During the last decades, fashion brands and retailers in Sweden have experienced the effects of technological advancement and changes in customer behaviour, which have opened up new ways of doing business. Customers expect online and offline marketing and sales channels to be integrated through instant interaction, which have made the concept of omnichannel retailing, gain momentum. This thesis explores this concept in relation to four small Swedish fashion brands based in Gothenburg, Sweden. Using a qualitative method, in-depth interviews have been made with the companies in order to understand what these companies are focused on and in what way omnichannel strategies are encouraged in their business. A solid theoretical framework was collected in the early stage of the process and has worked as a foundation for relating previous studies to current developments. This research presents a literature review that is based on topics such as brand identity, omnichannel marketing and customer experience in order to investigate this topic further. The findings in this research  shows that these small fashion brands are integrating channels through working with a few media channels and do not put significant attention on data analyses. Their focus has proved to be on finding a few, right channels and enforce the brand values in all activates, which creates a connection between channels, rather than on creating technologically advanced solutions between online and offline channels.

This study explores the profound impact of Generation Z (Gen Z) on the international branding strategies employed by small fashion brand startups. As digital natives born between the mid-1990s and early 2010s, Gen Z represents a dynamic force that challenges traditional marketing approaches. By delving into their distinct characteristics and preferences, this research aims to shed light on the ways in which Gen Z's unique mindset and behaviours shape the branding landscape. Drawing upon a qualitative research approach, this study employs in-depth one-on-one semi-structured interviews with small fashion brand owners. Thematic analysis is utilized to uncover patterns and themes, offering valuable insights into the strategies employed by small fashion brands to engage this influential consumer segment. Findings reveal insights and showcase that Gen Z's inclination towards authenticity, social responsibility, and individuality necessitates tailored branding strategies. Small fashion brand startups are compelled to harness the power of social media and immersive experiences to captivate Gen Z's attention. By comprehending the impact of Gen Z on international branding strategies, small fashion brand startups can adapt and thrive in an increasingly competitive market. The implications of this research concern the fashion industry, offering valuable insights for marketers and entrepreneurs seeking to engage with Gen Z within the fashion sector.