Introduktion: Textilbranschen är en av de industrier som har störst negativ påverkan på miljön och sociala förhållanden. Detta har mynnat ut i att det i dagens samhälle finns efterfrågan och förväntningar på industrin att förändras, både för planetens bästa men även för företagens överlevnad. En stor del av problematiken är att företag ofta upplever att det är kostsamt att vara hållbar eftersom det oftast kräver mer resurser, tid och kunskap. Alla beslut gällande företagets verksamhet kan påverka hur hållbart ett företag är och många av besluten bär inköpsfunktionen ansvar för. Redan i inköpsstadiet tas det beslut kring viktiga faktorer som sourcingland och materialval vilka har stor inverkan på hållbarhet. Vad studier visar är att inköpsrollen är en roll med potential och mandat att främja en hållbar industri både internt och externt. Syfte: Syftet med denna studie är att bidra till ökad kunskap om hur inköpare uppfattar hållbarhet inom sin organisation samt att se vad inköpare gör i sitt dagliga arbete för ökad hållbarhet i företaget. Metod: En kvalitativ studie i form av semistrukturerade intervjuer utfördes där åtta inköpare från fem olika svenska modeföretag deltog. En tematisk analys med kodning utfördes för att analysera materialet från studien. Resultat och Slutsats: Sammanfattningsvis visade det empiriska materialet att inköparna är medvetna och har förståelse över sin roll och dess påverkan kring hållbarhet, samtidigt som de inte delar teorins syn på hur omfattande påverkan de har i alla delar i inköpsfunktionens områden. Studiens resultat visade istället att många inköpare hade mindre inflytande kring beslut kopplat till leverantörer och mest inflytande kopplat till hållbara materialval. Vad man kunde urskilja var återkommande i materialet var att det fortfarande sågs som ett hinder eller krav att hålla uppe det hållbara arbetet, inte för att det fanns bristande engagemang från inköpare, men att man inte fick det att gå ihop med pris till marknaden och budgeten. Vad hållbar utveckling innebär för inköpare speglar ofta företagets syn och utveckling kring ämnet. Resultaten indikerar att inom inköparnas roll innebär hållbar utveckling främst att vara medveten om sina materialval i produkter man tar fram. / Introduction: The textile industry is one of the industries which have had the biggest negative impact on the environment and social conditions. This has resulted in an increased demand and expectation from our society for the industry to change, both for the good of the planet but also for the survival of textile- and fashion companies. A big part of the issue is that companies often believe that it is costly to be sustainable due to it requiring more resources, time and competence. All decisions regarding the company’s operation can affect how sustainable a company really is, and many of these decisions the buyer is responsible for. Already in the buying stage, decisions regarding important sustainability factors such as choice of sourcing country or materials are made. Studies show that the buyer has a role with potential to promote a more sustainable industry, both internally and externally. Purpose: The purpose of the study is to contribute to increased knowledge of how buyers perceive sustainability within their organization, as well as finding what buyers do in their daily activities to promote sustainability. Method: A qualitative study in the form of semi structured interviews has been performed where eight buyers from five different Swedish fashion companies participated. A thematic analysis with coding was then performed to analyze the data from the study. Results and Conclusion: In conclusion, the material show that the buyers are aware and have an understanding of how their role affects sustainability, but they do not share the standpoint of the theory of how extensive the impact is. The results instead show how many of the buyers have less influence regarding decisions linked to suppliers and have the most influence regarding choice of sustainable materials. One factor which was recurring in the material was that keeping up sustainable development was an activity which was percieved to have many barriers. Not due to the lack of engagement from the buyers, but rather that they are not able to fit the sustainable choices into their given budget and market based prices. What sustainable development is to a buyer is often based on the company’s standpoint and progress regarding the subject. The results indicate that, within the purchasing role, sustainability is mostly connected to the choice of materials for the products produced.

