Mercatique stratégique : l'entreprise Esprit (2008)
Étude de cas - 6 pages - Marketing mode et prêt-à-porter
Esprit Holding Ltd 1968 : création d'Esprit par Susie et Doug Tompkins à San Francisco, 2 ex-hippies de Californie, 2 personnages assez atypiques dans le monde des industriels. Elle : engagée pour les grandes causes humanitaires et passionnées de mode. Lui : passionné par la nature et le design...
Marketing concurrence et logistique H&M
Étude de cas - 12 pages - Marketing mode et prêt-à-porter
L'entreprise Hennes a été fondée en 1947 par Erling Presson à Vasteras en Suède. Inspiré par le modèle américain ce jeune suédois trouva une idée surprenante à l'origine de sa réussite : vendre de la mode féminine et de qualité à des prix imbattables. En 1968, le rachat des magasins Mauritz...
La politique Marketing de Zara, la création et fabrication d'un produit
Étude de cas - 3 pages - Marketing mode et prêt-à-porter
Zara est une marque de vêtements espagnole proposant des produits consacrés aux hommes, aux femmes et aux enfants. Cette entreprise a plusieurs objectifs tels que le fait de toucher une très large clientèle et de favoriser ses visites fréquentes, ainsi que de provoquer des achats impulsifs. Cette...
etudes de cas CAROLL
Étude de cas - 2 pages - Marketing mode et prêt-à-porter
PLAN INTRODUCTION - Présentation de l'entreprise. - Problématique : Ses stratégies d'internationalisation. I- LES CHOIX D'IMPLANTATION DE CAROLL II- LES DIFFERENCES ENTRE MARKETING MIX DE LA FRANCE ET CELUI DE L'ETRANGER a) Clé de voûte b) Le marketing mix - le produit - le prix -...
Dossier de presse
Étude de cas - 2 pages - Marketing mode et prêt-à-porter
E n 2009, l'INSEE a recensé 821 000 naissances en France métropolitaine et dans les départements d'outre-mer contre 828 404 en 2007. De ce fait, le marché des vêtements pour enfants ne fait qu'augmenter. Du Pareil Au Même l'a bien compris et met en oeuvre des stratégies efficaces...
El marketing mix de Zara/Mango
Étude de cas - 3 pages - Marketing mode et prêt-à-porter
En este trabajo, se trata de comparar el marketing mix de Zara y de Mango. En un primer lugar, quiero introducir las marcas, y después voy a comparar sus marketing mix con respecto à la comunicación, el precio, la distribución y el producto. Zara hace parte del grupo Inditex, el líder mundial en...
"GoldenHook", une entreprise de service innovante - le tricotage sur mesure
Étude de cas - 6 pages - Marketing mode et prêt-à-porter
Since two years, knitted clothing is back in vogue. Knitted clothing adopts a very casual style and is related to childhood clothing. Moreover, there is a history. In the past, grandma used to crochet and make clothing for their grandchildren. Now, people are buying knitted beanie hat and scarf...
Strategy Analysis of Chanel
Étude de cas - 30 pages - Marketing mode et prêt-à-porter
We have decided to study Chanel for our university case study because it is an internationally well-known brand; one of the most famous and notorious in the luxury industry. Today Chanel belongs to the Wertheimer brothers who are the grandchildren of one of Coco's associates. The company was...
Marketing in islam : Case study AL-QUDS jeans
Étude de cas - 7 pages - Marketing mode et prêt-à-porter
At a time where slim fit jeans are quite famous and loved in Europe or in the United States, a new type of jeans and a new brand was born in 2006. It was named ?Al Quds', in the name of the holy city of Jerusalem. A simple product with a practical goal: facilitate the Muslim prayer. Al Quds...
Hello Kitty - International Marketing
Étude de cas - 29 pages - Marketing mode et prêt-à-porter
By wearing Asian culture symbols / Asian fashion the celebrities ensure that they are more accepted while promoting their songs and products in the Asian market. It is easier for the Asian fans to identify with the pop stars, e.g. Britney Spears and Paris Hilton, if these stars were seen with...
The Levi's' brand development strategy
Étude de cas - 6 pages - Marketing mode et prêt-à-porter
All over the world, companies create a brand strategy and try to make it evolve to grow up. Thus, Levi Strauss & Co has managed to build its brand image of Levi's. Over a period of time, the company and its brand have developed in the world. They constantly innovate in their production and...
Organic clothing: a change in behaviour - analysis of marketing campaigns
Étude de cas - 4 pages - Marketing mode et prêt-à-porter
As consumers become more concerned about the social, environmental and ethical impact of their decisions and actions, the consumer behaviour has changed dramatically (Ramberg, 2007). Consumers has started to accept and purchase organically made clothes, thanks to the campaign of eco-friendly...
Launch of a masculine lingerie brand
Étude de cas - 13 pages - Marketing mode et prêt-à-porter
In the last few years, we find some new products for men. They are based on a new trend: men are taking care of themselves more than ever. Traditionally, women took care of them. Because of that, these products are copied from the women ones. Now, every man in Occidental countries does sport,...
