The art of fashionable branding

Bachelor Thesis in Business Administration, Marketing
University of Gothenburg
School of Business, Economics and Law
Spring 2012

The art of fashionable branding
- the success of the Swedish fashion brand COS -

Authors: Fanny Bengtsson & Maja Vilic
Tutor: Martin Öberg

Acknowledgements
At an early stage of this thesis we knew that we wanted to write about something we are passionate about. With us both being interested in brands and branding, within the fashion industry in particular- we started from there. It did not take us long time to decide that we want to study COS – Collection of Style, especially with the upcoming launch in Gothenburg that makes them even more up-to-date. After many hours and long days of discussions, reading, searching and writing we are done with our thesis.
We would like to thank everyone involved in our thesis. We would especially want to thank our very proficient correspondents for taking the time to answer all of our questions and doing so with a pleasure. Thank you Eva Ossiansson, researcher and lecturer within marketing at
School of Business, Economics and Law, Pernilla Wohlfahrt, New Business Manager at
H&M Group, and Emelie Gustafsson, Project Leader at Forsman & Bodenfors. Also, a special thank you to our tutor Martin Öberg for his guidance (especially in the guidance of finding the right lake), knowledge and inspiration through our work. Last but not least we want to thank each other for a great collaboration – we have learned a lot!

Gothenburg, 2012-05-22

___________________
Fanny Bengtsson [e-mail] ___________________
Maja Vilic [e-mail] Bachelor Thesis within Marketing
Title:

The Art of Fashionable Branding – the success of the Swedish fashion brand COS

Authors:

Fanny Bengtsson and Maja Vilic

Advisor:

Martin Öberg

Date of seminar:

2012-05-31

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