Samarbeten mellan modebranschens två olika världar: En varaktig företeelse?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
collaborations, co-branding, brand, image, positioning, identity, fashion
IdentifiersURN: urn:nbn:se:lnu:diva-12149OAI: oai:DiVA.org:lnu-12149DiVA: diva2:420945
Subject / course
Business Administration - Marketing; Business Administration - Marketing
Marketing Programme, 180 credits; Tourism Management Programme, 180 credits
UppsokSocial and Behavioural Science, Law