The purpose of this study was to compare how drivers differbetween different industry sectors when a reshoring decisionis being made through answering the research question “whatare the similarities and differences in the drivers for reshoringin the automotive industry and the fashion industry?”. In thiswork, drivers are defined as the factors that have an impacton a company when making a reshoring decision andmotivates them to go through with it.The study was conducted as a structured literature reviewand articles were searched for in three different databases. Thesearches generated a large amount of hits where the majoritywas sorted out with the help of defined inclusion andexclusion criteria until 13 articles remained. Of these 13articles, five were related to the automotive industry and eightwere related to the fashion industry. The used articles were allcase studies that together covered 32 companies.The generated result showed that the drivers could be dividedinto seven main categories: failed offshoring, supply chain,host country, costs, sustainability, the “made-in” effect, andtechnical developments. The two industry sectors mentionedde different drivers a different amount in their motivations asto why they went through with reshoring and described themdifferently. Consequently, the conclusion that drivers forreshoring have similarities and differences in the influencethey have over the reshoring decision and in the way they aredescribed could be drawn. For future research it would beinteresting to continue this kind of comparison with furtherindustry sectors. / Syftet med denna studie var att jämföra hur drivkrafter skiljersig åt mellan olika industrisektorer vid ett reshoringbeslutgenom att besvara forskningsfrågan ”vad harreshoringdrivkrafter för likheter och skillnader ifordonsindustrin och modeindustrin?”. I detta arbetedefinieras drivkrafter som de faktorer som påverkar ettföretag vid ett reshoringbeslut och motiverar dem till attgenomföra det.Arbetet utfördes som en strukturerad litteraturstudie därartiklar eftersöktes i tre olika databaser. Sökningarnagenererade ett stort antal sökträffar där majoriteten sorteradesbort med hjälp av definierade inkluderings- ochexkluderingskriterier till dess att 13 artiklar återstod. Av dessa13 artiklar var fem stycken relaterade till fordonsindustrin ochåtta stycken till modeindustrin. De använda artiklarna varolika fallstudier som totalt omfattade 32 företag.Det genererade resultatet visade på att drivkrafterna kundedelas in sju huvudsakliga kategorier: misslyckad offshoring,försörjningskedjan, värdlandet, kostnad, hållbarhet, ”made-in”-effekten och teknisk utveckling. De två industrisektorernanämnde de olika drivkrafterna olika mycket i sinamotiveringar till varför de genomförde reshoring och beskrevde lite annorlunda. Därmed kunde slutsatsen att drivkraftertill reshoringbeslut har både likheter och skillnader i detinflytande de har över beslutet samt på vilket sätt de beskrivsdras. För vidare forskning är det intressant att fortsätta meddenna typ av jämförelse med fler industrisektorer.

This thesis explores the influence of User-Generated Content (UGC) on the purchasingdecisions of millennials in the fast fashion industry, particularly through the platformsInstagram and TikTok. The research delves into the transformation from offline to onlinemarketing within the fast fashion sector, examining both fast-fashion and ultra-fast fashion tounderstand UGC's impact on consumer behavior, including environmental and ethicalconcerns. Employing a qualitative research methodology, this study focuses on thematic and contentanalysis to unravel the intricate ways in which UGC shapes millennials' purchasing decisions.The research provides an in-depth exploration of the subjective experiences, perceptions, andmotivations of this demographic, offering rich insights into their interaction with UGC.Additionally, the study integrates social influence theory and buying behavior theory tounderstand the dynamics of digital consumer engagement and the role of UGC incontemporary marketing strategies. Through interviews with Millennial consumers and analysis of their interactions with UGC,the research uncovers patterns and trends that highlight the significant role of UGC in digitalmarketing and consumer decision-making. The results suggest that while UGC significantlyinfluences Millennials, the impact varies across different aspects of the fast fashion sector.This research fills a void in current literature by providing a focused analysis of UGC'sinfluence across generational divides, thus contributing to a deeper understanding of digitalbehavior in the fast fashion industry.

This thesis attempts to analyze the factors that affect the behavioral intentiontowards purchasing apparels through the Internet. A combination of TechnologyAcceptance Model and Theory of Planned Behavior along with constructs of Trustand Perceived Risk was chosen as the basis of framework for this study to explainhow online consumers behave while purchasing garments online and to illustrate thestrength of the relationship between consumers intention and constructs of attitude,Perceived Usefulness, Perceived Ease of Use, Subjective Norms, PerceivedBehavioral Control, Perceived Risk, and Trust. A pilot study along with severalinterviews was conducted to create a basis for the final questionnaire, which led to thedata gathered from 347 people of Iranian society. The measures and hypotheses wereanalyzed using Multiple Regression analysis. Results demonstrated crucial effect ofvariables such as social factors, Perceived Behavioral Control, Attitude, PerceivedRisk, and Trust on people’s behavioral intention towards shopping garments online.Furthermore, the implications of the findings for theory and practice are discussed andrelevant conclusions have been mentioned. / <p>Validerat; 20150827 (marikav)</p>

