Fashion Week: Lead or Be Led
(2020) IBUH19 20201Department of Business Administration
- Abstract
- The purpose of this paper is to investigate in what ways sustainability is communicated in the branding of Fashion Week, both in Paris, France, and Copenhagen, Denmark. To achieve the purpose of the thesis and to answer the study's research question, a qualitative document study has been conducted by analyzing media content. The approaches applied for this thesis are the hermeneutic and ontological approaches. Grounded theory and coding have
been used to investigate and interpret the various aspects of the media content.The theory section, titled literature review in this paper, includes previous research on branding, sustainability in Fashion and Fashion Weeks. The empirical foundation for this thesis is derived from newspapers,... (More) - The purpose of this paper is to investigate in what ways sustainability is communicated in the branding of Fashion Week, both in Paris, France, and Copenhagen, Denmark. To achieve the purpose of the thesis and to answer the study's research question, a qualitative document study has been conducted by analyzing media content. The approaches applied for this thesis are the hermeneutic and ontological approaches. Grounded theory and coding have
been used to investigate and interpret the various aspects of the media content.The theory section, titled literature review in this paper, includes previous research on branding, sustainability in Fashion and Fashion Weeks. The empirical foundation for this thesis is derived from newspapers, magazines, academic journals and social
media. Our findings show that the communication of sustainability by Paris Fashion Week and Copenhagen Fashion Week are perceived differently in the media landscape. The underlying reasons why are partly due to national culture. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9013831
- author
- Moulla, Rasha LU and Hyvönen, Viivi LU
- supervisor
- organization
- course
- IBUH19 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Fashion week, Copenhagen, Paris, Sustainability, Brand, Communication
- language
- English
- id
- 9013831
- date added to LUP
- 2020-06-23 14:33:00
- date last changed
- 2020-06-23 14:33:00
@misc{9013831, abstract = {{The purpose of this paper is to investigate in what ways sustainability is communicated in the branding of Fashion Week, both in Paris, France, and Copenhagen, Denmark. To achieve the purpose of the thesis and to answer the study's research question, a qualitative document study has been conducted by analyzing media content. The approaches applied for this thesis are the hermeneutic and ontological approaches. Grounded theory and coding have been used to investigate and interpret the various aspects of the media content.The theory section, titled literature review in this paper, includes previous research on branding, sustainability in Fashion and Fashion Weeks. The empirical foundation for this thesis is derived from newspapers, magazines, academic journals and social media. Our findings show that the communication of sustainability by Paris Fashion Week and Copenhagen Fashion Week are perceived differently in the media landscape. The underlying reasons why are partly due to national culture.}}, author = {{Moulla, Rasha and Hyvönen, Viivi}}, language = {{eng}}, note = {{Student Paper}}, title = {{Fashion Week: Lead or Be Led}}, year = {{2020}}, }