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
Modereportage: en marknadsföringskanal?
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Fashion Editorials : a channel for marketing? (English)
Abstract [en]

Marketing has been developed and revalued the last years. The consumer today is more educated and is therefore able to have higher demands. These requirements together with the increased competition is forcing brands to find creative ways to reach their target market. Fashion has throughout history contributed to, and been influenced by, changes in society. Through all times, people have used fashion and clothing as a way to demonstrate their social identity and to be accepted. Companies in the fashion industry can be successful if they develop brands that attract consumers. To achieve this, companies must find new communication tools to reach out to the consumer, among these tools, we find the fashion editorials. Our aim is to investigate whether product placement occurs in Swedish fashion editorials. Through our thesis we want to explore how consumers perceive the editorials and also whether if they are used as a marketing channel. The method is qualitative and the study is based on semi structured interviews and a focus group interview. To get several opinions of the problem area, the issue is discussed from two different perspectives. According to the hermeneutical approach, with interpretation in focus, the empirical material has been analyzed alternately with theory. The theories have therefore been reviewed during the process. Our conclusion is that all respondents experience that product placement occurs in fashion editorials. It is also clear that there are differences between the interview perspectives. The occurance of product placement in fashion editorials is percieved in different ways. The main difference is that the fashion industry operatives can see the press offices as messengers for the brand's image. The consumer, on the other hand, is completely unaware of their existence. Furthermore, readers believe that the content is selected by someone who is an interpreter in the fashion area and therefore it is accepted. Readers can see the fashion editorials as a source of inspiration when shopping. The fashion brands that frequently appears in fashion editorials become top-of-mind of the consumer/reader. Our results suggest that consumers actually are shopping garments from the brands that appear in editorials. Fashion editorials can thus be described as an important part of a fashion company's marketing. Finally, we discuss the future of fashion magazines as internet and blogs are changing the conditions to attract the consumer.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
fashion editorials, marketing channel, top-of-mind
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19620Local ID: 2320/5580OAI: oai:DiVA.org:hb-19620DiVA, id: diva2:1311554
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(863 kB)8 downloads
File information
File name FULLTEXT01.pdfFile size 863 kBChecksum SHA-512
3815b8539397e8ce0a78e48e7dbcaa320808740bfc171c49a2e89958a07e2ceb14d1870d8fd9783f833d9a5695db3415264e0d536e366dd555186f04b97c0cef
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 8 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: 4 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