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Inclusivity as an Image Bumper: Explored through Monki's Size Range Reduction

Mild, Alva LU ; Olsson, Sissy LU and Jeanson, Elin LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: This paper aims to investigate how Monki’s decision to reduce its size range, a strategic choice that contradicts its inclusive brand identity, affects its brand image and how these actions can be justified.
Design/method: This paper is based on two qualitative research methods. To gather primary data, semi-structured interviews were conducted to investigate the perceptions of young Swedish women. To collect secondary data a case study of the fashion retailer Monki was explored.
Findings: The findings include how a brand's strategic choice, which contradicts its brand identity as inclusive, can have an impact on certain aspects of the brand's image.
Original/value: This study investigates how a strategic change in a brand's... (More)
Purpose: This paper aims to investigate how Monki’s decision to reduce its size range, a strategic choice that contradicts its inclusive brand identity, affects its brand image and how these actions can be justified.
Design/method: This paper is based on two qualitative research methods. To gather primary data, semi-structured interviews were conducted to investigate the perceptions of young Swedish women. To collect secondary data a case study of the fashion retailer Monki was explored.
Findings: The findings include how a brand's strategic choice, which contradicts its brand identity as inclusive, can have an impact on certain aspects of the brand's image.
Original/value: This study investigates how a strategic change in a brand's size inclusivity can impact a brand's image and perceived inclusivity, and proposes the new term image bumper to explain why a gap between brand identity and brand image can be reduced.
Keywords: Inclusivity, Brand image, Brand identity, Size-inclusive, Image bumper
Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Mild, Alva LU ; Olsson, Sissy LU and Jeanson, Elin LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Inclusivity, Brand image, Brand identity, Size-inclusive, Image bumper Paper type: Research paper
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9178014
date added to LUP
2024-11-18 15:32:26
date last changed
2024-11-18 15:32:26
@misc{9178014,
  abstract     = {{Purpose: This paper aims to investigate how Monki’s decision to reduce its size range, a strategic choice that contradicts its inclusive brand identity, affects its brand image and how these actions can be justified. 
Design/method: This paper is based on two qualitative research methods. To gather primary data, semi-structured interviews were conducted to investigate the perceptions of young Swedish women. To collect secondary data a case study of the fashion retailer Monki was explored.
Findings: The findings include how a brand's strategic choice, which contradicts its brand identity as inclusive, can have an impact on certain aspects of the brand's image. 
Original/value: This study investigates how a strategic change in a brand's size inclusivity can impact a brand's image and perceived inclusivity, and proposes the new term image bumper to explain why a gap between brand identity and brand image can be reduced. 
Keywords: Inclusivity, Brand image, Brand identity, Size-inclusive, Image bumper
Paper type: Research paper}},
  author       = {{Mild, Alva and Olsson, Sissy and Jeanson, Elin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Inclusivity as an Image Bumper: Explored through Monki's Size Range Reduction}},
  year         = {{2024}},
}