123 22 - 71 of 113
rss atomLink to result list
Permanent link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
  • Blom, Ulrika
    University of Borås, Faculty of Textiles, Engineering and Business.
    Hållbara material: fossilbaserade material byts mot hållbar (biobaserad) textil2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Textiles and apparel manufacturing is a heavily polluting industry. To change that and get the textile industry in the direction of sustainable development, following must be done. Emissions of CO2 need to be considerably reduced, water consumption must drastically decline and the risk of spreading microplastics in nature have to be minimized. The three most common textile fibres on the market, polyester, cotton and polyamide, causing large emissions of CO2 and consumes huge amounts of water. This report seeks to find the textile materials that can meet the requirements of sustainability and eco-friendly materials of equivalent strength as in the three largest fibers like above. With the help of a literature review, a classification tool and a number of tests on physical samples have the materials above along with lyocell and PLA been examined and studied. The ecological sustainability and physical durability has been compared and measured. The results of the studies provides no clear-cut answers to the questions. The PLA seems promising, but are surrounded by uncertainty. In the meantime, the study has been going on, there are no signs of weakening of PLA-fabric, but will it keep for one hundred washes? Lyocell is environmentally sustainable and durable in the theory, but got an early break in the abrasion test. The lyocell fabric were made of thin yarn of staple fibers. Would it have been stronger if it had been made of filament yarn? Recycled polyester versus virgin polyester gives no great environmental benefits. However, recycled polyamide and organic cotton get large environmental gains. Lyocell, PLA, organic cotton and recycled polyamide could be environmentally and physically durable materials.

  • Brüggen, Laura
    University of Borås, Faculty of Textiles, Engineering and Business.
    In times of social upheaval, can teachers be the advocates of change?: An investigation into the education on sustainable clothing consumption at Swedish upper secondary schools2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Consumers can shape social environments through their clothing and thereby influence the perception of clothing consumption. However, the human desire of belonging and connectedness within a consumer culture has led to the severity of overconsumption. This is particularly apparent in the dynamic and trend-sensitive field of clothing. Such acts of consumption have a strong impact on the transformation of the Earth’s climatic condition. Nevertheless, global environmental issues are often an elusive picture of the climate crisis what makes it difficult for individuals to associate own lifestyles to it. To combat this dissonance and with Generation Z as the consumers of change, this study focuses on teachers of upper secondary schools and the ways they can be supported in the education on sustainable clothing consumption. For this, eight specific categories of investigation have been crystallised through the data collection, such as sustainable development, teaching and transdisciplinarity, sustainable clothing consumption, lifestyles, social anxiety, overconsumption, mindfulness and teaching materials for sustainable clothing consumption. Within those categories, teachers provided their understanding of how sustainable development is implemented in the Swedish education system and how sustainable clothing consumption could interlink individual contributions to environmental issues. A desired collective shift is facilitated through knowledge development that on the one hand is significant in the students’ perspective but on the other hand is also relevant for teachers within their proficiency and beyond. With a resulting concept of education on sustainable clothing consumption and transdisciplinary teaching, teachers shall be aided in their duty to encourage their students to become responsible citizens.

  • Dahlin, Carolina
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Strandlycke, Monika
    University of Borås, Faculty of Textiles, Engineering and Business.
    Eriksson Palmgren, Andrea
    University of Borås, Faculty of Textiles, Engineering and Business.
    Kvinnliga plus size konsumeneter: Upplevelse av Servicescape i fysiska klädbutiker2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Plus size is a growing consumer segment that have become neglected in the clothing industry both nationally and internationally. With a limited supply and a lack of inspiring departments in store, more consumers have stopped shopping in physical stores and instead directed their shopping towards online retailers. These factors have inspired this study and the need to investigate how Swedish female fashion forward plus size consumers in different ages experience physical store environments in terms of servicescape. The study is based on a quantitative method where convenience sample was used. 121 female plus size consumers took part in an online survey to express their experiences of servicescape and how products are perceived in these environments. The survey was deliberately divided into two different parts where one part focused on stores that have a specific department for plus size clothing and the other where the plus size assortment was integrated with the other ranges in store. After conducted descriptive and statistical analysis of the compiled material, the study shows that female plus size consumers deem that there is a difference between the experienced servicescape of the two different types of store. The general conception among the respondents is that the stores where the plus size assortment is integrated have a better applied servicescape. The range of products in plus size was experienced to be limited. Because of this is has been hard to determine werther servicescape have a big impact on how products are perceived or not. However, since the study shows that plus size departments in terms of servicescape are perceived negatively, this may have an effect on how the products and its availability are perceived. The study has contributed with new insights into how the specific consumer segment, female plus size, experience servicescape. Furthermore, the study has contributed with new knowledge regarding the experience of stores with an integrated plus size assortment since this particular angle has been limited in earlier studies.

  • Engström Silva, Angelina
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Stålebring, Lina
    University of Borås, Faculty of Textiles, Engineering and Business.
    Hur gör konsumenter sina val av premiumprodukter i modeindustrin?: En studie om effekten av produktionsland och hur det influerar köp-och betalviljan hos svenska konsumenter2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Motivation: The purpose of this study is to examine whether Country-of-Origin (COO) affects Swedish consumers' Willingness to Pay (WTP) & Willingness to Buy (WTB). Furthermore, the study will also focus on whether Swedish consumers have any knowledge of production countries when purchasing clothing products in the premium sector.

    Problem statement: Based on the current increased trend towards a more conscious consumer, the study intends to investigate which aspects have a crucial role in the purchasing decision for premium products. Also, how the knowledge of production country affects the company's image, the consumers WTB/WTP. This study will thus fulfil a clear function as there are few previous studies that merge the concepts of COO, WTB & WTP in relation to Premium Branding in fashion context in the Swedish market.

    Methodology: The study was conducted with a quantitative method focusing on a large empirical survey in which 200 Swedish respondents participated. The questions were conducted from the selected main concepts of COO, Brand Image, Premium, WTP / WTB and quality. Respondents were systematically asked at various geographical locations around the Stockholm area.

    Results: By separately testing the hypotheses conducted from previous theory, this study finds that Swedish consumers value quality as the most important factor when purchasing premium fashion and their WTB / WTP changes based on the knowledge of production countries. Swedish consumers at the same time value the products along the COO and consider themselves to have a low knowledge of where the products are manufactured.

    Implications: The study can act as a solution for companies that want to find new competitive advantages and create a larger range of value-creating activities that can attract a larger share of the market.

  • Hennerfors, Simon
    University of Borås, Faculty of Textiles, Engineering and Business.
    Flip the pattern: An exploration on designing adjustable printed textiles2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    How can a textile designer work in an exploratory way to find methods and taking advantage as much of a fabrics surfaces as possible?

     

    This work explores a combination of techniques as laser cutting and transfer printing, how they can be developed and combined to influence each other. The aim of this project is to explore the combined techniques of laser cutting and transfer printing, with a focus on designing adjustable printed textiles.

     

    Through a method in practical working, exploration was carried out in techniques like laser cutting and transfer print, as well as the combined visual expression of several patterns with cut-outs and modularity.

     

    The result of this project is three pieces each representing adjustment in different combinations; One adjustable repeat, modularity, and modularity with cutouts. All three except one consist of two repeated patterns on each side of the fabric. They present examples of how a textile can be changed, the relation between construction and surface print. They all show that a printed textile could be more than just a static surface.

     

    By taking the method of printing two patterns and use laser cutting gives a value for both sides of the fabric and shows how to produce printed textiles with modularity. Additional material or more prints and colors could be investigated further.

  • Khan, Jasra
    University of Borås, Faculty of Textiles, Engineering and Business.
    Shielding effect to the flammable fibres offered by inherently flame retardant fibres2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

     Flame retardant chemicals were used to make flammable fibres or fabrics flame retardant. Flame retardants protect the flammable material from fire by delaying or preventing the ignition process. The problem with flame retardants is unreliable durability when applied physically or bonded chemically on the surface of the fibre or fabric. This thesis project investigated the implementation of inherently flame retardant fibres as a shield form flame for flammable fibres.

    The most widely used flammable textiles fibres (cotton and polyester) were mixed with inherently flame retardant fibres (modacrylic and Lenzing FR) pairwise at fibre level for non-woven fabric and both fibre & yarn level for knitted fabric. The vertical flame test, where the fabric hung vertically and burned from the bottom, was used to characterise their burning behaviour. With the vertical flame test, it was found that flame shielding ability of inherently flame retardant fibres towards flammable fibres improves with an increasing proportion of inherently flame retardant fibres in the fabric. Also, fabric structure influences the shielding properties of the flame retardant fibres. A comparison between fibre and yarn level mixing for knitted fabric yarn level mixing was found to have better flame shielding properties.

    Thesis work points out the issue with flame retardant chemical and presents an alternative approach for conventional flame retardant.

