The framework of this Master Thesis is the impact of music on brand awareness in the digital world. In particular, the author has analysed the evolution of the marketing strategies involving music in the fashion industry, with a focus on e-commerce companies. The thesis is characterized by a qualitative approach based on a case study, with primary and secondary data triangulation. In particular, the author has reviewed the literature and identified some key variables, which have been used to build and to analyse the case study. The latter is represented by the analysis of the marketing strategies involving music of one of the most important players in the fashion e-commerce industry: The YOOX Net a Porter Group. The literature review explores the links between music and fashion, showing how fashion digital companies are exploiting the synergies between those two interconnected worlds. The already existing studies focus on the influence of music on brand awareness especially in offline businesses. However, considering the rise of fashion online stores and the evolution of the revenue model of music, a further research was needed. Hence, the research question on which the author has structured the thesis is the following one: • How can fashion e-commerce brands use music to boost their brand awareness? To answer to this question, the author has created the YOOX Net a Porter Group case study, analysing its strategies involving music. This was possible thanks to the professional relationship between the author and Giuseppe Tamola, Global Brand & Marketing Director of the Group. Evidence was provided thanks to an interview that the author has done to the manager of the company. The YOOX Net a Porter Group case study was analysed considering the following key variables: 1. Brand Awareness 2. Music 3. Positioning 4. Target 5. Goals 6. Marketing Tools The main conclusion that emerges from the YOOX Net a Porter case study is that there are at least two marketing tools related to music that could be used in order to improve the brand awareness of a fashion e-commerce company. Indeed, YOOX and Net a Porter are using music in two different ways in order to improve their brand awareness. More specifically, YOOX is developing capsule collections with famous singers, while Net a Porter is collaborating with influencers from the music world. This divergence is justified by the different positioning, the different targets and the different goals of YOOX and Net a Porter. Finally, the YOOX Net a Porter case study shows that capsule collections are a tool that could be used in a long-term strategy, while influencers are more efficient in a short-term strategy that converts brand awareness into immediate sales.
Il framework di questa tesi di laurea magistrale è l'impatto della musica sulla brand awareness nel mondo digitale. In particolare, l'autore ha analizzato l'evoluzione delle strategie di marketing che coinvolgono la musica nel settore della moda, con particolare attenzione alle aziende di e-commerce. La tesi è caratterizzata da un approccio qualitativo basato su un caso studio, con triangolazione di dati primari e secondari. In particolare, l'autore ha esaminato la letteratura e identificato alcune variabili chiave, che sono state utilizzate per costruire e analizzare il caso studio. Quest'ultimo è rappresentato dall'analisi delle strategie di marketing che coinvolgono la musica di una delle aziende più importanti del settore del fashion e-commerce: il YOOX Net a Porter Group. La literary review esplora i legami tra musica e moda, mostrando come le aziende fashion e-commerce stiano utilizzando le sinergie tra questi due mondi interconnessi. La domanda di ricerca su cui l'autore ha strutturato la tesi è la seguente: - Come possono le aziende del fashion e-commerce utilizzare la musica per aumentare la loro brand awareness? Per rispondere a questa domanda, l'autore ha creato il caso studio YOOX Net a Porter Group, analizzandone le strategie in materia di musica. Ciò è stato possibile grazie ad un’intervista condotta dall’autore della tesi a Giuseppe Tamola, Global Brand & Marketing Director del Gruppo.
THE IMPACT OF MUSIC ON BRAND AWARENESS IN THE FASHION E-COMMERCE – THE YOOX NET A PORTER GROUP CASE STUDY
VASON, FEDERICO
2018/2019
Abstract
The framework of this Master Thesis is the impact of music on brand awareness in the digital world. In particular, the author has analysed the evolution of the marketing strategies involving music in the fashion industry, with a focus on e-commerce companies. The thesis is characterized by a qualitative approach based on a case study, with primary and secondary data triangulation. In particular, the author has reviewed the literature and identified some key variables, which have been used to build and to analyse the case study. The latter is represented by the analysis of the marketing strategies involving music of one of the most important players in the fashion e-commerce industry: The YOOX Net a Porter Group. The literature review explores the links between music and fashion, showing how fashion digital companies are exploiting the synergies between those two interconnected worlds. The already existing studies focus on the influence of music on brand awareness especially in offline businesses. However, considering the rise of fashion online stores and the evolution of the revenue model of music, a further research was needed. Hence, the research question on which the author has structured the thesis is the following one: • How can fashion e-commerce brands use music to boost their brand awareness? To answer to this question, the author has created the YOOX Net a Porter Group case study, analysing its strategies involving music. This was possible thanks to the professional relationship between the author and Giuseppe Tamola, Global Brand & Marketing Director of the Group. Evidence was provided thanks to an interview that the author has done to the manager of the company. The YOOX Net a Porter Group case study was analysed considering the following key variables: 1. Brand Awareness 2. Music 3. Positioning 4. Target 5. Goals 6. Marketing Tools The main conclusion that emerges from the YOOX Net a Porter case study is that there are at least two marketing tools related to music that could be used in order to improve the brand awareness of a fashion e-commerce company. Indeed, YOOX and Net a Porter are using music in two different ways in order to improve their brand awareness. More specifically, YOOX is developing capsule collections with famous singers, while Net a Porter is collaborating with influencers from the music world. This divergence is justified by the different positioning, the different targets and the different goals of YOOX and Net a Porter. Finally, the YOOX Net a Porter case study shows that capsule collections are a tool that could be used in a long-term strategy, while influencers are more efficient in a short-term strategy that converts brand awareness into immediate sales.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/10342