There is little research covering the Swedish fashion renting market (SFRM), regarding which companies operate on the market, what they communicate or how the market is connected to the environmental perspective. The purpose of this study is to outline the SFRM, as well as to analyse brand communication through Instagram and how the media present the SFRM. The study is based on a mixed method, consisting of company information, Instagram posts and articles from Swedish sources. Furthermore, the methods used to analyse the data are Qualitative Content Analysis and Critical Discourse Analysis. Our results show that SFRM consists of five companies, mostly small enterprises located in the Stockholm area. The companies main messages on Instagram is overall community building and inspiration. We found three themes that create the identity within SFRM, namely sustainability, consumption and entrepreneurship. A combined result from the analysis of articles, Instagram and business information shows that there is a big difference in how the companies front themselves. Most companies on SFRM are trend-driven, as they more or less distribute the same clothes that can be found in stores, as they are trend-driven and follow the trends on what the customer wants. The division between trend-driven and not trend-driven companies could be the answer to why the sustainability perspective in SFRM is not so well addressed by all companies, as their goal is similar to the traditional fashion market: to provide consumers with fashion.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-28247 |
| Date | January 2022 |
| Creators | Bjelkenäs, Elsa, Rognsvåg, Amanda |
| Publisher | Högskolan i Borås, Akademin för textil, teknik och ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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