H&M has since 2004 gone into partnership with a different fashion designer each year, and produces a limited edition Designer collaboration collection. The three components of attitude, affective, cognitive and behavioural were applied to measure consumers’ attitude towards H&M Designer collaborations, and the consumer purchase intention. The Likert scale was adopted to measure the consumers’ answers regarding the different attitude components, and the affect they have on attitude development. H&M was selected since it has a long tradition in Norway, opening the first store in 1964. Furthermore, H&M have a lot of loyal and satisfied customer in Norway (NKB Results, 2014). A quantitative nonprobability-sampling questionnaire collected 115 respondents. The relationship between the attitude components was analysed via Pearson Correlation in SPSS. The investigation demonstrated a relationship between the attitudes components. It showed that the consumers’ attitudes towards H&M Designer collaboration are somewhat negative. There is a high knowledge about the Designer collaborations, but minimal purchase intentions. A lot of the consumers feel the collections are too expensive, and in some cases quite odd. However, the consumers seem to like to concept, but consumers´ struggle to match the expensive prices and H&M.
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Hallquist, Line
Business
MSc Marketing
2014
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