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The Relationship Between Clothing Retailers and Millennials: A qualitative study of Millennial women in Sweden
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

People’s relation to the fashion industry and clothing have been a preferred subject in previous researches (Hauge et al., 2009). In this study fashion retailers’ connection to the millennium generation are investigated, as Millennials are a powerful segment and clothing retailers have grown significantly during the past 50 years (Hwang et al., 2014; McCormick et al., 2014). Two research questions were formulated to gain better understanding of the relationship where the first question focused on how fashion retailers could meet Millennials needs, and the second focused on the feeling of being in a clothing store. Moreover, the study investigated ten factors, five related to the first research question and five connected to the second, with a qualitative approach. These were; social groups, body shape, functionality, expressive, aesthetic, music, cleanliness, scent, lightening and display (layout). The data was collected by semi-structured interviews with Millennials women in Sweden. The result showed of the ten aspects the following were the most vital; social groups, their own body shape, clothes functionality and to some part expressive, music, scent, cleanliness, and lightening. Moreover, it indicates that the millennium generation is not as different in comparison to previous generations as the literature have claimed the generation to be when it comes to choosing clothes and visiting stores.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Millennials, fashion industry, retailer, social groups, body shape, clothing design, store atmosphere, FEA Consumer Needs Model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-70027OAI: oai:DiVA.org:ltu-70027DiVA, id: diva2:1229591
Educational program
Business Administration, bachelor's level
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Examiners
Available from: 2018-07-03 Created: 2018-07-01 Last updated: 2018-07-03Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf