Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Marketing strategies in luxury fashion SMEs: The dream about Mary Katrantzou
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as written ones. Due to the access in the company the written interviews could be followed up by additional questions. Findings: Mary Katrantzou works with the appropriate traditional tools for luxury fashion brands, apart from advertisement, as well as working with the digital channels most suitable. Accordingly the theory a cohesive brand identity is vital when it comes to luxury fashion firms, and the findings in this area showed that the company does not have a coherent brand identity that permeates the whole organization. Instead the opinions of the six respondents differed. Moreover the empirical findings showed that collaborating with other companies could increase brand awareness. Conclusion: Mary Katrantzou’s marketing strategy is, accordingly the theory collected, in line with how luxury fashion brands should work with marketing. For the future however the company could invest in one more traditional tool in the form of advertisement. Figuring out the true brand identity of the company is also of importance. Moreover collaborations have according to this study the ability to increase brand awareness and should therefore be of interest to research further in the near future. Value/originality: The intimate access in the case study company in this report should be of high interest due to its rareness. From the inside examined fashion luxury brands are seldom researched, which adds value and originality to this study.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Kandidatuppsats ; 2014.1.17
Keywords [en]
marketing strategies, digital marketing, luxury fashion, branding, brand identity
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-18078Local ID: 2320/14156OAI: oai:DiVA.org:hb-18078DiVA, id: diva2:1309991
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(911 kB)12 downloads
File information
File name FULLTEXT01.pdfFile size 911 kBChecksum SHA-512
e490953a0ff3f66a95425d4db015484112a40ee259cad09ac0c177779c93103de101c25a37afdcff1f5a73a150ef7288b7daede46a4753e0e6cd615a67a0a61e
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 12 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 17 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf