I dagens industriella samhälle finns det en hel uppsjö av produkter för oss som konsumenter. För oss handlar det om att fylla våra behov. För företagen handlar det om att få konsumenterna uppmärksammade på just deras produkt och särskilja sig på marknaden. Det gäller då att man har koll på vilken som är ens målgrupp. Men det slutar inte där. Det är även viktigt att man känner sin målgrupp!Individerna som ingår i din målgrupp är dels dem ni önskar att söka kommunikation med, men för att detta ska kunna ske på ett framgångsrikt sätt krävs att man skapar goda relationer till dessa grupper och därigenom förstår hur man ska utforma sin kommunikation. Varumärket Salming Underwear genomgår i dagsläget om omstrukturering av företaget och önskar att nå en nytändning. Den målgrupp dem segmenterat från början stämmer inte längre överens med deras affärsplan och vet inte längre vem de ska vända sina kommunikationskanaler till. Vårt syfte är att definiera deras nya tänkta målgrupp samt hur marknaden uppfattar varumärket. Vi ämnar skifta fokus och förhållningssätt till den traditionella målgruppen och öppna upp för nya möjligheter.För att kunna infria syftet valde vi att göra en omfattande enkätundersökning med representanter från såväl existerande, som icke existerande kunder hos Salming Underwear. Resultatet av vår undersökning visar att Salming har problem med att kommunicera ut sitt budskap. Deras kärnvärden är ”No Nonsense” och prisvärda kalsonger, vilket inte stämmer överens med hur konsumenterna uppfattade varumärket. Vidare framkom att en majoritet inte var intresserade att bli placerade i en målgrupp enligt ålder utan var endast intresserade av komfort och pris. Ett alternativ vi presenterar är därför att Salming vänder sig till en icke ålderdominerande målgrupp och lyfter fram funktionen och komforten hos deras produkter. Slutsatsen som kan dras av vår studie är att målgruppsanalyser är svåra och att det inte finns en klar mall för alla företag. Däremot kom vi genom våra undersökningar fram till en potentiell målgrupp för Salming Underwear och förslag på hur man som företag kan ändra sitt synsätt till målgruppen.In today's industrial society there are multiple products and choices to make for us as consumers. For us it is about fulfilling our needs. For companies it is about getting consumers more aware of their particular product and differentiate themselves in the marketplace. In order to do so it is of outmost importance that you as a company know who your target group is. But that is not enough. It is also important to know your target group!The individuals whom are part of your target group are those you wish to seek communication with, but in order for this to happen successfully it requires creating and building good relationships with these groups. It is first then you can understand how you can build up your communication systems.The Swedish brand Salming Underwear is currently undergoing a restructuring of the company and wishes to revive their business. The target group they selected from the beginning is no longer consistent with their business plan and they no longer know who they should communicate with.Our purpose with this report is to define Salming Underwear’s new intended target group and how the market perceives the brand. We intend to shift the focus and approach to the traditional target group and open up the company to new opportunities.In order to fulfill the purpose we chose to do an extensive survey with representatives from both existing as well as non-existing customers of Salming Underwear.The results of our study show that Salming are having trouble communicating their brand value out to customers. Their core values are "No Nonsense" and affordable underwear, which is not consistent with how consumers perceive the brand. It was also found that the majority of costumers were not interested in being placed in a target group based by age. They were only interested in comfort and price. One option we present is that Salming can turn to a non-age dominant audience and highlight the function and comfort of their products out to the market instead.The conclusion to be drawn from our study is that the target group analysis is difficult and that there is not a template that works for every company. However, we can due to our survey present a potential target group for Salming Underwear and suggestions on how a company can change its approach to the target audience. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

This report deals with the definition and meaning of garment. It explores how the meaning of a garment alters depending on how it is worn. Is the meaning of an garment somhow in the garment itself? By searching for new expressions in clothing by eliminat- ing parts and giving other a new purpose, the aim is to explore the aesthetic potential that occurs when two garment’s are incorporated. This is dealt with through a method that discusses the definition of an artefact. From a minimalistic point of view the es- sence of garments is explored through revealing what is underneath and exemplifying how the garments interact or affect each other. Through experiments I studied how to incorporate two garments in an natural and unforced manner. To find perfect balance in imbalance. As a conclution of my work i discovered that to create balance between two garments was to use the details discreatly and to focus on the small things. However I realised that the “perfect“ balance was not the aim i was striving for. Questions that has been discussed is how much does a garment need to be recognisable and how much does a detail need to be visable. As a method I see this as the starting point and there is more to be explored and developed. / Program: Modedesignutbildningen

