Varumärkesuppbyggnad i små företag : En studie om hur små klädbutiker bygger sitt varumärke

Research Question: In what way do small fashion stores build their brand and what communication methods do they use?Purpose: The purpose of this study is to examine and analyze how small fashion stores build their brand. That is to say, through an empirical study of some selected fashion stores, the authors strive to contribute to research in the area brand building.Method: Small N-studies with qualitative data collection has been applied in this study where semi-structured interviews were conducted with respondents from fashion stores in Skovde and Stockholm.Conclusion: Brand has long been seen as a product package, but in today's society, brand means more than the just the product packaging, where there much focus on the value the brand conveys to customers. To answer the study's research question, the authors conclude that case companies build up their brand by responding to customer needs, offering good personal service, pleasant store environment and atmosphere and offering clothes of high quality. Different marketing channels, such as TV, local newspapers and social media (e.g. Facebook and Instagram) is considered as an important channel for small clothing stores to use to market, build, strengthen and position the brands. This approach is considered important for brand building of small clothing stores for many reasons, for example, the small clothing stores do not manufacture their own clothing brands but instead purchases clothing brands that many other clothing stores sell as well. For small clothing stores to retain their existing customers and also acquire new customer requires that these small stores offer other ancillary services and activities to create added value for customers through the use of, for example, customer clubs. The use of club programs and membership can strengthen small clothing stores’ brand by making it possible for customers to identify with what the clothing shops offer. Constantly working to create internal and external brand loyalty is considered among some of the important aspect in building a brand. Finally, the authors conclude that small clothing stores are identical in their response to the respective companies on how they work to build their store brand. If other clothing stores would initiate this strategic approach, then they can also expect similar results.