Customers are no longer what they use to be in the past, they are now highly educated, more specialized and more highly influenced by global culture than ever before. For businesses to be able to win the heart of customers, they need to do extra because these customers are the pillar that holds the organizations. One of the method to achieve this is called Customer Relationship Management (CRM). The focus of CRM is about managing customer knowledgem to better understand and serve them. The purpose of this study is to explore how e-business organizations use CRM in a B2C setting, and we did that from online fashion retail companies' perspectives. Our study has explored how how CRM objectives are described and how CRM is managed. To answer these questions, relevant literature was reviewed which resulted in a conceptual framework that guided the data collection. We carried out a multiple-case study with two fashion retail companies, one located in the UK, and the other in Sweden. Data was collected through a telephone interviews with high positioned employees who have experience working with CRM and related subject.

Abstract Purpose: The purpose of this study is to investigate how the socio-cultural forces, authenticity and transparency, have become integral parts of newly established fashion companies’ business model in Sweden. Previous researches have focused on how to redesign conventional fashion companies´ business models. From an academic approach, the problem discussion emphasize on lacking research in how newly established fashion companies have made authenticity and transparency integral parts in their business model. The purpose has been answered by asking the following questions; How have authenticity and transparency influenced the innovators of newly established fashion companies in Sweden? Which parts of the business model have been altered in order to demonstrate the company´s authenticity and transparency? Method: This study is based on qualitative research method with an abductive approach. The empirical data collection has been performed through seven interviews, five emails and two face-to-face deep interviews. The theoretical framework and literature review have primary been based on previous researches in the research area. Conclusions: This study shows that newly established fashion companies in Sweden have made authenticity and transparency integral parts in their business model. This is strongly influenced by the companies’ founder, their characteristics and ability to understand and translate socio- cultural forces and integrate them into their business model. The design of the clothes and fabric selection, production techniques and supply chain, marketing strategies and communication tools in the business model have been altered in order to demonstrate the company´s authenticity and transparency. These changes have been implemented in order to meet consumers’ newfound desire for authenticity and transparency. Cues of craftsmanship, traceability in the production techniques and supply chain, creating storytelling in the marketing strategies have been added in order to enhance the consumers’ experience of the company´s authentic and transparent attributes / Program: Textilt management, fashion management

Modeprodukter har en mycket kort livslängd och modebranschen förändras snabbt. Tiden är därför essentiell och utgör en betydelsefull konkurrensfaktor. Genom att reducera tid i försörjningskedjan kan ett företag vinna marknadsandelar samt höja sin lönsamhet. RFID är en teknik som kan användas för att reducera tid samt förbättra logistiska processer i försörjningskedjor. Trots att denna teknik har börjat spridas, används den generellt inte hos svenska modeföretag. Syftet med uppsatsen är att ta reda på vilken effekt RFID-tekniken skulle kunna ha på logistiken hos svenska modeföretag med e-handelsverksamhet. Studiens fokus ligger på e-handel då den har en stor tillväxt och blir en allt vanligare köpkanal. Insamling av data har skett via litteratur, artiklar, statistiska undersökningar, Internet och kvalitativa intervjuer. Studien har utgått från fyra huvudområden: lager, inventering, leverans samt returer. Studiens resultat har identifierat ett antal olika områden där en implementering av RFID skulle innebära en förbättring inom logistiken hos de undersökta företagen. De främsta fördelar för dessa företag var att mängden arbete och tid kan reduceras. RFID kan därmed fylla en funktion inom alla de undersökta huvudområden och effektivisera logistiken hos svenska modeföretag med e-handelsverksamhet.The fashion industry changes rapidly and fashion products have very short life-cycles. Time is therefore of the essence and constitutes an important competitive factor. By reducing lead time in the distribution chain a company can win market shares and increase profitability. RFID technology has been developed to reduce lead time and increase logistic efficiency of supply chains. While this technology is beginning to spread it is generally not implemented by Swedish fashion companies. The purpose of this study is to investigate the potential effect of RFID technology on the logistic processes for Swedish fashion companies employing e-commerce. This study focuses on the web-based industry as it is rapidly expanding and is becoming a common shopping venue. This study focuses on four main components: storage, inventory, delivery, and returns. It is based on data gathered through an extensive literature review and qualitative interviews. The results of the study identify a number of areas where the implementation of RFID technology would increase the logistic efficiencies of the investigated companies. The most prominent improvements in these companies would be a decrease in labor and time cost. RFID technology can be utilized in all four components investigated and can increase efficiency in logistical processes for Swedish fashion companies implementing e-commerce. / Program: Textilekonomutbildningen

<p>Title: Traditional marketing vs. Internet marketing: A comparison</p><p>Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis?</p><p>Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry.</p><p>Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study.</p><p>Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.</p>

Title: Traditional marketing vs. Internet marketing: A comparison Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis? Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry. Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study. Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.

