Overall Insight into the Fashion Business
Hagelberg, Laura (2015)
Hagelberg, Laura
Oulun ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505117442
https://urn.fi/URN:NBN:fi:amk-201505117442
Tiivistelmä
The aim of this thesis is to examine today’s fashion from a business perspective. In this thesis fashion business is examined through fashion history, fashion industry and life cycle, today’s fast fashion and also consumer behavior in fashion.
This thesis is conducted for a Finnish fashion business, InStyle. InStyle is a family based fashion business operating mainly via online and monthly trade fairs. There is also a physical store in Savonlinna which sells InStyle brands. Though the owners of InStyle are experienced when it comes to having an own company, however, this target group is new for them.
The thesis consists of three parts. The first two parts are theoretical which examine the history of fashion starting from the late 18th century. The theory continues with the basis of the fashion business. The third part discusses the conducted research. The research was executed using a qualitative research method as an interview of four experts of the fashion field. Each of these experts have over twenty years of experience in the field of fashion. The most prominent interview was conducted with Jaakko Selin who works in various positions in fashion, e.g. as a designer and reporter.
As a result of this thesis process, the entrepreneurs will have an overall insight to fashion business which will help when deciding in which direction to take the new company. The thesis ponders what fashion consumers are like, what fashion stands for today and how it has evolved during the past years.
This thesis is conducted for a Finnish fashion business, InStyle. InStyle is a family based fashion business operating mainly via online and monthly trade fairs. There is also a physical store in Savonlinna which sells InStyle brands. Though the owners of InStyle are experienced when it comes to having an own company, however, this target group is new for them.
The thesis consists of three parts. The first two parts are theoretical which examine the history of fashion starting from the late 18th century. The theory continues with the basis of the fashion business. The third part discusses the conducted research. The research was executed using a qualitative research method as an interview of four experts of the fashion field. Each of these experts have over twenty years of experience in the field of fashion. The most prominent interview was conducted with Jaakko Selin who works in various positions in fashion, e.g. as a designer and reporter.
As a result of this thesis process, the entrepreneurs will have an overall insight to fashion business which will help when deciding in which direction to take the new company. The thesis ponders what fashion consumers are like, what fashion stands for today and how it has evolved during the past years.