Passion for Fashion? When Young Danes Line Up for Fashion Brands

Marcus Skov

Student thesis: Master thesis


Young Danes are lining up in the streets to purchase clothes and shoes from fashion brands. But what makes young Danes want to spend hours or even days waiting in the cold for the latest fashion release? This intriguing social phenomenon inspired the student to writhe this thesis. The aim of this thesis is, thus, to investigate what drives young Danes to wait in line for the opportunity to purchase clothes and shoes from specific fashion brands, and how other fashion brands strategically can apply this knowledge in their external communications to inspire young Danes to display this kind of extreme consumer behavior that might lead them to lay in line for their products in the future.
To investigate this, qualitative interviews were applied. Six young Danes from different high schools participated, and contributed to the findings. The findings showed that the respondents were affected by four major factors: 1) brand related: “limited edition”, “hyped brand/collection”, and “famous designer”, 2) emotional: “recognition”, “attention”, and “prestige”, 3) sociological: “social event”, “experience”, “FoMO”, and “look like friends”, and 4) rational: “low price” and “re-sale.”
These are all factors that can be a focal point in other fashion brands’ communications. However, it should be stressed that “limited edition” played a central role, as it led to a positive attitude and high demand among the respondents, and subsequently to hype of the fashion brands and their collections. By waiting in line and being lucky enough to purchase the hyped limited edition products, the respondents were able to attain recognition, awareness and prestige from their social circle. Moreover, waiting in line for clothes and shoes was perceived as an social event and experience, which was important to the respondents, i.a. due to the fear of missing out on their friends’ experiences.
Thus, young Danes are not driven by a passion for fashion, but instead the obsession of attaining recognition and awareness from their friends, which these kinds of clothes and shoes can intensify. Therefore, other fashion brands should especially stress on implementing the abovementioned brand related, emotional and sociological factors as advertising appeals in their strategic communication. Both paid, owned and earned media could be used, as these can help reaching young Danes through different channels and create the highest awareness of the fashions brands products.
Finally, the findings and recommendations in this thesis are not a definitive answer on how to lead young Danes to extreme consumer behavior. It is solely an opportunity to gain a deeper understanding of how it could be done.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
Publication date2017
Number of pages124