The purpose of this study is to increase the understanding of how an individual's identity is constructed and reinforced through clothing brands. This we intend to achieve by studying and analyzing the significance of clothing brands on consumers. In close proximity to this purpose, we have chosen to work with three research questions:? How do consumers see clothing as a means to express themselves? ? What perception does consumers have on clothing brands as identity creators? ? How do consumers value wearing clothes from a particular clothing brand?.

The aim of this thesis is to examine the impact that clothing has in Margaret Atwood?s novel The Blind Assassin from 2000. The essay begins with a brief overview of how clothing has been acknowledged in different areas of research. The overview leads up to the conclusion that fashion, as well as clothing in large, has been overly ignored as a potentially fruitful subject of academic status. This is much due to the fact that fashion is traditionally regarded as being a classically feminine subject, as well as it can be said to be a result of fashion?s very elusive character.

 The purpose of this essay is to analyze and understand which difficulties that e-company's struggles with the most, and what their strategies are to overcome this problem. Sales of clothing through e-commerce have made the shopping experience faster and more comfortable, but on the other hand it has created a couple of problems which makes a big difference in the purchase of clothing, we are partly talking about the absence of the testing opportunity. To not know whether or not the shirt or pants will fit, leads customers to a game of gamble every single time they purchase a garment. Another problem which makes customers nervous before a purchase is the absence of a physical salesperson. This might lead customers to question whether or not the company exists.

This essay aims to investigate young people's vision of clothes as a means of communication. Focus lies on what message the clothing we have on sends out and how they are interpreted by our surroundings. Do other people interpret us the way we intend to through our clothes? The theoretical frame of reference that applies is Thomas Ziehe?s theories about Clothing and Identity, Anthony Giddens? Reflexive Identity Processes and the Uses and Gratification?s theory. The researches were carried out with a comprehensive questionnaire survey among high school students, at Lars Kaggskolan in Kalmar, with an associated image, and two personal interviews.

The purpose with this thesis is to investigate how Swedish clothing companies create and communicate a personality for their brand. Case studies were conducted with three companies: Nudie Jeans, Koppartrans and J.Lindeberg. These firms can be considered as established clothing brands nationally as well as internationally. The study found that individualism, logotype and moral standpoints play an important role in the creation and the communication of a brand?s personality.

More and more companies have realized the impact their employees' appearance has in creating an overallpositive experience for their customers. Hence, many retailers use some form of employee clothing or aspecific dress-code for their in-store workforce. The subject is in spite of this poorly investigated,especially in an ordinary retail environment. The purpose of this study was therefore to portray the effectsan introduction of a unitary employee clothing may have on customers as well as on the in-storeemployees. The experiment was conducted in two retail stores, belonging to a Swedish retail chain.

Previous studies have shown that there exists a gap between purchase intention and behavior in consumption situations. This gap is especially prevalent for sustainable or green products and even more so in terms of sustainable apparel consumption. Therefore, the adoption of sustainable fashion remains low as fast fashion dominates the industry. A counter-movement for mass consumption - access-based consumption - has reached the apparel industry and in Sweden we see it in the form of clothing libraries. This qualitative thesis uses in-depth interviews to uncover the feelings of seven consumers towards the idea of accessing rather than owning their clothing as a more sustainable consumption form, factoring in the strong identity connection that we have to our clothes and how this affects their perceptions.

The world?s consumption is increasing at an accelerating rate and it´s produced and consumed more goods and services than ever before. A large part of people's consumption consists of clothing that is bought and discarded increasingly leading to a number of environmental problems such as global warming, pollution, loss of biodiversity and the depletion of natural assets. One way to save the earth's resources is to buy used clothing, so called second hand, instead of new ones. The store chain ?The Ants? (in Swedish ?Myrorna?) has specializing in second-hand goods and sells, among other things, clothes.

This paper focuses on traditional clothing enterprise IT strategies. The purpose was to investigate the correlation between traditional clothing companies IT strategies and their brand. In a market where the competition is high it has become more important that the company targets a customer segment. To reach their targeted customers the company builds their brand with different corporate strategies. This segmentation is necessary because of the high exposure to competition, and a well-established brand could be a prerequisite for profitability.  In today?s market, IT has a major impact on the clothing business.

The study has shown that retailers in the mid-price segment differentiate their brand through developing a strong company identity around the brand. The personality involves store atmosphere, merchandise and advertising. Larger companies have chosen to lay the responsibility on management level, which facilitates on store level. By controlling the strategies on a central level the company can make sure that the stores are steered in the direction that the company wants them to be steered in, and also that they follow the positioning-concept. The company can also devote its efforts to working with its core value, which is service.

The aim of this study is to examine whether the image of the stereotype librarian has created conflict in young librarians´ personal identity and/or professional identity and if this has shown in their choice of clothes? Our purpose was to find out, with the help of their choice of clothes, the young librarians view of themselves as individuals and professional librarians. We have searched for the answers to the following questions: - Do young librarians experience that clothing at their workplace has any significance and if so, what do they want to signal with their clothing? - Do they experience that clothing and appearance has any impact on their personal and professional identity? - How do they relate, by their choice of clothes, to the stereotype images of the librarian? We have performed qualitative interviews with eleven young female librarians. As a theoretical framework we have used ideas and concepts from different areas of research; semiotics, social psychology, business administration and ethnology.

The aim of our study is to explore social workers view on the importance of clothing. We want to know how and if social worker reflects on the importance of their clothing and how it may affect their clients. Dresses social workers differently due to different work situations? Play client`s clothes any role in the social welfare officers? Can client`s clothing affect the assessment of their problem?The study is based on a qualitative method. The data consists of two focus group interviews with four social workers in each group, containing three women and one man in each focusgroup, with a total of eight informants.The results of our study indicate that the clothes are important in meeting with clients and especially as to help create a relationship with the client.

The aim of this thesis is to give an insight to how work is being pursued within Swedish SMEin the clothing industry. Furthermore we investigate how efforts can proceed withenvironmental questions in a quest for sustainable development and bring clarity in thedifficulties that occur. Through the use of company examples and a description of how theywork we wanted to give stakeholders knowledge in what resources and procedures that areused today on the market. The function of the report is moreover to provide Swedish smalland medium-sized clothing enterprises suggestions and directions of how to advance withinsustainable development.In our theoretical frame we have chosen to administer the theories that we found suitable forour study. Seen from a perspective of sustainability we have thus applied the theories ofstakeholder and legitimacy, an analysis model for a company?s actions in environmentalquestions and the theory of SME which describes a small or middle sized enterprise?s fivecompetitive variables.The empirical frame we acquired for this thesis is presented in three chapters.

This thesis aims at examining factors that influence women?s choice of clothing. Focus lies on what women want to communicate with their clothes, how consumption is used as a means of expression, women?s attitude towards the clothing and the body image that media has created. Is there an underlying idea in a women?s choice of clothing and is she trying to express something specific? Why do women buy the clothes they do? The aim with this thesis is to identify if there is a difference between people from an urban area and those from a small town, as well what role the geographic difference plays in how fashion conscious you are or how you choose your clothes.

This essay addresses the subject social interaction in the social network named Facebook. The studied interaction took place between the Swedish Clothing Company H&M and the active visitors on the company page in the social network. The subject of social interaction in social media is an interesting field to study due to its vast range, the largely amount of people involved and it is of interest to see how the company and customers interact. The purpose of the essay was to study the interaction between the company and visitors. The statement of the problem is divided into four questions which is processing a deeper analysis of how the company page is used.