<p>Syfte:</p><p>Denna uppsats syftar till att ta reda på hur klädesföretag kan etablera sig på en redan mogen marknad. Detta har belysts genom att studera och analysera tre svenska jeansföretag. Målet var att finna vilka de viktigaste faktorerna är för att etablera klädesföretag på den svenska marknaden.</p><p>Metod:</p><p>Först genomfördes kvalitativa intervjuer med de tre jeansföretagen. Intervjuerna redogjorde för företagens etableringsstrategier samt identiteter, vilka användes som grund för de enkätundersökningar som sedan genomfördes. De kvantitativa enkätundersökningarna av företagens potentiella och befintliga kunder, gav svar på olika faktorers vikt vid köp av jeans. Undersökningen redogjorde även för konsumenternas varumärkesimage och preferens av varumärke.</p><p>Teoretiskt perspektiv:</p><p>Då denna uppsats handlar om ett utbyte mellan två parter, har vi valt att skriva ur såväl ett sälja- som ett köparperspektiv.</p><p>Epiri:</p><p>Empirin innefattar både den information vi fått under intervjuerna med de tre klädesföretagen och informationen från enkätundersökningarna.</p><p>Resultat:</p><p>100 procent av respondenterna anser att byxans utseende är överordnat priset. Företagens varumärken är därav mer eller mindre höginvolverande. Klädesföretag måste på grund av detta först och främst erbjuda en tilltalande produkt för att lyckas etablera sig. På dagens mogna marknad är det dock inte tillräckligt att konkurrera med klassisk marknadsmix även om denna kombineras med nätverksteori. Klädesföretag som vill lyckas etablera sig på den svenska marknaden måste arbeta med varumärkesbyggande processer, inriktade mot att skapa god image.</p> / <p>Purpose:</p><p>This study aims to investigate how jeans clothing companies can establish themselves on an already mature market.</p><p>This has been performed by studying and analysing three Swedish jeans companies. The goal was to establish what the most important factors were in establishing a jeans clothing company on the Swedish market.</p><p>Methodology:</p><p>Qualitative interviews where made with three jeans companies. The interviews gave a description of both the companies establishing strategies as well as their identities. These where later used as an underline for a quantitative questionnaire survey directed towards the companies potential and existing customers. The questionnaire gave answers concerning important customer factors when buying jeans. The survey also described the consumers brand image and their preference in brands.</p><p>Theoretical perspectives:</p><p>The study is based on different theories and methods that seems relevant for the purpose of the study.</p><p>Empirical Foundations:</p><p>The empiri consists both of the information received through the interviews with the three companies and the result from the quantitative questionnaire survey.</p><p>Conclusions:</p><p>100 percent of the respondents rate the appearance of the jeans as more important than the price. The company trademarks are therefore more or less highly involving. The clothing companies must, due to this, first and foremost offer an appealing product to establish themselves. In today’s mature market it isn’t enough to compete with a classic market mix even if it is combined with a network theory. Jeans companies that want to establish themselves on the Swedish market must do so using trademark building processes, designed towards creating a good image.</p>

Syfte: Denna uppsats syftar till att ta reda på hur klädesföretag kan etablera sig på en redan mogen marknad. Detta har belysts genom att studera och analysera tre svenska jeansföretag. Målet var att finna vilka de viktigaste faktorerna är för att etablera klädesföretag på den svenska marknaden. Metod: Först genomfördes kvalitativa intervjuer med de tre jeansföretagen. Intervjuerna redogjorde för företagens etableringsstrategier samt identiteter, vilka användes som grund för de enkätundersökningar som sedan genomfördes. De kvantitativa enkätundersökningarna av företagens potentiella och befintliga kunder, gav svar på olika faktorers vikt vid köp av jeans. Undersökningen redogjorde även för konsumenternas varumärkesimage och preferens av varumärke. Teoretiskt perspektiv: Då denna uppsats handlar om ett utbyte mellan två parter, har vi valt att skriva ur såväl ett sälja- som ett köparperspektiv. Epiri: Empirin innefattar både den information vi fått under intervjuerna med de tre klädesföretagen och informationen från enkätundersökningarna. Resultat: 100 procent av respondenterna anser att byxans utseende är överordnat priset. Företagens varumärken är därav mer eller mindre höginvolverande. Klädesföretag måste på grund av detta först och främst erbjuda en tilltalande produkt för att lyckas etablera sig. På dagens mogna marknad är det dock inte tillräckligt att konkurrera med klassisk marknadsmix även om denna kombineras med nätverksteori. Klädesföretag som vill lyckas etablera sig på den svenska marknaden måste arbeta med varumärkesbyggande processer, inriktade mot att skapa god image. / Purpose: This study aims to investigate how jeans clothing companies can establish themselves on an already mature market. This has been performed by studying and analysing three Swedish jeans companies. The goal was to establish what the most important factors were in establishing a jeans clothing company on the Swedish market. Methodology: Qualitative interviews where made with three jeans companies. The interviews gave a description of both the companies establishing strategies as well as their identities. These where later used as an underline for a quantitative questionnaire survey directed towards the companies potential and existing customers. The questionnaire gave answers concerning important customer factors when buying jeans. The survey also described the consumers brand image and their preference in brands. Theoretical perspectives: The study is based on different theories and methods that seems relevant for the purpose of the study. Empirical Foundations: The empiri consists both of the information received through the interviews with the three companies and the result from the quantitative questionnaire survey. Conclusions: 100 percent of the respondents rate the appearance of the jeans as more important than the price. The company trademarks are therefore more or less highly involving. The clothing companies must, due to this, first and foremost offer an appealing product to establish themselves. In today’s mature market it isn’t enough to compete with a classic market mix even if it is combined with a network theory. Jeans companies that want to establish themselves on the Swedish market must do so using trademark building processes, designed towards creating a good image.

