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See Now, Buy Now Model: A Passport to Fashion Brand Equity

Author

Listed:
  • Amélia Maria Pinto da Cunha Brandão
  • Pedro Dourado
  • Luis Palma Martos

Abstract

In a market accentuated by globalization and digital consolidation, high fashion brands start to rethink the way of producing, communicating and distributing their supply, adopting the See Now, Buy Now (SNBN) model to guarantee the possibility of instant gratification. Literature has been scarce concerning SNBN as a new paradigm of contemporary fashion, more particularly, in what concerns its relationship with brand equity. This study seeks to identify the critical variables of SNBN and analyze its feasibility in production and consumption of fashion. It has applied a mixed and sequential methodology. The Portuguese case is worth analysing because of its similarities with countries where the fashion and creative industries' role is still uncertain, but still often mentioned and talked about. The results suggested that there is a positive relation between its adoption and brand equity – in particular a more hybrid strategy of adoption, considering its risks and investments. JEL Codes - M11; M30; M31; O14; 021

Suggested Citation

  • Amélia Maria Pinto da Cunha Brandão & Pedro Dourado & Luis Palma Martos, 2020. "See Now, Buy Now Model: A Passport to Fashion Brand Equity," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 67(4), pages 33-55, December.
    • Handle: RePEc:aic:saebjn:v:67:y:2020:i:4:p:33-55:n:182
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    File URL: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1191
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    References listed on IDEAS

    as
    1. Quach, Sara & Thaichon, Park, 2017. "From connoisseur luxury to mass luxury: Value co-creation and co-destruction in the online environment," Journal of Business Research, Elsevier, vol. 81(C), pages 163-172.
    2. Louise Crewe, 2013. "When Virtual and Material Worlds Collide: Democratic Fashion in the Digital Age," Environment and Planning A, , vol. 45(4), pages 760-780, April.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    See Now; Buy Now model; fashion marketing; brand equity; fashion immediacy; fashion industry;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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