Branding strategies of Swedish 'new-luxury' fashion brands
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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.
Marketing, Branding, Luxury, Fashion, Sweden, Brand management, Clothing
IdentifiersURN: urn:nbn:se:lnu:diva-17796OAI: oai:DiVA.org:lnu-17796DiVA: diva2:506356
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
UppsokSocial and Behavioural Science, Law