Background: Fast-fashion companies are famous for manufacturing the products at cheaper prices and consumers are getting aware of that. Due to the widespread environmental and social problems in the world, Corporate Social Responsibility (CSR) has significantly evolved in fast-fashion industries. A lot of fast-fashion companies are involved in CSR communication in order to convey the information to consumers. It is significant for the companies to adapt effective strategies of communicating their CSR activities to consumers.  Purpose: The purpose of this study is to explore the impact of CSR content communication on consumers’ attitudes toward fast fashion companies.  Method: In this study, the semi-structured interviews as a qualitative method were conducted. The sample size is 12 consisting of 6 men and 6 women. The authors selected individuals who are interested in fashion and preferably have concerns about sustainable fashion brands.  Findings: The findings demonstrated the significance of transparent CSR communication as a consideration for the effect on consumers’ attitudes. Visual content attracts consumers’ attention and gives sympathetic emotions to consumers wherein directly influence positive attitudes towards the companies. However, the participants did not regard written content as important because of the difficulties of availability and readability. Third party confirmation from the new theory plays an important role in contributing to a positive attitude and it also expands WOM and credibility of the companies.  Conclusion: This study contributes to the knowledge of CSR communication strategies in fast-fashion companies because the findings are closely related to how companies can create effective CSR content to positively influence consumers’ attitudes.

Syftet med denna uppsats ämnar att beskriva svenska modeföretags internationaliseringsprocess. Därför ska vi undersöka och analysera nätverkets betydelse, barriärers påverkan, val av etableringsstrategier och varumärkesbyggnad vid internationalisering. För att uppnå syftet med vår studie har nedanstående huvudproblem formulerats:   Hur går svenska modeföretag tillväga vid etablering och varumärkesbyggnad på den internationella marknaden?   Uppsatsens teoretiska utgångspunkt innefattar svenska modeföretags etablering på den internationella marknaden vilket berör internationaliseringsprocessen, nätverksperspektiv, barriärer, etableringsstrategier samt varumärkesbyggnad. Studien utgår från en kvalitativ forskningsmetod med en deduktiv ansats där fyra fallstudier har tillämpats. I empirin redogörs en jämförelse mellan fallföretagen, vilket leder fram till analysen där empirin ställs mot teorin. Uppsatsens slutsats visar att svenska modeföretags internationaliseringsprocess innebär att företag ställs inför olika utmaningar som val av marknad och att hitta samarbetspartners. Företag väljer etableringsstrategi för företagens verksamhet och bygger upp varumärket på den internationella marknaden. Avslutningsvis presenterar vi det gap vi funnit i teorin, teoretiska bidrag, praktiska rekommendationer samt framhäver förslag till vidare forskning. / The purpose of this paper is to describe the internationalization process of Swedish fashion companies’. Therefore, the network's importance, the barriers impact, choice of market entry mode and brand building in the internationalization will be examined and analyzed. In order to achieve the purpose of our study the following main question were formulated:   How do Swedish fashion companies’ proceed with expansion and brand building in the international market?   The theoretical base of the thesis includes Swedish fashion companies’ establishment in the international market which affects the internationalization process, the network perspective, barriers, market entry mode and brand building. The study is based on a qualitative research method with a deductive approach where four case studies have been applied. In the empirical data a comparison is presented between the four case studies, followed by analysis where the empirical data is compared against the theory. The study’s conclusion implies that Swedish fashion companies’ internationalization process implies that companies’ face different challenges such as the choice of market and finding partners and the choice of market entry mode for the business and brand building on the international market. Finally, we present the gap we found in the theory, theoretical contribution, practical recommendations and highlights suggestions for further research.

