Department of Business Administration Bachelor of Science in International Business Spring 2020 Fashion Week: Lead or Be Led How is sustainability communicated in the branding of Fashion Week in Paris, France and Copenhagen, Denmark? Word Count: 15 612 words Authors: Rasha Moulla,
[email protected] Viivi Hyvönen,
[email protected] Supervisor: Sanne Frandsen Acknowledgements We would like to thank our phenomenal supervisor, Dr. Sanne Frandsen, for giving us valuable inspiration and guidance. During these challenging times, she has always made time for us although a lot of unforeseeable changes have occurred. Without her, we would have had a harder time to understand what to do and why we are doing it. We would also like to thank our classmates, who have taken their time to read and give us feedback on our paper. This helped us understand what our readers would potentially not understand or question. We wish you the best of luck in the future. We hope the readers find this report interesting and that it offers some food for thought. Rasha Moulla Viivi Hyvönen Lund, 2020 Lund, 2020 1 Abstract Title: Fashion Week: Lead or Be Led Seminar date: 1st of June 2020 Course: IBUH19, Degree Project in International Business, 15 ECTS-points Authors: Rasha Moulla, Viivi Hyvönen Supervisor: Sanne Frandsen Keywords: Fashion week, Copenhagen, Paris, Sustainability, Brand, Communication Purpose: The purpose of this paper is to investigate in what ways sustainability is communicated in the branding of Fashion Week, both in Paris, France, and Copenhagen, Denmark. Methodology: To achieve the purpose of the thesis and to answer the study's research question, a qualitative document study has been conducted by analyzing media content.