This thesis examines the ways in which a small group of young Pākehā women use underwear to construct a range of complex gendered subjectivities. I explore how these subjectivities are influenced by both material and discursive spaces. Three underwear shops in Hamilton, New Zealand - Bendon Lingerie Outlet, Bras N Things and Farmers, and various visual representations depicting contemporary notions of normative femininity, are under investigation Feminist poststructuralist theories and methodologies provide the framework for this research. One focus group and three semi-structured interviews were conducted with young women who purchase and wear underwear. Participant observations of shoppers in Bendon Lingerie Outlet, Hamilton and autobiographical journal entries of my experiences as a retailer and consumer of underwear continued throughout the research. Advertising and promotional material in underwear shops and a DVD of a Victoria's Secret lingerie show are also examined. Three points frame the analysis. First, I argue that underwear consumption spaces are discursively constructed as feminine. The socio-political structures governing these spaces construct particular types of bodies. These bodies are positioned as either 'in' place or 'out' of place. Second, underwear shops can be understood as feminised, young and thin embodied spaces. Bodies that fit this description are hence positioned as 'in' place. However, female bodies that are 'fat' and/or old and male bodies are marginalised within the space and thus positioned as 'out' of place. Third, I consider particular forms of normative femininity by examining the ways in which underwear disciplines and contains the body. Women's underwear moulds and shapes flesh to fit contemporary feminine norms. Examining the specific relationship between the body, underwear and space provides a means to re-theorise geography and makes new ground for understanding how clothed bodies are constituted in and through space.

Massively multiplayer online role playing games (MMORPG) open new worlds and new societies in the virtual space. Those worlds and societies rapidly expand and become important to the real world. Therefore, to understand them, this thesis examines the meanings and impacts of resistance in the MMORPG worlds and gaming culture from the case of an unprecedented grassroots revolution in Lineage II, which is called the “Bartz Liberation War.” By using the concepts of “oppositional reading,” “emergence,” and “hegemony,” this thesis examines how playing for resistance emerges and becomes dominant and explores the impact of resistance in both the gaming and real worlds. Also, this thesis shows the cultural struggle for hegemony in the game world and gaming culture as well as in the real world culture and politics.

According to China Credit Information Service Ltd.¡¦s classification, Taiwan¡¦s women underwear industry is under the ¡§Apparel¡¨ category. The women underwear industry has developed from 1950¡¦s, and now is in a mature period with high entry barrier. Under the ¡§Oligopoly¡¨ market structure and well-developed domestic distribution system, there are seven leading firms--competing in product¡¦s design, fashion and shop ladies¡¦ service based on good on-job education and training with each other. Foreign rivals¡¦ emulating in the industry also prompted domestic firms developing international competence. Because of mounting up in production cost in Taiwan and low-end products dumping from China and South Asia after signing up for WTO, many firms sought to build ¡§International Division of Labor System¡¨ and engage in overseas production to make cost cut down and improve the industry competitive position effectively. This research adopts the qualitative exploratory study method. The first, author collected an amount of domestic and foreign relative references, including industry yearbooks, books, professional reports, journals, magazines and newspapers as the secondary data. Then, author interviewed three firms and formulated these materials by which author can understand the business operation situation and the industry¡¦s competition model. In order to explore the competitive advantage of Taiwan's women underwear industry, author implemented consumer behavior analysis, analysis of Porter¡¦s ¡§structure of five competitive forces¡¨, ¡§value chain¡¨, and Porter's ¡§concept of crystal model of national competitive advantage¡¨. Finally, we drew up the competitive strategies to the industry and the government for further improvement by SWOT analysis. Those competitive strategies will be include ¡§Production Innovation Strategy¡¨, ¡§Market Development Strategy¡¨, ¡§International Strategy¡¨, ¡§Cost Minimize Strategy¡¨, and ¡§Relative Advantage Strategy¡¨.

Denna studie undersöker hur trosmodellerna ”Slip”, ”Hipster” och ”Hotpant” påverkas av två olika graderingssätt. Det första alternativet är baserat på skillnadsintervaller som ett svenskt företag idag använder sig av. Medan andra alternativet är ett förslag från leverantören då dom anser att detta förslag skall vara bättre för modellerna. Skillnaderna mellan graderingarna är att sidhöjden minskas/ökas med 1.5 centimeter istället för 1 centimeter mellan storlekarna. Samt att ett mått för bakvidd införs på samtliga modeller där skillnadsintervallen är -/+ 1.5 centimeter mellan varje storlek.   För att få fram ett resultat har alla modeller konstruerats i ”Lectras” programvara ”Modaris” där konstruktionerna har utgått ifrån företagets plaggmåttlista. Samtliga modeller har graderats med hjälp av plaggmåttlistan. Därefter har justeringar gjorts för gradering två. Graderingarna har analyserats genom jämförelse i ”Lectras” programvara ”Kaledo Style”. Samt att trosorna syddes upp i storlek ”Extra Large” i de båda graderingssätten och provades på provdocka och provmodell.   Med detta som grund analyserades båda graderingarna för att nå fram till resultatet. Vilket resulterade i att ”Slip” inte gick att producera i gradering två och för de övriga två modellerna skulle en kombination av dessa två graderingar vara lämpligast då det fanns både negativ och positivt om de båda graderingarna för varje modell. / This study examines how three different pantie models Slip, Hipster and Hotpant affects of two types of grading. The first option is based on a grading that a Swedish company uses on these three models. The second option is based on a suggestion from the supplier. The differences is that side height is increased/decreased with 1.5 centimeters instead of 1 and a measure for back width is added and graded with -/+ 1.5 centimeters.   The method that is used is construction of all models where made in Lectras Modaris. The construction is based on the garment measurement list from the company. All the models where graded in sizes Extra Small to Extra Large. The grading’s where analyzed in Lectras Kaledo Style. Then the panties where sewn in size Extra Large and tested on dummy and model The conclusion is that the slip could not be produced in the second option. While the best grading of the two other models would be best to combine the first and second option to reach the ultimate fit.

