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Slow Heritage Fashion: Exploring the Concept of Slow Heritage Fashion in a Swedish Context

Rems, Christina-Maria LU and Maurer, Charlotte LU (2026) BUSN39 20261
Department of Business Administration
Abstract
Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands.
Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish context. The three guiding research questions are: What is Slow Heritage Fashion; How does Slow Heritage Fashion emerge; Why do brands pursue Slow Heritage Fashion.
Methodology: Through a qualitative, abductive multiple case study, we analyze three Swedish fashion heritage brands using semi-structured interviews with brand representatives and experts.
Theoretical perspective: The literature review draws on four key domains: fashion,... (More)
Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands.
Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish context. The three guiding research questions are: What is Slow Heritage Fashion; How does Slow Heritage Fashion emerge; Why do brands pursue Slow Heritage Fashion.
Methodology: Through a qualitative, abductive multiple case study, we analyze three Swedish fashion heritage brands using semi-structured interviews with brand representatives and experts.
Theoretical perspective: The literature review draws on four key domains: fashion, heritage, brand positioning, and country of origin, with a particular focus on Sweden.
Empirical Data: The empirical data consists of in-depth, semi-structured interviews with representatives of three Swedish heritage fashion brands. The empirical findings are based on the 3-W framework (The What, How and Why), investigating what Slow Heritage Fashion is, how it emerges and why companies pursue it.
Conclusions: We contribute by outlining how Slow Heritage Fashion may be understood as a distinct form of brand positioning shaped by heritage and legacy, and by providing a foundation for its further conceptual development on a global scale. We contribute to research on slow fashion by moving beyond the motivator of sustainability. (Less)
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author
Rems, Christina-Maria LU and Maurer, Charlotte LU
supervisor
organization
course
BUSN39 20261
year
type
H1 - Master's Degree (One Year)
subject
keywords
heritage brands, slow fashion, brand positioning, country of origin
language
English
id
9246762
date added to LUP
2026-08-07 11:16:18
date last changed
2026-08-07 11:16:18
@misc{9246762,
  abstract     = {{Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands. 
Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish 	context. The three guiding research questions are: What is Slow Heritage Fashion; How does Slow Heritage Fashion emerge; Why do brands pursue Slow Heritage Fashion. 
Methodology: Through a qualitative, abductive multiple case study, we analyze three Swedish fashion heritage brands using semi-structured interviews with brand representatives and experts. 
Theoretical perspective: The literature review draws on four key domains: fashion, heritage, brand positioning, and country of origin, with a particular focus on Sweden. 
Empirical Data: The empirical data consists of in-depth, semi-structured interviews with representatives of three Swedish heritage fashion brands. The empirical findings are based on the 3-W framework (The What, How and Why), investigating what Slow Heritage Fashion is, how it emerges and why companies pursue it. 	
Conclusions: 	We contribute by outlining how Slow Heritage Fashion may be understood as a distinct form of brand positioning shaped by heritage and legacy, and by providing a foundation for its further conceptual development on a global scale. We contribute to research on slow fashion by moving beyond the motivator of sustainability.}},
  author       = {{Rems, Christina-Maria and Maurer, Charlotte}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Slow Heritage Fashion: Exploring the Concept of Slow Heritage Fashion in a Swedish Context}},
  year         = {{2026}},
}