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No, I'm not shopping for my girlfriend!: A Millennial perspective on gender in fashion retail
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The idea of this thesis is to achieve deeper understanding of how gender is materialised in the retail environments of brands challenging the traditional division between male and female especially in their marketing and style direction. Furthermore, the research aims to give deeper understanding on how the gendered shop environments are understood by a sample of Millennial consumers and how the consumers reflect on gender in these settings.

Using varying data collection methods from in-store observations to go-along interviews with participants chosen with purposive sampling technique, the thesis uses qualitative method as a research tool and further analyses the data upon framework of servicescape theory.

Using constructivist grounded theory as main analysis method, the findings suggest that there are significant differences between merchandising womenswear and menswear assortments. The research also indicates that among Millennial consumers there is clear interest and market potential towards the assortment of opposite gender, and the consumers also recognise the gendered differences in the materialised retail environments.

Place, publisher, year, edition, pages
2017.
Keyword [en]
Fashion retail, cross-dressing, womenswear, menswear, go-along, servicescape
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12927OAI: oai:DiVA.org:hb-12927DiVA: diva2:1152776
Subject / course
Textile management
Available from: 2017-11-24 Created: 2017-10-26 Last updated: 2017-11-24Bibliographically approved

Open Access in DiVA

MS_TM2017.15.09(13391 kB)134 downloads
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4c02477080d4e85c6d1466e8c06a665c4417721b4ffe0416eddfba9640807ab62db6fec2849c5d7b2f7c2c88c047122d45584be9b659b2257c68d6f907583d6a
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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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