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Expressing through dance & fashion : researching the market of pole dance fashion

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Expressing through dance & fashion : researching the market of pole dance fashion

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Samenvatting

QUOTE “For me and many other pole dancers, pole dancing isn’t just a hobby, it becomes a part of your life, of your person. Many pole dancers have their own pole at home, and feel the need to use a random pole when they find one (even on the street). Somehow I got addicted to it, and addicted to the clothes as well. It was an expensive way of living since pole dance wear comes from abroad. After realising many other pole dancers struggle with the same problems I was faced with: placing orders overseas, handling high shipping costs, import duties, having to send a product in return overseas if it didn’t fit Ithought it might be interesting to research possiblities for a pole dance fashion company in the Netherlands. Would there be potential in a Dutch reseller of already existing brands?” SUMMARY This report shows that the pole dance market, although relatively unknown, is one worth investing in. First, it explains wat pole dancing actually is and its origins. Secondly it gives insight in the popularity of pole dance in relation to the current zeitgeist. Third, the pole dance community is evaluated, to understand their motivation, and even addiction to this sport. Finally pole dance wear will be analyzed to get full insight the actual properties pole dancers are looking for in their workout wear. This chapter also indicates how big the market in the Netherlands currently is and its potential growth. RESEARCH QUESTION: Is there a market for pole dance fashion in the Netherlands? SUBQUESTIONS -What is pole dance? -Why has popularity of pole dance increased significantly the past 5 years? -What binds a pole dance community? -What do pole dancers wear? -What properties are important for pole dance wear? -What is the current demand of pole dance wear? -What is the current offer of pole dance wear?

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2016
TypeBachelorscriptie
TaalEngels

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