Success factors in the Fashion Industry: A study of H&M and Zara
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This paper investigates success factors in the fashion industry through a study of two of the most successful fashion chain brands in the world today: Hennes & Mauritz (H&M) and Zara. The question posed is how these companies will be affected by Zara’s recent entry in Stockholm. An overview of the market and the competitive environment is given as well as a historic review of the companies’ background. A qualitative case study approach is used combined with interviews and observations made in the Flagship Stores in Stockholm.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-4587OAI: oai:DiVA.org:su-4587DiVA: diva2:194153