Brand Market Expansion Brand Kenzo 1 1

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

Robert Palot brought with him new vision and strategic goal for the company. He had a strong conviction over the development and rebuilding of the Gucci brand in the target market, for this purpose he made up the team of professionals who were devoted to work whole heartedly for the company new vision. Palot has redefined the distribution strategies for the improvement of the product line and growth of the market share along with market penetration. Thus, for invigorating the company's profitability and brand building appetite Palot and his team had the vision of maintaining the financial health of the existing brands, while increasing the customer based by entering new product categories and expanding the distribution network. The results of the new corporate strategy were that company achieved solid

How should this market be segmented? Identify the key segmentation variables that are relevant for this market.

The report includes Mary Katrantzou’s strategic approach to the retail industry including their pricing, promotion, distribution and marketing strategies as well as an analysis on their major strengths and weakness, in addition to their opportunities and threats. With Mary Katrantzou competing in a highly competitive market, the information that was found summarises the on going success of the company and how it continually stays effective and offers the unique and unseen designs in the fashion industry.

To develop such strategy mix of strategic options will be applied including Integration to deal with competition and Intensive + Diversification strategies for product and market development.

1. Think about size, growth, locational aspects and segmentation 2. Market Structure 3. Performance metrics used 4. Trends

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

General Issue: which segments should the company target? How should the company and its products be positioned?

Analyzing the trends and consumer behavior indicates that horizontal expansion will be necessary to capture the full and growing target market. Horizontal expansion can be

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

2. Expanding the international market within a period of 4 years by heavily investing in power economies such as China, India, Japan and some parts of Africa.

Quick response of Zara leads it to be successful in the fashion clothing industry. Zara adopts international strategy for its operation. With vertical integration, it benefits Zara in cost aspect, however, it involves some risks. Due to our anaylysis on Zara’s operations, some of the recommendations are made to facilitate its further improvements.

Market growth: Repositioning and revival of the brand has led the company to the fast growing path and Burberry would like to continue it in future. Business strategy adopted by Burberry at this stage would have long-term impact on its growth. Therefore, market growth becomes an important criterion for basing any recommendation.

Our approach to developing a market-entry strategy follows a structured process, based on in-depth understanding of all aspects that feed into a commercial launch.

4) This is a very interesting case study. I definitely learnt a lot from it. For fashion business, I have different opinions about fashion designers’ companies and fashion retail companies. For fashion designer’s company (like Chanel), they do not need have much marketing research. Like Delacroix, Chanel are entertainment company and are not perceived as a company driven by customer suggestions (like Apple). Customers are willing to buy new collection in each season for the most fashionable trend. They are buying new design, new inspiration and new innovation. Excess marketing research is not