The purpose of this study is to do a comparison between luxurious fashion stores and normal/regular ones, describe the differences in terms of the store design and discuss the influences and their impact on the customer experience. The second purpose is to give suggestions to normal/regular fashion stores from Sweden regarding improvements that they might need to enhance the customer’s shopping experience. In order to complete this study, both primary and secondary data were collected. Primary data was collected by performing three different methods. First was an observation, which was done in both luxurious and normal/regular fashion stores. An interview was performed with the manager of H&M Västerås. Last but not least method was to apply a questionnaire in order to find out the customer’s opinion concerning their shopping experience. The secondary data was gathered from Mälardalen’s University data bases and library and also from online resources. Conclusion:               The luxurious fashion stores have a unique way of displaying their garments, which gives an idea of neatness, comfort and order. They also have special services that add to the customer’s shopping experience, enhancing it. Even thought normal/regular fashion stores are different from luxurious, they give a big importance to the quality, the price and displaying their garments in a specific order. When it comes to the shopping experience customers’ encounter, most of them considered that it is important to have helpful staff, right temperature, appropriate music and light and clean environment. Overall it can be seen, that even thought they are completely different, the normal/regular fashion stores still try to offer the best experience to their customers.

CoordenaÃÃo de AperfeiÃoamento de Pessoal de NÃvel Superior / O objetivo dessa dissertaÃÃo de mestrado foi realizar um estudo sobre a histÃria de vida de duas acompanhantes de luxo, mulheres que encontraram no mercado do sexo o meio para ganharem dinheiro e assim administrar suas vidas. Para isso, analisamos as narrativas de histÃria de vida de duas acompanhantes, Mara (nome fictÃcio) e LetÃcia (nome de batismo), buscando a partir de suas narrativas, entender como foram suas vidas, quais os percalÃos que passaram atà tornarem-se quem sÃo nesse momento, como aconteceu o conflituoso processo de (re)construÃÃo de suas identidades, quais os personagens que representaram e representam em suas vidas, quais metamorfoses suas identidades sofreram. Atrelada a essa investigaÃÃo, buscou-se, a partir do referencial teÃrico de autores que discutem e dialogam com a proposta de uma Psicologia Social CrÃtica, analisar criticamente as histÃrias por elas contadas. Entre os principais autores utilizados destacam-se Ciampa (1987), com sua teoria da identidade-metamorfose, atualizada recentemente por Lima (2010); Honneth (2011, 2003), e sua discussÃo sobre Invisibilidade e Reconhecimento e Becker (2008). Nas anÃlises das entrevistas ficou evidente que, embora ocupando um espaÃo social diferenciado frente as demais profissionais do sexo, essas mulheres ainda sofrem preconceito e estigmatizaÃÃo social por representarem a personagem acompanhante de luxo. Do mesmo modo, evidenciamos as diferentes representaÃÃes dessa personagem para Mara e LetÃcia, a primeira vivendo a acompanhante de luxo de uma forma invisÃvel, negociando esta com suas outras personagens e gerenciando sua vida na base do segredo, a segunda, por outro lado, representa a personagem acompanhante de luxo de uma forma explÃcita, de modo a articulÃ-la com suas outras personagens e lutar por reconhecimento de sua profissÃo. LetÃcia busca o reconhecimento da sua identidade e luta pelo direito de ser reconhecida dignamente como uma mulher trabalhadora, autÃnoma, que tem o direito de utilizar seu corpo da forma como bem quiser. As narrativas de histÃria de vida de Mara e LetÃcia evidenciaram, alÃm das dificuldades e alegrias de suas atuaÃÃes enquanto acompanhantes de luxo, uma mundo que embora seja muito lucrativo e mobilize mulheres, mercado de moda, gastronomia, viagens, cirurgias plÃsticas etc., ainda à pouco (re)conhecida na esfera pÃblica. Do mesmo modo, as narrativas ensinam que embora possamos representar determinadas personagens que garantem nosso acesso a bens de consumo e estabilidade financeira isso nÃo significa que desejemos o reconhecimento dessa representaÃÃo e a integremos a nossa identidade.

Background: There have been examples of luxurious brands that havebeen hijacked for example Gucci and Dr. marten where a non desiredtarget group uses them as symbols and is associated with the brand.Before there have been studies where the main focus has been on brandsthat are used by groups that could have a bad influence on the brand. Thisthesis is exploring how the consumer attitudes in the form of affect,behavior and cognition is influenced and changed when a luxurious brandis hijacked.  Purpose: The purpose of this paper is to explore how the consumerattitude from the ABC model from the desired target group is affectedwhen a luxurious brand is used by a non desired target group. Methodology: The bachelor thesis aims to fill a gap that the authors havefound in the literature by exploring how the consumer attitudes areaffected when a non desired target group hijacks a luxurious brand.Therefore a qualitative research approach was used in this thesis as wellas eighth unstructured interviews. An interview guide from theoperationalisation was made and used to get the data needed from theinterviews. The sample method used in this thesis was purposive samplingto make sure that the participants had the knowledge and previousexperience from luxurious brands.  Findings: The findings of the thesis found that when a luxurious brand ishijacked by non desired target group, which pattern it takes it will lead toa change in the behavior by the participants. Conclusion: The conclusion of the thesis concluded that both the affectand cognition parts from consumer attitudes are unchanged when a nondesired target group hijacks a luxurious brand but the behavior part from2 (71)consumer attitudes changes in the form of actions and behavioralintentions.