Eftersom e-handeln ökar och returgraden likaså har returer blivit ett av e-handelns största miljöproblem, särskilt inom modebranschen. Detta arbete syftar därför till att undersöka vad som påverkar den höga returgraden samt hur olika medietekniska lösningar såsom produkt-information, kundrecensioner, storleksguider och virtuella provrum kan minska returgraden. I två fokusgrupper diskuterades arbetets syfte och resultatet sammanställdes sedan i en innehålls-analys. Med utgångspunkt i tidigare forskning och det empiriska materialet fördes en diskussion kring returorsaker samt medietekniska lösningar och deras potential. Både empiri och tidigare forskning vittnar om att storlek- och passformsproblem är de främsta orsakerna till retur och att medietekniska lösningar kan reducera antalet returer inom modebranschen genom att minska dessa problem. Dock behöver e-handelsföretag arbeta för att sådana lösningar ska användas i större utsträckning. / As the e-commerce is increasing so are the returns and returns have therefore become one of e-commerce biggest environmental problems, especially in the fashion industry. This study aims to investigate what influence the high return rate and how different technology solutions such as product information, customer reviews, size guides and virtual fitting rooms can decrease the return rate. In two focus groups the purpose of the study was discussed, and the result was compiled in a content analysis. Based on previous research and the empirical material a discussion was held about the causes of return as well as the media technology solutions and their potential. Both empirical material and previous research demonstrate size and fit problems as the main reasons for return and that media technology solutions can reduce the number of returns in the fashion industry. However, e-commerce companies must work for such solutions to be used to a greater extent.

This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. My study considers consumer behavior in marketing, specifically in digital advertising, which in this case is Instagram. My study aims to identify which model body size is the most suitable and effective one when seeking to target plus-size versus skinny consumers, focusing on the female Generation Z of Finland. Ultimately, my thesis strives to help companies in attracting their desired customer base by creating positive attitudes within the consumers, which can consequently lead to increased purchase intentions. This thesis features the characteristics of a deductive, quantitative, explanatory and cross-sectional study. The data is gathered from 82 female respondents in Finland, within the age range of 18 to 27. A survey is designed to measure their attitudes towards advertisements that feature plus-size models, versus advertisements that feature skinny models. Respondents rate their attitudes towards various Instagram advertisements, and additionally choose whether they identify themselves more with a skinny or plus-size body. The results are analyzed through the Interaction term on Repeated measures ANOVA. With significance found, I proceeded to analyze it further with Post Hoc, which then revealed six new hypotheses to examine. The results of the analysis showed some significant changes between the attitudes of skinny respondents and plus-size respondents. Plus-size respondents showed more positive attitudes towards plus-size models than they did towards skinny models. Equivalently the skinny respondents had a more positive attitude towards skinny models than they did towards plus-size models. This is consistent with previous literature regarding perceived similarity and women wanting to see female portrayals in advertisements that they can personally relate to. Additionally, skinny models caused more negative attitudes in plus-size consumers, and plus-size models caused more negative attitudes in skinny consumers. Fashion industry has received a lot of criticism for their use of thin and highly attractive models, but these results give some evidence and understanding to the statement that skinny models are still effective in advertising. However, this seems to only be the case when marketing for skinny consumers. When considering the plus-size consumers, their attitude was more positive towards plus-size models. That being the case, my study suggests that fashion companies should firstly determine their main target group, and whether it is skinny consumers, or plus-size consumers. Secondly, their marketing strategies should be planned accordingly, by casting the models suitable for the target group.

The purpose of this project is to identify issues plaguing the fashion markets poor record of sustainability andprovide a solution. This is done by identifying the issues, why they happen, how they can be solved and what the solution should look like. Thus, the project asks itself: “How would a modern revision of the concept of government clothing look like and affect us today?”. Aiding in this mission are our historic examples, sustainable development and circular economy. Historically there have been several attempts with varying success, some like the failed Utility Clothing project or the successful Kånken. Products deriving from these concepts become sustainable and healthy for the economy, the people, and the environment. To facilitate this development this study uses interviews and a self-built toolkit based on the “Dream device” where users can test, build, and mixtogether their dream garment. To create the products, sketching methods and test garments are sewn to project the design requirements into reality. This all results in four pieces of one outfit and support material that fulfills the sustainability requirements. / Målet med detta projekt är att identifiera problemen med hållbarhet inom klädesindustrin och erbjuda en lösning. Detta sker genom att identifiera problemen, varför de sker, hur de kan lösas och hur lösningen bör se ut. Därförställs frågan "Hur hade en modern tappning av konceptet av statliga kläder sett ut och påverkat oss idag?".Projektet hjälps av att använda koncepten kring historiska exempel, hållbar design och cirkulär ekonomi. Historiskt sett har det funnits upprepade försök som har lyckats olika väl, till exempel det misslyckade Utility Clothing ellerden mer lyckade Kånken. Med hjälp av dessa system och exempel ska det skapas produkter som är socialt, ekonomiskt och ekologiskt hållbara. För att uppnå produktutvecklingen med dessa mål används intervjuer samt ensjälvbyggt interaktiv metod som baserar sig på ”Dream device” där deltagare kan testa, bygga och mixa sitt drömplagg. Därefter används skissmetoder utvecklade för mode för att skapa slutprodukterna. Detta resulterar ien full utstyrsel i fyra delar samt stödmaterial som inte bara hjälper deltagaren utan även lättar på bördan påekonomin och naturen.

