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Development of the online marketing concept for the start-up stay iIn a kite - crafting a cost strategy for stay in a kite´s online marketing success
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This thesis introduces the online marketing concept for the startup Stay in a Kite, which upcycles
used kitesurfing sails into apparel. This concept was developed by exploring its branding, consumer
preferences evolution and strategic online marketing approaches to enhance brand visibility,
engage target audiences, and drive sales in the eco-conscious market. Company records, literature,
and a consumer survey comprise the primary sources of information for the development of this
strategy. The aim is to establish Stay in a Kite as a distinctive and socially responsible brand within
the sustainable fashion landscape.
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Cost strategy Cost structure Financial results Online marketing