Inclusivity as an Image Bumper: Explored through Monki's Size Range Reduction
Purpose: This paper aims to investigate how Monki’s decision to reduce its size range, a strategic choice that contradicts its inclusive brand identity, affects its brand image and how these actions can be justified. Design/method: This paper is based on two qualitative research methods. To gather primary data, semi-structured interviews were conducted to investigate the perceptions of young Swed