Study of establishment of Caroll in China

Résumé du document

Caroll has been a subsidiary of Vivarte Group since 1988. It has a lot of experience in its domain and is now, undoubtedly, one of the ready-to-wear sector's greatest success stories. The brand has been recognized and appreciated by a great many women for over 40 years, and is particularly known for its quality and style. With more than 70 of its 270 shops located outside of France, the Caroll brand is also developing rapidly internationally. Caroll's culture is based on a shared brand vision and shared enthusiasm buttressed by a strong product identity. What is especially interesting, particularly to us, is the high degree of adaptability to the market and an innovative brand / distributor concept, that will help brand to be established in China. "Today at Caroll, the purchasing manager, collection coordinator, product managers, designers and purchasers all take an increasingly horizontal approach to their specialties, each incorporating know-how from the other disciplines into their ongoing quest to create the most beautiful clothing possible, and optimize customer service." In all countries where brand Caroll is established, the Caroll network has the same ambition: to turn diversity of talent into a collective talent serving the development of the brand as a whole.

Extraits

[...] China has an important density in the big cities like shanghai, Beijing, Canton, HongKong, Schuan, Henan and Shenzhen. The east coast of China is the must interested part of china because the middle class population is there concerted. In the close future, the middle-class population will migrate to the big metropolis cities and a new class will be created. This target is the key success of the next five years. In the rest of China the population is very scattered. [...]

[...] Communicating the brand through specialized magazine will not be enough to gain notoriety, bill boarding, posters in bus stops and in subways, would be the best way to introduce the brand. This major advertising campaign should take place before Caroll opens its first shop. There is no reason why Caroll should not succeed in integrating the Chinese middle class market, its competitor Alain Manoukian is well-established so why not Caroll! However it will have to be cautious concerning the market environment and not enter it without studying the culture closer, the political environment in other words follow the type of analysis that was done above: the marketing plan. [...]

[...] The return on investment is high for the stars and cash cow products. But, the customized service does not have a lot of market share and the activity is decreasing. And concerning the Question Mark, it would be the special materials that they are using, for example the silk they used for a range of clothing this year but it is just a trend, it does not last too long. So, the question is should they keep using the same material or use another on. [...]

[...] Today this medium is very important to consider. Today feminine web sites are very developed and advertising in those sites is a good way to touch a lot of potential customers. The campaign has to be class by showing a group of modern working woman wearing Caroll outfits. The group will be composed on European and Chinese woman working together and having fun together. The ad message is that everywhere in the world, at work, or during the night, all nationality girls can were Caroll and be class during all day long. [...]

[...] These malls create a fashion image and Caroll positioning will be higher. The target chosen is the common customer in those shopping centres. A French brand in this shopping place is certain to find the clients. It is a trendy place where the French touch will be appreciated. Chinese customers will be curious about a new brand of quality. The stores As we know Caroll stores decoration is white and grey. We saw that those colours are negative in the Chinese customers' minds. [...]