Special collections : Something old, something new, something borrowed, something green

Abstract: Purpose: The purpose of our thesis is to make an analysis and create an understanding for how the development for special collections, within the fashion retail segment, will look in the future and to see if/how special collections are connected to overconsumption.Methodology: In this thesis, we have relied on a qualitative research strategy for collecting and analyzing data. The research design applied resembles of case studies but is correctly defined as cross-sectional design. We have done semi-structured interviews with three practitioners and one expert. We have also done content analysis of the campaigns for the three current special collections we have investigated.Conclusions: We have come up with the conclusion that there is a future for special collections, but it needs to be a development from how they are worked out today. Some factors are more relevant than others for a possible success for the special collections. These factors are that the collection offers a high rate of trend awareness, that it enables to offer the consumer something extraordinary and that the collection is anchored within environmental issues.