The e-commerce is growing among customers and also the companies are more active online. One industry that focuses on customer experience is the online fashion industry. In Sweden, the half of the population has at some time shopped clothes and footwear online. However, for companies to compete against others and to survive in this crowded market, it is important to create e-loyalty. Thereby, the purpose for this study was to evaluate the antecedents of e-loyalty in the online fashion industry. E-loyalty is according to famous researchers one important ingredient to succeed online and stay profitable. Other important ingredients for e-loyalty are e-satisfaction, e-trust and e-service quality. All of these factors have been investigated and evaluate in which degree they affect e-loyalty.   In this master thesis, assessed 212 respondents included in the population. The findings have been tested by following statistical analysis; reliability test, exploratory factor analysis, correlation analysis and regression analysis. The result showed that e-satisfaction is the main driver for e-loyalty in the online fashion industry. Thereby, a manager should put main focus in what affect e-satisfaction to increase in e-loyalty in this industry. However, the result from the investigation also stressed an interesting factor, namely responsiveness. This factor was shown to have a significant influence on e-loyalty but also on e-satisfaction and e-trust.

A large number of organizations that offer products today are experiencing returns; whether it is the return of a book from an online book store, the return of a television to the electronic retailer or a garment to a fashion retailer. How organizations handle product returns (reverse logistics) differs and also how much focuses each organization places on it, be-cause after all; it is extremely difficult to actually make revenue on reverse logistics. Why spend time and money on it? This study focuses on comparing an electronic and a fashion organization, how they both are conducting reverse logistics in regards to e-commerce. This is of interest to examine and add to the literature based on research focusing on a comparison between two organizations of a different nature in terms of their reverse logistics. Furthermore, it was of interest to study how each organization operates internally. For example, what are the barriers and drivers of reverse logistics, do they work proactively or reactively and what is the focus in regards to recycling of products? A case study research strategy was applied with an inductive approach. Data was collected through semi-structured interviews with each organization where qualitative data was gathered. Secondary data was collected from literature sources such as academic journals and books. Data was analysed in order to structure the large amount of data to be able to compare the two organizations and draw conclusions. From analysing the data it is concluded that both the electronic and the fashion retailer are experiencing a great amount of returns, which generally follows the sales trend. Furthermore, the two organizations are similar in several aspects regarding reverse logistics although they are selling different products. One of the main drivers for both organizations in regards to reverse logistics is satisfying their customers. Finally, one of the main barriers for each organization was the costs that play a major role in reverse logistics. Overall, the study shows that it greatly depends on the nature of the products how reverse logistics processes are handled in the organization.

This essay looks at the various differentiation strategies for a company in the fashion industry. The chosen fashion company for this study is Zara. The reason for this is that Zara is a relatively new company which has grown quickly and today has a big market share. The aim of this thesis is to decide which differentiation strategies are the more relevant ones for Zara to attract new customers. This will be done through a discussion and analysis of all five of the differentiation strategies which are; product-, channel-, image-, service- and personnel differentiation. The theoretical framework gives an overview of the differentiation strategies; it also provides the reader with a description of branding, consumer decision process, competitive advantage, strategic customer and key competitors. These marketing factors can be describing and supporting factors to the most suitable differentiation strategy for Zara. The methodology chapter provides a description of the method choices for this thesis; this study is done by a qualitative approach. The methodology chapter also consists of a part about secondary sources, interviews, different question types used in the interviews and source criticism. The empirical findings consist of information gathered from face to face interviews. The interviews where done with three managers of Zara in France, Paris. In the analysis chapter there will be a discussion about the differentiations strategies that are mentioned in the theoretical framework, this will be combined with the empirical information gained through personal interviews with the managers at Zara. There will also be an analysis and discussion about the marketing factors mentioned above. The conclusion will conclude the analysis of the empirical and theoretical parts of this thesis and answer our research question. In the conclusion there is a description and summarize of the various differentiation strategies. In the conclusion there is a description and summarize of the various differentiation strategies discussed in the theoretical chapter. As a conclusion there is a need for improvements to the personnel-, service- and channel differentiation strategies. The needed future improvements will be discussed closely in the conclusion.

