SMEs and social media - BADA

May 21, 2012 - Title: SMEs and social media - A study about how SMEs in the fashion industry ... Background The rules of marketing are changing all the time and ...... to be in every place, instead you should focus at one place at a time, and ...
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  Degree of  Master in Fashion Management The Swedish School of Textiles 2012-05-21

 

           

 

 

 

 

Report no.

 

2012.13.16  

SMEs and social media Karolina Johansson & Madeleine Corvera

- A study about how SMEs in the fashion industry should approach social media  

 

                           

 

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ABSTRACT Master thesis, Swedish School of Textiles, Borås 21/05/2012 Authors: Karolina Johansson and Madeleine Corvera Supervisor: Elias le Grand Title: SMEs and social media - A study about how SMEs in the fashion industry should approach social media. Background The rules of marketing are changing all the time and companies have to develop new types of marketing to survive in the hard competition today. Technology has taken marketing in a new direction, where online marketing is the most dynamic and fast-moving field within marketing today. Social media is a part of online marketing that has increased a lot over the past years. Companies in the apparel industry are using social media frequently today as a way to communicate with their customers and are now being able to communicate and reach to their consumers to a much lower cost than ever before. Research Question: - What should a small and medium sized enterprise in the fashion industry consider when approaching social media successfully as a marketing strategy? Method: This thesis is based on a qualitative study with mainly in-depth interviews. We have held interviews with several respondents within our research field but with knowledge in different areas. We believe that this gives an overall perspective to the problem. Purpose: The purpose of this thesis is to increase our knowledge of how social media can be used as a marketing tool by SMEs in the fashion industry. Conclusions in short: Our main conclusion to the research is that to work with social medium in a successful way as a small or medium sized fashion company you need devotion. There is no ”right” way, and the strategy takes time. Everything should be well planned according to the nature of the business and the goals. Furthermore it is important to realize that social media is not focused on creating sales, but instead on building relationships and giving you as a business owner an insight to your customers’ minds. Keywords: Social Media, SMEs, Fashion Industry, Marketing, Strategy, Facebook, Twitter, YouTube, Tumblr, Fashiolista.

 

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Preface We would like to thank everyone who have helped us these months and made this master thesis possible. A special thank to the persons who kindly took they time to help us answering our questions despite a busy schedule. Thank you all very much! Calle Bodestig, Mandel Annica Ljungberg, XLNT Communication “Ljung”, anonymous company Hanna Stefansson, Bloggare Emelie Sobels, Fashiolista Inmaculada, Sofoco Media We would also like to give a big thank you to our supervisor Elias Le Grand who has helped us a lot during our work. Borås, May 21, 2012 Karolina Johansson and Madeleine Corvera

 

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Table Of Content 1. Introduction.............................................................................. 6   1.2   1.3   1.4   1.5   1.6  

Problem  Discussion ..............................................................................................................................8   Research  Question  and  Purpose ......................................................................................................9   Delimitations ....................................................................................................................................... 10   Contribution  to  the  Fields................................................................................................................ 10   Disposition................................