Creating Identity Through Fashion : A Study of Mindful Consumption at Filippa K

Sammanfattning: In recent years, fashion consumers have become increasingly aware of the concepts of mindful consumption, minimalism, and sustainability.  One Swedish fashion company that is dedicated to these concepts is Filippa K. This thesis aims to explore how the woman Filippa K customer creates a sense of identity through fashion through the lens of these concepts. The study will be made up of a series of focus groups where we discuss the subjects of mindful consumption and identity, seeking to discover how consumers make decisions regarding what clothing to purchase. These focus groups will take place at the Filippa K head office together with the company’s sustainability team. The study will examine how the increased interest in these concepts has come to play an intricate role in the dynamics of identity creation through dress.