Everyday Fashion: An Exploration of Brand-Mix Strategies in the Swedish Fashion-Retail Industry
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
The aim of this thesis is to examine how brand-mix strategies are employed in the Swedish fashion industry, explicitly, how portfolios of private labels vis-à-vis manufacturer’s brands are used to add value through the product assortment. The empirical study consists of nine enterprises (Axelssons, Best of Brands, Dressmann, Hennes & Mauritz – H&M, Intersport, JC, Lindex, MQ, and Åhléns) whence the major part is among Sweden’s largest fashion retailer chains. Because of the extensive scope of FMCG, the research also sets out to clarify and conclude related marketing-theories in order to distinguish fashion apparel retailing, i.e. increase the understanding of assortment strategies in fashion retailing. For this purpose a comprehensive literature review is completed which wind up in a framework that organizes four variables in a model called Brand-Mix Alignment Variables for Fashion Retailing (a modification of The Brand-Mix Alignment Matrix by Dick Bell et al.). This model is subsequently used to evaluate the strategy consistency of the companies in question.
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IdentifiersURN: urn:nbn:se:su:diva-4193OAI: oai:DiVA.org:su-4193DiVA: diva2:193656