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Cecilia Fredriksson.

Cecilia Fredriksson

Professor

Cecilia Fredriksson.

Retail and fashion - A happy marriage? The making of a fashion industry research design

Författare

  • Cecilia Fredriksson

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

Aktiv

Published

ISBN/ISSN/Övrigt

  • ISSN: 2000-1525