Global Marketing Environment and Country Road

Country road has always been one of Australia leading premium stockists of apparel and home wares. Country Road began as a small manufacturer but expanded and diversified to become a leading wholesaler/retailer of apparel and home wares in the Australian market. The great success of this fueled the company into an expansionary strategy into the lucrative yet highly competitive US markets and also further along the way into the Asian markets. The strategy of international expansion into Asia had involved alternative strategies instead of the aggressive strategy into US. Such strategies included strategic partnerships and franchising agreements. Country Road was successful at first with its defined higher quality products and

Nigel Austin, the founder of Cotton On, grew up in Geelong with strong family ties to the clothing or fashion industry. Nigel spent school holidays learning the ropes with his dad’s manufacturing and importing business, building confidence and having a hand on approach. When he was 18, his entrepreneur spirit kicked in and began selling acid-wash denim jackets from the trunk of his car in Geelong markets. In the first week Nigel sold just one jacket for $30, hardly enough to pay for petrol and lunch. With this minor setback he went back to his supplier, Grant Austin (his father) and negotiated a better deal.

As two separate companies, they have established a different approach towards the market, however with the right research and evaluation, Rousteing and The Bay have beautifully managed to make both sides collide with success. They have managed to design ready-to-wear for different target groups, for example, women’s outerwear shoes, men’s business attire, jewellery, as well as the latest Balmain Army collection inspired by Rousteing himself. They have made the price range of the products in the listed categories reasonable and affordable for premium quality clothing, accessories and footwear for both genders that are quality and price conscious. Also, in Toronto and Vancouver, The Bay has launched a showroom called “The Room” that features some of Balmain’s hottest but not-so-retail-friendly designer clothing from Rousteing’s runway collection. With the stratospheric prices, these items are obviously in display for the more sophisticated young female adults that completely disregard the price tag when they see something they genuinely adore. However, this was also an intelligent way for Rousteing and The Bay to promote their collection by giving the people of middle-class families to feel and take a closer glimpse of some high-quality handiwork. This makes the women of the demographic target market want to know what else Balmain has in store at The Bay, that is of similar quality, but with a more affordable

Ross Dress for Less is a popular retailer that sales brand name apparel and home fashion at a discounted price. In this paper will discuss the beginning of the company, the founder and where the home office is located. We will also discuss the competition and the types of items Ross stocks on a daily basis. The target market will be talked about also. There is even a Ross Dress for Less locally here in Jackson.

Mr George Allan Bond established Bonds in 1915, he was an ambitious American businessman that arrived to Australia in the early 1900’s and followed his dreams. Bonds first began with importing hosiery. Once the company had relocated to Redfern in the western suburbs of Sydney in 1917, Bonds was on the way and had started manufacturing singlets, hosiery, gloves, socks, underwear, sportswear, baby wear and sleepwear, both for men and women.

Failure to keep up to date with market research of consumer tastes and fashion trends affected sales greatly.

Myer is the largest department store and has been popular with renewal style and fashion for over 100 years in Australia. The following char

Town Mode began at 64 Hindley Street, Adelaide SA 5000. It was located in between bookshops, music shops, nightclubs and a police station. It was established and purchased by the current owner Steve Makaris in 1976. Despite in the business challenges of the 70’s, 80’s, 90’s, Town Mode had sixteen stores (16) and the suburban stores were exceptional businesses. In August 2015 Town Mode moved to a new location on Port Road and started providing cheap clothing for everyone. Town Mode has been successful in proving goods to a niche market and will continue with this model of retailing. Town Mode was medium to large previously, but now it is a small business.

Macy’s first began as a small dry goods store on the corner of 14th Street and 6th Avenue in downtown New York City in 1858. No one would have guessed that it would later become one of the largest retailers in the world. In 1858, a sailor named Rowland H. Macy who lived in New York City started the store calling it R.H. Macy & Co. He decided to use a red star as a symbol of success for the logo. The first day the store opened his sales were only $11.06 but by the end of his first year of sales they were around $85,000 (Macy’s Inc. 2016). Surprisingly, by 1877 Macy’s had expanded into a department store that took up ground space of eleven buildings that were adjacent to each other. Macy’s was the first ever retailer to have a woman, named Margaret Getchell, as the first female promoted to an executive position which would make business history. They were the first to put specific prices of goods in newspaper advertising as well as sell the same priced item

As a clothing store which is focusing on local designed and European designed clothes, our products are going to be high-end, fashionable, green and unique.

DABC is one of the biggest clothes manufacturing located in Melbourne, Australia. The first DABC clothes store was established in 1990 in Collingwood under the name AB Clothes with only 4 staffs. After almost 30 years operating, DABC has become one of the fastest growing Australian brands with now over 80 stores throughout Australia and 3 flagship stores located in 3 Melbourne largest shopping centres. DABC has provided the outfit solutions and is famous with its sharp tailoring, top quality, high competitive model and shiny accessories. It is one of the most searched fashion stores for metropolitan men and women.

Country road has been well established as an Australian brand in Australia before it engaged in globalization. Having a strong foothold in the Australia fashion, it is one of the most representable and well-favoured fashion brands in Australia. With its growing success, this gave the firm the confidence to venture into the global market and had the capabilities to do so after Myer Emporium

The history of Burberry started in 1856 by dress maker Thomas Burberry. His store had developed a reputation for selling a quality range of outerwear By 1870 and the success of Burberry was accelerated with the invention of innovative fabric ‘gabardine’ in 1880

The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students.

Mr Charles Wong, the managing director of Charles & Keith International Pte Ltd, together with his younger brother, Mr Keith Wong, founded the fashionable brand field in 1996, mainly targeting on the ladies footwear and accessories.