Macro influencers (UK based)
Gen Z consumers based in the UK 

Social media: Instagram/TikTok/YouTube (focus on one of those platforms)

Step 3:
We want to examine the impact of social media influencers’ content on the fast fashion consumption of Gen Z consumers in the UK.

Step 4:
Research Aim:
The overall aim of this research is to examine the impact of social media influencers’ content on the fast fashion consumption of Gen Z consumers in the UK.
Research Question:
What is the impact of social media influencers’ content on the fast fashion consumption of Gen Z consumers in the UK?

Research Objectives:
1.   To investigate the role of social media in relation to fast fashion consumption.

2.   To critically explore how influencer content on social media impacts the purchasing behaviour of Gen Z consumers.

3.   To identify Gen Z consumers’ motivations to purchase fast fashion.

4.   To evaluate to what extent social media influencers may be glorifying fast fashion.

Date Collection Methods:
Objective 1 --> In-depth, qualitative interviews – semi-structured, open-ended questions
Objective 2 --> Qualitative focus groups to gain an in-depth understanding 
Objective 3 --> Qualitative focus groups to gain an in-depth understanding 
Objective 4 --> not 100% sure 

THREE KEY WORDS: 
counterfeit market, brand perception, luxury consumer behaviour.

OUR FIELD/CONTEXT/FOCUS IS:
 Luxury Fashion industry, which brands are the most targeted in counterfeit, reasons why consumer (both luxury consumers and counterfeit consumers) prefer counterfeit products.

WE WANT TO INVESTIGATE:
Determinants of Consumers’ Willingness to Buy Counterfeit Luxury Products, and the effect of this on brand perception.

AIM:
The overall aim of this research is to understand the reasons why consumers buy counterfeit products.

OBJECTIVES OF THIS RESEARCH:
-investigating luxury counterfeit market

-consumers motivations to buy luxury and counterfeit

-targeted brands and overall brand perception  

 

 Three Key words
Social Media Influence, Male’s body image,  Men’s self-esteem, consequent behaviour
 
 
Our field/context/focus   
Western influencer   
 
 
We want to investigate
Examine the power and impact of Western influencer marketing on male’s body image

 

Aim
Overall aim of the research is to examine why males are concerning about their body image nowadays

The objectives of this research / management consultancy project     

- To critically explore the women’s standard body image

- To investigate the effect of self-esteem 

- To identify the differences of Asian and Western influencer

- To evaluate the power and impact of Western influencer marketing on male’s body image

Does the second-hand/ resale market add value to a luxury brand or diminish value for first-hand consumers?

 

Step 2: Key Words 

Resale, consumer loyalty, trend, sustainability, corporate social responsibility, value-added. 

 

Step 3: 

We are wanting to investigate & understand how brands can successfully incorporate a resale section into their business plan without dissolving the exclusivity of the brand and discouraging first-hand buyers. Will resale add value to the brand through association of corporate social responsibility? 

 

Step 4: 

Our aim is to understand whether resale and the second-hand market will add value to a luxury brand or diminish value based on the current trends and market? 

 

Step 5: 

What is the value of a second-hand/resale department being added to the business plan of a luxury brand? 

 

Step 6: objectives 

-To critically explore the value of resale and second-hand markets in the current luxury market 

-To investigate the role a resale department within a luxury brand would play in adding value to the brand 

- To identify how first-hand buyers would respond to resale markets being added to the luxury brand business plan – would it decrease value? 

- To evaluate whether the incorporation of resale would increase consumer loyalty and value based on corporate social responsibility

 

Step 7: research methods 

Objective 1  | Quantitative research 
Objective 2 | Quantitative research 
Objective 2  | Qualitative research 
Objective 4   | Qualitative research 

 

An analysis of the impacts of branding mistakes

 

Key words: social responsibility, Brand associations, Clothing industry.

 

Focus on: 

Study focus on the impact of luxury brands positioning on consumers brands intentions. Moreover, it aims to provide insights into the moderating role of consumers social and environmental awareness.

 

Data collection method: 

Qualitative research method in form of questionnaires.

 

Objectives:

1.     To analyze how luxury brands are being evaluated and influenced by the information or knowledge consumers possess regarding the ethical positioning of brands.