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Scandinavian Fashion Brands: Finding the puzzles betwen marketing strategy and Swedes customers behaviour
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Fashion is one of the most profitable industry in the world, Sweden has been seen as a fashionable nation, thanks to the big fashion brands that consumed by most of the Swedish of all segment. Scandinavian fashionbrands which is analyzed on this thesis is H&M, Kappahl, Ginatricot, Dressman, and JackJones. All of these fashionbrands are analyzed based on their marketing strategy, then compared to the result from the quitionaires about these brands. From the questionaires, it can be found which kind of marketing strategy profitable for their segment. The result of this research show that most of the company know much about their customers, they do the right thing especially with the product design. Sometime the companies do the unuseful marketing that's wasting money because the customers don't react on the desirable behaviour

Place, publisher, year, edition, pages
Karlstad University Studies, ISSN 1403-8099
Keyword [en]
Customer behaviour, fashion marketing, retail management, fast fashion! Fashion distribution, marketing mix, fretail business management
National Category
Social Sciences
URN: urn:nbn:se:kau:diva-13986Local ID: FEK D-98OAI: diva2:537514
Subject / course
Business Administration
Social and Behavioural Science, Law
Available from: 2012-07-06 Created: 2012-06-26 Last updated: 2012-07-06Bibliographically approved

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