The fashion industry has become an industry with high attention, and in recent years Swedish fashion has become a strong name internationally. At the same time, it is a competitive industry where smaller fashion companies are competing with big clothing chains. For these actors it is important to internationalise and enter foreign markets to be able to grow. This requires resources and capital that many of the smaller fashion companies today is missing; market knowledge, export knowledge and commercial knowledge.  This makes it interesting to see what factors are important for smaller Scandinavian fashion companies to succeed in establishing on the international market. The purpose of this dissertation is to evaluate and analyze conditions for three smaller Scandinavian fashion companies' internationalisation process. The study is based on case studies of these fashion companies. Theories have been chosen according to the background. These highlights the importance for companies to have knowledge of their market, and how internationalisation is a process of knowledge in which they learn something from each step. Furthermore, how companies in some cases follow a particular pattern and how the establishment can be done in specific steps. It may be important to develop relations with actors in their environment.  By different theories, the authors have designed an assumption about what is important for the smaller fashion companies.  In the dissertation we have found that the most significant and important factors are collaborations, available resources internally or externally, and to have knowledge of the market. The expansion of the business as a foreign establishment means that companies need to seek help outside their organization to succeed internationally.

<p> </p><p> </p><p> </p><p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p></p><p><p><strong><strong><p>Purpose:</p></strong><p> </p><p>The purpose of this thesis is to describe and to understand how a company within Swedish fashion industry, namely Frank Dandy, enters foreign mar-kets.</p><strong><strong><p>Background:</p></strong><p> </p><p>The Swedish fashion industry, defined as SMEs who have produced world-wide recognized brands created by designers and visionaries, has got a lot of coverage in media recently for its success abroad. Theories concerning in-ternationalization have previously not been applied to examine the latest development in the Swedish fashion industry or companies within it, such as Frank Dandy. A gap exists because previous studies have generalized re-tailers, textile industry, fashion houses, distributors and so on as fashion in-dustry. When in reality there is a big difference between these units, and what media refer to as the Swedish fashion industry.</p><strong><strong><p>Method:</p></strong><p> </p><p>For this study, a qualitative method has been chosen and the abductive ap-proach of systematic combing has been applied when creating a case study concerning Frank Dandy’s internationalization process. The abductive ap-proach enables the authors to successively modify their framework as new empirical findings arise and thus match it with the best theory suited to give insight to how Frank Dandy enters foreign markets.</p><strong><strong><p>Conclusion:</p></strong><p> </p><p>The purpose of this study has been fulfilled and the authors can conclude that Frank Dandy enters foreign markets through agents and distributors, as predicted by the Uppsala model. However, distributors are preferred over agents since they put less strain on the organization and finally that distribu-tors and agents are handpicked from an extensive international network.</p></strong></strong></strong></strong></p></p>

År 2013 var den globala omsättningen för modeindustrin ca 76 tusen miljarder svenska kronor (Office of Textiles and Apparel, 2014). Bara i Sverige omsattes det 229 miljarder svenska kronor år 2012 inom denna sektor, en ökning på 11 % från föregående år (Tillväxtverket, 2014). Att modebranschen är under ständig utveckling och ökar i tillväxt kan man se då dessa siffror stiger varje år. Statistik från 2014 visar att trots denna ökning så överlever endast 47 % av nystartade modeföretag de tre första åren (Statistic Brain, 2014). Så hur lyckas man som modeföretag i early stage-fasen att med begränsade resurser stärka sitt varumärke och hålla sig kvar på marknaden? I denna studie berörs olika delar så som traditionell marknadsföring, okonventionell marknadsföring, branding samt transparens, där huvudfokus ligger på företag i early stage- fasen av sin uppstart. I uppsatsen genomfördes sju intervjuer med svenska modeföretag som är eller nyligen varit i denna fas för att få ett resultat med så hög validitet som möjligt. Brist på kunskap och kapital är inte ovanligt i denna bransch och med ökad medvetenhet hos konsumenter om de olika processerna, så kan det ibland uppstå svårigheter att försvara sig som nystartat företag. Då modebranschen är i ständig rörelse med stora förändringar från säsong till säsong måste man som nytt företag vara beredd på reformation samt att alltid tänka innovativt. Det är även viktigt att vara uppmärksam på kommande och rådande trender gällande alla aktiviteter ett företag arbetar med. Eftersom olika marknadsföringsstrategier både kan hjälpa och stjälpa ett varumärkes position på marknaden är den stora utmaningen att hitta rätt metod för just sitt företag (Easy, M. 2009). Resultatet av denna studie kommer alltså att bygga på de kvalitativa intervjuer som genomförts med de utvalda företag som har valt att medverka. De beskriver hur deras uppstart sett ut när det kommer till branding samt hur de i olika kanaler väljer att marknadsföra sig. I dessa intervjuer tittar vi även närmare på hur de lyckades starta sin verksamhet och vilka kapitalmedel de använt, deras syn på okonventionell marknadsföring samt hur marknadsföring och branding hänger samman.