  • Lind, Clara
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Ottosson, Marie
    University of Borås, Faculty of Textiles, Engineering and Business.
    Made in Sweden?: En studie om trikåindustrin i Sverige2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The clothing consumption has almost doubled in the last 30 years in Sweden. The main reason is that clothes have become cheaper since the majority are produced in low-wage countries. Long value chains, lack of quality control and poor working conditions are examples of challenges that offshore production brings. Ethical production and sustainability have never been more relevant than it is today and it has become something that customers as well as companies value and strive for. The question is whether Swedish textile production, and the knitwear production which this study will focus on, have the opportunity to develop as the awareness of sustainability, ethical consumption and transparent production increases. The aim of the study is therefore to investigate the conditions and advantages of Swedish knitwear production, and to find out whether there are sustainability aspects, competitive advantages and interest among Swedish knitwear companies to produce in Sweden. Reshoring, provenance and sustainability are the starting points of which the literature study is built up. A triangulation method was used which includes both a quantitative survey and two qualitative in-depth interviews with company executives for two knitwear companies that have full or partly production in Sweden.

    The result showed that there is room for Swedish knitwear production, because of the demand and interest from Swedish companies. There are however several challenges. Profitability, lack of competence, customers ignorance and unwillingness to pay for Swedish-made products are some of the difficulties. The study shows that production in Sweden is more complex than expected and that it may not always be as good as it sounds. The label made in can misrepresent where a product actually is made, since it only indicates where the product has been assembled. However, customers would like a simple answer to a complicated problem, which many companies are quick to give.

    The study contributes with new knowledge about the Swedish textile industry and with valuable information to knitwear companies that consider to reshore their production. The study may also increase the awareness of Swedish customers regarding their role in the textile value chain.

  • Melin, Louise
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Carlsson, Linn
    University of Borås, Faculty of Textiles, Engineering and Business.
    Mikroplast: En studie om textilföretags kommunikation och generering av mikroplast2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Microplastic waste is something that is featured more and more frequently in media today. There is a lot of confusion, due to the focus in the media, on what microplastic waste actually is and in what way it is harmful to the environment. The Environmental Protection Agency has listed the seven biggest sources to microplastic shedding and it shows that household laundry of synthetic fibers is one of them. Microplastic waste, or microplastics, are small plastic fragments (1 nm- 5 mm) and originate not only from synthetic fibers, but from tire wear, general plastic waste and fishing tools. During household laundry, the synthetic fibers shed microplastic that travels through the wastewater and sewage treatment plants before it finally ends up in the ocean where they have the potential to attract hazardous chemicals and damage aquatic organisms.   

    This study examines textile companies environmental communication regarding microplastics towards their customer and what kind of guidelines different organizations, institutes and authorities offer to textile companies regarding their generation of microplastics. The ambition of the study is to gather overall guidelines to textile companies that can be applied to their businesses. The study is supported by RISE IVF and the MinShed project and has been accomplished by literature-, questionnaire-, and interview studies.

    The outcome of the study shows that textile companies generally do not communicate about microplastics to their customer. This is due to the, so far, inadequate research regarding microplastic shedding. Textile companies experience that they do not have enough information to make long-term decisions that can improve their microplastic management, since there is no standardized test methods for fabrics available. The result also shows that organizations and authorities generally do not provide guidelines specific to textile companies.

    Based on the result from the study, the writers will not accomplish to gather guidelines to textile companies regarding microplastic management. The writers request further research on microplastics, primarily regarding the development of filters in washing machines, which could prevent microplastics from spreading out into the marine environment via the wastewater.

  • Svensson, Sofia
    University of Borås, Faculty of Textiles, Engineering and Business.
    Collaborative fashion consumption: A study on implementation barriers for rental services faced by Swedish fashion companies2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The overarching purpose of this study is to explore what perceived barriers that prevent Swedish fashion companies from implementing rental services to their current business model. A qualitative approach was adopted, where a single case study on the phenomenon of rental services, in the context of collaborative fashion consumption, CFC, was executed. CFC referrers to an alternative way of consumption where consumers have access to already existing garments. The focus of this study, rental services, is the action of providing and consuming products without any transfer of ownership. Multiple sources of data collection were used, consisting of semi-structured interviews with eight company executives representing Swedish fashion companies in three product segments; everyday fashion, performance wear and outdoor wear. The findings showed that six significant barriers were perceived as preventing implementation of rental services; economic, social, lack of information and technological know-how, supply chain, organizational and environmental impact. Moreover, the findings showed interrelated relationships between barriers. For instance, the perception of the social barrier affected the perception of the economic barrier, and the organizational barrier impacted companies’ perception of the informational and technological barrier. By exploring what perceived implementation barriers prevent Swedish fashion companies from adding rental services to their business model, this paper contributes with relevant knowledge to academia as well as to the fashion industry.

  • Toivonen, Elisa
    University of Borås, Faculty of Textiles, Engineering and Business.
    Surveillance?: The influence of information asymmetry on consumers’ perceptions of online personalization2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Data collection and online personalization has become essential part of modern marketing, and thus, embedded into consumer’s everyday life. This has emerged a lot of negative attention in the media and privacy concerns among consumers – however, their attitudes towards privacy seems to be controversial with lack of privacy enhancing behavior.

    The purpose of this study was to find out what is consumers take on online personalization, data collection and GDPR. In order to the tackle the causing reasons of such perceptions, focus group discussions were performed. The emerging thoughts were analyzed with the concepts of privacy paradox and information asymmetry – how structural imbalance between the advertisement network, companies and consumers impacted to their thinking about personalization and which factors caused the unwillingness to enhance one’s privacy, despite the attitudes that would predict different behavior.

    The results showed, that many respondents do not mind personalization if they perceive it relevant. However, the intrusive nature of its practices made the participants, directly or indirectly, reluctant towards it, as it was highlighted that it is not personalization per se that made the respondents uncomfortable, but how it was done. Due to the advertisement networks’ opaque nature, the participants founded challenging to comprehend how personalization was performed. Thus, conspiracy theories about surveillance, such as tapping via smartphone, were broad up to explain companies’ ability to know and target them so well.

    The main channel for companies to inform consumers about their privacy policy is terms and conditions. However, due to several reasons, the decision making for one’s privacy face many hinders, that may influence in how consumers perceive their privacy and how their personal data is collected and used. A controversiality between GDPR’s, companies’ and consumers’ view on privacy self-management is evident, as the regulation and companies rely too much on consumer’s own responsibility.

  • Baskal, Ilona
    University of Borås, Faculty of Caring Science, Work Life and Social Welfare.
    En systematisk litteraturstudie av vilket stöd och vilken hjälp föräldrar till barn med kolik önskar sig från BHV-sjuksköterskor2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Spädbarnskolik är ett vanligt hälsoproblem. När ett barn lider av kolik är detta oftast påfrestande för barnets föräldrar. Dessa föräldrar upplever ofta oro, trötthet och en känsla av hjälplöshet, vilket kan påverka relationen mellan barnet och föräldrarna negativt och öka barnets skrikande. Känslor av frustration och ilska, vilka kan upplevas av trötta och stressade föräldrar, ökar risken för att föräldrar ska skaka eller ta hårt i barnet, vilket kan leda till att barn får allvarliga skador. BHV-sjuksköterskor är viktiga aktörer inom barnahälsovården och det är av stor vikt att de effektivt hjälper och stödjer föräldrar till barn med kolik. Syftet med denna studie är att undersöka vilket stöd och vilken hjälp föräldrar till barn med kolik önskar sig från BHV-sjuksköterskor.

    Denna studie utfördes som en systematisk litteraturstudie. För studien valdes nio vetenskapliga artiklar ut. De utvalda artiklarna är från Sverige, Norge, USA och Sydafrika. Bland de utvalda artiklarna är sju artiklar med kvalitativ metod och två har utförts med blandad metod med kvalitativa intervjuer och deskriptiv statistik. Samtliga utvalda artiklar belyser föräldraperspektivet, med avseende på spädbarnskolik.

    Studiens resultat visar att förståelse och stöd från vårdpersonal har stor betydelse för föräldrar, för att de ska kunna klara av att hantera den svåra kolikperioden. Föräldrar önskar ofta att sjuksköterskor erbjuder systematisk rådgivning och systematisk uppföljning samt att barnets tillstånd undersöks noggrant. Flertalet föräldrar är även intresserade av att få information om metoder med bristande evidens. Det framgick i studien att sjuksköterskor kan misslyckas med att hjälpa familjer med kolik på grund av att sjuksköterskor kan se annorlunda på kolikproblemet än föräldrarna själva eller att föräldrar kan ifrågasätta sjuksköterskors kompetens vad gäller kolikhantering. Ett annat hinder kan vara att föräldrarnas förmåga att acceptera stöd kan vara försämrad på grund av bland annat social isolering. Resultaten av denna studie tyder även på att kolikdiagnosen kan upplevas både som positiv och negativ av föräldrar och att när spädbarnskolik ibland normaliseras av vårdpersonal kan detta upplevas som negativt av föräldrar. En viktig poäng som framgick i studien, är att föräldrar till barn med kolik har olika behov och kan uppskatta olika typer av stöd och av andra vårdinsatser. Utifrån studiens resultat är det viktigt att sjuksköterskor och annan vårdpersonal alltid lyssnar på föräldrar, bemöter föräldraperspektivet och anpassar alla vårdinsatser utifrån föräldrars individuella behov.

