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The close link between fashion and from a historical and sociological point of view is the focus of this chapter. Since the Industrial Revolution, these two industries have been part of the path toward modernity in Western Europe. The new industrial society created a different relationship with leisure time and bodies. On the other hand, fashion tourism accelerated and intensified this process toward unforeseen outcomes: new social relations and the loosening of traditional morality constraints. The swimming costume represents the point of encounter and overlapping between these two spheres: a significant element of novelty despite its ever-shrinking dimensions.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

There are many profound links between fashion and tourism. This chapter provides a critical reflection, mainly from a philosophical, historical, and linguistic perspective, on the dynamic relationship and parallel evolution between these two sectors. It explains how their interconnectedness form and mirror contemporary society. This chapter classifies the connections between the two, starting with the person, her body, and the relationship the latter has with fashion and tourism, and with the contemporary society at large. Four layers of such connections are exemplified. It also discusses a selfie, as a symbolic (digital) communication object and a complex phenomenon facilitated by changing technological affordances and societal functions as an excellent case of the complex relationships between fashion and tourism.

Recognizing novel entrepreneurial opportunities arising from a crisis is of paramount importance for firms. Hence, understanding the pivotal factors that facilitate firms in this endeavor holds significant value. This study delves into such factors within a representative empirical context impacted by a crisis, drawing insights from existing literature on opportunity recognition during such tumultuous periods.

The authors conducted a qualitative inspection of 14 Italian firms during the COVID-19 pandemic crisis. The authors collected a rich body of multi-source qualitative data, including 34 interviews (with senior managers and entrepreneurs) and secondary data (press releases, videos, web interviews, newspapers, reports and academic articles) in two phases (March–August 2020 and September–December 2020).

The results suggest the existence of a process model of opportunity recognition during crises based on five entrepreneurial influencing factors (entrepreneurial knowledge, entrepreneurial alertness, entrepreneurial proclivity, entrepreneurial personality and entrepreneurial purpose).

Various scholars have highlighted that, in times of crises, it is not easy and indeed very challenging for entrepreneurs to identify novel entrepreneurial opportunities. However, recent research has shown that crises can also positively impact entrepreneurs and their capacity to identify new entrepreneurial opportunities. Given these findings, not much research has analyzed the process by which entrepreneurs identify novel entrepreneurial opportunities during crises. This study shows that some entrepreneurial influencing factors are very important to identify new entrepreneurial opportunities during crises.

This article aims to analyze the way the leader acts in the development of collective competencies (CC) of fashion work teams, seeking to demonstrate ways in which the leader can collaborate for the development of the collective work.

With a qualitative approach, this paper carried out a case study strategy having the Creation Center of a fashion group from Santa Catarina, Brazil as a research object. Data collection took place through semi-structured interviews and participant observation with 36 employees from 6 work teams from 5 clothing brands.

Our findings make it clear that the leader influences the CC development of fashion work teams. The leader's role becomes essential for directing and developing his team, seeking to encourage participation and cooperation between team members to achieve the objectives and expected results. It was considered that the CC development could be associated with how much the leader represents his team and contributes with guidelines that emphasize the collective and the people and teams' development. The leader who makes the cooperative relationship feasible, encourages effort and promotes cohesion and teamwork tends to collaborate with actions that foster CC development.

From a theoretical perspective, it is the first study to analyze empirically the relationship between leadership and CC. A model with 18 guidelines was developed, divided into six determining factors (activity dynamics, team composition, individual characteristics and dispositions, team integration, communication and physical structure) that demonstrated the way the leader collaborates for the CC development. For the fashion industry, this study demonstrates elements capable of assisting collective creativity and the development of fashion collections.

Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This paper aims to discuss the aforementioned issues.

The paper at hand seeks to investigate sports brands' approach to sustainability by examining their product portfolio and their annual report data, analyzing their status quo and sustainability strategy. A content analysis is conducted employing the brands' annual reports and their online shops as data sources to assess their status quo in terms of sustainability as well as future plans.

