Den avgörande uppfattningen : En kvalitativ studie av konsumenters uppfattningar av åtta svenska modeföretag

Title: The decisive opinion - A qualitative study of consumers opinions of eight Swedish fashion companies. Seminar date: 2008-01-14 Course: Candidate thesis media and communication, 15 ECTS, Authors: Micela Danielsson, Frida Åhs Advisor: Larsåke Larsson Five keywords: Profile, Image, Brand, Fashion and Advertising Purpose: The purpose with this study is to evaluate and discuss the connection between profile and the companies’ image in the eye of the consumer. Methodology: A qualitative method has been used in the paper, focusgruops interview with respondents from Örebro. Theoretical perspectives: The overall theory of the paper is describing fashion theory. profile, identity and image and advertising. Empirical foundation: Consumers from Örebro have made a contribution to the basis of our empirical study. Conclusions: The results show that fashion and clothes play a big part for the consumers and they ascribe it the part as a way to show their identity, image and express them selves. For none of the companies profile and image did not have a full connection, but a lot of times there were parts of the profile and image that had a connection. The questioned states that they get their opinions from merchandise, stores, store employees and different kinds of advertising. The respondents situation as students had an effect on their opinions, primarily because of their economical situation. They also had a larger opinion of the fashion companies that are larger fashion chains than the companies that represented the smaller ones and the questioned stated that it could depend on that the larger fashion chains focused more on a wider market than the smaller ones. The result showed also that different communication strategies that the respondents primarily noticed were TV-commercials but also other forms of advertising