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Mode i Kenya: En studie om Kenya som marknad för inhemska modevarumärken
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Fashioning Kenya : A study of Kenya as a market for domestic fashion brands (English)
Abstract [en]

The fashion industry in Kenya is slowly growing. The middleclass is getting bigger and the interest for fashion among these consumers is increasing. One major problem for the growth of the industry is the extensive second hand trade, which has given several problematic affects. The textile production has almost disappeared, the western influences are evident and the consumer’s price sensitivity is prominent. The aim of this thesis is, by conducting a field study; to qualitative examine how to develop a strong domestic fashion brand on the Kenyan market and to give a foundation for a branding strategy for people involved within fashion in Kenya. Some of the major findings for this thesis are; the excessive second hand trade and its negative affect on the domestic fashion industry, the less developed fashion environment, the growing interest for fashion among Kenyan consumers and the low credibility the consumers have for domestic brands.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2010.
Series
Kandidatuppsats
Keywords [en]
mode
Keywords [sv]
kenya, varumärkesbyggande, kulturella influenser, estetik
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19837Local ID: 2320/6213OAI: oai:DiVA.org:hb-19837DiVA, id: diva2:1311771
Note
Program: TextilekonomutbildningenAvailable 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