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Don’t Wait, Let’s Integrate!: A study on how small Swedish fashion brands handles omnichannel sales and marketing
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

During the last decades, fashion brands and retailers in Sweden have experienced the effects of technological advancement and changes in customer behaviour, which have opened up new ways of doing business. Customers expect online and offline marketing and sales channels to be integrated through instant interaction, which have made the concept of omnichannel retailing, gain momentum. This thesis explores this concept in relation to four small Swedish fashion brands based in Gothenburg, Sweden. Using a qualitative method, in-depth interviews have been made with the companies in order to understand what these companies are focused on and in what way omnichannel strategies are encouraged in their business. A solid theoretical framework was collected in the early stage of the process and has worked as a foundation for relating previous studies to current developments. This research presents a literature review that is based on topics such as brand identity, omnichannel marketing and customer experience in order to investigate this topic further. The findings in this research  shows that these small fashion brands are integrating channels through working with a few media channels and do not put significant attention on data analyses. Their focus has proved to be on finding a few, right channels and enforce the brand values in all activates, which creates a connection between channels, rather than on creating technologically advanced solutions between online and offline channels.       

Place, publisher, year, edition, pages
2017.
Keyword [en]
Customer Experience, Omnichannel Marketing, Small Fashion Brands, Integrating Channels, Social Media, Brand building, Brand Identity
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12727OAI: oai:DiVA.org:hb-12727DiVA: diva2:1144568
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-09-26 Last updated: 2017-10-04Bibliographically approved

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MG_TM2017.18.01(7332 kB)80 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