Schmitt, DanielaD´Ambrosio, Francesco2025-01-202025-01-202024-07-022023-12-20http://hdl.handle.net/10362/177651This 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.engCost strategyCost structureFinancial resultsOnline marketingmaster thesis203723732