  • Ericsson, Malin
    et al.
    University of Borås, Faculty of Caring Science, Work Life and Social Welfare.
    Olander Rebas, Christina
    University of Borås, Faculty of Caring Science, Work Life and Social Welfare.
    Vilka faktorer bidrar till att specialistsjuksköterskor inom anestesi- operation- och intensivvård stannar kvar på sin arbetsplats?2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bristen på specialistsjuksköterskor leder till växande vårdköer, uppskjutna operationer och stängda vårdplatser. Det är även ett bekymmer ur ett samhällsekonomiskt perspektiv. Syftet med studien var att undersöka vilka faktorer som bidrar till att specialistsjuksköterskor inom anestesi- operation- och intensivvård stannar kvar på sin arbetsplats. En kvalitativ metod med induktiv ansats användes. Totalt intervjuades tio specialistsjuksköterskor i två större städer på två olika sjukhus. Data bearbetades med en kvalitativ innehållsanalys. Analysen resulterade i fyra övergripande kategorier och åtta subkategorier. Resultatet i denna studie visar att det var viktigt för informanterna att arbetet var meningsfullt, hade betydelse och att arbetsinsatsen gjorde skillnad. Uppskattning och bekräftelse från kollegor, möjlighet till utveckling och att arbeta med förbättringar var av betydelse. Balans mellan arbete och privatliv samt möjlighet att kunna påverka sitt schema var också bidragande faktorer till att de stannade kvar på sin arbetsplats.

  • Arolin, Ellen
    University of Borås, Faculty of Textiles, Engineering and Business.
    Salvage the selvedge!: Upcycling selvedge waste from industrial weaving, using handweaving techniques2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Waste is a big problem in the textile industry; one area of waste is cut off selvedges from the weaving industry. This degree work in textile design questions the need and motivation to produce fully new textiles, choosing instead to use waste material in order to create sustainable design. The work aims to apply waste selvedges in a textile design context by using it in handweaving, as both warp and weft. This project also explores food waste as dyestuff, dyeing selvedge waste with it, achieving a large variety of colours. Using selvedge waste in both warp and weft, along with dyeing using food waste, brought many possibilities in both technique and aestethics, as well as expanding the sustainable perspective in textile design by challenging the use of waste from textile and food production. The result is three handwoven examples with varying expressions, created to bring inspiration for others to use waste selvedges as a material.

  • Carlson, Hedda
    University of Borås, Faculty of Textiles, Engineering and Business.
    write drunk/edit sober2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This work starts with a simple question of ; Why not to draw the garment directly on the body since this is the way it will inevitably be worn? Working through steps; wrapping into a fabric and drawing the garment on the body to reveal lines for constructing that is directly based on the body, this work shows an alternative way of constructing a garment; the result that is presented can be seen as a base for further development within the field this method has explored. Further, the work challenges the current norms in archetypical garments with the intention to redefine their expression, where the methods aim is to broaden the field of garment construction, investigating the gap between construction lines and material expectations.

    The method Write Drunk/ Edit Sober is both discovering the fundamentals of garment construction and questioning the systematic interpretations we place on a garments connection to materials.

  • Lammers, Alice
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Sakic, Selma
    University of Borås, Faculty of Textiles, Engineering and Business.
    Suwhanli, Emine
    University of Borås, Faculty of Textiles, Engineering and Business.
    Influencerns roll i konsumentens köpprocess: relation och trovärdighet är avgörande2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The effect that social media has on consumers is an established area, but the effect that influencers have on consumers and their buying process has yet to be discovered. Therefore, the purpose of this study is to examine the effect that influencers have on consumers buying process. The study describes the role of the influencer in the consumers buying process and the importance credibility and relation has for further impact on intention to buy. The theoretical models that were applied to the result were the consumer buying process and the Black Box model that refer to the process and The Big Five model which refers to the individual, i.e the consumer. The study has a cross-sectional design and implies both online surveys and structured interviews. The primary target group consists of Swedish men and women, ages 18- 30. The Survey was answered by 150 respondents and the interviews had nine participants. The result shows that consumers use influencers in the consumer buying process, mainly in the second and third step. This is built on credibility and a relation where the consumer sees the influencer a given tool in the process. It appears that influencers have a direct and indirect influence on the consumer since a majority of respondents admit to making a purchase because of a post they saw on social media, but also admit to the possibility of influencers planting a seed for future purchases. The result of the study contributes with guidelines for fashion companies on how to optimize their marketing communication through influencers on social media to stimulate consumers to purchase. The result of the study also contributes to research by representing influencers impact on consumers and establishes the crucial factors during the consumer buying process. The study is limited to Swedish participants and was conducted in Sweden. The study is written in Swedish.

  • Wilkens, Josefin
    University of Borås, Faculty of Textiles, Engineering and Business.
    Restricted Movements: A study of performative values of abstract garments and objects2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This thesis investigates performative values of garments and objects in relation to space. It aims to show the potential of using abstract garments and objects as choreographers and communicators for dance performance.

    The concept of creating garments that act as indicators for movement in contemporary dance is insufficiently explored. This research will provide further knowledge of how one can use garments and objects to extend the body and therefore reach unexplored movement territory. Furthermore this study is made with a fashion research perspective and strives to provide an alternative to fashion that is experienced instead of consumed. #performativefashion

    First different investigations were made to get a deeper understanding of what such work tells us about the relationship between objects, body and space. Then a selection of pieces were finalized in order to show their performative and communicative potential.

    The methods used in the project were structured by experiments built on restriction and interaction. The tests were made in collaboration with a professional dancer. In the experiments, the body has to overcome a restriction. The limitation is transformed into possibilities that generates new movements, shapes and communication.

    In conclusion, this research can help change our perception of objects and space. It will also provide more information about how to explore the potential of garments as directors for dance performance.

  • Wolff Metternich, Maria Antonia
    University of Borås, Faculty of Textiles, Engineering and Business.
    Comfort Zones: The delicate relationship between knitted surfaces and filling materials experienced through human comfort/discomfort2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    This paper describes a practice- based research project in which physical and emotional comfort and discomfort is experienced by the human body. A variety of different Comfort Zones are presented. All of them deal with the relationship between filling material and cover, in which knitted structures and materials play a central role in order to create comfort. The elasticity of the knit is challenged when creating volume and emphasizes the idea that comfort is elastic in material/physical way, as well as well in emotions. The use of filling materials gives a new dimension, sensitivity and offers new opportunities. This form exploration discusses the potential of knit to serve as a cover and decorative element, but most importantly the possibility of a textile to create its own filling. By rolling up a knitted tube, volume is built up layer by layer; a torus appears and captures a void in the center of the form, required by the tube, the fundament. Hints of discomfort are given and emphasized by either surface/structure, volume or garments on the body.

  • Ahlryd, Sara
    University of Borås, Faculty of Librarianship, Information, Education and IT.
    På gränsen till en ny värld - studenters informationspraktiker på väg mot arbetslivet2019Doctoral thesis, monograph (Other academic)
    Abstract [en]

    With the increasing academisation of vocational educations the need for higher education to prove to students the relevance of theoretical domain knowledge to professional experience is growing. One way of doing so is to provide students with opportunities for professional training during the course of their studies. The aim of this thesis is to explore the ways in which professional training help students to connect education with working life. The study is carried out through a practice theoretical lens on students’ information practices. It also entails exploring how their information activities contribute to their socialization within workplace communities and to their construction of professional identities. Through qualitative semi-structured interviews, the empirically driven analysis shows that students’ appropriation of information practices during professional training support learning, socialization into a workplace as well as identification with their future professional roles. Students’ information practices can be viewed as significant tools in the process of transition between education and profession where they function as facilitators for learning and participation in workplace activities. 

  • Bexell, Felicia
    University of Borås, Faculty of Textiles, Engineering and Business.
    MINDTRIP: An exploration of mirror illusions in fashion design2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This work explores the interactive use of mirrored and reflective materials in the context of fashion. It draws parallels between the way in which it has been used in architecture in comparison to fashion and seeks a way to make a fair translation between the two mediums.

    The motive behind this work lies in the curiosity to explore reflective mirror materials in clothing beyond simply as shiny surface materials and aims instead to explore its illusive properties when combined with archetypical pattern prints. This to explore the potential aesthetic expressions it could bring to the fashion field.

    Using the theoretical approach of convergence, divergence, and transformation by Jones and methods by Thornquist that was slightly modified and reworked to fit the context of this project.

    Investigations with the reflective material were tested in different scales, both by draping with the material as is and by cutting and placing it in different ways in relation to the printed textile material. Derived from these experiments a new illusive material was created with special draping and shaping properties that came to define the collection as a whole.

