Volltext-Downloads (blau) und Frontdoor-Views (grau)
(Leider keine statistischen Daten vom 26.05. – 18.06.2018)
  • search hit 2 of 3
Back to Result List

Cradle to Cradle – An analysis of the market potential in the German outdoor apparel industry

  • The purpose of this study is to investigate the market potential in the German outdoor apparel industry by focusing on sustainable production in terms of environmental and human health. A literature study of the Cradle to Cradle (C2C) design concept is provided, as it represents a solution for pollution, waste and environmental destruction caused by the current industrial design and waste management. The data for the subsequent market- and competitive analysis of the German outdoor apparel industry was collected through secondary research in order to identify several key market indicators for the assessment of the market potential. The outcome of this research is the identification of a positioning strategy for outdoor apparel according to the C2C design concept. The results show stagnant growth rates in recent years in the German outdoor apparel market and strong rivalry among the competitors. However, a significant market potential was calculated and beneficial trends for sustainable outdoor brands were recognised. These findings reveal the existence of a market potential for an outdoor apparel brand according to the C2C design concept. By following a positioning strategy of transparency and full commitment to a sustainable production, the company might be able to gain market shares from its competitors, as future predictions indicate slow growth rates in the market. The results of this analysis can be of great interest for entrepreneurs that plan to enter the German outdoor apparel industry.

Download full text files

Export metadata

Additional Services

Share in Twitter Search Google Scholar

Statistics

frontdoor_oas
Metadaten
Author:Mareike Weiner
URN:urn:nbn:de:bsz:960-opus4-10515
DOI:https://doi.org/10.25968/opus-1051
Advisor:Henning AustmannGND, Hans Christian GühlertGND
Document Type:Bachelor Thesis
Language:English
Year of Completion:2016
Publishing Institution:Hochschule Hannover
Granting Institution:Hochschule Hannover, Fakultät IV - Wirtschaft und Informatik
Date of final exam:2016/08/31
Release Date:2017/02/23
Tag:C2C; Outdoor
GND Keyword:Bekleidungsindustrie; Freiluftsport; Marktpotenzial; Nachhaltigkeit
Link to catalogue:881881449
Institutes:Fakultät IV - Wirtschaft und Informatik
DDC classes:330 Wirtschaft
Licence (German):License LogoCreative Commons - Namensnennung-Nicht kommerziell-Keine Bearbeitung 4.0