Sweden is a country that has a rising fashion significance; with Stockholm as one of the most acknowledge fashion capitals. ‘Branding strategies’ of fashion brands, especially in the multi-billion Dollar luxury industry are gaining academic significance. Brands can be divided into ‘traditional-luxury’, ‘new-luxury’ and ‘non-luxury’ categories, and experts have found that branding strategies of ‘traditional-luxury’ brands differ from ‘non-luxury’ brands. Where ‘new-luxury’ brands are positioned has not been clearly defined yet. The lack of theoretical research in the field of ‘new-luxury’ branding strategies justifies our choice of research.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-17796 |
| Date | January 2011 |
| Creators | Zirke, Irina, Atashi, Bentalhoda |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| 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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