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.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Relevance of the thesis
- Objectives of the thesis
- Structure of the thesis
- Conceptual Foundation and Literature Review on Minimalism
- Definition of minimalism
- Related concepts of minimalism
- Literature review on minimalism
- Minimalism in the fashion context
- The concept of a capsule wardrobe
- Key learnings and outcome of secondary research on minimalism
- Empirical Research on the Concept of Capsule Wardrobes
- Methodology
- Research design
- Data collection
- Data analysis procedure
- Findings
- Research focus 1: Characteristics of capsule wardrobes
- Research focus 2: Characteristics of capsule wardrobe practitioners
- Research focus 3: Specialties in the marketing of minimalistic clothing
- Discussion
- Critical Evaluation
- Managerial Implications
- Limitations and Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to gain a deeper understanding of customer minimalism within the fashion industry and its implications for fashion retailers. It explores how retailers can adapt to the increasing trend of customer minimalism by offering targeted marketing strategies for capsule wardrobe practitioners. The research also identifies and evaluates potential challenges related to this trend.
- The concept of a capsule wardrobe and its practitioners
- The role of minimalism in the fashion industry
- The impact of minimalism on consumer behavior
- The implications of minimalism for fashion marketing
- The challenges and opportunities presented by the trend of minimalism in the fashion industry
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction establishes the relevance of the study within the fast-paced fashion industry. It highlights the growing trend of minimalism and its association with capsule wardrobes, which represent a practical application of minimalist principles in clothing consumption. The introduction also outlines the objectives of the thesis, aiming to understand customer minimalism in the fashion industry and its implications for retailers.
The second chapter delves into the conceptual foundation of minimalism, exploring its definition and related concepts. It examines existing literature on minimalism, particularly within the fashion context, and analyzes the concept of a capsule wardrobe in detail. This chapter provides a comprehensive overview of the theoretical framework and the key learnings from secondary research on minimalism.
Chapter three presents the empirical research on the concept of capsule wardrobes. It outlines the methodology, including the research design, data collection methods, and data analysis procedures. The findings are then presented, focusing on three research areas: characteristics of capsule wardrobes, characteristics of capsule wardrobe practitioners, and marketing specialties in minimalistic clothing. This chapter offers valuable insights into the practical aspects of capsule wardrobes and their associated practices.
Schlüsselwörter (Keywords)
The thesis explores the themes of minimalism, clothing habits, mindful consumption, and sustainability. It investigates the concept of capsule wardrobes and their practitioners, focusing on consumer behavior, marketing strategies, and the implications of minimalism for the fashion industry.
- Citation du texte
- Julia Petker (Auteur), 2023, Simplicity sells? A study on capsule wardrobe characteristics and their practitioners, Munich, GRIN Verlag, https://www.grin.com/document/1417020
