Outletförsäljningens påverkan på modevarumärket
The purpose of the study is to examine how retailing trough brand owned outlet stores effectsthe fashion brand. The problem that the essay is aimed to solve is how the fashion brand isinfluenced by selling through outlets and what opportunities and risks it has on the brand. Thestudy has been carried out by qualitative methods using interviews to answer the questionformulation. Three empirical perspectives have been chosen; an expert-, business- andconsumer perspective which have been linked up with three applicable theories. The fashionbrand Acne and its two stores; the flagship store and the outlet store have been chosen as acase study. This perspective and the two other have had the function to support generalconclusions taken. The study showed that in a short term, selling through outlet stores doesn?taffect the fashion brand in a negative way. Instead the result demonstrated that the brandcould benefit from this kind of business if it is correctly handled. The opportunities thatoutlets provide are an expansion of brand knowledge in the market. The excess of inventoriescan be sold through a channel which the company can control. The most significant risk liesin the re-positioning of the brand that outlet retailing in a large extent can bring.