Abstract: The Fashion industry is perhaps the most unpredictable one where change occurs very rapidly. In order to be attractive and interesting in this competitive industry, a brand must constantly be up to date and differentiated from other brands to attract the consumers. This has given rise to an increasing growth of brands that cooperate for marketing reasons and more specifically, clothing retailers that perform designer collaborations with exclusive designers to create limited collections.Studies describing the effects of those collaborations on the retailers brands are rare and especially from a consumer perspective. Since H&M has been a pioneer in designer collaborations and has done it more times and for more years than any other retailer we have conducted our study on their case. Our intention was to investigate how the designer collaborations have affected the brand equity and image of H&M, if the collaborations have increased the willingness to pay for H&M's other ranges and if they have affected H&M's ability to extend its brand to higher price segments, through an experimental study.

Who is the most typical woman in ELLE Sweden (2013)? In this study we investigated the typical woman represented in the Swedish Fashion magazine ELLE (2013) for women. Does a typical woman exist in the magazine at all and if so ? in what words and roles is she described in? How is this woman perceived in relation to the male gender? Based on the theory of constructionism; that the gender (i.e. What is female versus male) is constructed in the society and that media has an affect on our physical and psychological well being as well as our behavior and thoughts, the investigation of the female gender representation in women magazines, was of great importance to us.

As companies exert themselves to find new ways of achieving market dominance and stronger brands, the phenomenon co-branding has become increasingly popular. By cooperation between two different firms the combined effects can result in synergies not only on the balance sheet, but even through softer values such as Brand recognition, equity and larger market share. Recently the Fashion company H&M launched a collection together with the esteemed Fashion designer Karl Lagerfeld. The objective of this paper is to examine the effects the collaboration had on consumer?s attitudes towards the two brands.

The purpose of this thesis is to outline an appropriate model in order for companies to successfully act and compete physically as wholesalers at the same time as acting on the virtual market by selling directly to the end consumer. The approach of this thesis is hermeneutical and abductive with elements of hypothetically deductive approach. Our research has a qualitative research strategy based on case studies and interviews as well as on secondary data. Interviews were conducted with the case company JaymJay Wear AB as well as with other companies, so called mini cases. The secondary data consists mainly of textbooks, web sites and journals.

Oscar Jacobson was founded in 1903 in Sweden, which at the timewas a leading country in the textile industry. During the 1960s morecompetitors arose as the Fashion industry grew stronger and theglobalization became a fact. Today there is an abundance of brandsand products in the Fashion- and textile industry. This has given thecustomers a greater range of products to choose from. We can seetendencies of customer not being as brand loyal as they used to.

The world is facing huge challenges to overcome the climate crisis. A contributing actor to the environmental footprints are the textile industry and their production processes, which highlights the importance to act. The purpose of this study is therefore to investigate how a middle size company's purchase- and design department work to contribute to sustainable Fashion and sustainable consumption. As well as to examine the challenges and possibilities that the Fashion company faces in its sustainability work. The qualitative study has been prepared and is based on 15 interviews with employees in the purchase- and design department.

The purpose of this study is to compare the contents, editorials and front covers of Sweden?s oldest girl?s magazine Veckorevyn during two different years, in which the magazine had two very different chief editors.In the year 2000, Emma Hamberg got the job as editor-in-chief for Veckorevyn, with a vision of changing the way the magazine represented young females. She wanted to add a more feminist viewpoint to the magazine, since she felt that Veckorevyn didn?t live up to its claim of being ?a girl?s best friend?. Six years later, the famous Swedish Fashion editor Ebba von Sydow became editor-in-chief for Veckorevyn, with the intention of making the magazine better, smarter and more fun for young girls.

I denna studie har vi har valt att undersöka och analysera ett enskilt fast Fashion-företag kring ämnet miljö och hållbarhet, nämligen Gina Tricot. Valet av företag grundar sig i intresset av att undersöka hur ett förhållandevis ungt fast Fashion-företag engagerar sig inom miljö och hållbarhet. Denna uppsats skrivs med mål om att ge alla intresserade en inblick i hur ett växande modeföretag tänker kring mode kopplat till miljö och hållbarhet, och om deras målgrupp verkligen lägger vikt vid dessa aspekter när de handlar kläder. Syftet med studien är att granska hur och varför ett fast Fashion-företag arbetar med och kommunicerar miljö och hållbarhet, samt undersöka hur kunderna uppfattar och påverkas av företagets arbete och kommunikation. Hur viktigt är hållbarhet för företaget och hur viktigt är det för deras målgrupp och kunder? Begreppen som behandlas, för att kunna besvara syftet i uppsatsen, är CSR och hållbarhet.

