Strategic Marketing - Caroll

Résumé du document

The fashion industry is not only one of the most profitable in the world, but also one of the most competitive. With globalization, clothing multinationals such as Nike, Gap, Zara and H&M have already conquered the world, and made this business global and standardized. Following this international development movement, the French high quality creator Caroll would like to enter the chinese market to strengthen its worldwide market shares and generate profits. Therefore, during this report we will try to see how to position the brand in an emerging market to succeed. To do so, I will first analyze the ready-to-wear market in France and the position of Caroll. Then, I will focus on the company, its strengths and weaknesses and the analysis of its strategy. To finish with, I will show how China could be a market for the success of the brand abroad, and how Caroll should act in order to succeed there.

Extraits

[...] and maybe using Chinese or at least Asian top models for the local ads. Advertisement on billboards is something efficient in China, and buying spaces occasionally could be a good thing to increase brand awareness. Store merchandising will be very important to (disposition of the elements, color codes etc.) PEOPLE To add a significant value to the product offered, we should employ in each store Chinese people that have an international experience but also foreigners aware of the fashion tendencies abroad in order to provide a real advice' services to the customer and add value to the buying act. [...]

[...] MARKET Amaury MARTIN Strategic Marketing MBA ISEG Paris 2007/ III / Strategy to enter china IiI - a / China, a decisive market As we all know China is one of the major places where to invest nowadays. Like India, it is a country that is enjoying excellent economic & demographic figures, and allows foreign companies projecting themselves conquest such profitable and large markets. This market could worth billions in term of sales turnover. We can say that China and clothes manufacturing have a very old history. [...]

[...] Therefore, during this report we will try to see how to position the brand in an emerging market to succeed. To do so, I first analyze the ready-to-wear market in France and position Caroll inside. Then, we will focus on the company, its strengths and weaknesses and the analysis of its strategy. To finish with, we will see how China could be a decisive market for the success of the brand abroad and how Caroll should act in order to succeed there. [...]

[...] The company was initially called Les tricots Caroll (“Caroll knits”). Caroll what Joseph would have liked to have called the daughter he never had! The company's niche was knitwear only, more specifically Shetland woolens. It was a runaway success with up to 1000 outlets. The 1970s were boom years! In the 1980s, Caroll began to evolve In 1980, it added a ready-to-wear collection and its first franchise shops in France. In 1984, Caroll opened its first branch shops. [...]

[...] This is a very important factor. Currently the economy is doing very well, Chinese consumers have an increasing purchasing power, and a real middle class is emerging. But buying clothes and make shopping as we conceive it here in Europe for example is far away from the current Chinese consumer behavior Moreover, as the Japanese population, they save a lot of money and are known to be treasurer and not huge spender which seems logical regarding their global financial situation few years ago. [...]