  • Christensen, Therese
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Nilsson, Lisa
    University of Borås, Faculty of Textiles, Engineering and Business.
    I Samarbete Med...: En kvalitativ studie om influencers påverkan påkonsumenters attityder och köpintentioner2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Background: ​Today, a new sort of fashion collaborations have emerged as a result of the increased use of social media. Fashion companies have recognized the great growth potential of forming design collaborations with influencers to market their products, which has resulted in more companies abandoning traditional marketing methods. This practice is called influencer marketing, and new studies have shown that it can be more efficient than traditional marketing methods. Influencers can thus play a major role in consumers' purchasing decisions through advice and recommendations on various products and services. This paper is written in swedish.

    Research questions:

    • How do young, swedish, female consumers perceive fashion companies who create fashion lines with influencer collaborations?
    • Do influencers have an impact on consumer purchase intentions?

    Purpose: ​The purpose of this study is to examine young swedish female consumer attitudes towards fashion lines created through influencer collaborations and how this affects their purchase intentions.

    Method: ​A qualitative study was conducted in the form of individual semi-structured interviews with young swedish female consumers. The interview guide included questions about consumer perceptions about influencer marketing and fashion companies that design fashion lines together with influencers.

    Conclusion: ​Based on the empirical material, it can be concluded that the consumer attitude to influencer fashion lines is mostly positive. Influencers are thought of as great sources of inspiration and can be compared to trend analysts that can help fashion companies to develop new fashion pieces to their range. It has also been concluded that influencers have an influence on consumer attitudes and purchase intentions regarding fashion lines designed together with fashion companies. The two most crucial variables that influenced the purchase intent were Source attractiveness and Source credibility.

  • Coric, Emina
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Thuong, Linda
    University of Borås, Faculty of Textiles, Engineering and Business.
    Green Turn: En grönare returprocess för e-handeln2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Consumer returns are necessary in order for customers to feel secure with their purchase, this is especially true when it comes to fashion e-commerce since customers cannot see and try the product before the time of purchase. To make customers more inclined to order clothing items online it has become a standard for fashion companies to offer lenient return policies to their customers. As a result the scale of returns have increased, which has a negative impact on the climate, since it means that more packages are being sent back and forth between the customers and the company, causing a high rate of ​CO2 ​emissions. To try and reduce the environmental impact, but still keep customer satisfaction, a different return process has been proposed by the Global Solutions Director at UPS, Aparna Mehta. The concept is called Green Turn and calls for the returning customer to send the return directly to another customer instead of the company, resulting in a shorter haul. As incentives for customers to be inclined to do so, the returner would earn loyalty points or vouchers, and the receiver would get the item at a discount. The purpose of this study is therefore to determine if Swedish consumers willingness to try and apply the Green Turn concept and secondly to find out if the environmental interest is the driving factor behind this or if it is the economic gains that attract consumers the most. Interviews with a logistics company and Aparna Mehta were conducted in order to understand more of what the concept would entail while a survey was conducted to get an initial sense of consumers attitude and willingness to adopt the concept. Thereafter, a focus group interview was held do get a deeper understanding of what might lead to consumers adopting the process, and to identify potential obstacles, in order to answer the research questions. The result reveals that Swedish consumers are predominantly positive in regards to the concept, and that the environmental interest is the leading factor behind this, however quality control was a cause of concern by the respondents and therefore this study comes to the conclusion that the concept should adapt different measures to better correspond to a Swedish market. 

  • Eksberg, Linn
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Rydin, Emelie
    University of Borås, Faculty of Textiles, Engineering and Business.
    Konsumentens förändrade köpbeteende påverkar småstadshandeln: En analys av e-handelns effekter på modebutikerna i småstäder2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The fashion stores face major challenges and a massive store death is predicted in the future. Mainly, retailers in small cities are affected and they are today facing increased competition from e-commerce that is available around the clock and which can offer a superior product range. The increased availability online has contributed to today's consumers have changed their buying behavior and acting in other ways than before. Because of this, the number of stores in Sweden has decreased and every seventh store has disappeared between 2011 and 2017. This has created anxiety in society and mainly for the local retailers in small towns because the stores has a major impact on the local economy. Despite the fact that e-commerce is growing at a rapid pace, research shows that store shopping will continue to account for a large part for many years to come, though with increased competition. A small town that has noticed the increased competition from e-commerce and the consumers' changing purchasing behavior is Ulricehamn. There is an ongoing settlement of stores in the city. Based on previous research, a research gap has been identified regarding studies that studies how the companies in small towns act alongside the consumers' changing purchasing behavior.

    In this study, the purpose is to investigate how fashion stores in small towns are affected by the increased competition from e-commerce. To investigate this, Ulricehamn is used as a tool. Through a qualitative method, empirical material has been collected through interviews with a property company, a company that works with city shopping in Ulricehamn and store managers for the fashion stores. Through an analysis of the collected empirical material and theories about how the stores are affected by the structural change this study notes that the structural change influence fashion shops in small towns in different ways depending on which store it is. Common is that all the fashion stores are aware of the changed consumer behavior. The fashion stores mainly work with offering personalized service and service to their customers in order to strengthen the benefits they have towards e-commerce. The result results in recommendations for how fashion stores in small cities should work in the future to maintain and strengthen their position in the market. This study is written from a business perspective and for future research, interviews or surveys are proposed to people living in small towns. In this way, it can help the study to have an additional dimension regarding the consumer's thoughts and opinions about the structural changes of commerce.

  • Jönsson, Jennifer Annie Patricia
    University of Borås, Faculty of Textiles, Engineering and Business.
    Deep Impression2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The scope of this thesis is to reveal the hidden dimensions of fashion. With the aim to stress the worth of participation and the individual experience of fashion. This work is questioning what we see, and later what is actually there. Through a thorough investigation of the knit technique the relationship of loop and thread (pause and activity) is the focus of this paper. Enhancing the significant qualities of the knitted technique, where material and shape is born simultaneously, the result presented holds a variety of results. With the aim to discuss multiple dimensions this knit investigation is presented in a fashion context. Styled with technical sportswear this work is challenging knitwear -as well as sportswear. By clashing sports connotated materials with the knitted wool, both fields are expanded and new options and expression are presented. The motive of this investigation is to further state the worth of fashion. To create a space for the experience of fashion, stating the various result that is not depending on the presentation on body. This work questions the pre-set truths and conventions of what fashion could be, and our ability to judge what is presented for us.

  • Lind, Malin
    University of Borås, Faculty of Textiles, Engineering and Business.
    Smocked patterns: An exploration of jacquard woven patterns and smocking techniques for a spatial textile design context2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This degree work relates to the textile design field where the aim is to design jacquard woven patterns for smocking techniques, in order to create three-dimensional pattern surfaces for a spatial textile design context. Smocking is a traditional embroidery technique where the stitches manipulate the fabric and create decorative areas. Jacquard woven patterns work as templates for the smocking stitches so the pattern shapes the fabric. Bindings and yarn colour combinations were explored in an industrial jacquard machine and tried out with different smocking variations made by hand. Experiments with scale and materials have been done. The result consists of three woven textile objects smocked with two variants of lozenge smocking. The work demonstrates examples of smocked three-dimensional surfaces in various scales and shapes, which can be further developed into interior products, for instance room dividers or sound absorbers. The primary motive was to update the traditional smocking technique with patterns and colours, with the intension to develop a contemporary expression. The smocking technique acts as a method to manipulate patterns and can work as a sketching tool in pattern design. The purpose is to inspire alternative ways of sketching with patterns.

  • Makins, Courtney
    University of Borås, Faculty of Textiles, Engineering and Business.
    Clothing Darwinism: Absent Bodies2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Garments are everywhere in today’s society and often presented on the body, although the absence of the body in design can have an integral impact on how they are perceived by an audience. An experimental material coating, aided garments to become sculptural by portraying the essence of the body. This essay argues that garments are challenged through their perception and purpose by the absence of the body, allowing the sculptures to develop a language in their own right. Through means of forming methods, absence of the body and materiality, garments are able to evolve to communicate an idea challenging one’s preconceived garment notions and broadening the spectrum of situational presentational methods.

  • Norberg Blixt, Olivia
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Lindgren, Maya
    University of Borås, Faculty of Textiles, Engineering and Business.
    En studie om regenererade cellulosafibrer som ett alternativ till bomull i trikåmaterial2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The cotton fiber has many advantageous properties which make it widely popular among both consumers and producers. The most common production of the fiber is conventionally grown cotton. This type of manufacturing process has unfortunately a negative impact on the environment because of its high chemical consumption and high water use. Since the negative environmental impact regarding cotton has got more attention, it has contributed to an increased demand for more environmentally friendly fibers with more eco-friendly processes. From this perspective, this study has examined, compared and tested the conditions for completely or partially replacing cotton in knitted materials.

