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Indiska-En studie av Indiskas strategier i riktning mot Fashiontainment
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Indiska-A study of Indiska´s strategies toward a Fashiontainment concept (English)
Abstract [en]

Consumers seem to become more demanding in their buying behaviour within the fashion market. The society refers to individualism, personality and creativity, which affect people’s way of dressing themselves. Many companies have started to work with aspects that create a consumer experience to meet the customers’ new demands. Some fashion companies have even shown a tendency to apply the entertainment industry in their concept, which generates in a phenomenon that can be called fashiontainment. This paper aims to revise the Swedish fashion company Indiska. The mission of the company is “We will offer a unique mix of fashion and home furnishing with inspiration from India that pleases a lot of people”. Indiska has lately developed a couple of new marketing strategies that include making their target market wider to also attract the females of the younger generation. This thesis aim to investigate how Indiska can combinate Indian culture and Swedish fashion in their communication to attract the younger females of the fashion market. The study will also investigate how the company may develop their marketing strategies and marketing channels to create a customer experience for their chosen target market. The empirical and theoretical part of the study has been designed in purpose to answer the given problems. The thesis will be in Swedish. This thesis is created from a hermeneutic point of view and from an inductive reasoning method. We have collected empiric data by field studies in India and by observation of Indiska’s stores in Sweden. We have also done a number of qualitative interviews with key persons within the company. In the theoretical chapter we describe the consumer behaviour and marketing strategies, as well as branding and theory of experience. Indiska has for a long time offered a store concept, which doesn’t place them within the ordinary segment because of their niche strategies. The stores communicate directly to the customer and the purpose is to create an illusion of India. By maintaining and developing these strategies according to the room of experience model Indiska may satisfied the consumers’ demands of experience seeking. The conclusion of our essay, is that Indiskas new concept “Bohemian Modern”, seems to meet the younger generations’ needs and demands of differentiation. By combining Scandinavian simplicity with Indian culture, Indiska seems to be a company that accomplish the demands of the younger generations. Indiska already has knowledge in the four different dimensions of experience that they may profit from in order to attain a fashiontainment concept.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2008.
Series
Kandidatuppsats Marknadsföring ; 2008110
Keywords [en]
fashion, indien, branding, retailing, consumer experience, fashiontainment, nisch marketing, storytelling
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19014Local ID: 2320/3867OAI: oai:DiVA.org:hb-19014DiVA, id: diva2:1310948
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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