Cecilia Fredriksson
Professor
Retail and fashion - A happy marriage? The making of a fashion industry research design
Författare
Summary, in English
Fashion and retail ought to be a happy marriage. Yet several entrepreneurs in the field of fashion speak of a climate that is difficult to penetrate because of economic and cultural factors. For example, the chain store concept is an expression of the specific and current fashion situation in Sweden: democratic fashion that is cheap and accessible. At the same time, customers now demand personal, unique and ethical fashions. However, there are few possibilities in this climate for low cost development in progressive Swedish design. This article addresses the questions of how special trade conditions are reflected in the relationship between fashion and retail, and how different interests and values are expressed in the culture of Swedish fashion. To gain a deeper understanding of diverse working conditions and strategies, this article analyzes the culture of the Swedish fashion business as a narrative of different social and cultural processes. A conclusion drawn is that a cultural perspective on the oppositions between different practices and logics in the fashion business may contribute to mapping and managing these oppositions.
Avdelning/ar
- Institutionen för tjänstevetenskap
Publiceringsår
2011
Språk
Engelska
Sidor
43-54
Publikation/Tidskrift/Serie
Culture Unbound. Journal of Current Cultural Research
Volym
3
Issue
5
Dokumenttyp
Artikel i tidskrift
Förlag
Linköping University Electronic Press
Ämne
- Cultural Studies
Nyckelord
- Fashion
- retail
- design
- consumption
- cultural economy
- narrative
- theme analysis
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 2000-1525