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Archivio digitale delle tesi discusse presso l’Università di Pisa

Tesi etd-06152015-152347


Tipo di tesi
Tesi di laurea magistrale
Autore
GRAGNANI, PATRIZIA
URN
etd-06152015-152347
Titolo
Fast Fashion retail: a focus on Uniqlo and H&M
Dipartimento
ECONOMIA E MANAGEMENT
Corso di studi
STRATEGIA, MANAGEMENT E CONTROLLO
Relatori
relatore Prof. Lanzara, Riccardo
Parole chiave
  • Nessuna parola chiave trovata
Data inizio appello
06/07/2015
Consultabilità
Completa
Riassunto
The dissertation is focused on the concept of "fast Fashion", and therefore starts from the definition of fast-fashion. Among the four main global players, I chose to study Uniqlo, from Japan, and H&M, from Sweden. Both the companies are focusing on China, a renown good market for sales, which is, however, no longer the low-cost-manufacture Heaven on Earth. I compared the two companies from the point of view of organisation, cultural background, and marketing, concentrating on how their different provenience afflicts the business model, the strategy, their product, and how they are, in general.
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