Assessing the Influence of Fashion Clothing Advertising on Women's Consumer Behaviour in Finland; a case study of H&M

Abstract

This study will provide a framework for analysing the current advertising and marketing patterns in women’s consumer behaviour in Finland. Swedish clothing retailer Hennes&Mauritz (H&M) was chosen as a case study since it is considered to be well-known in Finland; in 2010 average sales were astonishingly around 243million euros (H&M 2012). As this research is considered to be a broad topic, this study will focus on women in Finland aged 16-35 and above. This study will use various research methods such as case study, interview and a survey to analyse the dissertation topic. The researcher is confident that using these methods, the study will successfully contribute to the current literature on ‘’ Assessing the influence of fashion clothing advertising on women’s consumer behaviour in Finland; case study of H&M.