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Branding strategies of Swedish 'new-luxury' fashion brands
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 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ branding strategies justifies our choice of research.

Place, publisher, year, edition, pages
2011. , 108 p.
Keyword [en]
Marketing, Branding, Luxury, Fashion, Sweden, Brand management, Clothing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-17796OAI: oai:DiVA.org:lnu-17796DiVA: diva2:506356
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-03-07 Created: 2012-02-28 Last updated: 2012-03-07Bibliographically approved

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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