Year of Graduation
Marketing Effects of Collaborations in the Fashion Industry
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.