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Kvantitet framför kvalitet: En kvalitativ studie om ekologiska kläder inom fast fashion industrin
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Forskningsfrågan har utformats med studiens syfte i åtanke och lyder:

• I vilken utsträckning har ekologiska kläder anammats av den

snabbföränderliga modemarknaden?

Studien syftar till att få en djupare förståelse för hur ekologiska kläder utvecklats i takt

med den snabbföränderliga modemarknaden inom fast fashion industrin. Vi vill även

med denna uppsats lyfta fram vad som karakteriserar ekologiska kläder samt hur dessa

betraktas ur ett trendperspektiv.

Vår avsikt med studien var att få en djupare förståelse kring vårt valda forskningsämne,

vilket bidrog till att vi valde en kvalitativ forskningsmetod med en abduktiv ansats. Vårt

urval bestod av sju respondenter som samtliga är verksamma inom modebranschen och

besitter kunskaper inom vårt valda ämne.

Slutdiskussionen bygger på den empiriska och teoretiska analysen och genom den här

studien har vi lyckats identifiera att ekologiska kläder har anammats av fast fashion

industrin. Vi har även presenterat hur ekologiska kläder betraktas ur ett trendperspektiv

samt hur de ekologiska klädesplaggen karakteriseras. Vidare i slutdiskussionen har vi

identifierat att ekologiska kläder måste utvecklas i takt med de aktuella trenderna som

råder på marknaden.

Abstract [en]

The research question has been formulated with the purpose of the study in mind:

• How has organic clothes been embraced by the fast fashion industry?

The study aims to get a deeper understanding of organic clothing by analyzing the

clothes and how the clothes evolve in line with the fast changing fashion market. With

this study we also highlight the character traits of organic clothes and how they are

perceived from a trend perspective.

Our intention with the study was to gain a deeper understanding of our chosen research

subject, which meant that we chose a qualitative research method with an abductive

approach. Our selection consisted of seven respondents, which all are active in the

fashion industry and possess knowledge in our chosen subject.

The conclusion is based on the empirical and theoretical analysis, through this study we

have identified that organic clothes have been embraced by the fast fashion industry.

We have also presented how organic clothes are perceived from a trend perspective and

how the organic clothes are characterized. Furthermore it is identified that organic

clothes must be developed in line with current trends in the market.

Place, publisher, year, edition, pages
2017. , 79 p.
Keyword [en]
Fast fashion, trends, fashion, organic clothes
Keyword [sv]
Fast fashion, trender, mode, ekologiska kläder
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-65250OAI: oai:DiVA.org:lnu-65250DiVA: diva2:1109008
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2017-06-16 Created: 2017-06-13 Last updated: 2017-06-16Bibliographically approved

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