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Table of contents
1. Introduction
1.1 Background
1.2 Problem and Purpose
1.2 Research Questions
2. Theoretical Framework
2.1 What is fashion?
2.2 Fashion Brand and Fashion Marketing Mix.
2.3 Market Segmentation and Targeted Marketing
2.4 Consumer Motivation and Arousal of the Motives
2.5 Consumers Personality and Brand Personality
2.6 Consumer Perception
2.7 Consumer Behaviour
3. 3 Methodology
3.1 Data collection method and Data analysis
3.2 Limitation
4. Scandinavian Fast Fashion Brands and their marketing strategy
4.1 H&M
4.1.2 Product
4.1.3 Price
4.1.4 Distribution
4.1.5 Promotion
4.2 Kappahl
4.2.1 Segment
4.2.2Product
4.2.3 Price
4.2.4 Distribution
4.2.5 Promotion
4.3 Jack and Jones
4.3.1 Segment
4.3.2 Product
4.3.3 Price
4.3.4 Distribution
4.3.5 Promotion
4.4 Dressman
4.4.1 Segment
4.4.2 Product
4.4.3 Price
4.4.4 Distribution
4.4.5 Promotion
4.7 GINA TRICOT
4.7.1 Segment
4.7.2 Product
4.7.3 Price
4.7.4 Distribution
4.7.5 Promotion
4.8 Brands’s strategies Comparison
4.8.1 Segmentation Comparison
4.8.2 Product Comparison
4.8.3 Price Comparison
4.8.4 Promotion comparison
5. Consumer Analysis
5.1 Segment and Sociocultural environment
5.2 Motivation
5.3 Customer Personality
5.3.1 Matrelialism
5.3.2 Vanity
5.3.3 Vanity Analysis
5.4 Perception of the customer
5.5 Customer behaviour
6. Conclusion
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