This work explores norms of dress design by the use of post internetaesthetics in mens underwear. The exploration of underwear is based onmethods formed to create a wider concept of how mens underwear couldlook like regarding shape, color, material and details. Explorations of stereotypical and significant elements of underwear suchas graphics and logotypes has been reworked to create a graphical identitybound to a brand. This is made to contextualize the work aiming to present new options andvariety in mens underwear rather than stating examples using symbols orstereotypic elements. In the making of the examples for this work the process goes front and back from digital to physical using different media to create compositions of color, graphic designs and outlines using transfer printer, digital print, and laser cutting machine.

Contracorriente es un proyecto de la construcción de una marca de moda que tiene como enfoque los calcetines y que está orientada a jóvenes y adultos de perfil sofisticado en los sectores A y B. En este documento se estudia la respuesta del público objetivo al producto y la viabilidad del modelo de negocio propuesto. A través de experimentos se pudo identificar la importancia que le dan los consumidores a la vestimenta y la vinculación que hacen entre ella y la personalidad o estatus. Asimismo, se pudo determinar que el público objetivo no brinda mucho tiempo a la planeación y decisión de compra de calcetines y que en su mayoría aún no lo han reconocido como un producto con capacidad de entregar valor. Para evaluar la viabilidad del proyecto se llevó a cabo un análisis del entorno y la industria, que nos permitió identificar una oportunidad en la falta de oferta de diseños en el mercado local, los altos precios en la mayoría de los potenciales competidores extranjeros, así como su poca penetración en términos de puntos de venta. El equipo ha desarrollado un plan operativo en el que se presupuestan los costos de poner en marcha el proyecto y un plan financiero en el que se estima el desempeño de la empresa para en los tres primeros años. Contracorriente es un emprendimiento que requiere una inversión inicial de S/.21,000 y tiene un periodo de recupero de 1 año y 1 mes. / Contracorriente is a project that looks at clothing brand building focused on socks aimed at young adults and adults with a sophisticated profile that belong to A and B socioeconomic groups. This paper studies consumer response to our product and viability of its business model. Through interviews it was possible to establish that customers give importance to clothing and link it to their personality and status. Likewise, we established that our target audience does not take much time planning, researching or making decisions when buying socks and many of them have yet to realise its potential to offer value. To evaluate the viability of this project an analysis of the external factors, industry and competitors was carried out and it allowed us to identify an opportunity in the lack of diversity in sock designs in the local market, high prices from foreign competitors and low market penetration in terms of points of sale. Our team has developed an operative plan to budget costs of running this business and a financial plan in which we estimate the company performance for its first three years. Contracorriente requires an initial investment of S/.21,000 and it’s expected to recover that investment over a period of a year and a month. / Trabajo de investigación

The thesis contains a draft business plan of lingerie shop in a small town in southern Moravia. The thesis is dividend into three parts. The first part is devoted to theoretical solutions on which the work wil be based. The second part focuses on market analysis and business environment, which is connected to the last part, which is devoted to business plan.

This degree project is about designing sustainable, comfortable and aesthetically pleasingunderwear. The market does not currently offer many options for those who want to feelattractive and comfortable at the same time. Users have a hard time finding the perfect fit,since sizing systems are problematic. In addition, most panties are made of non sustainabletextiles, which does not live up to users wishes. In this essay we investigate which factorsinfluence panty fit, as well as an exploration of materials to find a suitable proposal forunderwear. The process is based upon a user-focused approach. We worked closely togetherwith a focus group and arranged a large quantitative study of users needs and preferences. This resulted in the thong Venusa, in sizes XS-XL, made out of ribbed Tencel™ fabric. Thethong has a differently designed crotch to better fit women’s genitals. The seams aresewn on the outside of the fabric, to avoid chafing against skin and placed for the bestcomfort possible. While developing the concept and making decisions we have relied onour requirement specification as well as the goal to create sustainable, comfortable andaesthetically pleasing underwear.