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A strategy for Everlane’s introduction into the Dutch market

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A strategy for Everlane’s introduction into the Dutch market

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QUOTES “Everlane is “radically transparent” about the production of their fashion basics in order to explain their price advantage. However, their transparency is on a superficial level. So to regain/keep the consumer’s trust they’ll need to be more transparent or communicate it more definite.” “Everlane’s target group is the conscious and cultural millennial, looking for true transparency instead of the meaningless photos of smiling factory workers: they look for immersive and authentic brand experiences. They get inspired by like-minded creatives.” “Everlane is not as transparent as they say. They’re very superficially transparent. – Conclusion: Everlane’s transparency is merely a marketing tool.” RESEARCH QUESTION What should Everlane’s strategy be for an introduction into the Dutch market? SUB QUESTIONS Brand: What is Everlane? Target group: Who should Everlane target in the Netherlands? Market: What should Everlane’s position in the Dutch market be? Inspiration: How have other brands introduced themselves into the Netherlands and/or communicated transparency?

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2017
TypeBachelor
TaalEngels

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