Detaljhandeln är idag präglad av hög konkurrens och många aktörer som slåss om sammasegment. Fast Fashion med sina snabba produktlivscykler och låga prissegment trots en högmodegrad, har lett till att konsumtionsmönstret förändrat konsumenternas beteende genomderas krav på ständiga uppdateringar av sortimentet. Dagens kunder kräver mer än enbart ettlågt pris för att attraheras, vilket kräver att även Fast Fashion-företagen adderar ytterligarevärden. Imagen och känslan för varumärket spelar därför en stor roll även för Fast Fashionföretagoch inte enbart för märken som agerar inom en högre prisklass. För att kunnatillfredställa det kunden efterfrågar krävs av företaget att de tydligt identifierat sin målgruppför att kunna anpassa erbjudandet efter just dem.

Teenagers are the group that spends most money on clothing. When choosing clothes, the so called internal and external signals could affect the perceived quality of the teenagers. The external signals are for example price, brand and place of purchase while the internal signals are the physical composition of the product as for example garment and size. The perceived quality is the attributes that the teenagers perceive that the specific article of clothing has. Today?s marketing, within the Fashion line, is mostly to present the design of the product and aim the marketing for curtain segments and to keep a distance to others that are not within the segment group.

AbstractBackground: Countries can be seen as brands (nation brands) with brand values that transmitto the country?s products. Country-of-origin (COO), the brands nationality, links the productto an associative network of cultural shared national stereotypes. Through associating thebrand with a country or a region, the credibility of the brand can increase and strengthen thebrand. Therefore COO is used in marketing to position a brand.Purpose: The purpose of this study is to examine how luxury Fashion brands communicatetheir national identity through analyzing their advertising.

The theory chapter is based on a model about brand identity, ?Brand Identity Prism? (Kapferer, 2008, s.183). This model contains six elements which we have supplemented with theories about personal branding. This because the focus and theory on a person's brand identity is almost non-existent. The purpose of the study is therefore to examine how editors at Fashion magazines are working with their brand identity in the personal brand and thereby create an understanding of the identity function.

For centuries, the human body has been used as a mean to project the norms, moral values and aesthetic preferences that exist throughout society. It has been controlled through constrictive Fashion, family and social virtues and through how we perceive gender and sexuality. This essay strives to show, not only how the body and the aesthetic values coexist, but also how they work together and influence each other, with the body as the aesthetic medium. To do this, Michel Foucault?s writings of sexuality and his theories on morality and discipline, as well as Judith Butler?s works on normativity and performativity are being used.

Our everyday life is becoming more active and the activities we perform influence the way we dress. Due to an increase in activities undertaken in an urban environment, demands are changing and the need for active wear that meets the new demands follow suit. The four characters represented in the research can be seen as a reflection of the functional features needed, including base layer, mid layer/insulation and shell.Despite the increase in activities, most of our clothes are still constructed on static dummies or drafted on a table in 2D and the main developments within the active sportswear field is driven by material innovation. By creating garments on a body in movement, my aim is to develop new functions and expression in active sportswear through construction.Construction methods in active sportswear are examined and understood through observations and reconstructions and constitute the foundation of a study of movement for a design recovery.The movement and features required for leading an active urban life sets the direction of the development of new func- tional garments. A series of trial and error sessions and draping fabric on a live model in movement created the prototypes used in functionality tests to establish their feasibility.

For centuries, the human body has been used as a mean to project the norms, moral values and aesthetic preferences that exist throughout society. It has been controlled through constrictive Fashion, family and social virtues and through how we perceive gender and sexuality. This essay strives to show, not only how the body and the aesthetic values coexist, but also how they work together and influence each other, with the body as the aesthetic medium. To do this, Michel Foucault?s writings of sexuality and his theories on morality and discipline, as well as Judith Butler?s works on normativity and performativity are being used.