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Fashion Week: Lead or Be Led

Moulla, Rasha LU and Hyvönen, Viivi LU (2020) IBUH19 20201
Department 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)
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author
Moulla, Rasha LU and Hyvönen, Viivi LU
supervisor
organization
course
IBUH19 20201
year
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},
  keyword      = {Fashion week,Copenhagen,Paris,Sustainability,Brand,Communication},
  language     = {eng},
  note         = {Student Paper},
  title        = {Fashion Week: Lead or Be Led},
  year         = {2020},
}