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Svenskt lyxmode: ett nytt modeunder?
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Swedish luxury fashion : The challenges of beeing a swedish fashion on the french market (English)
Abstract [sv]

Att gå från en nationell till en internationell etablering innebär en finansiell risk, men samtidigt stora möjligheter för en modeentreprenör. Frankrike anses som en av de viktigaste modemarknaderna i världen och så även för modeentreprenörer. Marknaden karakteriseras av lyxmode, men få svenska modeentreprenörer lyckas etablera sig i detta segment. Syftet med denna uppsats är att undersöka vilka utmaningar som kan uppkomma för svenska modeentreprenörer vid etablering på den franska marknaden inom lyxsegmentet. Avgränsningar har gjorts i enlighet med studiens syfte, för att kunna besvara studiens frågeställningar och för att kunna lyfta upp resultatet ur sin kontext och applicera på internationellt entreprenörskap inom lyxsegmentet. Utlandsbaserat entreprenörskap behandlas genom att studiens fokus har lagts på etablering på den franska marknaden och lyxsegmentet. Kvalitativa intervjuer och ett kvantitativt frågeformulär har använts för att skapa en bred och djup förståelse för hur svenska modeentreprenörer resonerar kring internationellt entreprenörskap inom modebranschen generellt, och på den franska marknaden inom lyxsegmentet i synnerhet. Generella etableringsteorier kring utlandsbaserat entreprenörskap och lyxmarknaden samt internationaliseringsprocesser presenteras. Resultatet visar att den franska marknaden och dess lyxsegment till stora drag är som andra internationella marknader inom Europa. Marknadens långa historia inom lyxsegmentering har dock medfört att den har utvecklat institutioner och ramverk för lyxmodeföretag. Dessa fakta kan innebära såväl möjligheter som utmaningar.

Abstract [en]

Expanding a business into international markets poses some significant financial risks, but also presents business opportunities for a fashion entrepreneur. The French fashion market is one of the most powerful in the world, which makes the market important for fashion entrepreneurs. The market is characterized by luxury goods, but few Swedish fashion entrepreneurs succeed with establishment in the luxury segment. This thesis aims to examine the challenges that might arise when entering the french market and luxury segment as a swedish fashion entrepreneaur. The major focus of the study is international entrepreneurship, and the reserach has been carried out to benefit the wider industry. In order to perform the research a combination of the qualitative and quantiative approach has been used. Internationalization processes, general establishment theories of international entrepreneurship and definitions of the luxury market and luxury segmentation are presented. The qualitative data was collected through three in-depth interviews. The interviews were held with one professor, one swedish company established as a luxury company on the frenchmarket, and one swedish fashion company in the higher price segment that has been established on the french market. The quantiative data was collected through a questionnarie put out to 20 new-established fashion companies in the higher price segment. The results show that there is indeed a correspondance between luxury segmentation and establishment on the french market and establishement on international markets in Europe. But, the long history of luxury segmentation in France have resulted in institutions and frameworks for fashion luxury companies and the luxury industry. These facts can mean both opportunities and challenges for swedish fashion entrepreneurs.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Entrepreneurship, luxury segmentation, fashion, internationalization, company establishment
Keyword [sv]
Entreprenörskap, lyxsegmentering, mode, internationalisering, företagsetablering
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:hb:diva-420OAI: oai:DiVA.org:hb-420DiVA: diva2:840301
Subject / course
Textilt management - inriktning mot butikschef
Uppsok
Social and Behavioural Science, Law
Available from: 2015-07-15 Created: 2015-07-07 Last updated: 2015-07-15Bibliographically approved

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