Results show that on the ecological side, brands unanimously focus on carbon reduction, organic cotton, recycled polyester, circularity-ready business model innovation and water and toxic waste management. The social aspect may be divided into the focal brand and the supply chain, including similar measures: equality and diversity, the promotion of ethnic and cultural minorities and increased safety and health for workers.

The paper derives development opportunities and pitfalls for sports fashion brands.

Since the early 1990s, Brazil has adopted an experimental approach to environmental management. Its reforms continue to this day and have produced robust water-management policies. This article reveals the different positions, the power structures involved, and the result of the disputes and agreements concerning the social construction of legitimate environmental behaviour in jeans manufacturing.

Comparative case study. Data collection for this research started in 2017 and ended in 2020. The data were gathered by concentrating on a few cases in two clusters. The author visited public agencies, trade associations, and firms of all sizes and levels of specialization in the industry and conducted semi-structured interviews with them. The intention was to acquire systemic and deep knowledge of the local industry.

The article's findings demonstrate a divergence in typologies that reflects the ecological limits in the use of natural resources, law-enforcement policies, and firms' legal status. The article extends our understanding of the ability of organizations to respond to institutional pressures to become sustainable. This study's findings provide insights for policy design in times of increasingly catastrophic pollution in regions that are immersed in global competition.

The study focuses only on two industrial textile clusters in Brazil, which may not be representative of the wider industry in the country or in other regions. The findings may not be generalizable to other industries or locations with different ecological limits, legal frameworks, and firm structures.

The article's practical implications include the need for tailored regulatory frameworks, effective law enforcement policies, promoting a culture of environmental responsibility among businesses, and collaboration among stakeholders in promoting sustainability. Policymakers, regulators, and businesses in industrial textile clusters in Brazil and other regions facing similar ecological and regulatory challenges can use these insights to develop more effective policies and practices that balance economic growth with environmental sustainability.

State actors emerge as the most important stakeholder group in forging the upgrading of water-management systems and technology. The optimal solution to the problem is cross-institutional and multilevel collaboration and coalitions between the different authorities and organizations involved who need to pay due attention to the relevant ecological limits and social needs. Only when this multilevel collaboration is achieved and maintained will the state's agents be able to collaborate with industrial actors and society at large.

The article examines the various factors that influence water usage and analyses the dynamics of change in two distinct locations in an emerging market. It demonstrates that, despite the existence of the same regulatory framework in both locations, different outcomes can arise due to the construction of diverse coalitions between social actors.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-03-2023-0154

Relying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers.

Using a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles.

The authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers.

In contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.

The person who works in an office starts his or her day with a choice of attire. The way they look in the office depends on the decisions they make on their clothes. This study aims to identify the challenges faced by employees in the management positions in the Sri Lankan apparel industry who regularly come into contact with customers when they have to decide upon the most appropriate work attire for the position they are occupying in their organization.

Collection of data was primarily achieved through a well-structured questionnaire containing a mixture of open- and closed-ended questions. Targeted employees were managers, designers and merchandisers belonging to Generation Y whose total number was sufficient to obtain 50 feedbacks. Six more interviews were conducted with the intention of finding out more about this matter.

The majority of employees in the management positions in the Sri Lankan apparel industry who have regular contact with customers prefer to dress in “smart casual attire”, which means semi-formal clothes. Lack of availability of certain varieties of business attire in Sri Lanka proved to be a major challenge for some employees. Overpriced clothing, less comfortable clothing and lack of the right fabrics and designs were also challenges. These findings highlight the importance of manufacturing a wider variety of business attire using moderately priced but comfortable fabrics to make affordable and good quality products. There is a need to have a persuasive merchandising method to achieve good sales and provide a pleasant shopping experience to the customers.

Sri Lankan workwear retailers as well as apparel designers can benefit from the findings of this research as there is no evidence of any other studies on this subject. Therefore, this will help them to fill the market gap for business attire by addressing these challenges.