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Kampen mot kedjorna: En kvalitativ studie om hur en enskild, nischad klädesbutik utmärker sig genom sin marknadskommunikation
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 create a communication plan to use at the launch of an independent fashion store and give a current storeowner an overall picture concerning which communication aspects to use during his ongoing business. To fulfill our purpose we have targeted one important question, which is:   

  • Which communication fields are the most important to use, when you are about to launch an independent fashion store. 

For this study we have used a qualitative approach in which we have conducted eleven personal interviews with people who has a strong understanding in communication regarding to this type of business. Most of our respondents are currently working actively with communication because they are active in retailing.

The remaining respondent has a strong experience in the field of communication. In the final chapter we present our conclusions of the study. We have found the main factors in a communication plan, which is most important for a storeowner. Which are the most important communication parts for the owner to focus on before he launches the store?

  •  The basic need of knowledge in social media
  • Develop a unique concept to differentiate yourself
  • Understand the nature of networks and relationships
  • The relevance of store layout and sensory marketing which is an important tool when you need renewal and develop your concept
Place, publisher, year, edition, pages
2011. , 77 p.
URN: urn:nbn:se:lnu:diva-13541OAI: diva2:430836
Subject / course
Business Administration - Marketing
Social and Behavioural Science, Law
Available from: 2011-07-13 Created: 2011-07-12 Last updated: 2011-07-13Bibliographically approved

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