Business plan for exporting RedGreen Danish chic sportswear products to Japan

Résumé du document

Where do we see fashion in 2007? Are people becoming more fashionable? We believe that fashion enables people to become a part of a culture and differentiate themselves regardless of the color of their skin and background...or identify themselves with a particular group. In the world of globalization we are able to dress in a Danish yacht fashion in Tokyo, Japan. Global Trade is making this all possible and promotes diversification in cultures all around the world. In this project, a group of consultants from Grenoble Graduate School of Business will be analyzing the Japanese market in order to extend the market of the Red/Green brand. The fashion culture will be analysed and segmented in order to better position the Red/Green brand in Japan. Entrance strategy, competition, location, advertising, and other factors will also be reviewed in order to make the transition to the Japanese market possible and successful. Research based on media, personal experience, internet statistics and definitions will all be used in order to support our position on entering the Japanese market.

Extraits

[...] - Creating subsidiaries Ex: Hugo Boss, GAP, Benetton or Talbot - Create a holding with an importer of fashion clothes Ex: Blueball Japan Ltd - Form partnerships with Japanese firms Ex: Timberland, Eddie Bauer, Tommy Hilfiger or Coach - Joint venture with a Japanese firm Because no financial data was available in the case, we defined the best strategy to adopt without considering this aspect. The best option seems to be to form partnerships with a Japanese firm which will distribute our products. Indeed, in that way RedGreen will limit the risk and the investment. It will also give time to know the market and to see how things are going by monitoring the sales. Then, depending on how good the business is in Japan, we can imagine extending operations and all this will have been done with low risk. [...]

[...] It is at university, before looking for a job that one can express its creativity and wear the most eccentric clothes: dressing up as superheroes, Disney characters, little girls or as someone coming from the future (To have a concrete idea of the main trends, see Appendix 3). The Kimono "to be dressed" and "mono": "thing") is the Japanese traditional clothing. The women's kimono is more coloured than that of the men ad the older, the more sober the colours. The "obi" is a decorative belt which is fastened in the back by a large node (obiage) and a cord (obijime). [...]

[...] Manufacturers must establish a unique brand identity to succeed. "SINCE JAPAN, AND TOKYO IN PARTICULAR, IS THE EPICENTER OF TRENDS IN THE ASIA/PACIFIC REGION, OUR FOCUS IS ON FURTHER STRENGTHENING OUR POSITION IN THIS KEY MARKET." Jochen Zeitz, CEO and Chairman, PUMA AG Rudolf Dassler Sport Appendix Custom Tariffs Schedule in Japan Appendix Girls and boys wearing the uniform of Wako Hokusai Highschool, Saitama, Tokyo (in class and playing fireworks during the week end) Each institution has its own uniform. [...]

[...] They dress like kogals but their makeup is different. They widely use white make-up (foundation, eyeliner, lipstick http://kawai-de-titezool.tchatcheblog.com http://kawai-de-titezool.tchatcheblog.com http://kawai-de-titezool.tchatcheblog.com http://kawai-de-titezool.tchatcheblog.com Appendix Yukata Just as the Kimono, the Yukata is maintained by the a decorative belt which is fastened in the back by a large node (obiage) and a cord (obijime) which is inside and can't be seen. At each period of the life of Japanese corresponds a particular kimono and colours vary according to the age of each one: the older, the more sober. [...]

[...] The men often wear a black or dark blue jacket with the officiated collar, with a white shirt and black moccasins. The women have uniforms of the marine type, carried with black moccasins. In general these uniforms consist of a pleated dark blue long skirt and of a blue and white sailor's collar. Appendix Fashion at university This appendix briefly presents and illustrates the main different fashions observable amongst Japanese youth. Manga or "cosplay" They reproduce uniforms of characters of manga/group of music. www.chidale. www.japanlink.de www.japanlink.de "Fruits" There is a high use of flashy colours. [...]