Study on the communication strategy to increase the awareness of fabric Hanji in Swedish market

Environmental sustainability is the most important issues in today’s business. They alsoinfluenced the fashion industry and elicit demand for eco-friendly clothes. Although thedemand for sustainable products is rapidly growing, quite few of sustainable materials areknown in fashion industry. Therefore, the thesis investigates one potential sustainable fabric,fabric Hanji and suggests strategies to improve awareness of the fabric in Swedish marketwhich has potential for being a huge market for the sustainable fabrics.The thesis studies characters of Swedish general market as well as fashion market andalso surveys consumer behaviour related to Hanji and Korean fashion’s image. As a result,the thesis figures out that unawareness of Korean fashion and Korean negative image arechallenges for Hanji business to be known Swedish consumers although Swedish market hasvarious attractive features. Based on the results, this thesis provides two methods to increasethe awareness of the fabric—providing the fabric for student designers and holdingworkshops for senior consumers.The two suggestions are definitely an important and meaningful start to introduce fabricHanji to the market. In addition, they will inspire those who are trying to market the fabric.Program: Magisterutbildning i fashion management med inriktning modemarknadsförin