The Kooples in the USA

Résumé du document

The Kooples offers clothes and accessories for men and women. The collection is unisex for an androgyn style: chic/rock of the street between Paris and London. Colors are sober. Boys and girls can wear the same things, shop in the same stores. Clothes have a really good quality with noble materials. The brand is inspired by the Savile-Row way (high quality clothes for men) with three piece suits for example and which aim at remaining timeless to cross years.

The design of clothes is made in London and the choice of the materials which realizes the real value of their collection (leather, silk, fine sewing and cashmere) seems to be quality security. The brand adds to this a contemporary rock spirit on the motives, but also by joining with The Great Frog (brand of London) who realizes jewels for rock musicians (death's-head). Clothes are manufactured in the Eastern Europe and in Asia. The cutting of clothes being narrow by choice of trend and fashion by the brand excludes some kinds of morphology and thus realizes an implicit selection of the customer

Extraits

[...] Role of the state : 3/10 low influence. The role of the State can be defined by the control of the imports, by the implementation of quotas of textiles-clothing to protect its own industry. We can now represent the competitive intensity through a sectorial hexagon to give a clearer vision of the important factors seen previously. Bargaining power of suppliers Role of the state Bargaining power of customers Industry Rivalry and competitiveness Threats of news entrants Threats of substitute products The Kooples in USA 23 Global Marketing Appendix Market segmentation : Hermès L UXURY Dkny THE KOOPLES Dior PREMIUM Zadig & Voltaire Agnes b Sandro Comptoir des cottoniers Zara MEDIUM QUALITY Gap TopShop H&M Forever 21 L OW QUALITY PRICE In the United States, we note that The Kooples will evolve in a competitive environment composed mainly by the same brands compared to their European market. [...]

[...] Very clearly, the CELEBRITIES plays a driving role in the choice of a product by an American consumer. This one is very sensitive to whom wears a product and will choose an ambassador of the brand before anything else. The communication of the brand must be powerful on the selective hyper events, for example Art BASEL in Miami where CARTIER communicates widely. The image of the French products is very positive, even if it is competed by the Italian products. [...]

[...] The opportunities are thus numerous for the French companies which will know how to adapt their offer to the professionals of the sector. At first, adapt its concept to the habits of the American luxury consumers and keep the values of the French brand. Use the PR to be seen and read . Very important to be quoted in the press, and especially to have a wide presence on Web, because the first reflex of the consumer is to look for information on your brand. [...]

[...] With that, you know the places of residence of the richest people in the USA. The structure of the spending between a French consumer and a American of the same level of income is different and the French consumer will have a better purchasing power. The average shopping budget of an European (627 in 2009) is much lower than that of the American To understand concretely the difference, let us take the example of an American family with 2 children, which has dollars of income and lives in Manhattan. [...]

[...] The high number of fashion brands on the world gives a wide choice to the consumers who can be very changeable because of a low cost of transfer. The customers do not have to limit themselves to a single brand and can easily push aside from it. Furthermore, today with Internet, the social networks, the blogs the customers are more and more aware, informed and can compare in a few clicks. Today, people are no more loyal to a brand and go to different ones to find what they want. Threat of new entrants : 4/10 low/medium influence. [...]