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Funktionskläder och den fysiska butikens funktion
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The role of brick and mortar store in a functional sportswear company (English)
Abstract [en]

Sportswear is growing into a fashion trend due to consumers growing desire for a healthy lifestyle. Some years back functional sportswear companies sold their clothing mostly via retailers, in recent years however these companies have integrated downstream in the supply chain. Now most functional sportswear brands operate their own stores: flagship or brand stores. Many researchers have investigated how companies use integration in the supply chainas a strategy. Few of these researchers have solely looked into functional sportswear companies and their unique products. The purpose of this thesis is therefore to examine why functional sportswear brands operate brand stores.

In this paper several researchers suggested reasons to why companies integrate downstream in the supply chain, which has been taken into account. Researchers such as Penaloza (1998), Pine and Gilmor (1998) and Thomas et. al (1999) have suggested that brand image, a relationship with the consumer and the chance of giving the consumer an experience are important advantages that comes with a brand store. Researchers have also discussed how the brand store generates sales through other channels. These advantages of brand stores as well as reasons for downstream integration have been used to critically examine why functional sportswear brands operate brand stores. The study shows that all examined sportswear brands use the brand store as a way of building image. The companies all find the chance of giving the consumer an experience as an important aspect of the brand store.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Brand store, functional sportswear, image, downstream integration, supply chain, experience, strategy
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12713OAI: oai:DiVA.org:hb-12713DiVA: diva2:1143841
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-09-22 Last updated: 2017-10-04Bibliographically approved

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KTM2017.13.16(1028 kB)141 downloads
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CiteExportLink to record
Permanent link

Direct 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