We are a high-end undergarment designer who will be launching operations in England. Though currently we are solely in the U.S. we are confident that our product will be successful in other countries, England is our first country of choice to expand because after completing a country analysis, we believe that Ethan Grey will see the same success it has in the United States, if not greater. During a S.W.O.T. analysis we concuded that there is a strong potential market in England. Ethan Grey is a line which uses the human desire to be as "perfect" as possible to its advantage. We have spent time researching precisely what the "perfect" man and woman is in the eyes of the English as we did with Americans. What we found was that people in the two countries are extensively different, this is because the way of living is different. The two do not have the same customs, the culture differentiates. Be that as it may, we also found that the ideology of a flawless individual is similar and many people in both countries want to be as close to this perfect image as possible. For example, the majority of users on Instagram and other social networking sites (which in the U.K. is expected to rise to 33.4 million in 2014) upload photos of themselves for friends and complete strangers to see hoping to gain positive feedback from them. People want to have glamorous lives and be as attractive as possible. This led us to developing our slogan, "Be Tasteful, Be Sultry, Live Classy". Now, as with most business ventures, competition can be a disadvantage. Our research shows that there is already a high volume of undergarment lines in England, i.e. Stella Mccartney, Hanes, Mimi Holliday, La Perla etc. The great success of these lines is proof of... ... middle of paper ... ... Yes, Ethan Grey is a fine line of undergarment wear for both men and women, it is one that I believe will do well in England so long as we move slowly and gradually into the market. The idea of E-Commerce is to allow Ethan Grey to garner name recognition, because Ethan Grey is a high-end designer brand, using E-Commerce along with effective marketing efforts can raise an interest in the product, this is a cardinal aspect of the success of Ethan Grey. The people in England are excited for new products, they enjoy hearing about "the next big thing" and with E-Commerce, Ethan Grey will become Englands "next big thing". Once it reaches that status, using the Greenfield Investment method instead of the Acquisition method to move further into England will give the market a sense of Ethan Grey being "fresh and new" which will help catapolt the success of the company.
Karolina Swietoniowska, the young, youthful, educated and passionate owner of Korra dancewear has been in business, trying to live her dream of designing dancewear clothes for the past three years. Sales have been however very slow for her, given that she had other priorities to take care of, she is now looking to improve her position as a businessman and increase her scale of business and expand and grow. Capital and experience constraints have been pulling her down and she is struggling to make her mark on the market. There are other very strong competitors in the market, functioning with very different
The global fashion and apparel industry is a giant with annual turnover of approx. $1.7 trillion and provides employment to approx. 75 million people. With globalization and increasing competition amongst manufacturers, coupled with lower production rates in the developing countries, buying clothes has become way inexpensive than before. Add to it the fiercely growing internet penetration and fast catching up ecommerce industry, clothes are more or
Since 2004, Victoria’s secret PINK has been a major sales driver, which comprises a large portion of current Victoria’s Secret sales. However, because Victoria’s Secret is only available to many international customers online, analysts foresee a possible decline of sales, if the retail experience continues to be maintained in the United States. The global underwear industry is estimated to be worth over $30 million. As shown in Exhibit 1 in the Appendix, The European Market for Women’s linger...
With the increasingly rapid competition in fashion industry, investment project brings wider effects on the future development of a business (Spencer, n.d.). The aim of the report is to analyse Ted Baker Plc (Ted), a company in fashion industry, and to provide Mr D.G. Farmer with investment recommendations. To achieve this objective, initially the overview of the fashion industry and Ted Baker Plc will be provided. Subsequently, the report will appraise the financial performance of the company in terms of ratios. The conclusion and suggestions, then, will be offered. Finally, the limitations of this report and bibliography will be presented.
