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Vintage: ett varumärke?
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
Vintage clothing : a brand? (English)
Abstract [en]

To dress in used clothes is no longer considered as unfashionable. The acceptance of the second hand market has increased over the years. Vintage clothing has become fashionable because you get the opportunity to create your own individual style. Vintage has been given status. It has become a trend. You no longer call second hand clothing “second hand”; people tend to call it vintage even though it’s not. Our aim with this study is to determine whether or not vintage is a brand. We start from the consumer’s perspective when we examine the status and image as vintage received by consumers. Later we compare the image of vintage with theories about brands and brand building. Our aim is to find out if vintage can be named as a brand. Our study is qualitative and we have chosen to conduct qualitative interviews with vintage consumers in the state of New York. The essay has a hermeneutic and a hypothetical deductive research approach. The hypothetical deductive research approach suited us well because we assumed that vintage is actually a brand name. We found that vintage is actually a brand name. The benefits the consumers consider that vintage gives them can be compared with the added value a brand gives the consumer. It is difficult to find a suitable definition of what a brand is. Even with the big marketing authors disagree. According to Grönroos, Aaker and Kotler et al definition we believe that vintage is a brand and that is also our conclusion. Finally we think that the definitions of a brand are outdated and should be updated. This essay is conducted in Swedish.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
vintage, secondhand, brand, building brands, brand image
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19621Local ID: 2320/5581OAI: oai:DiVA.org:hb-19621DiVA, id: diva2:1311555
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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