This thesis examines how online fashion retailers utilize blogs and other social media in their marketing process. The study is focused on internet retailer Nelly and how they make use of fashion blogger Kenza in their marketing. Drawing on Kawamura’s fashion-ology theory, the study emphasizes the new role of the fashion bloggers in the fashion system, and illustrates their consumption power vis-a-vis the retailers, the consumers, each other and the whole industry as such.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-100055 |
| Date | January 2013 |
| Creators | Shokry Rizk, Mary |
| Publisher | Stockholms universitet, Centrum för modevetenskap, Stockholms universitet, Institutionen för mediestudier |
| 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 |
Page generated in 0.0022 seconds