The purpose of the study is to reach an understanding of the concept of a capsule wardrobe and its practitioners by developing a comprehensive definition of the concept and enriching it with practical experiences. It aims to clarify particularities in the marketing of minimalistic clothing.
An extensive literature review combined with qualitative in-depth interviews with experienced fashion minimalists was utilized to characterize capsule wardrobes and their owners. The study provides an understanding of the concept of a capsule wardrobe which is relevant in the fashion industry. It identifies the building characteristics of the concept and its proponents. By developing an understanding of capsule wardrobes, it clarifies the specialties of marketing in minimalistic fashion and suggests approaches for fashion brands as well as environmental policymakers.
This study contributes to the trend of minimalism by providing perspectives from fashion minimalists on the topic of clothing consumption and by offering insights into marketing specialties for minimalistic fashion.
Table of Contents
1. Introduction
1.1 Relevance of the thesis
1.2 Objectives of the thesis
1.3 Structure of the thesis
2. Conceptual Foundation and Literature Review on Minimalism
2.1 Definition of minimalism
2.2 Related concepts of minimalism
2.3 Literature review on minimalism
2.3.1 Minimalism in the fashion context
2.3.2 The concept of a capsule wardrobe
2.4 Key learnings and outcome of secondary research on minimalism
3. Empirical Research on the Concept of Capsule Wardrobes
3.1 Methodology
3.1.1 Research design
3.1.2 Data collection
3.1.3 Data analysis procedure
3.2 Findings
3.2.1 Research focus 1: Characteristics of capsule wardrobes
3.2.2 Research focus 2: Characteristics of capsule wardrobe practitioners
3.2.3 Research focus 3: Specialties in the marketing of minimalistic clothing
4. Discussion
4.1 Critical Evaluation
4.2 Managerial Implications
4.3 Limitations and Future Research
5. Conclusion
Research Objectives and Themes
This master's thesis aims to provide a comprehensive understanding of customer minimalism within the fashion industry, specifically focusing on the concept of capsule wardrobes. The primary research question investigates how fashion retailers can effectively adapt their marketing activities to better serve capsule wardrobe practitioners, while evaluating the associated challenges.
- Theoretical conceptualization of minimalism and capsule wardrobes.
- Analysis of the characteristics of capsule wardrobe practitioners.
- Evaluation of current marketing strategies by fashion retailers.
- Identification of gaps and opportunities for minimalistic fashion branding.
- Exploration of consumer purchase behavior and the trend of conscious consumption.
Excerpt from the Book
1.1 Relevance of the thesis
Among the retail landscape, the fashion industry is fast-paced. Accordingly, proper marketing to keep up with competitors and satisfy customer needs is crucial (Kovač et al., 2021, p. 16). Commonly, fashion retailers offer new clothing more than ten times per year. With this frequency, fashion trends can be offered fast and according to customer preferences (Möslein-Tröppner et al., 2020, p. 44). Kovač et al. (2021) mention the fashion chain Zara as an example for offering new products even twice a month (pp. 20-21).
Various literature focuses on the importance of a great assortment, the store location, design, and following the latest fashion trends (Kovač et al., 2021, p. 21; Möslein-Tröppner et al., 2020, pp. 47-48; Munir, 2020, pp. 8-9). However, the growing trend of having less is not taken into consideration by recent literature. Indeed, the principles of minimalism are still vague and undefined and people have no clear association with the term minimalism (Rathour & Mankame, 2021, p. 1747). The construct of minimalism already became popular back in the 20th century. However, the reason for such behavior was due to the Gulf War (Minasian & Gudkova, 2022, p. 668).
Interestingly, nowadays, more than 30 % of U.S. adults live already or wish to live in a minimalistic style which shows that the phenomenon of minimalism is highly relevant. Besides, the COVID-19 pandemic shifted their rather consume-driven behavior toward more conscious purchases (A. Sandlin & Wallin, 2021, p. 96-97). Further, the COVID-19 pandemic fostered the trend of minimalism since people spent more time at home working, training, educating children, and cooking which increased the necessity of decluttering due to the greater need for space (A. Sandlin & Wallin, 2021, p. 98).
Summary of Chapters
1. Introduction: This chapter highlights the relevance of the thesis in the fast-paced retail sector and defines the core research objectives regarding customer minimalism.
2. Conceptual Foundation and Literature Review on Minimalism: This section reviews existing literature to define minimalism and its various forms, including the concept of capsule wardrobes.
3. Empirical Research on the Concept of Capsule Wardrobes: This chapter details the qualitative methodology used and presents the comprehensive findings from in-depth interviews.
4. Discussion: This section provides a critical evaluation of the findings and derives actionable managerial implications for fashion retailers.
5. Conclusion: The thesis concludes by summarizing the impact of minimalism and offering perspectives for future research.
Keywords
minimalism, clothing habits, mindful consumption, sustainability, fashion industry, capsule wardrobe, consumer behavior, decluttering, fast fashion, qualitative research, minimalism, fashion marketing.
Frequently Asked Questions
What is this research fundamentally about?
This thesis examines the concept of customer minimalism within the modern fashion industry, focusing particularly on the phenomenon of capsule wardrobes.
What are the central thematic areas?
The study centers on minimalism in fashion, sustainable consumption practices, consumer behavior, and the marketing strategies employed by fashion retailers.
What is the primary research goal?
The goal is to determine how fashion retailers can adapt their marketing activities to better align with the needs and values of capsule wardrobe practitioners.
Which scientific method is utilized?
The research employs a qualitative approach, utilizing semi-structured, in-depth interviews with individuals who self-identify as capsule wardrobe practitioners.
What is covered in the main body?
The main body covers the literature review on minimalism, the empirical methodology, detailed findings from interviews, and a discussion of managerial implications.
Which keywords characterize this work?
Key terms include minimalism, sustainability, capsule wardrobes, conscious consumption, and fashion retail marketing.
How does the COVID-19 pandemic relate to minimalism?
The study suggests that the pandemic fostered a shift toward more conscious consumption and increased the necessity for decluttering due to people spending more time at home.
Why is the "Marie Kondo" method mentioned?
The decluttering method established by Marie Kondo is analyzed as an influential cultural phenomenon that has accelerated the adoption of minimalistic lifestyle practices.
- Arbeit zitieren
- Julia Petker (Autor:in), 2023, Simplicity sells? A study on capsule wardrobe characteristics and their practitioners, München, GRIN Verlag, https://www.grin.com/document/1417020
