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Study on the communication strategy to increase the awareness of fabric Hanji in Swedish market
University of Borås, Swedish School of Textiles.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Environmental sustainability is the most important issues in today’s business. They also influenced the fashion industry and elicit demand for eco-friendly clothes. Although the demand for sustainable products is rapidly growing, quite few of sustainable materials are known in fashion industry. Therefore, the thesis investigates one potential sustainable fabric, fabric Hanji and suggests strategies to improve awareness of the fabric in Swedish market which has potential for being a huge market for the sustainable fabrics. The thesis studies characters of Swedish general market as well as fashion market and also surveys consumer behaviour related to Hanji and Korean fashion’s image. As a result, the thesis figures out that unawareness of Korean fashion and Korean negative image are challenges for Hanji business to be known Swedish consumers although Swedish market has various attractive features. Based on the results, this thesis provides two methods to increase the awareness of the fabric—providing the fabric for student designers and holding workshops for senior consumers. The two suggestions are definitely an important and meaningful start to introduce fabric Hanji to the market. In addition, they will inspire those who are trying to market the fabric.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2011.
Series
Magisteruppsats ; 2010.13.18
Keywords [en]
fabric hanj, swedish marke, environmental sustainability
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-20301Local ID: 2320/7698OAI: oai:DiVA.org:hb-20301DiVA, id: diva2:1312235
Note
Program: Magisterutbildning i fashion management med inriktning modemarknadsföringAvailable from: 2019-04-30 Created: 2019-04-30

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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