The purpose of this study has been to examine how collaborations between clothingcompanies and fashion designers can influence their brands. Our ambition has been todescribe this phenomenon by describing how collaborations can affect and influencethe clothing companies? brand identity, image and positioning. Furthermore, we wantto describe how these collaborations have changed the fashion industry and what thefuture holds for it. We find this topic relevant since collaborations are becoming anadvantage for companies in a competitive industry that is constantly in change.

The fashion market is highly dynamic, and characterized complexity, abstract phenomena and creativity. Further, differences between factors such as gender, countries and social classes pose increasing challenges to Fashion companies and researchers active within this area. In light of these facts, the value of creating tools that help companies and professionals active within this industry becomes evident. Much research has been focused on creating a more thorough understanding of its underlying logics and its main drivers from a business perspective, whereas knowledge regarding fashion consumers and what drives their behavior are more limited. Through this study, insights about the Swedish fashion market and its consumers are generated.

The success of self-service technology in retail grocery stores cannot be ignored, and the fact is that every other grocery store in Sweden has implemented the self-scanning or self-checkout systems. The trend is that the technique is spreading into other markets with potential to increase productivity for companies and enhance the service for customers. Fast fashion is one branch that is left untouched by the development in payment processes, and despite the leading companies extensive focus on fast service, the concept of self-service technology has not yet been tested. This paper undertake a quantitative, experimental approach to the issue and examines the effect self-checkout would have on Fast fashion- customers. By presenting a scenario with and without self- checkout and afterwards asked about the respondents experience, we can provide the marketing world with new insights.

This thesis aims to describe how a fashion designer should balance art and commerce in order to succeed in the fashion industry. We aim to define the Swedish term KRÄDD, and sort out how a designer or CEO in the fashion business should relate to the term, as well as the balance between cultural and economic capital. We present theories of the origins and fluctuations of fashion, as well as social studies on cultural capital, and brand building. The study is made in a qualitative manner where the empirics consist of interviews with 13 respondents that have different positions in, and experience from the fashion industry, including designers, journalists, buyers, a CEO and a PR-professional. In our conclusion, we emphasize the need for a balance between cultural and economic capital in order to succeed as a fashion designer.

Title: The decisive opinion - A qualitative study of consumers opinions of eight Swedish Fashion companies.Seminar date: 2008-01-14Course: Candidate thesis media and communication, 15 ECTS,Authors: Micela Danielsson, Frida ÅhsAdvisor: Larsåke LarssonFive keywords: Profile, Image, Brand, Fashion and AdvertisingPurpose: The purpose with this study is to evaluate and discuss the connection between profile and the companies? image in the eye of the consumer.Methodology: A qualitative method has been used in the paper, focusgruops interview with respondents from Örebro.Theoretical perspectives: The overall theory of the paper is describing fashion theory. profile, identity and image and advertising.Empirical foundation: Consumers from Örebro have made a contribution to the basis of our empirical study.Conclusions: The results show that fashion and clothes play a big part for the consumers and they ascribe it the part as a way to show their identity, image and express them selves. For none of the companies profile and image did not have a full connection, but a lot of times there were parts of the profile and image that had a connection. The questioned states that they get their opinions from merchandise, stores, store employees and different kinds of advertising.

Syfte: Syftet med uppsatsen är att kartlägga hur ett tänkbart samband mellan mode och varumärke kan se ut i modeföretag. Metod: En kvalitativ studie med ett abduktivt angreppssätt. Slutsatser: Sambandet mellan mode och marknadsföring i modeföretag är mycket starkt, även om branschen i sig, historiskt sett inte agerat som om så vore fallet. Centrala faktorer för modeföretagen med ett starkt samband i just dessa två begrepp är bl.a.: ? Överexponeringsproblematiken, det faktum att varumärken kan förbrukas.

The fashion industry is a line of business which is characterised by tough competition. Often the consumer target groups exposed to advertisements identify them as attempts by the fashion industry to persuade them. When this happens, the consumer disregards the information due to selective attention. Faced with these conditions, companies need to find new, creative ways to market their product lines. This essay is about Public Relations, in particular Public Relations that appear in editorial spaces.

Media society is under a constant development and in line with this change, firms must adapt to the market. We have investigated what Fashion companies in fact are doing to communicate in the dynamic market. We wanted to find out how to communicate and how they can market themselves in a new and innovative way to create long-term customer relationships. We have used a theoretical frame of reference based on marketing communication, fashion marketing, branding and relationship marketing theories. We have assumed four themes throughout the survey which are: customer contact and relationships, emotion in communication, branding and relational communication.