近十幾年來，消費者對於精品與珠寶的追求與擁有已不像過去，單純只是富有的象徵與富人的專屬附屬品，在行銷人豐富的包裝之下，精品與珠寶已成為生活品味與質感的代表，而天然寶石資源日趨減少，供需不平衡而產生的價格變動也使珠寶儼然成為近年來熱門的投資標的。本研究即以精品珠寶為主要研究目標，欲研究台灣精品珠寶市場之消費者行為。 本研究以大台北地區具有購買精品珠寶意願或實力之對象發放問卷，共回收有效問卷325份，並以此問卷結果進行人口統計變項與購買動機、訊息來源、評估準則、購買意願、風險知覺與購買行為之間的關係，並探討各變數之特質與各變數之間的關係與影響，最後以量化結果與質化訪談作為本研究對於精品珠寶市場之消費者行為行銷策略之建議。 本研究分析結果如下: 一、人口統計變項與購買動機、訊息來源、評估準則、購買意願、風險知覺與購買行為之間皆有不同構面的影響，且有些變項影響程度具有高低的差別。 二、精品珠寶之購買動機、訊息來源、評估準則與購買意願，以及購買意願與購買行為間皆有顯著相關性並具有顯著影響。 三、購買精品珠寶之風險知覺對於購買意願與購買行為不具有干擾效果。 四、最後以質化訪談加強上述量化分析結果並提出未來行銷策略建議。 關鍵詞：消費者行為、購買意願、知覺風險。 / For the last decades, the intesion of consumers’ pursue of the luxury goods and jewelry was not simply the symble of the richness like before. With all the emotional attachments the marketers creacted, luxury good and jewelry have represented the high class of living style. And also because the nature resources of gem is getting less and leass, the price raises based on the higher demand and less supply, which are also the reason why the jewelries have become the popular target to invest. The perpective of this study is to figuring out the customer behavior of the jewelry market. The questionnaires of this study were submitted to the potential customers of luxury jewelries in Taipei City. Total 325 effective copies were collected. And based on the questionnaires results, the connection between the purchase motivation, information source, evaluation, purchase intention, perceived risk and purchase behavior can be studied. Moreover, interviews with two jewelry brand managers to deeply disucss the future strategy. Keywords：Luxurious Jewelry, Consumer Behavior, Purchase Intention, Perceived Risk.

Bakgrund: Sedan 2004 då H&M samarbetade med Karl Lagerfeld har samarbeten inom modebranschen blivit ett välkänt fenomen som idag är en marknadsföringsstrategi för varumärken i olika segment. Samarbeten genererar ofta positiva aspekter för de inblandade parterna men det finns även risk för nackdelar om samarbetet inte utförs på rätt sätt. Därutöver har modebranschen utvecklats de senaste åren och effekterna av samarbeten inom modebranschen har påverkat denna utveckling i viss utsträckning. Syfte: Studiens syfte är att få en ökad förståelse för hur olika företags lågprisvarumärken och lyxvarumärken inom modebranschen påverkas av ett samarbete i form av en gemensam kollektion. Studien vill även skapa en uppdaterad förståelse för vilka synergieffekter som kan uppstå av dessa samarbeten, hur dessa samarbeten influeras av dagens modebransch, samt hur framtidsutsikten ser ut. Metod: Studien utgår ifrån en kvalitativ forskningsmetod där empiri har samlats genom semistrukturerade intervjuer med sju experter som har kunskaper inom de ämnesområden som berör studien. Empirin har analyserats med hjälp av tidigare studier för fylla de gap som existerar för samarbeten inom modebranschen. Slutsats: Studien konstaterar att samarbeten kan påverka både lågpris- och lyxvarumärkens brand equity och att de positiva effekterna överväger de negativa. Lågprisvarumärken tenderar dock att gynnas mest av ett samarbete. Influenser från bland annat populärkultur och nya typer av konsumenter har fått ett ökat inflytande på både modebranschen och samarbeten inom den. Framtiden bedöms som osäker av experterna. Dock framställs co-branding samtidigt som en lösning på den alltmer komplicerade modemarkanden. / Background: Since 2004 when H&M collaborated with Karl Lagerfeld has co-branding become a well-known phenomenon that now serves as a marketing strategy for clothing brands in different segments. These collaborations often generate positive aspects for the partners who are involved. There are however risks if the collaborations are not executed properly. The fashion industry has evolved in the last years and the consequences of collaborations have affected it to some extent. Purpose: The purpose of this study is to research and create a developed understanding of the effects that may arise when a low-budget brand and a luxurious brand create a clothing collection together. The study also wants to examine potential synergies that a collaboration may generate, how these collaborations are influenced by todays fashion industry, as well as what the future might look like. Methodology: This study applies a qualitative research method where empirical data has been gathered through semi-structured interviews with seven experts who have knowledge about the subject areas that are relevant to the study. The empirical data has been analyzed with the help of previous studies in order to fill the knowledge gaps that exist for collaborations within the fashion industry. Conclusions: The study establishes that collaborations can indeed affect both the low-budget brand and the luxurious brand’s brand equity. It also found that the positive effects outweigh the negative. Low-budget brands however, tend to be more rewarded than luxurious brands in these collaborations. Influences from pop culture and new types of consumers have gained an increased power on both the fashion industry and the collaborations within it. The future is deemed uncertain by the experts but co-branding is however portrayed as a possible solution for the complicated fashion market that exists today.