Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. Basing our research on previous literature regarding both nostalgia and luxury fashion marketing individually, along with a theoretical framework including theory of semiotics, theory of representation, mythology and luxury branding, the aim was to establish whether or not the selected brands were successful in inducing nostalgic emotions in their viewers. This study offers insights into marketing perspectives, branding strategies and how to build brand equity through attachment and loyalty towards luxury fashion brands through the use of nostalgia. By analysing four luxury brands, three of which can be considered as heritage brands and the forth being newly-established on the market, and juxtaposing them against each other to compare their cultural, symbolic and nostalgic elements included in their advertising video campaigns and study their individual effectiveness. Throughout our research, it was indicated that the symbolic value within imagery must be enhanced, specifically in regards to luxury fashion brands, for consumers to have positive impressions of the brand and be willing to purchase from the brand. Therefore, luxury fashion brands continuously try to deliver dream-like scenarios in order to fulfil consumers’ desires and luxury experiences.

Background: As the landscape of the fashion industry is challenged by the emergence of big data and high sustainability demands, efficient solutions for product innovation and development are required. Artificial Intelligence (AI) is generating organizational shifts in various industries, but the fashion industry is still very early in its adoption. AI shows abilities to facilitate the challenges of the industry, and its application in creative design and product development processes is estimated to hold potential. Problem: As the fashion industry is characterized by creativity and human ideation, there is a need to evaluate if AI is compatible with the values of the industry. Management’s attitudes are proven to influence the adoption of digital technologies, leaving implications to study the attitudes of professionals in design and product development towards AI as well. Further, it is relevant to understand the possibilities and limitations of utilizing generative AI in creative processes, to ensure a successful implementation. Purpose: This thesis aims to investigate the implementation of AI in creative ideation and product development within the fashion industry, particularly exploring the attitudes of fashion professionals toward the relationship between human ideation and AI to determine the industry’s current position. Method: This study utilized qualitative research design by conducting 10 semi-structured interviews with professionals working in the fields of fashion design, product development, and AI. Conclusion: The results show that AI is currently not implemented within fashion, among the interviewees. The study identified determinants, such as awareness, attitudes, data, knowledge, objectives, and competencies that influence the adoption of AI, in the early stages. The attitudes toward AI are an essential factor in the early stages of adoption.

Datum: 2023-05-30 Nivå: Kandidatuppsats i Företagsekonomi, 15 hp Institution: Akademin för Ekonomi, Samhälle och Teknik, Mälardalens Universitet Författare: Julia Thelenius 000429      Moa Jernberg 001215      Rasmus Hedin 011029 Titel: #I SAMARBETE MED FAST FASHION: En kvantitativ studie om hur influencer marketing påverkar Generation Zs köpbeteende inom fast fashion konsumtion online. Handledare: Annoch Hadjikhani Nyckelord: Influencer marketing, fast fashion & Generation Z. Forskningsfråga: Hur påverkar influencer marketing Generation Zs köpbeteende inom fast fashion online? Syfte: Syftet med denna uppsats är att undersöka vilka faktorer kopplade till influencer marketing som påverkar köpbeteenden för konsumenter inom Generation Z. Studien fokuserar på köpmönstret rörande mode-fenomenet fast fashion och om influencer marketing kan vara bidragande faktor till att konsumenter upplever att köpbeteendet påverkas till fast fashion konsumtion. Metod: En kvantitativ forskningsstrategi genom en enkätundersökning med frågor ur tidigare forskning. Av 100 respondenter var 25 bortfall. Genom en korrelationsanalys analyserades resultatet i SPSS-Statistics. Slutsats: Resultatet i helhet visade att Generation Z upplever att de inte blir speciellt påverkade av influencer marketing, samtidigt visar resultatet att de tagit del av influencers rekommendationer som i sin tur har påverkat deras köpbeteende. / Date: 2023-05-30 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Julia Thelenius 000429      Moa Jernberg 001215      Rasmus Hedin 011029 Title: #IN COLLABORATION WITH FAST FASHION: A quantitative study on how influencer marketing affects Generation Zs buying behavior in fast fashion consumption online. Supervisor: Annoch Hadjikhani Keywords: Influencer marketing, fast fashion & Generation Z. Research question: How does influencer marketing impact Generation Zs purchasing behavior in fast fashion online? Purpose: The purpose of this essay is to examine which factors related to influencer marketing that influence the purchasing behavior of consumers within Generation Z. The study focuses on the buying patterns related to the fast fashion phenomenon and whether influencer marketing can be a contributing factor to consumers perceiving that their purchasing behavior is influenced towards fast fashion consumption. Method: A quantitative research strategy was utilized through a survey using questions from previous research. Out of 100 respondents, 25 were excluded. The results were analyzed using correlation analysis in SPSS-Statistics. Conclusion: The overall result showed that Generation Z feels that they are not particularly influenced by influencer marketing, while the result shows that they have taken part in influencers' recommendations, which in turn has influenced their buying behavior.

The project consists in developing a 100mt high tower, harmonizing with contemporary Japanese architecture, as a symbol of vanguard and daring, in addition serving as a landmark for Tokyo city. The museum houses expositions of the fashion history of the 20th century, and also exhibition space where contemporary fashion designers present their recent work, it counts with a basic program that will occupy less than a 4,000m2 area. The project will be located on a determined plot at Omotesando Street in Tokyo. There is also a space where models will parade for a selected audience; it projects outside the main structure of the building , allowing pedestrian and other building’s users from different areas of the city to watch the fashionshows. The Japanese garden at the very top of the building has the traditional Japanese vegetation and components, suitable for Tokyo’s wheather.

