In today’s fashion market there are a great number of actors that offer a huge selection ofproducts. The fashion world today covers the whole world and a result of this, the competitionamong fashion companies are enormous, leading to a tough climate for companies in today’sfashion industry. There is an overproduction of goods on the market and companies mustcompete for customers because of today's homogeneous goods and prices. Caused by theglobal competition, there is an increased need for fashion chains to get to know their marketsand strategically meet the challenge to win the consumers attention.We have chosen in our study to research, describe and analyze what the main differencesbetween the clothing markets affecting a Lindex audience in Sweden and Norway are. Wehave defined ourselves to product group women’s wear. Our intention is to gain an insightinto how Lindex clothing market differs between Sweden and Norway but also to find anydifferences in culture and perception about fashion and trends.The essay has a hermeneutical approach because the aim was to interpret and analyze theempirical material we collected through our case study of Lindex and its markets. We chosean abductive approach because we, in our survey have assumed from our empirical material,i.e. inductive approach, and then linked together with our observations from the surveys andinterviews with the theories, based on the deductive approach. The focus of our essay isdescriptive because we have chosen to explain the differences between the Lindex Swedishand Norwegian market through the company’s perspective, but also from a consumer’s pointof view. We have carried out a qualitative study by gathering the material for our report fromboth interviews and surveys, together with theory to create an overall picture.In our theoretical frame of reference, we have chosen to focus on a number of key areas fromour material. We chose to primarily focus on consumer behavior, as it is central in our studies.The studies involve verbal interviews with marketing manager Nina Haugen from the LindexOslo office and Lena Renman from the Gothenburg office. Surveys on both markets provide asnapshot of the consumer view of Lindex. In the analysis part of the essay we have focusedon the similarities and differences between theory and empiri. By our study of the LindexNorwegian and Swedish market, we have found out that the concepts are similar to oneanother, but that the markets differ in important areas. We have identified the differences inhow the Norwegian and Swedish Lindex consumers view and understand their products.Simultaneously cultural aspects such as traditions and celebrations can also affect consumerbehavior. Furthermore, there are differences on how trends and fashions are perceived andassimilated by consumers. Another problem to take into account are the different demandsand needs within the market. / Program: Textilekonomutbildningen
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-19622 |
| Date | January 2009 |
| Creators | Hedelin, Emma, Löfqvist, Emma |
| Publisher | Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Kandidatuppsats, |
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