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En jämförelse mellan H&M & Zara´s förmåga att leverera ett snabbt mode: Gentemot kundens uppfattning
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
A comparison between H&M & Zara´s ability to deliver a fast fashion : Towards the customers comprehension (English)
Abstract [en]

During the last year there has been a globalization of trade. Because of the development of more sophisticated information's - and communication technology the boundaries and the physical distance have been smeared out between company as well as countries. Furthermore it generates that many companies have restructured to global value chains. Because of the increased access the marketplace has become harder and more competitive than ever. Since the customers nowadays have more access to product information the consume patterns and behaviour has been changed. Through the increased knowledge the consumers requires more of the products. Today’s consumers values not only prise and quality but are also demanding quality products which are tailored to individual needs and tastes. Companies focus has changed from price to the ability to quickly respond on new trends and customer demands. Fashion companies in the textile sector appear on a complex and unpredictable market where new trends and the demand shifts quickly. In order to be competitive on the market the companies need to renew their range of fashion products several times in season. Fashion goods have a short life-cycle, measured in months or even weeks. Fashion products have become a consumable and embarrassed in the concept fast fashion. Management of an effective purchase process is therefore very important in order to meet the requirement on having the right product, in right quality, in right quantity at the right time. The purpose of the thesis are to investigate, describe and analyze the connection between the case companies H&M and Zara´s different ways of deliver fast fashion in relation toward the consumers understanding of them as a trend conductive on the market. In our paper we have been using a hermeneutist perspective. We have interpreted the collected material, sow as responders attitudes about the case companies purchasing strategies. The approach has been adductive and then we have been waged from both collected theory and empiric materials. The collected empiric material endure in a qualitative questionnaire survey that lies to shallow for our analysis and conclusion. In the essay has both the secondary and primary data compliments each other in order to achieve the study's aim and to answer to our problem wording. Through our analysis, we can come to the conclusion that the customers' view about Zara and H&M´s ability to deliver a fast fashion is very even in that sense that no company was being identified as better than the other. We can also make the conclusion that the customers' assumptions not only come from the products visible in store, but also from their own attitude towards fashion and the company's accessibility and interaction with the customer. Another conclusion was that one of the most important attributes is a product fashion degree and that it is important that companies can apply a ”quick response” strategy in order to be successful on fashion the market.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
fast fashion, purchase strategies, quick response, costumer perspective
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19623Local ID: 2320/5583OAI: oai:DiVA.org:hb-19623DiVA, id: diva2:1311557
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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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
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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