Marketing Effects of Collaborations in the Fashion Industry

Student: Pigalev Egor

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Final Grade: 10

Year of Graduation: 2016

The present study analyzes the marketing effects of collaborations in the fashion industry. The goal of the master thesis is to develop a theoretical foundation for describing the marketing effects that occur within collaborative alliances in the fashion industry. Data have been collected using qualitative methods, such as case study and focused interview. The primary method of data analysis is the method of grounded theory. The study reveals the main types of collaborations based on their key features and customer effects. We also suggest several theoretical models of analysis for the marketing effects of collaborations. Furthermore, the business models derived from the theoretical models have been tested out on several examples of Russian brands’ collaborations.

Full text (added May 17, 2016)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses