Ett besök i den digitala flaggskeppsbutiken. En kvalitativ studie av Totêmes digitala närvaro och kommunikation i deras förmedlande av varumärkesidentitet

Sammanfattning: The aim of this bachelor thesis is to analyze how Instagram as a platform refer to the traditional flagship store regarding the transmit of a fashion house brand identity. More specific will the thesis investigate and analyze the Swedish fashion house Totême’s digital presence and communication in relation to the flagship store on Biblioteksgatan 5 in Stockholm, Sweden. Furthermore, was the thesis analyze based on the basis of four selected post from Totêmes Instagram, but also thru an observation from the geo-positing from the flagship store on Biblioteksgatan in Stockholm. A qualitative method was used to describe and analyze Totême’s digital presence and communication. The digital presence was based on the fashion house activity on their official Instagram account. The qualitative content analysis was conducted on the empirical material as well as on interview articles with the founder of Totême, Elin Kling and Karl Lindman. The theoretical framework used to analyze the material, consists of three main theories: David Aaker’s, Aaker-model a theory of branding, Martin Hand’s theory of visually compunction and Patrik Asper’s theory of markets and value. The first part of the analysis shows that Totême has a diversify by publishes different types of pictures, which furthermore is a part or creating a brand identity trough Instagram. The second indicate the symbolic value that embower the flagship store on Biblioteksgatan and how Totême intrigue this value to their publications on Instagram. Finally, the third part of the analyze shows how Totêmes followers on Instagram are a part of the brand identity by posting self-demand pictures from flagship store it under the fashion house geo-positing.