Sökning: "Shamira Jonsson"
Hittade 1 uppsats innehållade orden Shamira Jonsson.
1. Brand heritage för lyxvarumärken och fast fashion-varumärken i modeindustrin ur ett konsumentperspektiv
Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : 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