Creativity vs. Traditional Practices : Low-cost marketing strategies used by local clothing stores in Umeå

Abstract: Authors Amanda Lundmark & Johannes Wikström Seminar Date 2010-06-01 Level Master level Supervisor Ralf Müller Keywords CRM, Fashion, Independent clothing stores, Low-cost marketing, PR, WOM, Viral marketing Problem Streets in Swedish city centres are lined with clothing stores that belong to well-known chains, whose advertisements and commercials can be seen in magazines, on billboards and TV. In between these stores, there are local entrepreneurs who run privately owned shops, with a smaller turnover than the large chains and primarily local target customers. These shops need to gain attention in the vast competition, and many need to do that with limited financial means. Purpose To find how local clothing stores can and do go about when using low-cost marketing; To find how local clothing stores’ strategies differ from each other, how they are alike and how they can learn from each other. Methodology A qualitative case study on one phenomenon (low-cost marketing) and four stores in Umeå: Art & Eco, Gregers, Kii and Schmäck Kompaniet. Data was collected via semi-structured interviews with the owner or manager of each shop. Results & Conclusion Despite all being privately owned clothes stores, the four companies in focus have different marketing strategies, as they are different in nature. PR and CRM are used by them all, and every store tries to enhance the words that are said about them. There are ways in which they can learn from each other, and various reasons why the stores differ and are alike in their strategies. Number of Pages 55 Number of References 54