the oxirm day: retail and supply chain oxirm day: retail and supply chain | 11 november 2014 | dr....

The OXIRM day: Retail and Supply Chain | 11 November 2014 | Dr. Ana Roncha | [email protected]

The OXIRM day: Retail and Supply ChainEmerging Trends in Retailing Panel

Dr Ana Roncha

@anaroncha


Background, recent and current researchFuture research ideas


HELLODr Ana RonchaPost doctoral Research Fellow in Enterprise and Creative Collaborations Lecturer in Fashion Branding and Strategic Fashion MarketingLondon College of Fashion - University of the Arts


BackgroundPhD in Design and Marketing Management for Fashion, University of Minho, Portugal

Grad Diploma in Fashion Communication at Politecnico of Milan, Italy

BA MA Degree in Communication, University of Porto, Portugal

IndustryMarketing, Branding and Communications Manager for international fashion, beauty and lifestyle brands such as

Puma, L’Oreal, MoMa, Women’Secret, Melt Jewels, Storksak UK, Lisbon Fashion Week, Salsa Jeans, Waikiki and Guy

Laroche

TeachingLecturer in Fashion Branding and Strategic Marketing at London College of Fashion, London, UK

Visiting lecturer of Branding and Marketing at Parsons the New School, Paris, France

Visiting lecturer of Branding at Lasalle College of the Arts, Singapore

Visiting lecturer of Branding at City University, Hong Kong

Lecturer of Fashion Communication, University of Minho, Portugal

Lecturer of Communication at School of the Arts, Porto, Portugal


RECENTRESEaRCH


Establishing sustainable differentiation in the creation of fashion brands

The aims are not so much the constructs of intangible assets for brands, but analyzing and establishing elements of differentiation and finding strategic association or connections that can be established between them.

Through exploring the drivers that motivate consumers to engage with a fashion brand and identifying and mapping out the key variables that provide competitive advantage

The main purpose of this thesis is to investigate which differentiation strategies are the more relevant ones to establish a competitive advantage for mid market fashion brands.

This study encompasses all data collected in a framework, that can be used as a strategic tool to summarize the key construct that brands need to address in order to position themselves in the marketplace.

This research intends to provide a theoretical framework to capture the key aspects of differentiation in fashion that are able to implement and sustain a brand in the market, acting as a strategic tool to employ by companies when developing new brands.


CURRENTRESEaRCH


“Ethical brand building and the collaborative fashion brand: flying the flag for social entrepreneurship - TOMS a case study” Co-authors: Radclyffe-Thomas, N. and Varley, R.

This case study traces the development of the TOMS brand and analyses its strategies of social entrepreneurship and storytelling.

Keywords: Brand communities, collaboration, marketing strategy, social entrepreneurship, sustainable fashion

“Understanding luxury: the underpinning strategies leading to high value perception” Co-authors: Montecchi, M.

The aim of this study is to identify the underpinning marketing strategies and concepts used by luxury fashion brands that impact on increased value perception by consumers.

Keywords: Luxury, strategy, marketing, brand perception, brand development

Research interests and projects


Crowdsourcing and consumer collaboration driving fashion retail business innovation

This paper sets to investigate motives and methods behind fashion brands’ utilization of crowd sourcing as driver for innovation across the value chain. In particular, this research explores the extent to which crowd sourcing is changing the business model for fashion brands and prompting engagement with communities of consumers both online and offline.

Keywords: Crowdsourcing, Business models, Innovation, New Product Development, Collaboration, Strategy

Research interests and projects


FUTURERESEaRCH


Can collaboration and relationship building drive design, business and developmental models?

The aim of this research is to investigate and define the nature of collaborations used by designers and enterprises, in the creative industries from different EU member states. Through greater understanding of the practices and processes involved in collaboration, the researcher aims to assess the traits of successful relationships.

Keywords: Collaboration, Innovation, Enterprise, Business models, Relationships, New Product Development

Future Research


Explore innovative ways of creating business competitiveness through co-creation of value in order to develop long lasting relationships with all stakeholders.

Develop a culture of innovation within enterprises, crucial to the businesses long-term success, profitability and to a sustainable differentiation.

In conclusion


THaNK YOU!Questions? [email protected]

the oxirm day: retail and supply chain oxirm day: retail and supply chain | 11 november 2014 | dr....

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