    The fibers that have been examined are the regenerated cellulose fibers Tencel, lyocell and modal. Tencel A100 and lyocell have been tested independently and two fiber blends consisting of cotton/modal and GOTS-certified cotton/Tencel LF have been knitted and tested in this study. All materials have consisted of raw yarn with yarn thickness of Ne 30/1 and has been knitted in a circular knitting machine. The tests that have been carried out is dimensional stability, twisting, pilling resistance, abrasion resistance and finally tensile strength. To ensure reliable results, the tests have been done repeatedly and then an average value for each material has been calculated. The materials that showed the best results in terms of properties and environmental impact were Tencel A100, lyocell and the fiber mixture GOTS-certified cotton/Tencel LF.

  • Tingsvik, Hanna
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Lindell, Eva
    University of Borås, Faculty of Textiles, Engineering and Business.
    3D kroppsskanning som antropometriskt verktyg för individanpassad protesstrumpa2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Every year, 3000 people in Sweden undergoes an amputation of extremities. To improve the fit and the comfort of the prosthesis a prost-hesis sock can be used as an interface between the socket and the stump. To achieve higher fit and comfort the prosthesis sock can be individualised to the person that will wear it. To facilitate this process, the measurements of the stump can be taken by a 3D body scanner. Both traditional measurements and measurements taken with the 3D body scanner requires a standardised posture, witch can be hard for people with an amputee stump to adopt, a new scanning method for this scenario needs to be developed. The purpose of this study is to create a scanning scenario and an algorithm for body scanning of amputation stumps with the aim to individualise prosthesis socks.

    The scanner that have been used in this study is the VITUSSMART LC 3D-body Scanner from Vitronic. To create a scanning/measuring sce-nario for scanning of amputee stumps, a pilot study was accomplished. The developed scanning scenario were then tested on 8 voluntary test subjects. The scanning scenario was performed two times for each subject (a total of four scans) and the manual measurements were taken independently by each of the authors. The collected data was then analysed with different statistical calculations.

    The result of the pilot study showed that the position X, a seated posture with arms slightly away from the body, gave the best result. Position X will be scanned in a 45◦ angle to measure left upper arm and right armpit. To measure the right upper arm and left armpit, the posture will be scanned in a 315◦ angle. The paired t-test showed that there were no significant difference between the two measuring methods. The study also showed high relative reliability. Further studies needs to be done on a larger sample but it also should be tested on persons with an amputee stump.

  • Tran, Sandy
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Andersson Lundqvist, Elin
    University of Borås, Faculty of Textiles, Engineering and Business.
    Made in: en kvantitativ studie om country of origin som kvalitetsindikator2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    As the consumption society consumes more than ever, it has become necessary to move production to countries with the capacity to produce high quantities. This has made it important for the companies to report where the products come from (COO). The "Made in" label is not unusual and is generally known by most of the Swedish consumers. The label can even be perceived as a quality stamp according to previous research. However, it only applied to the industrial countries and those countries whose culture are similar to the consumer's. But how often is COO used in quality evaluation is questioned in this report since there are other attributes that can be perceived as easier to compare, for example price. Price is often used as a measurement of quality, where the consumer assumes that a high price is equivalent to good quality and vice versa. Brand is also a common attribute to associate with the quality of a product. Both price, brand and COO are factors that may affect the consumer's quality perception.

    Therefore, this essay aims to examine how Swedish consumers relate to COO in quality measurement compared to the attributes price and brand. To emphasize COO, we have chosen to study the world's most noticed "Made in" label, which is "Made in China". China has long been known for producing huge quantities for low costs and has since the beginning of 21th had a great economic growth, which creates a question if the country may be an industrial country today. Hence, we chose to add the question to our study, whether Swedish consumers are still experiencing China as a developing country or not. To answer these questions, a questionnaire survey was conducted, in which the respondents were asked to answer fourteen questions on the subject. The selection consisted of working and studying men and women in an aged range of 20 to 59 years old.

    The survey provided 187 valid questionnaires. The answers resulted in the COO, according to the respondents, being the least important variable in quality assessment. However, one could see a change in the attitude of the majority of the younger respondents, as well as for the older women. They no longer perceived China as a developing country. Despite this, China was the country that was mainly associated with poor quality according to the respondents, which suggests that the country is still considered a developing country. The reason why the respondents choose to call China an industrial country, but still associate the products with lower quality may be due to the cultural differences, since the respondents show a certain degree of ethnocentrism.

    In order for the respondents to see a manufacturing country as good, demands were made on working conditions, ethics and the environment, which all three are issues related to cultural, economic and political aspects. This creates a discussion since the respondents previously stated that the manufacturing country's politique, culture and economy are not particularly important. This paper will be continued in Swedish.

  • Warneryd, Sara
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Magnusson, Linnéa
    University of Borås, Faculty of Textiles, Engineering and Business.
    Furhammar, Linnéa
    University of Borås, Faculty of Textiles, Engineering and Business.
    Textilåtervinning och belöningssystem: En kvalitativ studie kring drivkrafterna bakom hållbart konsumentbeteende2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    As the textile industry grows larger and overall consumption increases, it is important to highlight the issue regarding disposal method of clothes no longer in use. In Sweden, the yearly disposal of textile in household waste amounts to 7.5 kg per capita. There are currently several different disposal options available, such as handing in apparel in-store in exchange for discounts or similar compensation. This study aims to investigate the drivers behind in-store textile recycling and whether initiatives such as discounts can stimulate further consumption rather than promote sustainability. The study is based on ten semi-structured interviews conducted on women aged 20-26. The interview show the participants' habits related to consumption and recycling, but also their attitudes and thoughts about recycling services including discounts, offered by stores. The empirical result has been categorized under four different themes; Sustainability and recycling awareness, Consumption, Attitudes and drivers behind in-store recycling and The importance of discounts. Based on these themes, we have analyzed our results using previous research and relevant literature within the approached field. The result of our study indicates high environmental awareness for all participants and that these are acting conscious to some extent, however not always prioritizing sustainability and environmental objectives. The main reasons for handing in apparel in-store are convenience, economic motives in terms of discounts and the sentiment that stores possess the knowledge of processing the apparel once they have been collected. 

  • Daisley, Emma
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Werngren, Andrea
    University of Borås, Faculty of Textiles, Engineering and Business.
    En studie om upcycling2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The textile industry has become one of the most polluting industries in the world. Low prices and fast fashion increasing globally has developed a habit of consuming for leisure and not for needs. The awareness of the textile industry's environmental impact is well spoken about, but now consumers and companies need to take action to make a change.

    The purpose of this study has been to research the end stages of the textile loop, can textile waste turn into new fashionable clothes? In this thesis the phenomena upcycling will be explained, the advantages it brings to the positive impact on the climate justice. Upcycling means adding value to a garment in its last phase to avoid turning into waste, the business model is used to close the loop.

    During the phase of this thesis all contact with professionals has been within Swedish borders and the major part of this work has been based in Gothenburg and Borås. The main focus has been to explore the benefits and the difficulties with upcycling. Society’s knowledge and attitude is towards upcycling has been explored with the help of interviews and surveys as well as previous studies.

    The study discovers the difficulties with applying upcycling to its business model, the main problem is consumption of time, which can cause high labor costs and increase the stock price. The benefits that follows from upcycling is that raw material and bad working conditions can be excluded, it has the ability to close the loop and create a circular economy.

    This study is made from a perspective of sustainability, but does delimitate from the profoundness of economics. In addition, the study will examine a new way for the end phase of a textile garment and will delimitate the methods of recycling and rental of clothes.

  • Flosdorff, Miriam
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Döring, Margarete
    University of Borås, Faculty of Textiles, Engineering and Business.
    da Silva Wagner, Tanita
    University of Borås, Faculty of Textiles, Engineering and Business.
    Virtual Reality in the Product Development in the Fashion Industry: Application Areas, Opportunities, and Challenges of Virtual Reality in the Product Development2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The purpose of this thesis is to examine how Virtual Reality can be applied in the product development in the fashion industry. Therefore, the research focuses on potential areas of application as well as opportunities and challenges the implementation of Virtual Reality implies.

    A narrative literature review is conducted, thoroughly investigating the topic of product development and presenting the four application areas, namely Virtual Training, Virtual Prototyping, Virtual Manufacturing, and Virtual Factory, as well as identified opportunities and challenges. For the empirical part, semi-structured interviews are executed with five product developers of the fashion industry who are chosen based on a snowball sampling approach. The gathered data is evaluated using a thematic analysis.

    The findings of this study indicate that the areas Virtual Prototyping and Virtual Training were perceived as relevant for the product development in the fashion industry. However, Virtual Prototyping was regarded as most important, for instance, due to the decreased need for physical prototypes resulting in time and cost reductions. Further, the research shows that there are several opportunities and challenges when implementing the Virtual Reality technology in the product development in the fashion industry.

    This thesis indicates the potential of Virtual Reality in the product development for the fashion industry by showing major opportunities at different stages for the product development process. Nevertheless, there are several challenges that have to be considered in the implementation and handling of Virtual Reality.

