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Fashion Thinking: En studie om hur design kan berika varumärken inom modebranschen
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Fashion Thinking : A study of how design can enrich brands in the fashion industry (English)
Abstract [sv]

Det finns mycket forskning om hur design bygger starka varumärken, men den är inte branschspecifik.  Modebranschen är en komplex företagsmiljö med ständigt förändrade marknadsvillkor. Detta kräver att modeföretag arbetar med effektiva strategier för att kunna differentiera sig mot konkurrenterna, där varumärket ses som ett verktyg.

Avsikten med denna uppsats är att studera tre modeföretags designprocess och hur man, med hjälp av design som verktyg, kan förmedla sin varumärkesidentitet till konsumenterna i form av en varumärkesupplevelse.

Denna studie är av kvalitativ karaktär och består av tre individuella intervjuer med centrala personer från valda företag (Mayla, Minna Palmqvist och Whyred), samt individuella intervjuer och gruppintervjuer med konsumenter. Insamlad data har analyserats med hjälp av en modifierad modell av The Corporate Branding Model och The Brand Design Management Model. Med hjälp av modellen identifierades modeföretagens varumärkesidentitet och deras designprocess kartlades. Sedan studerades hur designarbetet formar varumärkesupplevelsen hos konsummeterna och skapar en varumärkesimage.

Studien visade att den interna synen på varumärket och varumärkesimagen är likartad, därmed lyckas alla tre företag kommunicera sin varumärkesidentitet genom sin designprocess. Denna studie kompletterar den befintliga designforskningen, som är generell och inte branschspecifik, genom att kartlägga hur designkompetens kan nyttjas för varumärkesuppbyggnad specifikt inom modebranschen.

Abstract [en]

There is much research into how design as a strategy builds strong brands, but the existing research is not specific for any industry. The fashion industry is a complex business environment with constantly changing market conditions. This requires that fashion companies working with effective strategies, where the brand is seen as a tool, differentiate themselves from the competition.

The purpose of this paper is to study three fashion companies’ design processes and how they can use design as a tool to convey their brand identity to consumers as a brand experience.

This study is qualitative in nature and consists of three individual interviews with key persons from selected companies (Mayla, Minna Palmqvist and Whyred), as well as individual interviews and group interviews with consumers. Collected data was analyzed using a modified model of the Corporate Branding Model and the Brand Design Management Model. By using the model, the brand identity of each fashion company was identified, and their design processes were analyzed. Then the study explored in which way the design process forms the brand experience of consumers and creates a brand image.

The result is that the internal perception of the brand and the brand image are assumed to be similar, thereby each company succeeds to communicate their brand identity through their design process. This study complements the existing general and non-industry specific design research by charting how design expertise of the fashion industry can be used for brand building.

Place, publisher, year, edition, pages
2013. , 87 p.
Keyword [en]
branding, brand identity, image, brand experience, design management, fashion industry
Keyword [sv]
branding, varumärkesidentitet, image, varumärkesupplevelse, design management, modebranschen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-22258OAI: oai:DiVA.org:sh-22258DiVA: diva2:696704
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Note

En bilaga (bilder som har använts i uppsatsens metod) har tagits bort ur dokumentet på grund av upphovsrättsliga skäl.

Available from: 2014-02-17 Created: 2014-02-14 Last updated: 2014-02-17Bibliographically approved

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