Med en mer globaliserad värld och mer homogena marknader har betydelsen för marknadsanpassning på utländsk marknad blivit alltmer ifrågasatt. Vissa svenska modeföretag har olika uppfattningar angående detta där vissa anser att anpassning inte alls behövs då modet är globalt medan andra anser att anpassning är ett måste för att nå framgång på den utländska marknaden. Studien syftar till att studera i vilken mån anpassningens betydelse har i svenska modeföretags marknadsstrategi då världen blivit mer globaliserad och marknader mer homogena. För att genomföra studien har en kvalitativ studie genomgått i from av en flerfallsstudie med de svenska modeföretagen; Odd Molly, Björn Borg och Hunky Dory. Datainsamlingen har skett via semi-strukturerade intervjuer och dataanalysen har skett utifrån en transkribering. Studiens teoretiska grund utgörs av tidigare forskning som är sammanvävd i det teoretiska ramverket som utgörs av tidigare vetenskaplig forskning inom etablering, internationalisering och anpassning. Det empiriska kapitlet består av den datainsamling där respondenterna har besvarat frågor om företagets marknadsstrategier vid etablering utomlands och deras internationalisering. Till uppsatsens slutsats anpassar de samtliga tre modeföretagen delar av sin marknadsstrategi vid utlandsetablering, till den utsträckningen att de känner att de kommer att nå framgång och vara konkurrenskraftiga på marknaden. Bevarandet av deras huvudkoncept samt image är viktigt och därför bör delar av marknadsstrategin vara standardiserad på de olika utländska marknaderna. Dock är en anpassning väldigt betydelsefullt då alla marknader och kundpreferenser ser olika ut. / In a globalized world and more homogeneous markets, the importance of market adaptation to foreign market has become increasingly questioned. Some Swedish fashion companies have different opinions about this where some believe that adaptation is not needed at all when fashion is global, while others believe that adaptation is a must to achieve success in the overseas market. The study aims to examine the extent to which adaptation is important in the Swedish fashion company's marketing strategy when the world has become more globalized and markets more homogenous. To complete the study, a qualitative study has been completed in form of a multiple case study of the Swedish fashion companies; Odd Molly, Björn Borg and Hunky Dory. Data collection has occurred through semi-structured interviews and the data analysis has been based on a transcription. The study's theoretical base constitute of previous research which is interwoven in the theoretical framework consisting of previous scientific research of establishment, internationalization and adaptation. The empirical chapter consists of the data collection where respondents have answered questions about the company's marketing strategies in establishing themselves abroad and their internationalization. For the essay's conclusion all three fashion companies adapts parts of its marketing strategy when establishing abroad, to the extent that they will feel they will succeed and be competitive in the market. The maintenance of their main concepts and image is important and therefore parts of the marketing strategy should be standardized in the various foreign markets. However, adaptation is significant since there are differences in markets and customer preferences.

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.

This thesis covers a qualitative case study of corporate social responsibility work in medium-sized fashion companies in the moderate price range. The aim of the study was to research the barriers and opportunities to corporate social responsibility in medium-sized fashion companies within the moderate price range in order to understand which aspects that are most important for these companies to focus on. Corporate social responsibility, shortened CSR, means taking environmental, social and financial responsibility for all actions of the company. The industry of the company as well as different company characteristics creates different contexts in which a company may work with CSR. The fashion value chain is a context for fashion companies. In order for a fashion company to be sustainable, the entire value chain should be considered, but it is within the upstream part of the fashion value chain that the most damaging processes occur and it is therefor the upstream part of the value chain that was focused on in this study. The size and price range of a company are characteristics that affects how a company may create successful CSR practices. The study also focused on the consumer perspective and the added value that CSR may bring. The study identified several perceived barriers and opportunities to CSR in medium-sized fashion companies within the moderate price range that may be important to consider in order creating successful CSR practices. Costs, quality assurance, communication and coordination where identified as important barriers. The study also identified that the added value of CSR to the brand and the increased consumer willingness to pay as important opportunities. The study found that cost-consciousness, quality assurance, communication and coordination and the added value perspective may be the most important aspects for medium-sized fashion companies in the moderate price range to focus on in the CSR work. By being aware of these barriers and opportunities, companies may create better CSR strategies, which focus on achieving the opportunities while avoiding the barriers.