  • Gunnebrink, Emma
    University of Borås, Faculty of Textiles, Engineering and Business.
    Remanufacturing towards a circular economy: the practitioners' perspective2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The fashion industry has for several years been driven by fast cycles of cheap industrial mass production and unsustainable consumption. At the same time the burden on the environment has been significant. New business models to prevent the environmental impact have therefore been developed, and circular business models have gained interest. Remanufacturing as one of the central activities within circular business model is not a new concept for the fashion and apparel industry, but there is a lack of focus of how to prioritise and develop the concept. The focus of the study is to understand the relative importance of the challenges and the enabling conditions that influence the adoption of remanufacturing as transition towards a circular economy within the fashion and apparel industry. The purpose is also to show the practitioners’ perspective on a relatively new phenomenon within the fashion and apparel industry, which can clarify how to further prioritise and direct the development of the concept. Furthermore, it is also expected to identify and investigate what might be the main challenges and the enabling conditions within remanufacturing. This research is conducted through a mixed method with a deductive approach where knowledge about generic challenges and the enabling conditions within remanufacturing was collected from a systematic literature review, as a modification of a Delphi method. An utilisation of online questionnaires led to verify relative importance of challenges and the enabling conditions for an adoption of remanufacturing as a transition towards a circular economy within the fashion and apparel industry. The result from the online questionnaire was analysed through finding consensus among the collected data. The result shows that the most important perspective for an adoption of remanufacturing was related to business model-, costs- and consumer perspective. Specifically, the challenge with how to change the business model seemed to be essential, and the lack of financial benefits and influencing the consumer behaviour was received to be of great importance. Identified enablers were collaborations and communication. There was no agreement among the most important challenges and the enabling conditions. However, the operations- and core- perspective where considered important by many. Significant consensus was found between the practitioners and their opinion about what influences an adoption of remanufacturing as a transition towards a circular economy. The practitioners’ verification and opinions of challenges and the enabling conditions can serve as support for managers in an adoption of remanufacturing, and provide guidance regarding what is essential to consider for an transition towards a circular economy. This study highlights and identifies what motivates and makes the adoption of remanufacturing attractive, as a way to transition towards a circular economy, in particular it provides support and guidance regarding how strategies can be developed and where to focus further development.

  • Hoehn, Caroline
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Herzog, Laetitia Muriel
    University of Borås, Faculty of Textiles, Engineering and Business.
    Remanufacturing business model experimentation in fashion and textiles: Learnings from a pilot project.2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Adapting a circular system through business model experimentation can generate profit and sustainable growth for fashion firms. Business model experimentation explores novel opportunities to be at the forefront of transforming existing markets. Remanufacturing is one circular strategy that entails the process of recovering both raw material and value from end-of-life products for the production of new items. Remanufacturing in the context of business model experimentation is a promising solution in the fashion and textile industry to drive the transition into a circular economy. Through case study research the phenomenon of remanufacturing business model experimentation within the fashion and textile industry is investigated. The case phenomenon is investigated by means of the Re:workwear project, in which the brand Cheap Monday uses discarded workwear for a remanufactured collection next to its common collection. The focus of the study is on remanufacturing business model experimentation alongside the brand’s business-as-usual and decisive factors of this phenomenon. The processes and -steps within experimentation were analysed through semi-structured interviews with various involved parties of the supply chain. A framework combining the Business Model Canvas and the stepwise approach of business model experimentation by Bocken et al. (2017) is developed and applied throughout the research. It is found that (1) motivation and scope, (2) input material, (3) flexibility, (4) stakeholder collaboration and (5) system development are decisive factors for remanufacturing business model experimentation. Further research is necessary to investigate the phenomenon in other settings and within a variety of other firms in the industry in order to test the findings and validate the generalisability.

  • Holopainen, Sonja
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Veabråten Hedén, Anna
    University of Borås, Faculty of Textiles, Engineering and Business.
    Kraft, Andreas
    University of Borås, Faculty of Textiles, Engineering and Business.
    Do you even fashion, bro?: A descriptive study on millennial men and their relationship to fashion and the online environment2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background: Historically, fashion was not always gendered. After the Great Masculine Renunciation however, men relinquished their rights to excess of physical aesthetics and being ‘beautiful’. Cultural masculinity and gendered norms have since impacted male fashion and constrained the western male look to being understated and practical. Recently, new male icons have surfaced. Certain celebrity appearances have received coverage by popular media, since they are exhibiting a more androgynous and diverse take on masculinity than what is normally presented in the public sphere. There is a hype surrounding this, displayed online. Increasing sales of menswear also indicates that this hype surrounding men’s fashion might be spreading to the general public. This phenomenon inspires speculation about whether or not the average western millennial man actually adopt this new trend they are said to be the leaders of.

    Purpose: The purpose of this thesis is to examine and describe the relationship that the millennial men have with fashion, with regards to attitude, subjective norms, and behaviour.

    Methodology: The research builds on a pragmatist philosophy which allows both interpretivist and positivist positions. This allowed a quantitative method to be conducted, using an abductive approach. The data was collected through a survey, using quantitative questions. The acquired data and was analysed through descriptive statistics.

    Findings: The main findings show that millennial men should not be treated as a single homogenous cohort in research surrounding fashion. The findings also demonstrate a clear shift in men’s attitudes towards shopping and fashion, showing that it is not a feminine activity. However, the attitude towards “the new style of men” is quite scattered. Thus, it seems that this hype around changing male fashion has only started trickling down from the niche community that is considered to be leading this change. Regarding their behaviour, most men still prefer buying clothes from a brick-and-mortar store and do not use the online environment actively to seek out and consume fashion.

  • Kadivar, Nima
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Eek Branzell, Lina
    University of Borås, Faculty of Textiles, Engineering and Business.
    Social Media Influencers: Vad tycker dagens kvinnor?2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In line with the increased importance of symbolic consumption the notion of Social Media Influencers, SMI, has been found. SMI is a concept used to describe independent people who both influence and inspire other people on their social media channels by being a role model in fashion, beauty, lifestyle, health and interior design. SMI represents today’s opinion leaders by using their social media channels to spread advertising and marketing to people who perceive the information as sincere and genuine. Today SMI are used in companies business strategies to reach out to customers in a individualized and faithful manner. This new kind of marketing strategy can be seen as a modern version of Word of Mouth (WOM). The purpose by using this kind of marketing is that the information that comes from an SMI are often perceived more as recommendations than advertising. SMI’s got a significant role on the market today and it’s more important than ever before to show what social group you belong to. Especially for young womens, who finds it important to fit in and follow the last trends. Instagram is one of the social media platforms which is the most detrimental for young people’s mental health. It contributes to an unhealthy self-image and creates high demands on people's life. At the same time as SMI is rapidly growing, consumers gets tired of being constantly chased by advertising. Therefore people are now questioning SMI as a phenomenon. 329 women in Sweden have participated in a web survey about their approach to SMI at Instagram. It’s shown that many women find it hard to form a concrete perception of their attitude towards the phenomenon and many women varies in their positions. The survey shows that older women and women with higher education are critical towards what SMI’s are posting on Instagram, while women with lower education and in younger generations consider SMI's marketing to be sincere and honest. The survey also shows that despite the fact that many women got a negative attitude towards SMI, they’re still keen on buying whatever that SMI recommends them to buy.  

  • Leinatamm, Kirke
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Bilali, Stamatoula
    University of Borås, Faculty of Textiles, Engineering and Business.
    Virtual avatars rising: the social impact based on a content analysis and a questionnaire in the context of fashion industry2019Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Innovative technologies and their ability to grow rapidly are known to be a great source of controversy and paranoid reactions amongst people. The aim of this research is to examine the acceptance and perception of the technology of digital supermodels and influencers. This will be done in the global market of end-users where this technology has proliferated or has the potential to emerge. Digital supermodels and influencers were regarded specifically in a marketing context for this research, since the whole essence of their existence is for marketing purposes, and was approached as a new innovative technology. The research was divided into two parts, first was about conducting a questionnaire to analyse people’s acceptance of the technology, more specifically to examine the possible change in their purchasing behaviour. The purpose of the second part of given research was to examine people’s reactions and perception towards this technology through a content analysis of Instagram comments for the Instagram accounts of digital supermodels and influencers. The addressed innovative technology of digital influencers and supermodels is mostly perceived positively or neutrally. The significant amount of neutral positions in both parts of given research states the presence of confusion and the need for answers rather than lack of interest, which is to be addressed by the creators and users of digital avatars in marketing in the fashion industry.

  • Möller, Fredrik
    University of Borås, Faculty of Textiles, Engineering and Business.
    Step Into My Office!2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    People go to work and people go home. Playing out their roles and their lives, going in and out of character. We create our own characters depending on where we are and with who we are.

    In this project a set of characters having a “casual Friday” at work has been interpreted. Working with the office dress codes and breaking them down.

    The intention is to explore the relation between 2D-3D in garment and print, using distortion to create new silhouettes and characters. Inspiration is taken from 80´s movies set in the office space and 90´s casual wear.

