The objective of this thesis research was to examine how consumers define the Icelandic clothing design, why they buy the Icelandic clothing design, and what makes a difference when they buy such garments.
Markmiðið með rannsókn þessarar ritgerðar var að skoða hvernig neytendur skilgreina íslenska fatahönnun, hvers vegna þeir kaupa íslenska fatahönnun og hvað skiptir máli við slík kaup.