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Title: Plan de marketing digital para la empresa de moda sostenible The Circular Project
Author: Melgar Sánchez, Inés María
Tutor: Cerdan Chiscano, Monica  
Others: Sánchez Muñoz, Gema  
Abstract: This master's dissertation deals with a digital marketing plan designed for the company The Circular Project, a multi-brand sustainable fashion e-commerce that emerged in Madrid in 2014. The Circular Project sells garments, complements, accessories and jewellery from different external brands that comply with environmental and social guarantees. Its target audience is differentiated into end customers (consumers) and business customers (sustainable fashion brands that want to sell their products). In order to develop this dissertation, it was necessary to carry out a previous internal and external analysis of the main aspects that affect this company and to search in several databases and sources, obtaining relevant information. Sustainability and ecological products are gaining prominence in an increasingly environmentally aware society, so it is mandatory to allocate efforts and resources towards digital marketing strategies that help taking advantage of this market opportunity. Even so, it is still considered a niche with not many buyers, which is an initial obstacle. For this reason, the main objective of this marketing plan is to increase the visibility of the company and its values, making the target audience aware of their purchasing habits, and encouraging them to be responsible buyers, obtaining in this way a greater number of customers, leading to an effective progressive growth. The actions projected in this text have a total duration of 12 months and are aimed to achieve a series of SMART objectives that seek to increase the number of followers in social networks, where the target audience is, to increase traffic on the website and to achieve a greater number of sales, among others. After the investigation and actions carried out, the economic viability of the proposed plan was analysed through the creation of budgets and the ROI and ROAS in order to verify the real application of this digital marketing plan. Despite the limitations arising from the inaccessibility of certain data that have been taken as a guidance, it is concluded that it could be put into practice and could help achieving the objectives established.
Keywords: sustainability
sustainable fashion
ethical fashion
The Circular Project
slow fashion
circular economy
inbound marketing
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 20-Jan-2022
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