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Fair Wear Foundation : how to approach and to reach the Dutch market?

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Fair Wear Foundation : how to approach and to reach the Dutch market?

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Samenvatting

The Fair Wear Foundation is a Dutch foundation, founded in 1999. The office is located in the World Fashion Centre in Amsterdam. FWF focuses on the verification of labor conditions in clothing factories To persuade this endeavor FWF has developed a code of conduct. Participating companies endorse this code and they work on the enhancement of labor circumstances where needed. The Fair Wear Foundation verifies whether member companies actually implement the code of labor practices. In order to survive in the Netherlands and to extend towards other countries in Europe the Fair Wear Foundation has created several new aspirations. One of them is to become well-known among consumers. The foundation wants to make the Dutch consumer, and on long term the European consumer, aware of FWF’s activities and the necessity of improving labor circumstances in the clothing industry. Even with the growing amount of members and the in-house skills FWF lacks brand awareness. The internal and external developments have influenced the company and its position on the market. Since FWF is a subsidized initiative with no profit eye mark, communication has had no priority in the former years. At the moment, FWF strives to improve their position on the Dutch market which brings us to the research question: “What is the most effective way for FWF to approach and reach the Dutch market?”

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2008
TypeBachelorscriptie
TaalEngels

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