The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. Successful online consumer engagement can improve consumers’ loyalty and trust in the brand. Therefore, it is important for a company to be aware of actions that can encourage consumer engagement on social media. The goal of this study is to help marketers achieve higher consumer engagement that will consequently lead to more loyal customers.

Fashion and the contemporary environment as a whole, is a complex environment that requires retailers and wholesalers to adapt to the changes that constantly occurring. This adaptation is in a bid to ensure that more profits than loses are realized by the company. For this reason, companies have to use various methods to determine the best ways to improve their products. Companies resolve to introduction of new product to the market but the acceptance of new products to the fashion industry is not an assured factor but rather a gamble. This is mainly because of the industry’s characteristics. The main aim of this thesis is to analyze the methods that may be used to improve the accuracy of new products. The fashion industry has characteristics that may be considered as challenges because for instance, when a product is launched, one has to determine whether it is by a reputable designer or whether it is a trend, and with the fashion industry, trends are mainly turned into such by celebrities who introduce a certain design to the world for adoption. These challenges or characteristics are carefully analyzed and examined with the necessity of the introduction of new products analyzed. Data collection, being the main backbone of this thesis and multiple-case study method, is used to answer the research question as “How can structured analogy method be used to improve the forecast accuracy for the footwear products in the fashion industry “.Samples for case study have been chosen from footwear category. Structured analogy method is used to determine the accuracy of the information gathered from literature review.

This thesis is a research about how Corporate Social Responsibility (CSR) can be integrated within Small to medium sized enterprises (SME) inside the fashion industry. It examines the drivers for fashion companies to take social and environmental responsibility and what difficulties and opportunities that they might face in their work towards a more sustainable supply chain. There is no doubt about that the fashion industry needs to re-think their strategies in order to be ethical and environmentally friendly, however focus usually lies on the large chains and their impact. In this report, focus lies on fashion companies that belongs to the category “SME”. SME plays a significant role to the economy and have a great impact on the society yet there is little research and empirical findings on how SME can contribute in a profitable way to a sustainable future. A literature review was made to find the current status of how small companies work with CSR together with relevant theories on how to apply it in reality. Three companies chose to participate in an interview in order to get empirical findings and to connect the literature review with reality. The main barrier for SMEs within the fashion industry to involve in CSR is the financial aspect however there is many advantages such as improved stakeholder relationships as well as improved brand reputation that will generate profit in the long run. This study tries to motivate fashion companies to engage in CSR in order to build a stable business.

Background: In fashion market, with the emergence of new brands and changing customer preference in style, competition is fierce nowadays. Brand is an intangible asset that fashion brands build and leverage to secure market position and customer loyalty, which leads to a competitive advantage. Among different brand building models and methods, co-branding alliance strategy is increasingly adopted between fashion brands in the past 20 years. Co-branding alliance refers to a marketing strategy that leveraging different brand names on a product or service, which suggests a strategic alliance between different brands. For fashion brands, either in fast fashion or luxury fashion, cobranding alliance with other brands is a popular trend.  Purpose: This research aims to investigate the factors that influence the perception of the Chinese millennial consumers to purchase co-branding fashion products. Method: Interpretivism philosophy and inductive approach are used in terms of methodology. Moreover, qualitative data are dominantly collected, and content analysis is conducted as analysis tool. A structured video interview is conducted through WeChat and open-end questions are asked to get empirical primary data.  Conclusion: Chinese millennial consumers prefer the co-brand between LV and Supreme, compared with H&amp;M and Moschino. It is noticed that currently Chinese young consumers have highly preference towards collaboration which has perfect fit of two brand images and perfect connection connecting the co-branded image with consumers’ self-image.