    Working without restrictions when combining transferprinted characters/garments and real garments where the “Casual Friday” theme is always present. Photos of real people were taken to keep an essence of reality throughout the line-up. The silhouettes, characters and garments created in Photoshop is based on how the de-signer would usually draw them with paper and pen.

    What could be defined as missing today is the interpretation of 2D prints working it´s way towards 3D in a more direct way, as well as going from 2D to 3D in the line-up. To actually be able to put a nice silhouette together in the computer and then keep on working on that same silhouette on body. By working with transparent monofilament fabrics there is also great ways of what to show underneath.

    The results show that the relationship between 2D prints and 3D garments is striking and a good source for new design solutions in garments. To cover one part of the body in 2D and then work on the rest in 3D has been restricting in a good way. New ways of altering the body has been found as well as new ways of constructing simple garments. By creating something strong in the stage of digital sketching made it possible to work in the same way practically. Keeping the flat 2D feeling even though you´re working with something in 3D.

  • Nagel, Mona
    University of Borås, Faculty of Textiles, Engineering and Business.
    Exploring digital innovations: mapping 3D printing within the textile and sportswear industry2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Digital innovations are about to overtake the supply chain systems and revolutionize the way of producing products. With the use of technology in the value chain a sustainable development can be generated and developed. The usage of digital tools for manufacturing can minimize waste and further develop sustained processing. 3D printing is a technology that produces products by adding layer by layer of material. The additive manufacturing process theoretically produces no waste and aims for a sustainable and efficient processing. The textile and sportswear industry adopted this process for high fashion or functional performance products. Especially in the sportswear sector the process shows great potential. Brands like Adidas, Nike and Underarmour adopted the process in order to create midsoles for performance shoes. This research aims to identify the potential of 3D printing for the textile and sportswear industry. The purpose of this research is to explore the advantages and disadvantages of 3D printing within the textile industry and sportswear value chain, to survey where are potential solutions to reduce waste. The qualitative research consists of a theoretical and empirical part. The study begins with a systematic literature review that presents the state of the art of 3D printing in the textile and sportswear industry. In order to add empirical data, interviews with five experts from academia and industry have been conducted. The experts work with 3D printing and three of them with 3D printing and textiles. The case study methodology was chosen in order to compare a small number of cases and their approaches. In order to answer the research questions, the empirical data was thematically analyzed and one overarching theme and seven sub themes emerged. The sub themes were compared to the effects and challenges of 3D printing for the textile and sportswear value chain that emerged from the literature review. The findings show that there are several advantages as design freedom and customization and disadvantages as slow production speed and costs. 3D printing is mostly used as an additional process when implementing the process in the textile and sportswear value chain.

  • Oksanen, Essi
    University of Borås, Faculty of Textiles, Engineering and Business.
    What is cool and who is in?: Finnish marketing communication practitioners on brandand clothing-related bullying among children, social responsibility and prevention activities2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background: In consumer culture, marketing communications is recognised as a communication system that shapes and provides resources for our understandings of the world. Arguably, those accounts channel and reproduce only dominant ideologies, which contributes to that understanding being narrow, by stigmatising those idiosyncrasies that exist beyond generally accepted norms of consumption. In relation to clothing and children’s socialisation, that stigma becomes treated differently, in a violent manner, compared to those who dress accordingly to the norms. Nevertheless, a solution for the issue is commonly sought in consumers, and not in marketers.

    Purpose: The purpose of this study is to examine Finnish marketing communication practitioners’ perceptions of the phenomenon and responsibility of brand and clothing-related bullying, and to explore activities that are associated with inhibiting the bullying behaviour. Additionally, pedagogical marketing communications is discussed in relation to the other prevention activities to explore how the concept is interpret by marketing practitioners.

    Method: The research was interpretivist and qualitative by nature. A method of semi-structured interviews was chosen to explore marketing communication practitioners’ perceptions of the subject matter.

    Findings: The findings of this study indicate that marketing communication practitioners do not consider children as competent, but rather as vulnerable social beings when it comes to consumer life. Being perceived as such, the practitioners view parents, society and marketers responsible for providing solutions to the complex phenomenon, which according to the practitioners has ultimately stemmed from the structural development of societies in which digitalisation and social medias play an integral part.

    Contribution: The research has three identifiable implications on both theoretical and practical fields of fashion and marketing. First, it gives valuable information on how marketers view children as a market. Second, it provides a new, marketer’s viewpoint of to look at the phenomenon. Third, it recognises the marketers to have their roles as consumers beyond their roles as marketplace authoritatives.

  • Omrec, Anja
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Eriksson, Mathilda Marie
    University of Borås, Faculty of Textiles, Engineering and Business.
    Kanalval i modebranschen: Konsumenters tillvägagångssätt vid val av handelskanal - online eller offline.2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The fashion industry has experienced a dramatic change over the last few years, where e-commerce takes over more and more. The future forecast for physical stores looks relatively gloomy and are expected not to remain in the near future. This is due to the so-called retail death, which means that e-commerce is taking an increasing place in consumer choice of trade channel. This fact indicates in the reduced number of purchases in physical stores which results in an uncertain future for the offline channel. The purpose of this study was to investigate in which channel, online or offline, today’s consumers choose to buy their clothes and what aspects that can affect the choice. The paper has been conducted using a survey together with an overall literature study. The result clarifies that it was very even between online and offline channels, but according to this study, consumers still prefer to shop their clothes via offline channels. Based on our study, it can also be argued that factors that may affect a consumer in the choice of purchasing channel include security, supply, service, time, location, social environment and the level of convenience. The result can hopefully be a tool for businesses, traders, retailers and other stakeholders. Based on the study results, we advise companies that they should prioritize segmentation of their customers in order to direct their business properly. Companies that can do business online and offline hold an advantage since consumers nowadays tend to switch between different channels. Offline channels should place great emphasis on the location and focus on supply and service. Online channels should take into account the factors of convenience, time, supply and safety. This can be achieved by offering generous terms of return, good product descriptions and offering a wide range of products.

  • Limberg, Louise
    et al.
    University of Borås, Faculty of Librarianship, Information, Education and IT.
    Nolin, Jan
    University of Borås, Faculty of Librarianship, Information, Education and IT.
    KB on the web: An investigation of the Swedish National Library website 1998-20182019In: I bildningens tjänst.: en vänbok till Gunilla Herdenberg / [ed] Svensson, Ingrid, Stockholm: Kungliga biblioteket , 2019, p. 67-85Chapter in book (Other academic)
  • Palmgren, Eleonora
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Strömberg, Melanie
    University of Borås, Faculty of Textiles, Engineering and Business.
    Intern kommunikation kring marknadsföring av hållbara produkter: En kvalitativ fallstudie2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In the last decade, several retailers have raised the issue of environmental impact and implemented a solid sustainability work containing strategies and goals.  Retailers are often encouraging their consumers to buy their sustainable alternatives by using green marketing. Even so, consumers may experience difficulties in discovering which products is sustainable and to what extent. If companies doesn’t have a distinct marketing strategy of their sustainable assortment they risk consumers to prioritize other products. Thus, the purpose of this study is to investigate and create an understanding of how a company’s employees work internally and communicates regarding the marketing of their own-designed products. An illustrative case study of a leading retail company operating in the Nordic region within fashion and home furnishing has been used as a tool to fulfill the purpose of this study. With the help of a qualitative research design, empirical data in the form of interviews, observations and content analysis have been collected. By using translation theories, we have developed descriptions of how ideas can occur during implementations in a company regarding their marketing of their own designed sustainable products. The investigation has shown that introducing marketing for specifically sustainable products can be complex.  It’s knowledge- and research intensive and can appear as a long-term changing process. It’s preferable that all the departments within a company interacts and communicates clearly with each other, for the marketing to be similar in all company channels. Further research is recommended to investigate how customers perceive retail companies‘ communication of sustainable products in order to gain the customers' perspective and opinions on the subject. 

  • Papú Carrone, Natalia Lorena
    University of Borås, Faculty of Textiles, Engineering and Business.
    Circular Knowledge Creation: A case study of knowledge creation processes within denim companies striving towards circularity2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background – Circular business models, CBMs, are an emerging topic of interest within the textile and clothing, T&C, sector. They provide a new framework to tackle current environmental and social issues by redesigning a linear model previously base on the assumption of endless availability of fossil fuels and other natural resources. CBMs change these underlying assumptions in order to be regenerative and waste-less. A company´s knowledge has to be aligned with the overarching paradigm and assumptions that guide the business model, hence, the process of creating new knowledge to sustain this shift, appears to be essential. Knowledge creation enables businesses to continuously adapt to new contexts and prevent them from becoming obsolete. As such, it constitutes an enabler to develop the internal capabilities of companies to innovate.

    Purpose - This study is focused on understanding how knowledge is created within T&C companies in the shift from a linear business model to a circular one. It is of interest for the study to uncover the ways in which knowledge about circularity is created and translated into business practices. Further, it also expects to explore the companies’ main internal barriers identified in this process.

