The role of sustainability in the marketing strategy of outdoor clothing brands
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Kulcsszavak: | big business business marketing competition economy sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/28179 |
| Abstract: | In this paper, I addressed the ever-rising question of sustainability. Today in the 21. century sustainable production is a rising demand in every part of the market.The fashion industry in particular is affected by this question. The spreading and gain in popularity of fast fashion raised concerns about sustainable fashion.in this dissertation, I will address the practices of outdoor apparel brands in particular. With this research, my aim is to uncover how sustainability practices influence the marketing strategy of outdoor companies and find out if outdoor customers have the same mentality and attitude towards sustainability as the companies they are shopping from.Through a secondary research in the form of a benchmarking tool and a primary research in a form of a questionnaire, I tried to find out the existing approach and practices of the selected companies and the opinion and approach of their existing and potential customers. |
|---|