Sökning: "RedFit"

Hittade 1 uppsats innehållade ordet RedFit.

  1. 1. Co-opting Feminism: How brands hijack social movements - A comparative study of the illustrative cases 'Redfit' & 'Ladylike'

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Rebecka Lindholm; Emma Håkansson; [2017]
    Nyckelord :Feminism; Social movement; Co-opt; Cultural branding; RedFit; Ladylike.; Business and Economics;

    Sammanfattning : Purpose: The purpose and aim with this research was to understand how brands successfully can co-opt a social movement; specifically feminism, as part of their brand building-strategies. The phenomenon was explored by comparing one successful case, Libresse’s ‘RedFit’ campaign, with a relatively the less successful case; that is, H&M’s ‘Ladylike’ campaign. LÄS MER