Brand management: Quicksilver
Étude de cas - 6 pages - Marketing mode et prêt-à-porter
In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable image of life that the customer would like to identify with. Brands are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting...
Zara: It for fast fashion
Étude de cas - 8 pages - Marketing mode et prêt-à-porter
According to porter model, there are five main forces to analyze the structure of competition of a given industry. Despite some limitations, this model is of High relevance to identify the main forces of the competition in a given industry. Market growth: the dynamic of the market is relatively...
The Bourjois trademark
Étude de cas - 5 pages - Marketing mode et prêt-à-porter
Bourjois is a modern and very well-known trademark. It proposes perfumes, make-up and personal hygiene products (shower gels, deodorants and body creams) which can be found in supermarkets and hypermarkets (Carrefour, Leclerc …), in perfume shops (Sephora …) or in department stores...
Competitive environment analysis: H&M
Étude de cas - 10 pages - Marketing mode et prêt-à-porter
We chose to write our report about H&M for many different reasons. First of all, even if we focus on the French market, the fact that H&M is a global brand, operating from nearly everywhere in the world, both made us sure that we would have to analyze a very strong and efficient strategy, and to...
Caroll in China: strategic marketing plan
Étude de cas - 22 pages - Marketing mode et prêt-à-porter
With an economic growth of nearly 10%, China looks very attractive to a lot of companies today. The emergence of a strong middle class characterized by a high purchasing power makes opportunities plentiful. However, China's huge market is much more complex and specific than western ones. That...
Global industry study : H&M
Étude de cas - 22 pages - Marketing mode et prêt-à-porter
The aim of this International Marketing survey is to present the international operations of a global brand and to confront them with our international marketing lessons. The company we are going to study is Hennes & Mauritz AB (H&M). Before analyzing all the international operations of this...
Marketing plan for Caroll in China
Étude de cas - 9 pages - Marketing mode et prêt-à-porter
In this document we will present a brief marketing plan for Caroll. The firm would like to have a foothold on the Chinese market. As tool, we will use some common instruments such as B.C.G. Matrix, Ansoff Matrix or the well-known 4P's as well as Porter's five forces. An overview of Caroll Caroll...
Redéfinition de l'image de marque de Daisy prêt-à-porter
Étude de cas - 13 pages - Marketing mode et prêt-à-porter
Le produzioni fotografiche per l'immagine di moda necessitano di un'organizzazione concettuale, logistica e stilistica degli scatti la cui valenza di comunicazione è destinata ad avere un impatto significativo su un grande pubblico . In questi casi la figura dello stilista come viene conosciuto...
Strategic Marketing - Marketing Plan - Caroll Paris
Étude de cas - 26 pages - Marketing mode et prêt-à-porter
The aim of this report is to realize a marketing plan for Caroll while entering the Chinese Market. During the past decades, the trends of new market expansion were to set up a subsidiary or a branch in China. This giant is the fastest growing country today, its potential growth for the...
Plan marketing : Caroll
Étude de cas - 20 pages - Marketing mode et prêt-à-porter
China represents today the most important potential market for all companies, from small to large ones. First, China is the hugest market in terms of inhabitants, and also in terms of economic growth as it has attained in less than 20 years, the fourth economic place in the world. For Caroll the...
Brand Positioning: the Lacoste's case studies
Étude de cas - 13 pages - Marketing mode et prêt-à-porter
Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ‘La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its...
Organizing a global company: the Caterpillar case
Étude de cas - 20 pages - Marketing mode et prêt-à-porter
Within the framework of the course “Organizing a Global Company” we are invited to realize a group work composed of two parts. The objective of the first part is to try to analyze and to understand the organizational structure of an international company better, taking into account the...
What are the reasons of Zara´s success?
Étude de cas - 21 pages - Marketing mode et prêt-à-porter
In 1973 Amancio Ortega Gaona, Inditex Group president and main shareholder, created a textile company, which specialised in producing dressing gowns and underwear. Two years later he opened the first Zara store in La Coruña. Nowadays, the Inditex Group is the most successful in the Spanish...
Burbery - Company analysis
Étude de cas - 15 pages - Marketing mode et prêt-à-porter
The story of Burberry started in 1856 when Thomas Burberry, a 21 year old draper's apprentice, opened his own store in Basingstoke, Hampshire. In 1880 he invented the famous gabardine now associated to the Brand's name in customer's unconscious. Burberry was an independent company...
Global industry study: Hennes & Mauritz (H&M)
Étude de cas - 29 pages - Marketing mode et prêt-à-porter
The aim of this International Marketing survey is to present the international operations of a global brand and to confront them with our international marketing lessons. Our studied company is Hennes & Mauritz AB (H&M). Before analyzing all the international operations of this group, it seems to...
Victoria's secret
Étude de cas - 6 pages - Marketing mode et prêt-à-porter
Pick a brand and gather all its marketing communications materials. How effectively have they mixed and matched the marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their...
Gap
Étude de cas - 7 pages - Marketing mode et prêt-à-porter
We decided to conduct an IMC campaign for Gap because it is a very large and well-known retailer that has not been successful in capturing the student market in the last few years. Gap appeals to us with contemporary designs but the plain style that resulted from a new team of lead designers...
