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To build a brand: En studie om hur modeföretag uttrycker sitt varumärke i butik
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
To build a brand : A studie on how fashion companies express their brand through their stores (English)
Abstract [sv]

I takt med att den svenska modemarknaden fortsätter att öka, ökar även konkurrensen inom branschen, företagen emellan. Det ligger därav i modeföretagens intresse att representera ett konkurrensstarkt modevarumärke som urskiljer sig från sina konkurrenter. Att sedan lyckas förmedla sitt modevarumärke genom företaget via sina butiker är även det av essentiell betydelse.

Syftet med detta examensarbetet är att undersöka hur modeföretag arbetar med varumärkesbyggande via sina egna fysiska butiker. För att konkretisera vår studie har vi tagit hjälp av fyra svenska etablerade företag för intervjuer. Sammanlagt har vi utfört åtta intervjuer, en butikschef och en representant från marknadsavdelningen på samtliga företag. Dessa intervjuer har vi sedan ställt i relation med tidigare forskning  och annan relevant litteratur inom ämnet.

Resultatet visar på att vid skapandet av ett modevarumärke är det av stor betydelse att vara tydlig med sin varumärkesprofil redan från start. Vidare framkom det att butikspersonalen och butikens utseende båda har stor påverkan på hur varumärket förmedlas i butik. Avslutningsvis har det uppmärksammats att personen som lägger grunden för butikens utseende, den så kallade visual merchandisern, bär ett stort ansvar för att varumärkesprofilen förmedlas och kommuniceras på rätt sätt från marknadsavdelningen ut till den fysiska butiken.

Abstract [en]

As the Swedish fashion industry continuously grows, competition between the companies within the industry rise. It is in the interests of fashion companies to represent a strong competitive fashion brand that distinguishes itself from its competitors. To then convey their fashion brand through the company via their stores is also crucial. The purpose of this study is to investigate how fashion companies work with brand building through their own physical stores.

To concretize our study, we have interviewed representatives from four Swedish established companies. In total, we have carried out eight interviews, a store manager and a representative from the marketing department from all companies. The interviews have been analyzed and reviewed in relation to previous research and other relevant literature within the subject.

The result shows that when building a fashion brand it is of great importance to be distinct with the brand profile already from the start. Furthermore, it was found that the store staff as well as the shop’s layout both have a big influence on how the brand is being conveyed in the shop. In conclusion it has been recognized that the person who is responsible for the shop’s layout, the so called visual merchandiser, has a major responsibility in properly communicating the brand profile from the marketing department to the physical store.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Branding, Visual Merchandise, Retail, Internal communication, Marketing communication
Keywords [sv]
Varumärke, Visual Merchandise, Detaljhandel, Intern kommunikation, Marknadskommunikation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12835OAI: oai:DiVA.org:hb-12835DiVA, id: diva2:1148448
Subject / course
Textile management
Available from: 2017-10-16 Created: 2017-10-11 Last updated: 2017-10-16Bibliographically approved

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Type fulltextMimetype application/pdf

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  • apa
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