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Invisble marketing / artisanal niche market

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Invisble marketing / artisanal niche market

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Samenvatting

ABSTRACT Postmodernity is responsible for the big change in terms of how marketing approaches consumers. It changed amongst others how we communicate with each other but also the consumption behavior. One of the results is a society where people set independence and individuality as their priority. On the other side they try to belong to several different tribes and the specific niche market in this thesis described, as narrowly drawn aesthetic avant-garde and artisanal niche market, is one of them. - According to the dictionary artisanal means a skilled work like craftsmanship, which applies to art. The tribe of the niche market is a big research area of this report. First the postmodern marketing in general is described and the development of it. Afterwards the niche market and the strategy of the niche brands, is followed by the consumer part by looking at the niche consumer and its profile. The research has been taken abroad to conclude a realistic approach and recommendation to the Dutch market. Is this niche market an option for the Dutch fashion industry? RESEARCH QUESTION What does invisible marketing mean for the specific niche market in order to connects with its tribe? – SUB QUESTIONS: (1) What is this choice of invisible communication based on and what is the forecasting of it? (2) What are the glue values for the tribe communication? (3) What makes this communication tool so interesting for the niche market? (4) What are the possible implementations for the Dutch niche market? RESTRICTION This research is restricted to the narrowly drawn aesthetic avant-garde and artisanal designer niche market, including the niche brands and its tribe.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2013
TypeBachelorscriptie
TaalEngels

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