Slow Heritage Fashion

Sammanfattning

Keywords: heritage brands, slow fashion, brand positioning, country of origin Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands. Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish context. The three guiding research questions are: What is Slow Heritage Fashion; How does Slow Heritage Fashion emerge; Why do brands pursue Slow Heritage Fashion. Methodology: Through a qualitative, abductive multiple case study, we analyze three Swedish fashion heritage brands using semi-structured interviews with brand representatives and experts. Theoretical perspective: The literature review draws on four key domains: fashion, heritage, brand positioning, and country of origin, with a particular focus on Sweden.