The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept

The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.

Swedish Match : En kvalitativ studie om butikskonceptet

Title: Swedish Match-En kvalitativ studie om butikskonceptet  Author: Adam Waernér/Erik Rehnberg  Supervisor: Jonas Jonasson  Key Words: Communication, Branding, Culture, PR, Advertisement  Purpose: The purpose of this research is to understand the background of the launch of Swedish Match´s stores. Because of the strict laws against marketing of tobacco products in Sweden, we believe that the stores are an interesting way of approaching a new branding and communication strategy in the tobacco industry.  Research questions: What´s the background to the launch of Swedish Match Stores? What´s the stores impact on Swedish Match image? How do Swedish Match Stores impact the cultural status of snus? In what ways do the cultural trends impact the snus market?  Theory: In this study we have applied theories concerning culture, communication, branding, PR and advertisement. Methodology: We have chosen to apply a qualitative method on this research. The method consists of three different methods: one focus group, one observation study which consists of two different observations both in the Gothenburg store and the store in Stockholm, the last method is an online interview with the public relations officer of Swedish Match in Sweden. Because of the chosen method´s we hope to bring three different perspectives to the  study: From the customers perspective, from our own perspective and finally from the company´s perspective.  Findings: Through this research we discovered that the stores do not only work as a communication strategy for Swedish Match. The store as a phenomenon also works in the aspect of branding, PR and also gives a higher cultural status to snus. Through our own observation and the focus group we came to the conclusion that the stores in terms of image of Swedish Match implements a cultural aspect of swedishness to the company, as well as a more modern and new take on snus. We also came to the conclusion that snus is a cultural phenomenon that is impacted of other contemporary trends, such as gastronomic trends and the increased popularity of small scale exclusivity.