We all have a role to play : En studie om CSR, kommunikation och varumärke.

Research question: Can Corporate Social Responsibility within the clothing and shoe industry enhance the perception of the brand, and in which ways can these companies communicate their engagement within CSR to the consumer?Purpose: The purpose of this thesis is to analyse how CSR within the clothes and shoe industry influence the perception of the brand and communicate accountability to the consumer. We determine this by analysing the following questions:In which way retail companies engage in CSR and how companies perceive the customers interest in the area.How companies communicate their work with CSR towards the customer.The impact CSR can have on a company’s brand.Method:This study is based on a qualitative research method; and conducted with an abductive process. In order to create a understanding, seven semi-structured interviews were made with people knowledgeable in the field of CSR, communication and branding.Conclusion:The study implies the significance for companies to work with CSR and communicate the message to their customers. Furthermore, the analysis has revealed that the communication should take place where the customer is located. By working with CSR, the chosen brand’s perception in the industry has been reinforced.