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A Conceptual Case for Understanding ...

Chen, Junyi.

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A Conceptual Case for Understanding Fashion Retail in the Age of Hypermodernity & Storytelling.

Record Type:	Electronic resources : Monograph/item
Title/Author:	A Conceptual Case for Understanding Fashion Retail in the Age of Hypermodernity & Storytelling./
Author:	Chen, Junyi.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	43 p.
Notes:	Source: Masters Abstracts International, Volume: 82-02.
Contained By:	Masters Abstracts International82-02.
Subject:	Fashion. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28022999
ISBN:	9798662437364

A Conceptual Case for Understanding Fashion Retail in the Age of Hypermodernity & Storytelling.
Chen, Junyi.

A Conceptual Case for Understanding Fashion Retail in the Age of Hypermodernity & Storytelling. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 43 p.

Source: Masters Abstracts International, Volume: 82-02.

Thesis (M.S.)--Drexel University, 2020.

This item must not be sold to any third party vendors.

Today's era can be described as a hypermodern society characterized by movement, fluidity, and flexibility. Moving past postmodern, a significant part of hypermodern is the computer age, especially social media, and the role it places in influencing such consumer goods as Fashion. Understanding how areas such as Fashion, merchandising, and the contextualization of products is being shaped and influenced by this notion of hypermodern, especially with the area of hype culture is crucial. With regards to technology, the computer, social media, and the market environment, current notions of retailtainment for creating Hype have become key in such areas where drops have been created. An objective of this researcher is to demonstrate how the shift from postmodern to hypermodern, especially in the area of Hype, has allowed fashion companies to build reputations for limited editions, sell out of products in literally seconds, while at the same time increasing their production which contradicts and negate the ideas of this exclusivity. The study looks at the changes in retailing in the context of the current (Hype)rmodern context. Theoretical underpinnings of how merchandising could change and the methods in which the Internet and social media have impacted mass Fashion will be addressed. Social changes through virtual methods that retailers could use to entertain consumers through retailtainment are assessed, understanding the future of Fashion reflecting Hypermodernity and shopping.

ISBN: 9798662437364Subjects--Topical Terms:

549143
Fashion.
Subjects--Index Terms:

Consumer behavior

A Conceptual Case for Understanding Fashion Retail in the Age of Hypermodernity & Storytelling.
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506 $a This item must not be sold to any third party vendors.
520 $a Today's era can be described as a hypermodern society characterized by movement, fluidity, and flexibility. Moving past postmodern, a significant part of hypermodern is the computer age, especially social media, and the role it places in influencing such consumer goods as Fashion. Understanding how areas such as Fashion, merchandising, and the contextualization of products is being shaped and influenced by this notion of hypermodern, especially with the area of hype culture is crucial. With regards to technology, the computer, social media, and the market environment, current notions of retailtainment for creating Hype have become key in such areas where drops have been created. An objective of this researcher is to demonstrate how the shift from postmodern to hypermodern, especially in the area of Hype, has allowed fashion companies to build reputations for limited editions, sell out of products in literally seconds, while at the same time increasing their production which contradicts and negate the ideas of this exclusivity. The study looks at the changes in retailing in the context of the current (Hype)rmodern context. Theoretical underpinnings of how merchandising could change and the methods in which the Internet and social media have impacted mass Fashion will be addressed. Social changes through virtual methods that retailers could use to entertain consumers through retailtainment are assessed, understanding the future of Fashion reflecting Hypermodernity and shopping.
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653 $a Post-postmodernism
653 $a Retail
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