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This study explores the political messages framed within the cover of Vogue magazines by reviewing the published issues that surround election season. By focusing on the intersection of politics and fashion through the visual representation provided by a prestigious, globally known fashion magazine, the research will observe the potential increase and growth of political involvement within influence of the fashion industry. This study will begin with the October, November, and December covers from the 2016 and 2020 presidential election. These will be accompanied by the January, February, and March covers of the following years. Guided by semiotic analysis and visual rhetoric theories, this study will focus on developing this upcoming avenue of research by exploring how fashion is utilizing its power to bring attention to current events within a political atmosphere. While typically seen as feminine, Vogue magazine has been able to tap into a variety of audiences including previously politically charged groups such as feminists. As such, this research will allow for new insight regarding the overarching effects of visual media as seen through magazines, as well as their potential impact with targeted audiences.

In this work agricultural workwear garments will be deconstructed with the goal of challenging agricultural workwear expression and creating clothes that can be worn in multiple ways allowing for wider expression and ways of wearing in a smaller set of clothes. By opening up clothes from a farmer’s wardrobe to new ways of wearing and new garment types, placing them in new contexts, stereotypes and preconceived notions of farmers and rural culture will be challenged. The method used to deconstruct the garments will be based on working with ready made clothes and replicas and cutting them up, displacing the garments parts by allowing the wearer to enter the garment in new ways through alternative openings inspired by the unconventional zipper openings found on many vintage space- suits. Then making necessary adjustments to the construction to best allow the garment to allow for multiple ways of wearing. Colors and textures will be challenged as-well drawing inspiration from space suits and space travel. The relevance of the work is both personal and emotive through its reference points in agricultural workwear and space travel. Traditional shapes found in workwear will be challenged, trying to find new shape and silhouette with the application of deconstructionist methodology from Martin Margiela. The work also holds relevance from a sustainable perspective by prolonging the lifecycle of garments and discourage overconsumption with garments that fill up a wider purpose that otherwise would be served by multiple garments.

Title: The importance of business management in the fashion industry to handle increased demands for ecological sustainability, price and profitability - a qualitative study of how business management is used in a larger fast fashion company. Authors: Catrine Gustafsson och Hanna Lydell Supervisor: Jan-Olof Eriksson Background: As sustainability has taken a greater place in society, the fashion industry is changing. In recent years, fast fashion has been a large part of the fashion industry as a result of consumers' rapid demand and demands for low prices. Along with the increased costs that follow with sustainability, companies are now forced to raise their prices and move towards a slower fashion. Companies in the industry need to find a profitable way to meet this change and a key to this can be a well-developed business management. Purpose: The purpose of the study is to describe how companies in fast fashion, with the help of business management, can work to achieve the company's requirements for profitability while the demands for ecological sustainability and low prices increase from consumers. Research question: How does fast fashion company work with business management to achieve the organization's requirements for profitability and at the same time meet the demands of ecological sustainability and low prices from consumers? Methodology: The study is based on a qualitative and abductive research approach. We have conducted semi-structured interviews at a large company in the industry and a generalizability can be made to industry companies that go through the same strategic change. The selection of respondents was based on their competence.  Conclusion: The conclusion shows that the company works with value-based, interactive and diagnostic control systems and a control package is designed based on this. Related to the change in the industry, consumers’ sustainability requirements are expressed through sustainable production and other visible attributes that symbolize sustainability för the consumer. Today, the requirements for low prices are about affordable fashion and the organization’s internal requirements for profitability are shown through budget targets and margins. Practical implications are also presented to fashion companies that go through the same change.

Definitions: Throughout this study, sustainability refers to environmental sustainability which is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (United Nations, n.d.). Although this study focuses on environmental sustainability, it is important to note that social and economic sustainability are key factors for companies to consider. Introduction: The fashion industry is growing and fast fashion contributes to the growth where many companies and consumers choose fast fashion despite its negative environmental impact. However, sustainability is an emerging trend for both companies and consumers. There are many factors influencing companies’ innovation and supply chain as well as consumer consumption patterns. There exists an imbalance on the market concerning consumer awareness and companies’ sustainability work. Purpose: The purpose of this research is to gain a deeper understanding of the sustainability work that companies are involved in and the current consumer consumption patterns as well as identifying which factors slow down the conversion to a greener fashion industry. Method: The nature of this study is a qualitative method using interviews with an abductive approach. 103 semi-structured interviews were conducted for the collection of empirical data. Conclusion: The results of the study indicate that fashion trends reflect social context and impulse buying is a factor that drives unsustainable consumption. To decrease impulse buying companies can limit product choices, work to increase consumer awareness, and convert back to traditional fashion. It is ultimately the companies that have the power to drive the sustainability trend forward.

This work is closely related to the idea of thinking outside the box as design is often referred to do. By questioning the definition of something one can challenge the meaning of that particular object, and what it might become. The aim of this work is to explore dressing through objects to generate alternative ways to construct fashion. By using objects as the starting point for ideas and construction this work wants to find something new by investigating something real, such as the objects themselves. The alternative ways on how to construct fashion could also be seen in how fashion is created based on an object instead of the body. The body comes secondary in the process of construction. The result shows upon different perspectives on how objects are made to perform something they normally don’t. This is done to push what fashion could be and to find new ideas, solutions and expressions within fashion.