Oliveira, Vitorino MelloPortas, PauloLesanu, Ana Paula2026-04-292026-04-292026-01-202025-12-17http://hdl.handle.net/10362/202663The 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.engFootwear marketCircular economyBranded resaleSecond-hand marketMarket expansionmaster thesis204238862