    Methodology – The research was conducted through a single case study with an abductive approach, building on the theoretical perspective of Nonaka and Takeuchi’s knowledge creation theory and the SECI model for knowledge conversion. Semi-structured interviews with Dutch denim company employees were the basis for collecting primary data, supplemented by secondary data gathered through archival review. The data was analysed qualitatively through thematic content analysis.

    Findings – Results show that knowledge creation is enabled by personal motivation, company focus on circularity and long-lasting business relationships. Several knowledge creation practices related to the dimensions of socialisation, externalisation, combination and internalisation are identified, while different levels of process and knowledge complexity can be observed within each dimension. Internal barriers hindering circular knowledge creation relate to the complexity of circular concepts, individuals´ time, personal interest and previous knowledge on the topic. System-oriented internal barriers relate to finance, scale and company focus. Further, the role of regulations, as an external system-oriented barrier, is considered of relevance for this research.

    Practical implications & Research limitations – This thesis creates new insights into a relatively unexplored area, knowledge creation processes in the context of CBMs. Further the specific delimitation to the denim segment within the T&C sector, shares experience and guidance with practical implications for knowledge management, from companies within a segment which has a high degree of product and process innovation compared to other T&C segments.

  • Snedker, Christine
    University of Borås, Faculty of Textiles, Engineering and Business.
    Knitted objects: Exploring flat knitting as a technique to design form2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    This work places itself in the field of textile design, knitting and three-dimensional objects. The primary motive is to investigate flat knitting as a technique to design form. The aim is to explore the possibilities within flat knitting in order to explore the relationship between knit and non-textile components to achieve three-dimensional forms for sitting. The design process consisted of experimental sketching on a flat knitting machine and small prototypes were produced. Rib, plain knit and mesh structures were tested in combination with partial knit, intarsia and plating. These bindings and techniques were combined with steel constructions to explore possibilities for shaping and function. By integrating a non-textile component as support in the knitted samples three-dimensional objects are created. The outcome of the study is a collection of knitted objects. Common for these is that they all suggest a function in relation to seating. The textile in the construction serves a function, an aesthetic expression and as the connection material in the construction. For further development, the possibility of creating textiles for furniture with capabilities for changes in expression and function can be explored.

  • Swahnström, Sara
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Hultén, Agnes
    University of Borås, Faculty of Textiles, Engineering and Business.
    “Paris Measurements”: The Inertia of the Thin Ideal on the Runways of Paris Fashion Week2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background - Welcome to the 2010’s and its visual information culture informing about the century-old ideal of thinness, by sending (almost) exclusively thin bodies down the runway of Paris Fashion Week (PFW). This, while at the same time the academia and mass media are repeatedly articulating the necessity of a more ethical aesthetic within the fashion industry, while the argument that “thinness sells” lack empirical support, while measures are taken around Europe to discourage media bias and encourage healthy bodies walking the, and while the body positivity movement – applauding the diversity of body types – is on the rise in the Western society.

    Problem - How can it be explained that PFW, as an event organized to communicate the latest trends, and as an institution of a concept that thrives on change, is being stuck in an inertia of thin models? The purpose of this qualitative study is to explore the explanations for the idealization of thin bodies in regard to female runway models, to be found in visual representations of PFW. Examining the paradox of the idealization of thin bodies has the potential to reveal the measures necessary to establish practices of ethical representation in the realm of PFW.

    Method - The search for explanations to the inertia of the thin ideal on the runways of PFW is based upon a qualitative research design and a method of semi-structured interviews. The sample consisted of fourteen people involved in the event of PFW. It is framed within three theoretical perspectives: the trickle-down, trickle-across and trickle-up theories – associated with authors such as Simmel (1957), King (1963) and Blumer (1969a; 1969b); a theoretical view of the relation between fashion, clothes and the body provided by Barnard (2014) and, lastly, the Organizational Ecology Theory presented by Hannan and Freeman (1977; 1989).

    Findings - The findings suggest that the inertia of the thin ideal on the runways of PFW is explained by the thin body not only being part of a long history and tradition of creating and showing fashion, but also being dressed in aesthetic value. At the same time, the explanations to the idealization, or inertia, of thin bodies on PFW are found to be multiple as well as paradoxical, a conclusion serving as an explanation in itself.

    Conclusion – It is difficult to point out the explanation to the inertia of the thin ideal – both in terms of factors and actors – not at least due to the explanations stemming from both social and cultural as well as economic aspects of fashion. As a consequence, every actor part the fashion industry need to understand the effects as well as the extent of idealization of thin bodies, and start to realize that public health is more important than profits.

  • Thongpila, Kamolchanok
    University of Borås, Faculty of Textiles, Engineering and Business.
    Fabricated Future: applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    The purpose of this study is to investigate factors influencing the Thai millennial consumers’ intention to purchase clothing and accessories made from recycled plastic. The research relied on deductive reasoning through hypothesis testing; Statistical measurements were employed. Consequently, a descriptive quantitative research approach was utilized to conduct the study. The data were collected physically and virtually via a web-based survey. A total number of 393 responses from Thai millennial consumers who live in Bangkok and its vicinity were analyzed with the application of structural equation modeling. The result demonstrates that environmental concern, attitude, and perceived behavioral control have a significant relationship on purchase intention of green apparel, shoes, and accessories made from recycled plastic. Environmental concern also positively mediates the green attitude and has a stronger correlation toward attitude than purchase intention. The subjective norm, on the other hand, shows no significance. 

  • Walldén, Sophie
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Priebe, Victoria
    University of Borås, Faculty of Textiles, Engineering and Business.
    Almén, Naomi
    University of Borås, Faculty of Textiles, Engineering and Business.
    Kroppsideal och konsumenten: en kvalitativ studie om butikernas effekt2018Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    In this essay a qualitative survey method has been applied in the form of focus groups,individual interviews and observations to investigate and attempt to understand how bodyideals are communicated in clothing stores, and whether young women are affected by this.To determine which variables that takes part in this process a linear communication modelhas been used where the effect on the recipient are in focus.The research previously conducted in the field has found that the meeting between clothesand the body is often problematic. How and why this happens is a question bigger than wewill be able to fully answer in this essay. However, we can say that it should be in thecompanies and retailstores best interests to improve the current climate. This by reviewing itsvisual communication and size range.

  • Yamashita, Kyoko
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Stenson, Emma
    University of Borås, Faculty of Textiles, Engineering and Business.
    Sexually Objectified Male Portrayals in Fashion Advertisements: Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image2019Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change.

    Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image.

    Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell & Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted.

    Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image.

    Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from.

    Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image. 

  • Andersson, Olivia
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Jonsson, Linnea
    University of Borås, Faculty of Textiles, Engineering and Business.
    Konsumentattityder: En kvantitativ studie om två olika generationers attityd mot E-handeln2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The rapid technological development that has taken place over the past two decades has led to new innovative opportunities for today's consumers. Purchases are no longer limited to opening hours or visits to physical stores and a large part of clothing is being purchased through e-commerce companies. The purchases, that are being made through computers, tablets and smartphones, are global and statistics shows that e-commerce will continues to grow as well as the technological progress will continue to develop.

    The purpose for this study is to investigate whether age affects consumers' attitude and willingness to shop clothes through E-commerce. Our study will be delimited to three selected barriers to E-commerce which are: safety, service and user-friendliness. Our results shows a significant correlation between consumer age and their attitude towards E-commerce. Our survey confirms that our older target group generally has a more negative attitude towards E-commerce compared to our younger target group. Furthermore, our results shows that there are differences between our target groups views on service, safety and user-friendliness when it comes to purchasing clothes through E-commerce.

    Additionally, our study intends to contribute to a deeper understanding of the ongoing change in consumer behavior that occurs as a result of digitalisation and how the various customer segments adapts.

  • Bayazit, Gizem
    et al.
    University of Borås, Faculty of Textiles, Engineering and Business.
    Nilsson, Jenny
    University of Borås, Faculty of Textiles, Engineering and Business.
    Törnqvist, Lovisa
    University of Borås, Faculty of Textiles, Engineering and Business.
    Attraktion till artificiell intelligens: En kvalitativ studie av generations Z:s uppfattning av robot influerare online2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Influences are currently the most attractive tool in marketing. Due to the development of the AI-technology a modernization has taken place in form of robot influences. The aim of this research is to study the way robot influencers are received by potential customers with a demarcation to generation Z. A qualitative approach in the form of group interviews have been carried out. The interview participants were in the age of 20-25 and are all active Instagram users. After an analyzation of the material four main themes could be distinguished. The result presentate that generation Z has a split perception regarding robot influencers. Several of the participants perceived the phenomenon as unfamiliar and hard to relate to, but at the same time there was a feeling of attraction purely because of the news factor. Another aspect that was mentioned by the participants was a sense of changing ideals, due to an emphasized feeling of inadequacy and unrealistic expectations, developed among the growing popularity of virtual influencers. The key point from this study is that the kind of marketing that participants find most credible, depends on what type of product it is and the type of relationship that previously has been built with said robot influencer.