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How fashion startups build strong brands : exploring industry-specific factors most influential when branding fashion startups.

Wijdeveld, D.C. (2018) How fashion startups build strong brands : exploring industry-specific factors most influential when branding fashion startups.

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Abstract:This research explores factors unique to the fashion industry which play an important role in the process of branding fashion startups. In order to reveal these factors, this research took an explorative approach by analyzing existing literature on (startup) branding and analyzing fashion startups. This paper highlights (1) the factors which the existing body on (startup) branding deems most relevant, and uses this as a foundation for exploring how fashion startups go about incorporating these. Besides, this research explores (2) the factors which existing literature has drawn little attention to. Moreover, this research has analyzed three major fashion brands to find out whether (3) particular factors incorporated by established fashion brands may be applicable to the branding process of fashion startups too.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/75593
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