Exkluderande mode? : En fallstudie om avsaknaden av stora klädstorlekar och varumärkesidentitet hos fyra svenska modebolag.
Sammanfattning: Purpose: The purpose of this paper to analyze whether there is any connection between the brand identity of four Swedish fashion companies and their lack of a comprehensive size range for women. Both primary and secondary data has been the basis of this paper. A theoretical framework using brand identity and STP models was created with the help of secondary data. Limitations: The choice to investigate four case companies limits the ability to generalize the results. In order to reach a comprehensive industry understanding, additional case companies would be needed. Method: The study is based on deductive approach with qualitative research. In the deductive approach, the researcher uses existing theoretical models within brand identity and the STP process to help analyze the empirical data and draw conclusions. Results: The results show that the cost of producing a narrower range of clothing is the main reason why the companies do not offer larger clothing sizes for women. The second factor, according to three of the four companies, is that it is technically difficulty to simply increase the size of clothing, and would require specialist knowledge to adapt the designs. Two of the four companies see some connection between brand identity and the lack of a comprehensive size range, but view this not as a decisive factor but rather, an influencing factor.
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