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• Impacts of Digital Communication Tools on Fashion Brands Success –The NUDE Project

  1-13

  Zoltán Peredy

  Carolina Figueiredo

  Juhász Krisztina

  Views:

  161

  The global scale, changing fashion industry can be characterised with low predictability, high volatility, seasonality, short life cycle products and highly impulse consumer purchasings decisions, addressing ethical and sustainability matters. Fashion as generic collecting name can be defined as styles of clothing and accessories worn at any time by different groups of people. One of the main opportunity and challenge for this complex, multi actors sector introducing digital solutions, which can provide significant contribution of restructuring the supply chains, optimising the production techniques, reducing its negative environmental externalities supporting the future sustainability. Possible reason beyond this digitization trend can be changing consumer attitudes and expectations. Majority of consumers have tendency using digital channels before, during and after their purchase, so fashion brands have to take into consideration this new reality. The convenience and accessibility of online enjoyable shopping opportunities have reshaped consumer expectations including personalized recommendations, and user-friendly online social media platforms (video channels, websites, mobile apps, and secure payment systems). Instagram, TikTok, YouTube and Pinterest have transformed the way fashion brands communicate and connect with their audience creating loyal social network. Digital transformation requires more than just implementing new technologies; it necessitates a cultural shift within fashion brands. Case study of the NUDE Project analysing its challenges and main competitors as well, can serve as an illustrative example how can the digital communication tools contribute to the fashion brand future success and prosperity.

• Possible ways of IP Commercialisation in the European Higher Education Ecosystem

  56-74

  Zoltán Peredy

  Balázs Laki

  Views:

  392

  Strong links between universities, and companies can play crucial role in promoting taking into practice of ideas that drive the knowledge society, and in raising competitiveness and living standards. In academic terms of IP management, all activities aimed at sharing knowledge generated in research institutions as a knowledge transfer including scientific publishing, conference presentations, collaborative research with external partners, and contract-based clustering activities, such as licensing and spin-offs. In a narrower sense, the IP management means technology transfer is aimed at placing a given technology on the market, and includes any process by which the recovery partner becomes able to produce new products or services. IP with traditional university mission, values, and activities primarily focusing an active university role in entrepreneurship and contracts with private sector for IP commercialization. This paper gives a comprehensive overview about IP management in universities of the European Higher Education System including the following aspects: partnerships (licensing, industry collaborators); IP invention (disclosures, patenting); proof of concept research bridging the gap between lab discoveries and market application (highly innovative R&D to solve practical problems and commercialization research aiming patented technologies towards business exploitations) and commercialization (start-up incubators and strengthening the entrepreneurial attitudes and competencies). The methodology based on secondary research analysing EU, OECD, on-line literature sources and relevant, up-to date statistical data as well. The conclusions and recommendations based on this „desk research” work reflects the authors.