Indiska-A study of Indiska´s strategies toward a Fashiontainment concept

Consumers seem to become more demanding in their buying behaviour within the fashionmarket. The society refers to individualism, personality and creativity, which affect people’s wayof dressing themselves. Many companies have started to work with aspects that create aconsumer experience to meet the customers’ new demands. Some fashion companies have evenshown a tendency to apply the entertainment industry in their concept, which generates in aphenomenon that can be called fashiontainment. This paper aims to revise the Swedish fashioncompany Indiska. The mission of the company is “We will offer a unique mix of fashion andhome furnishing with inspiration from India that pleases a lot of people”. Indiska has latelydeveloped a couple of new marketing strategies that include making their target market wider toalso attract the females of the younger generation. This thesis aim to investigate how Indiska cancombinate Indian culture and Swedish fashion in their communication to attract the youngerfemales of the fashion market. The study will also investigate how the company may developtheir marketing strategies and marketing channels to create a customer experience for theirchosen target market. The empirical and theoretical part of the study has been designed inpurpose to answer the given problems. The thesis will be in Swedish.This thesis is created from a hermeneutic point of view and from an inductive reasoning method.We have collected empiric data by field studies in India and by observation of Indiska’s stores inSweden. We have also done a number of qualitative interviews with key persons within thecompany. In the theoretical chapter we describe the consumer behaviour and marketingstrategies, as well as branding and theory of experience. Indiska has for a long time offered astore concept, which doesn’t place them within the ordinary segment because of their nichestrategies. The stores communicate directly to the customer and the purpose is to create anillusion of India. By maintaining and developing these strategies according to the room ofexperience model Indiska may satisfied the consumers’ demands of experience seeking. Theconclusion of our essay, is that Indiskas new concept “Bohemian Modern”, seems to meet theyounger generations’ needs and demands of differentiation. By combining Scandinaviansimplicity with Indian culture, Indiska seems to be a company that accomplish the demands ofthe younger generations. Indiska already has knowledge in the four different dimensions ofexperience that they may profit from in order to attain a fashiontainment concept.Program: Textilekonomutbildninge