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Samarbeten mellan modebranschens två olika världar: En varaktig företeelse?
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study has been to examine how collaborations between clothing

companies and fashion designers can influence their brands. Our ambition has been to

describe this phenomenon by describing how collaborations can affect and influence

the clothing companies’ brand identity, image and positioning. Furthermore, we want

to describe how these collaborations have changed the fashion industry and what the

future holds for it. We find this topic relevant since collaborations are becoming an

advantage for companies in a competitive industry that is constantly in change. We

have used a qualitative approach for this study, in which we have conducted seven

interviews with different respondents who are related to the fashion industry or with

knowledge of brand management. We choose this qualitative approach to gain a

deeper understanding for our studied topic. In the final chapter we present our

conclusions of this study.

Place, publisher, year, edition, pages
2011. , 70 p.
Keyword [en]
collaborations, co-branding, brand, image, positioning, identity, fashion
URN: urn:nbn:se:lnu:diva-12149OAI: diva2:420945
Subject / course
Business Administration - Marketing; Business Administration - Marketing
Educational program
Marketing Programme, 180 credits; Tourism Management Programme, 180 credits
Social and Behavioural Science, Law
Available from: 2011-06-16 Created: 2011-06-07 Last updated: 2011-06-16Bibliographically approved

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