalty programs and their specific benefits influence consumer spending. Utilizing a mixed-method approach combining qualitative and quantitative data, this study provides a comprehensive analysis of consumer preferences and behaviors associated with loyalty programs. The study begins with a detailed literature review, examining existing research on loyalty programs, their structures, and their perceived benefits. The literature highlights the significance of loyalty programs in fostering repeat purchases and enhancing customer retention. Various types of loyalty programs, including point systems, tier systems, and non-monetary programs, are discussed, along with their respective utilitarian, hedonic, and symbolic benefits. The research methodology includes a survey conducted with 291 respondents, of which 187 were valid and used for analysis. Descriptive statistics and multiple regression analyses are employed to interpret the data and identify significant trends and relationships. Key findings indicate that while consumers value point and tier system loyalty programs, these do not necessarily drive higher value in consumption. Instead, non-monetary loyalty programs, which focus on exclusive experiences and personalized rewards, are more effective in increasing consumer spending. Utilitarian benefits, such as saving money through loyalty programs, are highly valued but tend to decrease the overall monetary value spent, as indicated by a negative coefficient in the model. Hedonic benefits, including discovering new products and redeeming points, show a positive correlation with consumer spending. The study also reveals that symbolic benefits, while appreciated by consumers, do not significantly drive sales or consumption. The high sentiment of program loyalty among respondents, particularly in the beauty sector, is a critical factor influencing consumption. These insights underscore the importance of designing loyalty programs that blend monetary and non-monetary rewards to cater to diverse consumer preferences. Practical implications for companies in the beauty industry include the need to develop well-rounded loyalty programs that offer a mix of point-based rewards, tiered benefits, and personalized experiences. Companies should also consider targeting higher-income consumers with premium offerings and exclusive events to enhance revenue and build a loyal customer base. Strategies aimed at increasing purchase frequency, such as regular promotions and reminders about loyalty program benefits, can also drive overall spending and foster long-term consumer habits. This study contributes to the existing literature by providing a nuanced understanding of how different loyalty program structures and benefits impact consumer behavior in the Spanish beauty industry. Future research should explore the long-term effects of loyalty programs and consider cultural differences in consumer preferences and behaviors. This research offers valuable insights for businesses looking to optimize their loyalty programs to enhance customer satisfaction and drive sustainable growth.
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    Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms
    (2024) Stachowicz, R.A. (Roma Aleksandra); Cantoni, L. (Lorenzo)
    In the era of the growing relevance of metaverse as a digital marketing medium, fashion companies find branding and commercial opportunities in one of its dimensions: video game platforms. These have evolved into social spaces where users can acquire digital goods in order to express self-identity and status, both manifested in multiplayer communities. By the means of collaborations with video game platforms, development of immersive branded experiences, and creation of purchasable virtual fashion elements, fashion companies are able to explore their community building strategies within the gaming environment. Through the employment of a quantitative empirical methodology, collecting data from 107 Discord users through the distribution of an online questionnaire, this research aims to comprehend the role of dressedup avatars and digital fashion for the purpose of strategic brand community building in gaming platforms. The study identifies key drivers for engaging with branded digital fashion items, the contribution of participation in gaming communities to brand interaction, and the influence of gaming habits on the perception of the fashion company – video game collaborations. The findings highlight the importance of avatar customization, awareness of fashion brands’ presence in gaming, as well as the significant role of virtual fashion in enhancing gaming experiences.
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    Towards sustainable fashion: Zara's case
    (2024) Iglesias-Pérez, B. (Beatriz); Mir-Bernal, P. (Pedro)
    Sustainability has become a pressing need across sectors, and the fashion industry is no exception. This thesis focuses on Zara, a prominent fast fashion brand, to examine its integration of sustainable practices. Zara, known for its rapid production cycles and trenddriven designs, has traditionally been criticized for contributing to overconsumption and environmental degradation. However, recent initiatives aim to shift this narrative. Employing a mixed-methods approach, this research combines a quantitative survey, gathering data from a broad consumer base, with an in-depth qualitative case study of Zara's business model and sustainability efforts. The study explores key factors influencing consumer perceptions of Zara's sustainability initiatives and assesses the effectiveness of these efforts in mitigating the brand's negative image as a fast fashion leader. Findings reveal significant drivers behind consumer engagement with sustainable fashion, the role of transparency and accountability in shaping brand trust, and the impact of Zara's sustainability measures on its market position. This comprehensive analysis contributes to the ongoing discourse on sustainable fashion, providing actionable insights that can contribute to the advancement of sustainability in fashion, offering guidance for brands striving to balance profitability with social and environmental responsibility
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    Architecture and design of luxury fashion brands’ flagships and boutiques: a comparison between Western and Eastern culture
    (2024) Hormigos-Surià, M. (Marc); Pérez-Bou, S. (Silvia)
    This research explores the architectural and design elements of Flagship and Boutique stores in the luxury fashion market, examining their roles across Western and Eastern cultural contexts. The primary goal is to understand how these stores reflect and enhance brand values, identity and consumer experiences in different cultural landscapes. Methodologically, the study employs a comparative analysis of architectural designs, incorporating case studies from distinct cultural environments, supplemented by literature reviews and theoretical frameworks. Results indicate significant differences in the design strategies between Western and Eastern contexts. Western Flagship stores often emphasize opulence and historical elements, integrating modern aesthetics to convey luxury and heritage. In contrast, Eastern stores focus on minimalism and harmony with nature, reflecting local aesthetic principles. Both designs aim to create immersive, engaging environments that enhance consumer experiences and brand loyalty. The study also reveals that technological integration, such as augmented reality (AR) and virtual reality (VR), is increasingly playing a crucial role in modern store designs, offering personalized and interactive customer experiences. Additionally, sustainability is highlighted as a growing priority, with brands incorporating eco-friendly materials and energyefficient systems to align with contemporary consumer values. With this masters’ thesis it is underscored the strategic importance of physical retail spaces in luxury brand management, providing substantial insights into how architectural design can be leveraged to foster brand identity and consumer engagement in a growing competitive market.