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“When to buy, What to buy and How much to buy” : En fallstudie om hur klädjätten NA-KD använder sig av rabattkoder som marknadsföring på Instagram och vad detta innebär för samtidens konsumtionsbeteenden

Guerini Molin, Alba LU and Morenius, Maja LU (2023) MODK63 20231
Division of Fashion Studies
Abstract
In the following case study, we have investigated how the fast fashion brand NA-KD uses discount codes as a marketing tool on Instagram with the help of influencers and what this in turn means for our consumption of fashion and clothing. In order to answer our research questions and gain a better understanding of this type of marketing, a qualitative content analysis was applied to two different video presentations with the founders of the brand, Jarno Vanhatapio and Magnus Hjörne. Furthermore, a netnographic survey was also applied on two weeks of collected material consisting of posts with discount codes in collaboration with NA-KD from Instagram. This was done to advance our theory along with previous research on influencer marketing... (More)
In the following case study, we have investigated how the fast fashion brand NA-KD uses discount codes as a marketing tool on Instagram with the help of influencers and what this in turn means for our consumption of fashion and clothing. In order to answer our research questions and gain a better understanding of this type of marketing, a qualitative content analysis was applied to two different video presentations with the founders of the brand, Jarno Vanhatapio and Magnus Hjörne. Furthermore, a netnographic survey was also applied on two weeks of collected material consisting of posts with discount codes in collaboration with NA-KD from Instagram. This was done to advance our theory along with previous research on influencer marketing and consumer behavior. After our investigation, the results showed that NA-KD's marketing, for the most part, consists of influencer marketing which also contributes to the great success the brand has experienced. Furthermore, the discount codes contribute to consumers unconsciously wanting to consume more, in the sense that it feels like they are saving money. In conclusion, NA-KD's sharing of discount codes and its approach to consumption is contributing to a change in the clothing industry. People no longer care about the longevity of clothes, they accept it and are even relieved, as it stimulates salient desires and contributes to new consumption. (Less)
Please use this url to cite or link to this publication:
author
Guerini Molin, Alba LU and Morenius, Maja LU
supervisor
organization
course
MODK63 20231
year
type
M2 - Bachelor Degree
subject
keywords
influencer, social media, Instagram, marketing, collaborations, discount-codes, consumption theory, fast-fashion, influencer-marketing, brand identity, brand image. influencer, sociala medier, marknadsföring, samarbeten, rabattkoder, konsumtionsteori, snabbmode, influencermarknadsföring, varumärkesidentitet, varumärkesbild.
language
Swedish
id
9130629
date added to LUP
2023-06-28 10:36:13
date last changed
2023-06-28 10:36:25
@misc{9130629,
  abstract     = {{In the following case study, we have investigated how the fast fashion brand NA-KD uses discount codes as a marketing tool on Instagram with the help of influencers and what this in turn means for our consumption of fashion and clothing. In order to answer our research questions and gain a better understanding of this type of marketing, a qualitative content analysis was applied to two different video presentations with the founders of the brand, Jarno Vanhatapio and Magnus Hjörne. Furthermore, a netnographic survey was also applied on two weeks of collected material consisting of posts with discount codes in collaboration with NA-KD from Instagram. This was done to advance our theory along with previous research on influencer marketing and consumer behavior. After our investigation, the results showed that NA-KD's marketing, for the most part, consists of influencer marketing which also contributes to the great success the brand has experienced. Furthermore, the discount codes contribute to consumers unconsciously wanting to consume more, in the sense that it feels like they are saving money. In conclusion, NA-KD's sharing of discount codes and its approach to consumption is contributing to a change in the clothing industry. People no longer care about the longevity of clothes, they accept it and are even relieved, as it stimulates salient desires and contributes to new consumption.}},
  author       = {{Guerini Molin, Alba and Morenius, Maja}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{“When to buy, What to buy and How much to buy” : En fallstudie om hur klädjätten NA-KD använder sig av rabattkoder som marknadsföring på Instagram och vad detta innebär för samtidens konsumtionsbeteenden}},
  year         = {{2023}},
}