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Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands.
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title: Fashion Killa: A study on teenager’s attitudes towards luxury fashion clothing brands.

Bachelor Thesis 15HP in Business Economics (Marketing) Halmstad University School of Business, Engineering and Science 

Supervisor: Thomas Helgesson

Examiner: Venilton Reinert

Purpose: The purpose of this essay is to examine the underlying factors that affect teenager’s attitudes towards luxury fashion clothing brands.

Research question: What are the underlying factors that affects the attitudes of teenager ́s towards luxury fashion clothing brands?

Literature review: The literature review introduces the theories and previous findings regarding the underlying factors that can be connected to our research question and explanation on the chosen generations as this study is supposed to relate to.

Frame of reference: In these sections, our main investigation topic will be explained briefly what literatures explain and approach this matter. Our investigation topic “attitudes” have a meaningful role in this paper and it is defined in these sections as well is our choice of model. In the end of this chapter, we present our hypothesis which is based on our chosen model.

Method: Based on the literature review and frame of reference a quantitative study was created where 408 Swedish respondents within the generation Z participated.

Empirical findings: The survey consisted of 25 statements and questions as regard to our theories and could easily be connected to our chosen model. A Likert-scale from 1-5 was used so the respondents easy could fill in on what level they agreed or disagreed to.

Conclusion: The conclusion on this study is that affect which are one of the three components that builds up attitudes. It is the component that positively influence teenagers the most. We can also see that social media have a great positive impact on their attitudes followed by luxury marketing and psychological benefits.

Place, publisher, year, edition, pages
2019. , p. 68
Keywords [en]
marketing, attitudes, marketing strategies, luxury, fashion, teenagers, generation z, generation x, generation millennials, peer pressure, psychological benefits, economy, sales, strategies, social media, luxury marketing, branding, fashion
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-39701OAI: oai:DiVA.org:hh-39701DiVA, id: diva2:1323135
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-09-06 Created: 2019-06-11 Last updated: 2019-09-06Bibliographically approved

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2930313233343532 of 67
CiteExportLink to record
Permanent link

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Citation style
  • apa
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More styles
Language
  • de-DE
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  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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