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Recommerce in the footwear market: ecco preloved initiative and its path to expansion
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| 3.99 MB | Adobe PDF |
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Resumo(s)
The work project explores the emergence of ECCO PreLoved in Germany through a case study that addresses its development, implementation, and key challenges, including the absence of a structured marketing strategy, internal collaboration issues, and long-term sustainability concerns. A consulting report then explores the potential expansion of the initiative to Portugal, drawing on insights from the German launch while offering strategic recommendations for scaling a circular resale model in new markets. Lastly, the individual contribution is a teaching note analysing the initial marketing and collaboration challenges encountered during the German rollout.
Descrição
Palavras-chave
Footwear market Circular economy Branded resale Second-hand market Market expansion