A master thesis from Aalborg University
Community branding og bæredygtighed i modeindustrien
[Community branding and sustainability in the fashion industry]
Forfatter(e)
Semester
4. semester
Uddannelse
Udgivelsesår
2025
Afleveret
2025-06-02
Antal sider
114 pages
Abstract
This master’s thesis examines how the Danish fashion brands, Bareen, Fine Chaos and Our Shift, utilize community branding on Instagram to construct and maintain brand communities in a fashion industry increasingly shaped by sustainability discourses. The thesis is anchored in empirical insights derived from an internship at Our Shift during a period of organizational transformation and rebranding. During the period, fundamental challenges concerning leadership structures and onboarding processes were observed, which were recognized as common conditions in early-stage start-up environments. Rather than focusing exclusively on these internal challenges, the internship work was redirected towards strengthening the brand’s strategic use of Instagram, with a particular emphasis on structuring content thematically: 70% product-focused content, 15% value-driven brand storytelling, and 15% community-oriented posts. This strategic aimed to address broader commercial challenges related to sales and brand positioning. Theoretically, the thesis draws on interdisciplinary perspectives within brand communication and cultural consumer research. Central frameworks include cultural branding (Holt, 2004), strategic brand equity (Keller, 2020), the experience economy (Pine & Gilmore, 1999), and theories of value co-creation and brand communities (Cova & Dalli, 2009; Arvidsson, 2006). Methodological approach is qualitative and interpretive, drawing inspiration from Flyvbjer’s (1991) case study method, with a focus on the power of situated examples, and Gadamer’s (2007) philosophical hermeneutics, emphasizing interpretation and context in the construction of meaning. Through visual and narrative analysis of selected Instagram content from Bareen, Fine Chaos and Our Shift, the thesis explores how community branding is articulated in practice, with particular attention to how sustainability is mobilized as a communicative and symbolic resource. The findings demonstrate that while the three brands each apply distinct aesthetics and narrative styles, they all deploy community branding to cultivate shared, emotional resonance, and participatory relationships with their audiences. Bareen positions itself through gender-inclusive narratives and a minimalistic, activistic aesthetic that invites followers into a socially engaged community. Fine chaos integrates sustainability through youth-oriented visual culture and streetwear references, transforming, the brand into a lifestyle symbol. Our Shift attempts a more collaborative, co-creative approach, inviting user participation in both branding and product development, though challenges in strategic clarity and consistence are evident. The thesis concludes that sustainability within community branding functions more as a symbolic and relational marker than a factual or technical credential. Rather than providing detailed proof of sustainable practices, the brands use sustainability to foster identification and belonging.
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