The use of internet is growing rapidly and many people choose to spend a lot of their time in the virtual world. This is the reason why we believe that it is important for companies to consider using internet as a tool to reach their customers. Today many companies, especially within the fashion industry, have acknowledged this and use internet marketing to reach existing and potential customers. Social media and search marketing are two helpful tools that can be used in order to make a company visible on the web, given that they know how to use them effectively. The purpose of this study is to examine how companies within the fashion industry can use social media and search marketing to reach their customers and what kind of attitude they have towards using these tools.

The concept Corporate Social Responsibility (CSR) describes a company's social and environmental work. More and more companies have embraced the concept of CSR and for some businesses, it has become equally important to present its efforts within CSR as to present its latest profits.The purpose of this essay is to establish an overall picture of a company's CSR efforts and to discuss the potential conflict between CSR and the aim for profit We investigate how businesses can improve their CSR effort so that it contributes to a positive development for the society while still creating economic value for the company. The study is based on a qualitative study of four Swedish companies in the fashion industry: Kappahl, Gina Tricot, Åhlens and Indiska. The results show that according to the theoretical framework, the four companies do not reach a complete strategic approach to CSR. To achieve this it is necessary for the companies to change their current CSR-activities..

Marketing has been developed and revalued the last years. The consumer today is moreeducated and is therefore able to have higher demands. These requirements together with theincreased competition is forcing brands to find creative ways to reach their target market.Fashion has throughout history contributed to, and been influenced by, changes in society.Through all times, people have used fashion and clothing as a way to demonstrate their socialidentity and to be accepted. Companies in the fashion industry can be successful if theydevelop brands that attract consumers. To achieve this, companies must find newcommunication tools to reach out to the consumer, among these tools, we find the fashioneditorials.Our aim is to investigate whether product placement occurs in Swedish fashion editorials.Through our thesis we want to explore how consumers perceive the editorials and alsowhether if they are used as a marketing channel.The method is qualitative and the study is based on semi structured interviews and a focusgroup interview.

PurposeThe purpose of this thesis is to provide a deeper understanding of how e-commercecompanies within the fashion industry are working with lead times and illustrate andanalyse differences and similarities between companies.Research question- In which ways are e-commerce companies within the fashion industry working withshort lead times?MethodologyThis thesis is based on a qualitative research method in order to achieve a greaterunderstanding of the chosen topic, of how the chosen companies are operating and toprovide room to our own interpretations and reflections. Interviews through telephonewere used to gather the empirical data from six different e-commerce companies withinthe fashion industry.ConclusionsAfter completing the theoretical and empirical analysis it can be concluded that leadtimes are considered essential for all of the participating companies but there is adifference in which way they look at, and how they work with lead times. Somecompanies stressed that short lead times are an important aspect of competition andclaimed that this is something they are constantly working with. For others the balanceand matching of supply and demand was the most important factor rather than toachieve short lead times.

This thesis examines how online fashion retailers utilize blogs and other social media in their marketing process. The study is focused on internet retailer Nelly and how they make use of fashion blogger Kenza in their marketing. Drawing on Kawamura?s fashion-ology theory, the study emphasizes the new role of the fashion bloggers in the fashion system, and illustrates their consumption power vis-a-vis the retailers, the consumers, each other and the whole industry as such.    .

AbstractTitle: ?Fashion be in fashion? ? a qualitative study of the phenomen fashion blogs (?Mode är på modet? ? en kvalitativ studie av fenomenet modebloggar)Number of Pages: 46 (54 including enclosures)Author: Maria RydströmTutor: Else NygrenCourse: Media and communication studies DPeriod: Spring semester 2007University: Division of Media and Communication, Department of Information Science,Uppsala universityAim: Contribute to the understanding of a yet unexplored domain, fashion blogs. And contribute to a discussion of the roll of fashion blogs in the swedish fashionindustry.Method: Qualitive textual analysis of three fashion blogs and interviews with the authors to the three fashion blogs. Completed with six interviews with experts from the fashionindustry and the blogworld.Main results: The authors behind the fashion blogs are young women living in big cities.They write about fashionnews, runway trends, fashion items and style outfits worn by them selves. Fashion blogs provide a new way to follow trends and spread them to the society.

Lindex has a strong fashion position and is one of northern Europe's leading fashion retailers. Unfortunately their logotype no longer measures up to the fashion level that is required. Surveys and interviews have been conducted with employees at Lindex, disscusing their logotype. I have come to the conclusion that what is needed from Lindex side is strict guidlines for the employees to follow so that all information from Lindex to their customers is made with a great touch of fashion to it and in a coherent way..