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Independent brands and the German market

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Independent brands and the German market

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Samenvatting

QUOTE 1: "During the last decade there has been a rise of independent fashion brands in the Netherlands and in other western countries all over the world. These so called independent brands are independently funded, innovative, have a story worth sharing and are most of the time ethical and sustainable. The brands support the slow fashion movement and yearn for a more sustainable way of thinking about the planet and about ethical production of fashion." QUOTE 2: "Mostly these independent brands do sell to fashion retailers and do not have their own stores since most of them are start-ups. It is important for these brands to grow and become known by exploring new markets, which in this case could be the German fashion market. In order for the independent brands to find suitable retailers a proper market research in Germany is necessary to find the most suitable market entry approach." RESEARCH QUESTION What is a possible market entry approach, for an independent fashion brand, to enter the German market successfully? – SUBQUESTIONS: What is this new concept of independent brands? Why is it relevant and on the rise? Is there room on the German market for independent brands to enter? What is a suitable communication strategy for independent brands to support to gain ground on a new market?

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2015
TypeBachelorscriptie
TaalEngels

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