Sports brands in the value world of fashion consumers
In a current study, numerous fashion and sporting goods brands are analyzed with regard to their brand strength and their positioning in people's value systems. The lecture shows which typical values of fashion buyers are served by sporting goods brands such as Adidas or Jack Wolfskin and what advances their strength.
Degree in economics and business administration at the Universities of Bielefeld and Göttingen, Doctorate (Dr. rer. pol.), University of Göttingen, Project Manager at LINK Institute Lucerne, Switzerland, Head of Customized Consumer Research, ACNielsen, Frankfurt am Main, Since 1996 Founder and Managing Partner, Konzept & Markt GmbH