Outletförsäljningens påverkan på modevarumärket

Abstract

The purpose of the study is to examine how retailing trough brand owned outlet stores effects the fashion brand. The problem that the essay is aimed to solve is how the fashion brand is influenced by selling through outlets and what opportunities and risks it has on the brand. The study has been carried out by qualitative methods using interviews to answer the question formulation. Three empirical perspectives have been chosen; an expert-, business- and consumer perspective which have been linked up with three applicable theories. The fashion brand Acne and its two stores; the flagship store and the outlet store have been chosen as a case study. This perspective and the two other have had the function to support general conclusions taken. The study showed that in a short term, selling through outlet stores doesn’t affect the fashion brand in a negative way. Instead the result demonstrated that the brand could benefit from this kind of business if it is correctly handled. The opportunities that outlets provide are an expansion of brand knowledge in the market. The excess of inventories can be sold through a channel which the company can control. The most significant risk lies in the re-positioning of the brand that outlet retailing in a large extent can bring.