<p>Abstract</p><p>Title: Cheap Monday – A qualitative study of the consumers’ opinions of the brand (Cheap Monday – En kvalitativ studie av konsumenternas åsikter om märket)</p><p>Number of pages: 38 (40 including enclosures)</p><p>Author: Oskar Norlander</p><p>Tutor: Göran Svensson</p><p>Course: Media and Communication Studies C</p><p>Period: Autumn 2007</p><p>University: Division of Media and Communication, Department of Information Science, Uppsala University</p><p>Purpose/Aim: The purpose of this essay is to examine from the customers’ perspective how the Swedish jeans-brand Cheap Monday in just three years time could become such a prominent brand on the Swedish market. An additional purpose is to examine whether there is some kind of brand community connected to the brand or not.</p><p>Material/Method: The main method used in this essay has been qualitative interviews with ten consumers of the brand. The answers from these interviews has then been analysed using two different theories, Keller’s Customer Based Brand Equity and Muniz and O’Guinnn’s Brand Community.</p><p>Main results: The main results of this essay is that Cheap Monday is a brand that has become successful due to people’s perception of who the users of the brand are. The consumers has already from the start gotten a good impression of the brand, since they’ve seen people who they liked, and people who they thought were cool and well dressed wearing Cheap Monday clothing. This is linked to the fact that Cheap Monday costs so much less than their competitors, since the “cool people” that use Cheap Monday clothing makes the low price acceptable and a good thing from the customers perspective, instead of it being a indicator that the brand is unfashionable and no good. It has also been proved that there is somewhat of a brand community connected to the brand, even though the respondents in this essay did not feel connected to this community. On the other hand, almost all of the respondents did think that other people who wear Cheap Monday in some way felt some kind of connection to each other, and most of them a reed on that the brand on its own more or less has originated a new style.</p><p>Keywords: Cheap Monday, CM, Brand Equity, Brand Community, consumer, associations, Keller, Muniz, O’Guinn</p>

Abstract Title: Cheap Monday – A qualitative study of the consumers’ opinions of the brand (Cheap Monday – En kvalitativ studie av konsumenternas åsikter om märket) Number of pages: 38 (40 including enclosures) Author: Oskar Norlander Tutor: Göran Svensson Course: Media and Communication Studies C Period: Autumn 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/Aim: The purpose of this essay is to examine from the customers’ perspective how the Swedish jeans-brand Cheap Monday in just three years time could become such a prominent brand on the Swedish market. An additional purpose is to examine whether there is some kind of brand community connected to the brand or not. Material/Method: The main method used in this essay has been qualitative interviews with ten consumers of the brand. The answers from these interviews has then been analysed using two different theories, Keller’s Customer Based Brand Equity and Muniz and O’Guinnn’s Brand Community. Main results: The main results of this essay is that Cheap Monday is a brand that has become successful due to people’s perception of who the users of the brand are. The consumers has already from the start gotten a good impression of the brand, since they’ve seen people who they liked, and people who they thought were cool and well dressed wearing Cheap Monday clothing. This is linked to the fact that Cheap Monday costs so much less than their competitors, since the “cool people” that use Cheap Monday clothing makes the low price acceptable and a good thing from the customers perspective, instead of it being a indicator that the brand is unfashionable and no good. It has also been proved that there is somewhat of a brand community connected to the brand, even though the respondents in this essay did not feel connected to this community. On the other hand, almost all of the respondents did think that other people who wear Cheap Monday in some way felt some kind of connection to each other, and most of them a reed on that the brand on its own more or less has originated a new style. Keywords: Cheap Monday, CM, Brand Equity, Brand Community, consumer, associations, Keller, Muniz, O’Guinn