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Rapportens syfte är att undersöka hur visuell kommunikationanvänds för att kommunicera fast fashion. Urvalet som analyserades är en del av Na-kd:s webshop. Studiens resultat visar att Na-kd på flera sätt, genom visuell kommunikation, uppmuntrar konsumenten att agera.

During recent years, a clear change in attitude related to how we view our shared responsibility towards our planet has been identified. Increased consumer involvement related to both environmental and social issues is forcing companies to take extended responsibility regarding the social impact they leave behind. This responsibility is defined as CSR and includes a company's environ­mental, social, and financial responsibilities. The fast fashion industry is often associated with environmental and social infringements, such as large carbon dioxide emissions or unethical working conditions, which are often debated in media. Previous research identifies a positive attitude by consumers towards CSR when purchasing clothes, but further studies indicate that CSR is not as important for consumers when compared to other product attributes, such as trends or quality. Keeping the identified attitude change in recent years related to increased social responsibility in mind, the purpose of the study is to create a greater understanding in which way these trends affect consumption of fast fashion. A quantitative method has been chosen and based on previous theory, appropriate variables have been selected to fulfil the purpose of the study. The collection of data was conducted through an online based survey where the sample consisted of 221 respondents between 18–77 years. Data were analysed in SPSS using a multiple linear regression analysis and in addition, several variance analysis (ANOVA). Findings in analysis indicates that CSR does not affect consumption of fast fashion after all. However, interesting differences in attitudes towards CSR between groups of samples could be identified. For example, the older respondents believed that CSR is more important than the younger ones did and when gender differences were analysed, it was identified that women had a more positive attitude towards CSR than the men had. Interesting findings were also found regarding the variable price, which in previous studies is pointed out to be the primary influencing factor when consumers buy clothes. Our study reveals that price do not influence consumption of fast fashion. The conclusion of our findings indicates that no noticeable change in attitude has occurred related to increased social responsibility by consumers who purchase fast fashion. This since there are still other attributes that the consumer evaluates as more important, such as trends or quality.

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.

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.

<p dir="ltr">Studying ZARA provides valuable insights into the marketing communication strategies employed by a highly successful fashion brand. ZARA's innovative business model, which prioritizes speed, affordability, and fast fashion line turnaround, has disrupted the traditional fashion industry and created a new paradigm for fast fashion. The company's ability to rapidly create and distribute affordable, trendy clothing has made it one of the most popular fashion brands globally.</p><p dir="ltr">Analyzing ZARA's success in marketing and communicating with customers, as well as its ability to stay ahead of fashion trends, can inform and inspire other fashion brands seeking to improve their market position. I collect and analyze data from a variety of sources, including applying the marketing mix 4Ps and 4Cs and using ZARA's FB posts as a sample to understand its social media communication strategies. The study aims to identify how these key factors contribute to ZARA's success in marketing and customer communication.</p><p dir="ltr">ZARA's marketing communication strategies emphasize customer-centricity and responsiveness to changing fashion trends, and the effective use of social media marketing. By staying closely connected to its customers' needs and desires, ZARA can rapidly create new products and styles that resonate with its target market. Furthermore, the company's effective use of social media platforms, such as Facebook, has helped to create a strong brand identity and a loyal customer base.</p><p dir="ltr">Overall, the study of ZARA's marketing communication strategies provides useful insights into marketing performance and what works in the fast-paced world of fast fashion. By emphasizing customer-centricity, responsiveness to changing fashion trends, and the effective use of social media marketing, fashion brands can create strong brand identities and connect with customers in meaningful ways.</p>

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This qualitative study aims to examine the challenges of fast fashion consumption, encompassing a comprehensive examination of various factors and multifaceted dilemmas related to consumer choices. Clothing consumption serves more than just material needs, with today's society witnessing a strong connection between consumption and social norms, trends, and ideals, especially through social media. The choice of fashion consumption proves to be a complex issue in sustainability discussions. This complexity is heightened as social media influencers actively endorse and glamorize fast fashion products despite their well-known environmental consequences. The study navigates and sheds light on the interaction between influencers, who serve as marketers for these fast fashion products on social media, and their followers as recipients of the advertising and potential consumers. The interaction between both influencers and followers is explored through qualitative semi-structured interviews. The complex issue of fast fashion consumption is analyzed through a theoretical framework integrating Two-step flow theory, Cultivation theory, Social learning theory and the theory of Cognitive dissonance, as well as the respondents' attitudes, opinions, and positions. The purpose of the study is to illuminate the influential role of influencer marketing on followers' consumption and perception of fast fashion, particularly regarding the environmental aspects and sustainability.  The research questions are: "How do influencers shape followers' perspectives and purchasing behavior regarding fast fashion?", "How do followers reflect on their own fast fashion consumption affected by influencers on social media?", and "What other factors, besides influencers, can influence followers' consumption decisions regarding fast fashion?". In this qualitative study, the analysis of interviews with influencers and their followers reveals complex narratives and patterns in the context of fast fashion. Six key themes emerge, including; environmental awareness, ambivalence, the impact and power of influencers', responsibility, social norms and consumption culture. The analysis highlights followers' increased environmental awareness and their simultaneous struggle with impulsive consumption. Influencers play a central role in shaping followers' views and behaviors and acting as trendsetters. However, followers express concerns about collective and environmental responsibility, portraying influencers as having a dominant position when regarding fashion consumption through social media.

Purpose: The purpose of the study is to explore from a business perspective whether it is important for fast fashion companies to communicate about environmental sustainability on social media. The purpose is thus to study how fast fashion companies, who are active in the Swedish market, communicate about environmental sustainability. Also whether it has a connection with the company's economy, based on the key figures Du Pont, profit margin and net sales change. Design/methodology: A quantitative research method was employed through a content analysis. Findings: Fast fashion companies communicate about sustainability in a varied scope, but overall to a low extent. It is possible to find a correlation between profit margin and communicated sustainability on Instagram. Research limitations: The result of the study cover the years of 2016-2018, and Instagram is the only social platform selected for the study. In addition the study is based solely on an environmental perspective of sustainability, thus the study does not cover the economic or social aspects of sustainability. Originality: By applying this type of unique method in the research area the study provides a new perspective, hence it fills a gap since it has not previously been addressed. This paper i further written in Swedish. / Syfte: Studiens syfte är att utifrån ett företagsperspektiv utforska om det är betydelsefullt för modeföretag att kommunicera om miljömässig hållbarhet på sociala medier. Syftet är således att studera hur modeföretag inom fast fashion, som är aktiva på den svenska marknaden, kommunicerar om miljömässig hållbarhet. Dessutom har möjliga samband med företagets ekonomi, utifrån nyckeltalen Du Pont, vinstmarginal och nettoomsättningförändring undersökts. Design/metod: En kvantitativ forskningsmetod används genom en innehållsanalys.Resultat: Modeföretag kommunicerar om hållbarhet på Instagram i en varierad men framförallt låg utsträckning. Det går att hitta ett samband mellan vinstmarginal och hållbar kommunikation på Instagram. Studiens begränsningar: Resultatet i den här studien behandlar åren 2016-2018 och Instagram är den enda sociala plattformen som har valts för studien. Utöver det utgår studien endast från ett miljömässigt hållbarhetsperspektiv, därmed täcker studien inte de ekonomiska eller sociala aspekterna av hållbarhet. Originalitet: Genom att använda den här typen av metod i forskningsområdet bidrar studien med ett nytt perspektiv och följaktligen fyller studien ett gap eftersom det tidigare inte har behandlats.