Sökning: "Shamira Jonsson"

Hittade 1 uppsats innehållade orden Shamira Jonsson.

  1. 1. Brand heritage för lyxvarumärken och fast fashion-varumärken i modeindustrin ur ett konsumentperspektiv

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Elisabet Troein; Shamira Jonsson; Aurora Lundberg; [2013]
    Nyckelord :Brand heritage; fast fashion brands; luxury fashion brands; co-creation; fashion; Business and Economics;

    Sammanfattning : ABSTRACT Title: The concept of brand heritage from a consumer’s perspective applied to the fast fashion industry, for fast fashion brands and luxury fashion brands Seminar date: 2013-01-17 Course: FEKH29, Business Administration, Degree Project Undergraduate Level, 15 European Credit Transfer and Accumulation System points (ECTS) Authors: Shamira Jonsson, Aurora Lundberg och Elisabet Troein Advisor: Clara Gustafsson Key words: Brand heritage, fast fashion brands, luxury fashion brands, co-creation and fashion Purpose: The purpose of thesis is to examine the concept of brand heritage and its relevance for fast fashion brands in comparison with luxury brands within the fashion industry from a consumer’s perspective, in order to contribute new theoretical understanding of brands. Methodology: Raw data was collected through semi-structured interviews with individuals within the age range of 20-65 years. LÄS MER