During the last year there has been a globalization of trade. Because of the development ofmore sophisticated information's - and communication technology the boundaries and thephysical distance have been smeared out between company as well as countries. Furthermoreit generates that many companies have restructured to global value chains. Because of theincreased access the marketplace has become harder and more competitive than ever.Since the customers nowadays have more access to product information the consume patternsand behaviour has been changed. Through the increased knowledge the consumers requiresmore of the products. Today’s consumers values not only prise and quality but are alsodemanding quality products which are tailored to individual needs and tastes. Companiesfocus has changed from price to the ability to quickly respond on new trends and customerdemands. Fashion companies in the textile sector appear on a complex and unpredictablemarket where new trends and the demand shifts quickly. In order to be competitive on themarket the companies need to renew their range of fashion products several times in season.Fashion goods have a short life-cycle, measured in months or even weeks. Fashion productshave become a consumable and embarrassed in the concept fast fashion. Management of aneffective purchase process is therefore very important in order to meet the requirement onhaving the right product, in right quality, in right quantity at the right time.The purpose of the thesis are to investigate, describe and analyze the connection between thecase companies H&M and Zara´s different ways of deliver fast fashion in relation toward theconsumers understanding of them as a trend conductive on the market.In our paper we have been using a hermeneutist perspective. We have interpreted thecollected material, sow as responders attitudes about the case companies purchasingstrategies. The approach has been adductive and then we have been waged from bothcollected theory and empiric materials. The collected empiric material endure in a qualitativequestionnaire survey that lies to shallow for our analysis and conclusion. In the essay has boththe secondary and primary data compliments each other in order to achieve the study's aimand to answer to our problem wording.Through our analysis, we can come to the conclusion that the customers' view about Zara andH&M´s ability to deliver a fast fashion is very even in that sense that no company was beingidentified as better than the other. We can also make the conclusion that the customers'assumptions not only come from the products visible in store, but also from their own attitudetowards fashion and the company's accessibility and interaction with the customer. Anotherconclusion was that one of the most important attributes is a product fashion degree and that itis important that companies can apply a ”quick response” strategy in order to be successful onfashion the market. / Program: Textilekonomutbildningen

Följande uppsats är resultatet av en studie där kunder intervjuades om vilka förväntningar de har i en situation där betalsystemen skulle sluta fungera. Studien är en del i ett större projekt som heter Creating Collaborative Resilience Awareness, Analysis and Action for the Finance, Food and Fuel Systems in INteractive Games (CCRAAAFFFTING) som görs på uppdrag från MSB (Myndigheten för samhällsskydd och beredskap). Syftet med studien är att genom att förstå kundens perspektiv kan CCRAAAFFFTING-projektet förbättra sin försöks- och träningsmiljö i simuleringarna och på så sätt bidra till att förbättra samhällets resiliens rörande störningar i betalsystemen. Studiens frågeställningar utgår från en situation där betalsystemen inte fungerar och lyder: Vad förväntar sig kunden att den får tillgång till?När då? Vad är kunden förberedd på?Hur skiljer sig detta hos olika kundgrupper? Frågeställningarna besvarades genom intervjuer med personer inom olika kundgrupper. Intervjuerna spelades in med diktafon, transkriberades och analyseras därefter med tematisk analys. Den tematiska analysen gav upphov till följande överteman: Vad som finns hemma, När krisen är framme, När betalkorten inte fungerar och Vem som har ansvar. Första temat har undertemana Kontanter finns av en slump och Att klara sig 72 timmar utan att handla. Andra övertemat har undertemana Hållbara varor och Vikten av information. Tredje övertemat har följande underteman: Oro för att bankomaternas pengar tar slut, Hopp när kontanterna tar slut och Alternativa lösningar på problemet. Fjärde övertemat har följande underteman: Affärernas ansvar, Bankernas ansvar och Regeringens och statens ansvar. Slutsatsen är att människor som bor på landet har bättre resiliens och skulle klara sig längre i en situation där betalsystemen slutar fungera, jämfört med personer som bor mer centralt i staden och att det behövs mer information om betalsystem för att människor ska kunna få en bättre resiliens och minskad oro för vad som skulle kunna hända. / The following thesis is the result of a study of costumer interviews about anticipations in a situation where the payment systems stop working. The study is a part of a greater project called Creating Collaborative Resilience Awareness, Analysis and Action for the Finance, Food and Fuel Systems in INteractive Games (CCRAAAFFFTING), commissioned by MSB (the Swedish Civil Contingencies Agency). The purpose of the study is that by understanding the costumer’s perspective the CCRAAAFFFTING project can improve its training environment in the simulations and thereby better the resilience of the society in terms of disruptions in the payment systems. Following are the study’s research questions based on a situation where the payment systems stop working: What does the costumer expect to get access to?When? What is the costumer prepared for?How does this differ among different costumer groups? The research questions were answered by interviews with people within different costumer groups. The interviews were recorded, transcribed and analysed by thematic analysis. The thematic analysis resulted in the following main themes: What to be found at home, When the crisis is present, When the debit cards does not work and Who is responsible. The first theme has the sub themes Having cash is random and To manage 72 hours without shopping. Second main theme has the sub themes Durable products and The importance of information. The third main theme has the following sub themes: Worry about cash machines running out of money, Hope when cash run out and Alternative solutions to the problem. The fourth main theme has the following sub themes: The responsibility of the stores, The responsibility of the banks and The responsibility of the government and the state. The result shows that people living in the countryside have greater resilience than those who live in the city, in a situation where the payment systems stop working, compared to people living in the city centre, and that people need more information about payment systems to get a better resilience and reduced concerns for what might happen.