AbstractsBusiness Management & Administration

This paper is meant to investigate the topic of Ethical Fashion implemented in Danish Fashion Premium Brands Companies. In order to have an almost complete scientific paper, the group decided to formulate the folowing problem formulation “What are the consequences for Danish Premium Brand Companies to incorporate Ethical Fashion in their company structure?” With three main research question: The first one is focusing on how Ethical Fashion is defined in the Danish fashion industry, in order to give the readers a background information and an introduction to Ethical Fashion and the Danish Fashion Premium Brands Companies. The second research question is based on an analysis which takes both the CSR and Marketing strategies that the group used to investigate how are Danish Fashion Premium Companies and Danish Consumers opinions on the topic of Ethical Fashion, into consideration . For instance, the group held two interviews with one fashion company (Trash Couture, Ann Wiberg), and with one of the most important association in Denmark regarding Fashion issues (Nordic Fashion Association, Suzi Chirstoffersen). Moreover, the group decided to submit a consumer survey, reaching a cross-section of 250 Danish consumers through a consumer questionnaire. The third research question tries to define What is the most optimal way to implement Ethical Fashion in the Danish Fashion Premium Brands Companies, in which the group create a discussion based on the summarized conclusions of the rest of the research questions.