By cultivating positive relationship assets, like the partnership with Archetype Solutions Inc. (ASI), Land’s End clothing gained valuable access to technical IT skills and information repositories capable of rapidly processing and analyzing large quantities of custom clothing orders. The accumulation of large information repositories only strengthens the barrier to competitor entry as it takes significant amounts of time to accumulate all of the pertinent data associated with a custom tailored clothing venture. This data can include information on consumer sizing and preferences, supplier operations and processes, and even garment patterns and variations, all of which are component response lag drivers that contribute to the IT resources barrier. Although, this fruitful relationship alliance, leveraged by the IT skills of ASI, could nearly become proprietary information for Land’s End (Clemons and Row 1991). This could create an exploitable avenue for competitors looking to enter the custom tailored clothing market. Once the exclusivity of the Land’s End relationship with ASI is terminated, given the structure of ASI’s contracts, competitors could partner with ASI to gain access to their proprietary information regarding clothing patterns and specifics. Knowing this, Land’s End should prepare for and anticipate the coming competition of
There are numerous ways people are manipulated by the media, but the concern of outward appearances has always been one of the main portals the media uses when advertising. Everyday, people come across some type of advertisement, wither it be watching television, seeing billboards, reading magazines, or listening to the radio. These advertisements all instill into people’s heads, what they are is not good enough. Most advertisements show photos of women and men with no wrinkles and flawless skin, no fat and built bodies, or stylish clothes and trendy accessories. These types of advertisements give men and women an unrealistic perspective of what they “could” look like, not suggesting the people being shown are naturally beautiful to begin with, but implying the allusion; one could look like this if this product is used. These types of strategies are used by companies continuously, manipulating the world into believing they can change themselves just by buying their product. Advertisements with reference to outward appearances commonly focus on three different aspects of societies concerns; stopping signs of aging or reversing it, losing weight or getting into shape, and wearing certain clothes, in turn, allowing a person to fit into societies superficial view of how one should appear on the surface.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
In order to expand as a brand in Europe, Abercrombie & Fitch should consider the targeting stategy in order to maximize profit and brand expansion. Due to the growing consumption of consumers A&F needs to decide if they want to sell the idea of providing a specific casual quality, that others may not be as accessible, or if they are committed to selling the experience in order to enhance
At the high-end of fashion, the entrepreneurial spark, which is initially responsible for launching a business, is often linked to individual’s personality, values and set of skills.(Jackson and Shaw, 2009) Ms Margaret Howell is one of them, who is known as one of the Britain’s most respected designer and has been designing comfortable and classic pieces tailored in traditional British fabrics (Conefrey, 2013). Since 1972. In a world where over-exposure in the media is a norm, Ms Margaret Howell is modest and well-grounded in her manner and lifestyle. Similarly, she fiercely guard the quiet and personal authenticity of her eponymous
Nevertheless, clothing was not always produced and distributed as it is now. It wasn’t before the industrial revolution that clothing was starting to be mass produced in factories, prior to its mass production clothing was made by families themselves and from fabric either purchased or made locally, thus making clothing a status of one’s personal wealth. By the 17th century, crafting and tailoring of Western clothing required more and more skill as designs
The use of Social media is becoming more prominent in society; its use for almost anything, from online shopping to following tips for a wealthy life style to keeping up with the latest trends. As much as humans deny the impact and the utility of social media in their daily life, it alternates their visions on beauty. The use of standards in social media modify perceptions on both women and me. The media has helped mold the perception of the beauty people hold on to. They start to believe that the concept of beauty is the one they advertise rather than the one in the subconscious mind. Slowly but surely the media has alternated with the idea of the self image. Each seasonal trend or style that comes out into the market or is shown on social media, gives a new meaning and influence onto what is to be expect of the self image. As the fashion industry targets the richest country’s and wealthier society’s. It tends to be forgotten that the main followers of social media are all over the globe and hold different social classes and are a diversion of cultures. The media feeds to the western
The designer apparel market is extremely competitive and as a result companies are becoming more strategic in their marketing approach to compete with other brands. For example, companies have considered collaborating with other designer brands to produce luxury designs at affordable prices such as Sass & Bide collaborated with Havaiana and together they created a limited edition of thongs. Furthermore, there is a lot of competition when it comes to price harmonization as local retailers are encountered with pressure from consumers due to the differences in international prices. Therefore, it is evident that the designer apparel market is competitive and companies need to take action in order to compete and be successful. (Euromonitor International, 2014a)
Susan Bordo states in her article “Never Just Pictures”, that children grow up knowing that they can never be thin enough. They are thought that being fat is the worst thing ever. The ones responsible for this are the media, celebrities, models, and fashion designers. All of these factors play a big role on the development of the standard and how people view themselves. Everyone at one dreams about being the best they can in any aspect. But to achieve that most believe that one of the big factors is outer beauty. So people look at celebrities and fashion designers, and believe that to be accepted they have to look like them. That’s when they take drastic measures to change their appearance because they’ve been influenced by the Medias idea of “beautiful.” This feeling mostly happens in women but in recent years the gender gap has become smaller. Now men also feel the need to look good because of the media. On the TV, instead of having infomercials ...
Thesis: From the 18th century to present time, the jean industry remains one of the largest, most influential clothing markets.
From 2005 the textile segment has been made up of 2 companies, transforming raw materials into fabrics, from spinning to finishing and ennobling. Handicraft product quality and technological research development characterize this business segment which works with internationally recognized names of the apparel and fashion industry.