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by Keith Helinski

Bachelor Thesis from the year 2017 in the subject Business economics - Business Management, Corporate Governance, 1,3, University of applied sciences, Nürnberg, English, This bachelor thesis provides a general overview of the theoretical principles of the Blue Ocean Strategy targeting the assessment of opportunities for stationary fashion retail companies according to competitive advantages. The intention is the development of a strategic approach for this industry to disregard direct competition with contenders and e-commerce. However, the problem arises whether the Blue Ocean Strategy can provide a significant incentive for stationary fashion retailing aiming to avoid increasing competition.

The following questions are, therefore, Does the Blue Ocean Strategy provide opportunities for the stationary fashion retail group H&M to create competitive advantages by using four appropriate tools? How do customers perceive the raised and created elements by Arket? Does this concept affect customers' comparison between the two largest providers and Arket in the fast fashion industry?

The analysis was conducted through a case study, a quantitative questionnaires and theoretical foundations. For this purpose, data sets of more than 2500 participants were obtained and evaluated. The thesis is, therefore, based on theoretical elaboration and a subsequent empirical research.

113 pages, Paperback

Published September 7, 2020