Mode i Kenya : En studie om Kenya som marknad för inhemska modevarumärken

Sammanfattning: The fashion industry in Kenya is slowly growing. The middleclass is getting bigger and theinterest for fashion among these consumers is increasing. One major problem for the growthof the industry is the extensive second hand trade, which has given several problematicaffects. The textile production has almost disappeared, the western influences are evident andthe consumer’s price sensitivity is prominent.The aim of this thesis is, by conducting a field study; to qualitative examine how to develop astrong domestic fashion brand on the Kenyan market and to give a foundation for a brandingstrategy for people involved within fashion in Kenya. Some of the major findings for thisthesis are; the excessive second hand trade and its negative affect on the domestic fashionindustry, the less developed fashion environment, the growing interest for fashion amongKenyan consumers and the low credibility the consumers have for domestic brands.