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The influence of authenticity and transparency- How authenticity and transparency become integral values of newly established fashion companies business models.
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Abstract Purpose: The purpose of this study is to investigate how the socio-cultural forces, authenticity and transparency, have become integral parts of newly established fashion companies’ business model in Sweden. Previous researches have focused on how to redesign conventional fashion companies´ business models. From an academic approach, the problem discussion emphasize on lacking research in how newly established fashion companies have made authenticity and transparency integral parts in their business model. The purpose has been answered by asking the following questions; How have authenticity and transparency influenced the innovators of newly established fashion companies in Sweden? Which parts of the business model have been altered in order to demonstrate the company´s authenticity and transparency? Method: This study is based on qualitative research method with an abductive approach. The empirical data collection has been performed through seven interviews, five emails and two face-to-face deep interviews. The theoretical framework and literature review have primary been based on previous researches in the research area. Conclusions: This study shows that newly established fashion companies in Sweden have made authenticity and transparency integral parts in their business model. This is strongly influenced by the companies’ founder, their characteristics and ability to understand and translate socio- cultural forces and integrate them into their business model. The design of the clothes and fabric selection, production techniques and supply chain, marketing strategies and communication tools in the business model have been altered in order to demonstrate the company´s authenticity and transparency. These changes have been implemented in order to meet consumers’ newfound desire for authenticity and transparency. Cues of craftsmanship, traceability in the production techniques and supply chain, creating storytelling in the marketing strategies have been added in order to enhance the consumers’ experience of the company´s authentic and transparent attributes

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Magisteruppsats ; 2014.11.07
Keywords [en]
socio-cultural forces, authenticity, transparency, business models, newly established fashion companies and sustainability
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-18139Local ID: 2320/14241OAI: oai:DiVA.org:hb-18139DiVA, id: diva2:1310053
Note
Program: Textilt management, fashion managementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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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