Konkurrensfördelar genom slow fashion - En studie av ett nytt modekoncept

Sammanfattning: ABSTRACT Title Competetive advantages through slow fashion – A study of a new fashionconcept Level Bachelor Institution Service management, Campus Helsingborg – Lunds universitet Authors Malin Furumalm, Sara Rydberg, Olivia Swanstein Instructors Carl R Hellberg, Jan E Persson Problem discussion Since there are several actors who choose to describe the concept in different ways, a problem concerning the true meaning of the concept arises. There is a broad but diffuse description of what slow fashion is. On top of this a company’s perspective of the concept is missing. This is an unexplored part of the concept since the present explanation of the concept is from out of other angles. To find out if there is a possibility for companies to develop competetive advantages out of slow fashion, it is highly accurate to study slow fashion from out of the strategic perspective. Purpose The purpose for this investigation is to describe and analyze slow fashion. However, the purpose is also to study the concept from out of a company’s perspective. Questions 1. What is included in the concept of slow fashion and what would it take for the concept to make a breakthrough? 2. In which way would slow fashion be able to affect a company to become strategic profitable and enable companies to develop competitive advantages? Methodology For this paper we have chosen to apply an abducted methodology. For our empiric material we have implemented qualitative interviews with our case company Spirit Stores, director of range on Filippa K, the Swedish fashion designer Anna Bonnevier and customers from the a bit more exclusive clothing segment. The reason why we chose to interview these persons are because they represent well experienced people within the fashion industry. The empirical material has been analyzed from out of theories about consumption, competitive advantages and the resource based view. Delimitations The main focus of this paper lies in the study of consumption, the customer, the designer and the internal environment of a company. The reason for these delimitations is partly because we considered these parts being interesting angles to study. We have also chosen to make these delimitations to keep the size of the study suitable for a bachelor essay. Summarizing conclusions Slow fashion is about consuming in a slower speed. The concept can be seen as a type of consumption, which contributes to a lasting identity. Slow fashion can be strategic profitable according to the theory about first-mover-advantages. The combination and organizing in companies’ recourses play a big role in the ability to develop competitive advantage and strategic profitability. However, slow fashion is not something which today is demanded by customers. Key words Timeless fashion, slow fashion, sustainable consumption, competitive advantages, recourses, resource based view.