Background: Historically, fashion was not always gendered. After the Great Masculine Renunciation however, men relinquished their rights to excess of physical aesthetics and being ‘beautiful’. Cultural masculinity and gendered norms have since impacted male fashion and constrained the western male look to being understated and practical. Recently, new male icons have surfaced. Certain celebrity appearances have received coverage by popular media, since they are exhibiting a more androgynous and diverse take on masculinity than what is normally presented in the public sphere. There is a hype surrounding this, displayed online. Increasing sales of menswear also indicates that this hype surrounding men’s fashion might be spreading to the general public. This phenomenon inspires speculation about whether or not the average western millennial man actually adopt this new trend they are said to be the leaders of. Purpose: The purpose of this thesis is to examine and describe the relationship that the millennial men have with fashion, with regards to attitude, subjective norms, and behaviour. Methodology: The research builds on a pragmatist philosophy which allows both interpretivist and positivist positions. This allowed a quantitative method to be conducted, using an abductive approach. The data was collected through a survey, using quantitative questions. The acquired data and was analysed through descriptive statistics. Findings: The main findings show that millennial men should not be treated as a single homogenous cohort in research surrounding fashion. The findings also demonstrate a clear shift in men’s attitudes towards shopping and fashion, showing that it is not a feminine activity. However, the attitude towards “the new style of men” is quite scattered. Thus, it seems that this hype around changing male fashion has only started trickling down from the niche community that is considered to be leading this change. Regarding their behaviour, most men still prefer buying clothes from a brick-and-mortar store and do not use the online environment actively to seek out and consume fashion.

For fashion online stores loyal customers are as important as they are for traditional retail stores. Through a high amount of loyal customers a company can reduce operational costs and increase its overall profitability. Finally a company can gain more benefits from retaining existing customers instead of acquiring new ones. Therefore it has become more important to win customer share than market share. To figure out how loyalty can be created a company needs to occupy itself intensively with the concept of Customer Relationship Management. There exist different types of loyalty and not every customer can be turned into a loyal customer. The company has to enter into a relationship with its customers that has to grow like the courtship. At best case the bond will end up in a satisfied win-win relationship that contains benefits for both the customer and the company. The longer the relationship will last, the higher the customer value will get and the more the company can profit from it. The same rules and principles also count for the online business. Because of higher costs for attracting new customers, high competition in the market and highly demanding customers treating your existing customers well and turning them into loyal customers is the key to success. E-Loyalty drivers give the company an indicator about what generates e-loyalty for company’s website. Why does a customer return to a website and why does he stick to a certain online shop? One of the most crucial factors to create loyalty in an online business is trust. Only when a customer trusts the vendor he will hand out his personal data, will return to the vendor and will recommend the online shop to others. When it was taken a further look at how online shops tackle the question of loyalty it became clear that the customer is put in the centre. The online shops heavily attempt to keep up with the latest ecommerce trends in order to win over customers. Through Social Commerce the companies have totally new possibilities to interact with the customers and to gain customer insight. In this way it has become much easier to understand the customer and to respond to his individual needs and preferences in order to build up a relationship with him. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

Due to a world-wide digitalisation, the fashion segment has experienced a shift from offline to online shopping. Consequently, more companies choose to interconnect digitally with consumers and suppliers. This highlights cyber risks and cybersecurity issues more than ever, which becomes specifically apparent amongst online companies. Through qualitative semi-structured interviews with three different Swedish online fashion companies, the purpose of investigating how cybersecurity currently is prioritised and managed was reached. In addition to this, two cybersecurity experts gave their view of the most important aspects in the field, which companies should consider. Results showed a fairly well-managed cybersecurity amongst Swedish online fashion companies, even though knowledge in the field is scarce. Through educating everyone at the company and implementing a group of people in charge of these questions, a more holistic view could be attained. By offering thoughts on how online fashion companies can enhance their current cybersecurity, this paper contributes to the literature of cyber risk management as well as provides meaningful knowledge to all types of online companies.