Co-opting Feminism - How brands hijack social movements A comparative study between the illustrative cases RedFit & Ladylike Master Thesis MSc International Marketing & Brand Management 2016/2017 Lund University School of Economics and Management Authors: Emma Håkansson & Rebecka Lindholm Supervisor: Jon Bertilsson Examiner: Clara Gustafsson ABSTRACT Course: BUSN39 Business Administration Global Marketing Authors: Emma Håkansson & Rebecka Lindholm Supervisor: Jon Bertilsson Key Words: Social movement, Feminism, Co-opt, Cultural branding, RedFit, Ladylike Purpose: The purpose and aim with this research was to understand how brands successfully can co-opt a social movement; specifically feminism, as part of their brand building- strategies. The phenomenon was explored by comparing one successful case, Libresse’s ‘RedFit’ campaign, with a relatively the less successful case; that is, H&M’s ‘Ladylike’ campaign. Methodology: This study takes a relativist stance and adopts a social constructivist position of the research phenomenon. It followed an abductive approach and applied a qualitative research design with a multiple case- study strategy, in which the two cases have been selected based on their representation of two oppositional outcomes. The study further applied a mixed-method approach, in which different data collection methods allowed us to gain a multifaceted perspective on the phenomenon. Theoretical perspective: In accordance with our abductive approach, the study first focused on reviewing the body of literature that was relevant for the research purpose. In terms of theories used we adopted an eclectic approach by combining an existing framework that explores the fit between two entities with a second one derived from Consumer-Company Identification theory, which supplemented with theories on authenticity helped us assess the crucial elements of what constitutes a successful co-option of a social movement. Empirical data: This study applies a mixed method approach of the data collection, in which we conducted two semi-structured executive interviews and three focus group sessions with customers of both brands. This was supported by secondary data consisting of document studies, which included media material and campaign videos analyzed by a semiotic approach. Conclusion: By referring to the developed framework for this context, our study has shown validity that a brand can successfully co-opt a social movement based on two main aspects; first, if it is able to demonstrate trustworthiness, altruism and integrity; and second, by resonating with consumers on an identification level by showing upon identity coherence, identity prestige and identity distinctiveness. II. ACKNOWLEDGEMENT This thesis was developed throughout the spring semester 2017 and constitutes the Degree Project of the MSc programme; International Marketing and Brand Management at Lund University School of Economics and Management. During the past ten weeks this thesis has been developed from scratch, and involved a constant process of revision, edit and reflection to ultimately meet the aim of this study. This body of research would not however been possible without the contribution and help received from various individuals along the way. First, we would like to send out a big thanks to our supervisor, Dr. Jon Bertilsson, whose great amount of passion and knowledge supported us with his constructive feedback and valuable advice and helped us to stay motivated throughout the research process. We would also like to thank the brand executives at Libresse, SCA, Margareta von Renteln and Helene Stenlund Gauthier, who provided us with rich information of the ‘RedFit’ campaign. Another big thanks also goes to all focus groups participants, who by their valuable opinions and perspectives helped us to gain profound insights of each case. Last but not least, we would also like to thank our friends and families, who supported and cheered us up during the research process. Lund, Sweden 24th of May 2017 Emma Håkansson Rebecka Lindholm 1 III. TABLE OF CONTENTS 1. INTRODUCTION ............................................................................................................. 3 1.1 Background .................................................................................................................. 3 1.2 Literature Review ....................................................................................................... 5 1.2.1 How consumers appropriate brands ........................................................................ 5 1.2.2 From consumers to activists ................................................................................... 6 1.2.3 Cultural branding .................................................................................................... 7 1.2.4 Meaning transfer effects .......................................................................................... 10 1.3 Problematization ....................................................................................................... 11 1.4 Purpose and intended contribution ......................................................................... 13 1.5 Delimitations .............................................................................................................. 13 1.6 Structure of the study ............................................................................................... 13 2. METHODOLOGY ............................................................................................................. 15 4.1 Research Philosophy .................................................................................................... 15 4.2 Research approach ....................................................................................................... 15 4.3 Research strategy ......................................................................................................... 16 4.3.1 Argumentation for selected cases ............................................................................ 17 4.4 Research design ............................................................................................................ 18 4.5 Data Collection Method ............................................................................................... 18 4.5.1 Semiotic approach ................................................................................................... 19 4.5.2 Semi-structured executive interviews ..................................................................... 21 4.5.3 Focus group sessions ............................................................................................... 23 4.6 Data Analysis - Narrative analysis .............................................................................. 26 4.7. Trustworthiness .......................................................................................................... 27 4.8 Limitations of the study ............................................................................................... 28 4.9 Reflection on ethical and political dimensions ........................................................... 29 3. THEORETICAL FRAMEWORK ................................................................................... 31 3.1 Conceptual framework of ‘fit’ between two entities ................................................. 32 3.1.2 Brand credibility ...................................................................................................... 32 3.1.2 The two-dimensional nature of social movement – brand fit .................................. 33 3.1.3 Altruistic attribution ................................................................................................ 33 3.2 C-C identification theory ............................................................................................. 34 3.3 Preliminary framework ............................................................................................... 36 3.4 Authenticity ................................................................................................................... 38 3.5 Mythologies ................................................................................................................... 41 3.5.1 Feminist myths in the media ................................................................................... 41 3.3 Summary of theories .................................................................................................... 44 4. Case background ................................................................................................................ 45 4.1 Libresse ......................................................................................................................... 45 4.2 H&M .............................................................................................................................. 45 5. Empirical findings and analysis ........................................................................................ 46 5.1 Empirical findings of the ‘Redfit’ campaign ............................................................. 46 5.1.1. Prologue ................................................................................................................. 46 5.1.2 The Story ................................................................................................................. 48 5.1.3 Epilogue .................................................................................................................