This study aims to explore consumer behaviors and purchase decisions in e-commerce within the fashion industry. E-commerce has grown significantly in Sweden over the past years and the fashion industry has experienced rapid growth in e-commerce, becoming an important aspect of consumers' purchasing habits. To fulfill the purpose of the study, a quantitative method with "qualitative assessments" was used, and a questionnaire survey was designed and sent to university students in Borås University which is located in Sweden. A total of 201 respondents participated and answered the survey that was sent to their email through a platform the University of Borås provides. The results of the respondents provided information that there are some factors that affect their consumption behavior and how they take decisions when purchasing clothes online. Factors such as price, quality of clothes and a website's comfort were essential for the respondents’ consumption behavior in their purchasing decisions-making process. Other findings were that feedback and review from other consumers online can have a significant impact on other consumers' decisions, especially regarding factors such as quality, fit and credibility. Therefore by contributing to a better understanding of consumer behaviours and purchase decisions in e-commerce within the fashion industry, this study can help e-commerce companies develop more effective strategies to meet customers' needs and demands. The results of this study can also contribute to the ongoing societal debate in Sweden regarding the impact of digitalization on the retail industry. This study will be written in Swedish. / Denna studie syftar till att undersöka konsumentbeteenden och köpbeslut inom e-handel genom modebranschen. E-handeln har vuxit kraftigt i Sverige de senaste åren och modebranschen har upplevt en snabb tillväxt inom e-handeln och blivit en viktig del av konsumenternas köpvanor. För att uppfylla studiens syfte användes en kvantitativ metod med “kvalitativa bedömningar”, och en enkätundersökning utformades och skickades till högskolestudenter på Högskolan i Borås som ligger i Sverige. Totalt deltog 201 respondenter och besvarade enkäten som skickades till deras mejl via en plattform som Högskolan i Borås tillhandahåller. Respondenternas resultat gav information om att det finns några faktorer som påverkar deras konsumtionsbeteende och hur de fattar beslut när de köper kläder på nätet. Faktorer som pris, kvalitet på kläder och en webbplats bekvämlighet var avgörande för respondenternas konsumtionsbeteende i deras köpbeslutsprocess. Andra fynd var att feedback eller recensioner från andra konsumenter på nätet kan ha en betydande inverkan på andra konsumenters beslut, särskilt när det gäller faktorer som kvalitet på kläder, klädernas passform och en hemsidas trovärdighet. Genom att därför bidra till en bättre förståelse för konsumentbeteenden och köpbeslut inom e-handel genom modebranschen kan denna studie hjälpa e-handelsföretag att utveckla effektivare strategier för att möta kundernas behov och krav. Resultaten av denna studie kan också bidra till den pågående samhällsdebatten i Sverige kring digitaliseringens påverkan på detaljhandeln. Studien är skriven på svenska.

The fashion industry is one of the most criticized industries when it comes to their sustainability performance, where consumers have very high demands and expectations. This study aims to investigate how Swedish companies in the fashion industry use legitimacy strategies in their sustainability reports to repair their legitimacy after receiving negative publicity in the media. The study is based on negative publicity between the years 2016-2021. The researchers in this study have used a qualitative research method in the form of a deductive approach, as the study is based on theories. The data that was collected from the reports was relevant to the media incident. As the starting point was the media incident, the researchers were able to adapt the review of the sustainability reports to find relevant information in line with the negative publicity. Based on the results of the study, it was concluded that companies use at least one of Lindblom's four legitimacy strategies in order to repair their legitimacy. The results also showed that the more attention the negative publicity receives from society, the more the companies put emphasis on reporting the event in their sustainability report. / Modebranschen är en av de mest kritiserade branscherna när det gäller deras hållbarhetsarbete, där konsumenterna har väldigt höga krav samt förväntningar. Denna studie har som mål att undersöka hur svenska företag inom modebranschen använder sig av legitimitetsstrategier i sina hållbarhetsrapporter för att reparera sin legitimitet efter att ha fått negativ publicitet i media. Studien är baserad på negativ publicitet mellan åren 2016-2021. Forskarna i denna studie har använt sig av en kvalitativ forskningsmetod i form av en deduktiv ansats, då studien styrs av teorier. Datan som samlades in från rapporterna var det som var relevant till den mediala händelsen. Då utgångspunkten var den mediala händelsen kunde forskarna anpassa granskningen av hållbarhetsrapporterna till att finna relevant information i enlighten med den negativa publiciteten. Utifrån studiens resultat drogs slutsatsen att företagen använder minst en av Lindbloms fyra legitimitetsstrategier i syfte att reparera sin legitimitet. Resultaten visade även att ju mer uppmärksamhet den negativa publiciteten får av samhället, desto större vikt lägger företagen på att redogöra för händelsen i sin hållbarhetsrapport.

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