The role of sustainability in the marketing strategy of outdoor clothing brands

Kálmán Krisztián (2020) The role of sustainability in the marketing strategy of outdoor clothing brands. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In this paper, I addressed the ever-rising question of sustainability. Today in the 21. century sustainable production is a rising demand in every part of the market.The fashion industry in particular is affected by this question. The spreading and gain in popularity of fast fashion raised concerns about sustainable fashion.in this dissertation, I will address the practices of outdoor apparel brands in particular. With this research, my aim is to uncover how sustainability practices influence the marketing strategy of outdoor companies and find out if outdoor customers have the same mentality and attitude towards sustainability as the companies they are shopping from.Through a secondary research in the form of a benchmarking tool and a primary research in a form of a questionnaire, I tried to find out the existing approach and practices of the selected companies and the opinion and approach of their existing and potential customers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	big business, business marketing, competition, economy, sustainability
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 12:55
Utolsó módosítás:	2021. Feb. 08. 12:55

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