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Marketing practices for start-ups in the fashion industry

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Marketing practices for start-ups in the fashion industry

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SUMMARY This report was commissioned to examine how the marketing and sales related choices for upcoming companies can be guided and influenced to benefit their businesses for a long term period. In order to do that, different views on fashion marketing have been considered and the main challenges that start-up brands encounter have been studied. The research draws attention to various strategic sets of approaches that companies which were chosen for in-depth case studies practice/-d in order to get their ‘foot in the door’. Additionally, there is a hypothesis presented which suggests that instant online sales models (based in social media) would only trigger desirability and action, but not necessarily allow to establish a long lasting consumer interest and brand awareness. Further investigations reveal authors own critical opinion on the relation of study results and theory findings. The report evaluates key connections that are made between being available offline (retail), ability to ‘fill a gap’ with the product offering, necessity of resource analysis, out of the box thinking and willingness to take risks. High attention has been paid to the applicability of technology and digital media opportunities within fashion start-up marketing. As a conclusion, author indicates essential suggestions of what would be the most suitable sets of marketing activities for entry makers in the fashion industry. The main recommendations are subdivided into four fundamental categories regarding brand strategy, offline sales, digital marketing, potential growth and the vision on success. Decisively, these outcomes are summarized in the article “Marketing lessons learned from successful start-ups in the fashion industry” Research question What would be the most suitable marketing approaches (or strategic decisions) for start-up companies operating in the fashion industry? SUB-QUESTIONS 1. How to define fashion marketing? 1.1. What are the limitations of different views on marketing? 1.2. What are the main marketing related challenges that start-up brands encounter? 1.3. What does a fashion marketing strategy imply? 2. What are the strategic sales/marketing goals that start-up companies set for themselves? 2.1. What are the long-term and short-term goals? 2.2. How do these goals differ for various start-up brands? 2.3. Which are the factors that influence these differences and similarities?

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelor
TaalEngels

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