Brands are now more aware of the importance of implementing a mobile marketing strategy by employing a QR code campaign with the intent of enhancing brand awareness and strength the relationship with customers. Thus, an extensive research has been conducted on this subject with focus on the Swedish premium fashion market . The purpose of this research study is to analyze a new mobile marketing tool called Quick-response (QR) codes, and understand this phenomenon on the premium fashion segment in Sweden, while relating at the same time with concepts such as customer relationship management and brand awareness. In this study a qualitative research method was chosen, by applying qualitative semi-structured interviews and qualitative content analysis. The research shows that there is a problem with customers' awareness regarding QR codes and its usage. Companies should also be educated for the importance of integrating a mobile marketing program within their marketing and communication strategy. Nonetheless, the study has shown that brands may increase brand awareness and drive CRM if all the requirements above stated are fulfilled, since all of the participants in this research acknowledge the relationship between a brand and its customers extremely important.