عنوان انگلیسی مقاله:

Relationship Marketing in Green Fashion: A Case Study of hessnatur

ترجمه عنوان مقاله: بازاریابی رابطه مند در مد سبز: مطالعه موردی Hessnatur

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 27 صفحه

منبع: ساینس دایرکت و الزویر

نوع فایل: pdf

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چکیده مقاله

Absract  Relationship Marketing in Green Fashion: A Case Study of hessnatur

Contemporary marketing strategies offer an understanding of the importance of developing relationships with customers  to  promote  sustainable  development.  This chapter  explores  how  a  relatively  small  German  fashion  retailer,  ‘hessnatur,’  creates  a relationship  platform  in  their  promotion  of  green  fashion  through  dialogue  with  consumers. The main communicational platforms in their promotion of green fashion are digital, but importance is also given to engaging employees in personal communication with consumers.

Keywords: Communication, Corporate social responsibility (CSR), Green fashion, Relationship marketing, mall- and medium-sized enterprises (SME)

مقدمه مقاله

Introduction Relationship Marketing in Green Fashion: A Case Study of hessnatur

The clothing and textile industry is an important part of the global economy employing 26.5 million people worldwide (Jönsson et al. 2013, 59). The industry is characterized by chronic downward price pressure, international sourcing, high product variety, high volatility, and low predictability (Perry and Towers 2013, 478). Customers, shareholders, non-governmental organizations (NGOs), public authorities, trade unions, and international organizations are showing increasing interest in environmental and social challenges related to the fashion industry (Gardetti and Torres 2014).

Criticism concerning the treatment of materials, the proliferation of toxins in the workplace and child labor is increasing (Andersen and Skjoett-Larsen 2009, 75; Sevcenko 2013). Despite the critique and an increased awareness of risk in the fashion industry, major disaster still happen, e.g., the collapse of an eight-story garment factory in Rana Plaza in April 2013 in the outskirts of Dhaka, Bangladesh. In this disaster, some 1129 people were killed, and many more were injured (Butler 2013).

In light of the complex problems in fashion-supply chains, an increasing number of companies and designers realize their chance to differentiate by taking responsibility.

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