Fashionabla varumärken och passionerade entreprenörer. Omslagsbild: Ekerlids
Fashionabla varumärken och passionerade entreprenörer. Omslagsbild: Ekerlids


Associate Professor Karin Winroth holds a lectureship at Södertörn University. Based in a cultural perspective she has taken interest in professional culture, expertise organizations and currently consumer culture and how brands are used as symbols and signals. She has published books and articles on management in law firms, expression of identity, the organizing of expert firms, branding and digital entrepreneurship.
 

The book ’Fashionable brands and passionate entrepreneurs’ exemplify how social media has become crucial when building up brands. By following two international cases of success, the study illustrates how various actors have been ’co-authors’ when collaborating with the brands, and thereby offered status and context. The cases offer insight into how the fashion industry has changed during the last 15 years. The book also reflects discussions of how consumer culture affects us and how to develop a more sustainable fashion industry.