The textile business is one of the oldest industries of our time, and it employs nearly 1.4 million workers within the European Union alone. It is not unusual that this is the foundation of a country’s industrialisation. Even though the industry brings many positive factors, there are also negative factors that will influence the industry’s growth in the future. One of the textile industry’s largest negative factor is the effect it has on the environment.The current recession that is effecting our society is spreading all over the world. It is for the future to decide what kind of fashion companies that will survive. According to analysts, it is the companies with a nisch that are mostly expected to survive, for example, Case Company X which is working with design, production and sales of ecological fashion clothes. It is therefore important and relevant for Case Company X to make not only short but also long-term strategies to keep up with the fashion industry’s competition and dynamic development.The purpose of this study is to identify the main target group for Case Company X and to present possible sales channels and strategies for the company.We have used the hermeneutical perspective since the different research areas can be seen as a whole. Our method of working has been abduction, since we have chosen to alternate between empirical data and theory. The study combines both qualitative and quantitative methods. The qualitative method has been used to make deeper research within Case Company X, and the quantitative method has been used in the work with the questionnaire to try and find the company’s main target group. According to which part of the study that has been researched, the choice of data has varied. To make the study more reliable, we have chosen to use both primary and secondary data.We have been able to identify the main target group and we have also been able to suggest suitable future sales channels and strategies for the company. The main target group for Case Company X are working women aged between 20-45, with a middle to high income, and who buy clothes on average once a month.Taken together, our results indicate that the following two factors are important in the choice of sales channels for Case Company X, (i) how the company and its brand can be introduced to the high street i.e. sold in shops like Mouche, NK Designers, NK Mode, Grace, Solo, and Venti Nove (ii), how the staff can effectively explain the positive effects of ecological clothes. We believe that Drömma, Åhléns, Hildur as well as Case Company X own website are retailers of interest.IIWe recommend that Case Company X should only work with one segment and try to satisfy one specific target group. Therefore, we suggest that Case Company X initially should establish itself as a nisch company on the Swedish market. / Program: Textilekonomutbildningen
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-19607 |
| Date | January 2009 |
| Creators | Stenman, Malin, Prick, Karolina |
| 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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