The Progressive Consumer: Changing the Landscape of Market Dynamics

Anastasia Jasmin Mouggari Graversen & Claudia Boest-Petersen

Student thesis: Master thesis


1.1.1. Purpose This thesis investigates the question “How does consumer culture shape diversity movements in the women’s fashion industry?”. This research question takes a look into rapidly changing consumer culture, how consumers are reacting, and what this means for brands and their future image. 1.1.2. Method The methodological process of this thesis is constituted from the structure of “the Research Onion”. Firstly, the chosen scientific approach is social constructivism allowing for researching and analyzing from a socially constructed interpretation producing subjective findings rather than objective truths. Secondly, the research approach of this thesis has been inductive, since the research is based both on theory and on primary data collected for the thesis. It is furthermore aimed towards identifying patterns from the research that can be applicable to brands. Lastly, research ethics was applied throughout the data collection. 1.1.3. Findings The research findings highlighted the changing nature of modern day consumer culture and its effects in the women’s fashion industries. To gain a full understanding, research has been conducted in order to introduce the concept of a “portrait of the modern day consumer”. Survey results from consumers further verified the consumer portrait. With the gathered information important changes and suggestions were created for marketers in order to maintain or gain market power in today's modern consumer culture climate. 1.1.4. Research Limitations For the purpose of investigating the subject of this thesis effectively, some research limitations were set. First of all, the area of focus was limited to only the women’s fashion industry, rather than the fashion industry as a whole. Secondly, the market that is being investigated has been limited in the sense that the findings of this thesis mainly is applicable for high-street brands rather that brands of all sizes. The carried out research and investigation of this thesis is primarily focused on a consumer perspective. However, perspectives of brands have been considered in the third subsequent question. Regarding research methods, limitations were made as well in this area. The primary data collected for the analysis has been quantitative rather than qualitative in order to gain broader insights into consumer intentions and actions. For this purpose, we created a survey instead of interviewing the target group.

EducationsMaster of Business, Language and Culture, Intercultural Management, (Graduate Programme) Final Thesis
Publication date2019
Number of pages152
SupervisorsChristine Lenstrup