Communication strategies and processes within fashion brands : Nordic brands as case studies for successful communicationstrategies

Abstract

The study conducted intends to demonstrate to what extent Nordic fashion brands are positioning themselves in the market and the way they are assuming a leading position in a globalized market through the adoption of personalized communication strategies. Through the analyses of the differentiation concepts and the “country of origin” effect we have conducted an empiric study of these brands, whose market recognition has been crescent in recent years. We intend to show that these brands are differentiation themselves from the competitors by the adoption of well integrated communication strategies reinforce by the promotion of a Scandinavian heritage. Through successful communication languages, clear positioning and international expansion, these brands are transforming the “Nordic” term into a major key asset, due to its favourable perceived brand attributes and region’s strength. Studied brands were: Acne, By Malege Birger and Designers Remix Collection. The gathered data allowed us to develop a data base of brand analyses, one that is built upon 3 main directions: brand character, emotional territory and communication registry.