The Danish fashion industry is going through a rapid development, covering a large number of international markets. However, Danish fashion is still weakly represented in the French market. Despite this, many Parisian consumers display a keen interest in Danish fashion which has contributed to the fact that many Danish fashion companies have discovered the French market. The aim of this thesis is to investigate the potential of the Danish fashion companies in the French marketplace. In order to achieve the ma ximum of effective marketing it is important to recognize the French consumers’ behaviour towards fashion. Due to the fact that the fashion history of France is long and rich in traditions, the Parisian consumers differ considerably from the Copenhagen consumers. The key premise of this thesis is to distinguish the differences between the consumer behaviour of Parisian women and the consumer behaviour of Copenhagen women in a fashion context. The results of the thesis will be displayed with the help of the theoretical analysis of the cultural disparities between Denmark and France and through the classical and contemporary consumer behaviour theories studying the value creation process. At a previous time, value was created by companies; however concurrently with the post-modern development, value is now created through the process of interaction between companies and consumers. This kind of value creation process, which is called co-creation, will be discussed in this thesis in connection with fashion and will function as the focal point of the thesis. In the light of the above- mentioned theoretical perspectives on culture and consumer behaviour, we will attempt to present a conceptual framework which will illustrate the movement of meaning in the present fashion system. Furthermore, the framework will attempt to estimate how the cultural differences between Denmark and France are expressed among the consumers through their fashion rituals, and how fashion companies can make use of the basic principles of co-creation (DART). A number of hypotheses concerning the Danish and the French consumers will be formulated on the basis of this framework. Subsequently, these hypotheses will be tested by the following analysis of two questionnaire surveys on consumer behaviour towards fashion among women from Paris and Copenhagen. In addition, we will conduct a study on women who are predominantly interested in fashion. In the final part of the thesis, we will develop a new model for the movement of meaning in the present fashion system on the basis of the above-mentioned empirical analysis. The model will focus on the central role of the co-creation and will illustrate that national culture is not necessarily of vital importance for the Parisian women interested in fashion. In conclusion, we will put forward specific suggestions for how the Danish fashion companies with the help of DART can interact with Parisian women and thereby create unique experiences for them.
|Uddannelser||Cand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling|