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Olikheter mellan den norska och svenska klädmarknaden: en studie av Lindex
Högskolan i Borås, Institutionen Textilhögskolan.
Högskolan i Borås, Institutionen Textilhögskolan.
2009 (svensk)Independent thesis Basic level (degree of Bachelor)OppgaveAlternativ tittel
Differences between the Norwegian and Swedish clothes market : a study of Lindex (engelsk)
Abstract [en]

In today’s fashion market there are a great number of actors that offer a huge selection of products. The fashion world today covers the whole world and a result of this, the competition among fashion companies are enormous, leading to a tough climate for companies in today’s fashion industry. There is an overproduction of goods on the market and companies must compete for customers because of today's homogeneous goods and prices. Caused by the global competition, there is an increased need for fashion chains to get to know their markets and strategically meet the challenge to win the consumers attention. We have chosen in our study to research, describe and analyze what the main differences between the clothing markets affecting a Lindex audience in Sweden and Norway are. We have defined ourselves to product group women’s wear. Our intention is to gain an insight into how Lindex clothing market differs between Sweden and Norway but also to find any differences in culture and perception about fashion and trends. The essay has a hermeneutical approach because the aim was to interpret and analyze the empirical material we collected through our case study of Lindex and its markets. We chose an abductive approach because we, in our survey have assumed from our empirical material, i.e. inductive approach, and then linked together with our observations from the surveys and interviews with the theories, based on the deductive approach. The focus of our essay is descriptive because we have chosen to explain the differences between the Lindex Swedish and Norwegian market through the company’s perspective, but also from a consumer’s point of view. We have carried out a qualitative study by gathering the material for our report from both interviews and surveys, together with theory to create an overall picture. In our theoretical frame of reference, we have chosen to focus on a number of key areas from our material. We chose to primarily focus on consumer behavior, as it is central in our studies. The studies involve verbal interviews with marketing manager Nina Haugen from the Lindex Oslo office and Lena Renman from the Gothenburg office. Surveys on both markets provide a snapshot of the consumer view of Lindex. In the analysis part of the essay we have focused on the similarities and differences between theory and empiri. By our study of the Lindex Norwegian and Swedish market, we have found out that the concepts are similar to one another, but that the markets differ in important areas. We have identified the differences in how the Norwegian and Swedish Lindex consumers view and understand their products. Simultaneously cultural aspects such as traditions and celebrations can also affect consumer behavior. Furthermore, there are differences on how trends and fashions are perceived and assimilated by consumers. Another problem to take into account are the different demands and needs within the market.

sted, utgiver, år, opplag, sider
University of Borås/Swedish School of Textiles , 2009.
Serie
Kandidatuppsats
Emneord [en]
consumer behaviour, cultural differences, trends, lifestyle
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-19622Lokal ID: 2320/5582OAI: oai:DiVA.org:hb-19622DiVA, id: diva2:1311556
Merknad
Program: TextilekonomutbildningenTilgjengelig fra: 2019-04-30 Laget: 2019-04-30

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