Samarbeten mellan modebranschens två olika världar : En varaktig företeelse?

Sammanfattning: The purpose of this study has been to examine how collaborations between clothing companies and fashion designers can influence their brands. Our ambition has been to describe this phenomenon by describing how collaborations can affect and influence the clothing companies’ brand identity, image and positioning. Furthermore, we want to describe how these collaborations have changed the fashion industry and what the future holds for it. We find this topic relevant since collaborations are becoming an advantage for companies in a competitive industry that is constantly in change. We have used a qualitative approach for this study, in which we have conducted seven interviews with different respondents who are related to the fashion industry or with knowledge of brand management. We choose this qualitative approach to gain a deeper understanding for our studied topic. In the final chapter we present our conclusions of this study.