Samenvatting

AIM The aim for this research report is to provide brands with the right tools that will help them to cater to the rise of cultural diversity within the underwear industry. RESEARCH QUESTION How can brands cater to the rise of cultural diversity within the underwear industry? SUB- QUESTIONS 1. What relevance does cultural diversity have when looking into the function and meaning of underwear, within the history of different cultures? 2. What is/was the influence of cultural diversity on society and how does this affect the fashion industry? 3. What is the impact of the rise of cultural diversity on underwear brands? 4. What do consumers expect from underwear brands regarding cultural diversity? 5. What initiatives can brands take to react to the rise of cultural diversity? THREE STEP GUIDE The three step guide is based on findings of the research. This booklet will offer information that underwear brands can use to implement and align their messages about cultural diversity within their online channels