Integrated Marketing Strategies of German Companies : Start-Ups vs. Global Brands

Abstract

The purpose of this bachelor's thesis is to find out and analyze different marketing strategies of German fashion companies. The main part is comparing relatively young start-up companies to established companies and analyzing to what extent the strategies differ. The methodology used in this paper were semi-structured expert interviews with German start-up companies. The results were analyzed and compared to the secondary research on the big global German companies. The findings showed that both young and established companies rely heavily on online marketing and social media no matter how much budget is available. Nevertheless, both still use traditional media to support the marketing efforts.