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Success factors in the Fashion Industry: A study of H&M and Zara
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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
2003.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-4587OAI: oai:DiVA.org:su-4587DiVA: diva2:194153
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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Citation style
  • apa
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