Caroll strategy marketing

Thèmes abordés

Caroll, prêt à porter féminin, accessoires, maroquinerie, Chine, analyse Swot, analyse Porter, Groupe Vivarte, André, Besson, Chaussland, la Halle aux chaussures, Kookaï, Liberto, 1-2-3, Massimo Dutti, Alain Manoukian, Esprit

Résumé du document

Caroll is a French fashion house, which was created in 1963. Its headquarters are located in Paris. In the beginning, creators had a free, sensual, beautiful woman in mind, to design the first clothing collection.

The firm offers a large range of products like coats, dresses, jackets, pants, pullovers, blouses and accessories like bags, shoes and jewels. The first outlet was opened in Paris. Then, Caroll launched a young and dynamic “ready to wear” products line in the eighties. Today the firm employs 1118 people in 274 French stores and 123 stores in the rest of the world. Since 1988 the company has been a subsidiary of Vivarte Group.

Vivarte is one of the first European retailers of shoes and clothes through brands like André, Besson, Chaussland, la Halle aux chaussures for shoes and Kookaï, Liberto and Caroll for clothes. Caroll has been recognized and appreciated by women for over 40 years, and is particularly known for its quality and style. During the expansion of the brand, Caroll became “Caroll Paris” in 1994. This new name allowed Caroll to tackle new markets outside the French market. Today, the company is established in Belgium, Dubai, Germany, Japan, Lebanon, Morocco, Portugal, United Kingdom, Spain, Switzerland and Tunisia.

In today's economic environment, companies are realizing that in order to grow, they have to expend overseas. It is the reason why the company wants to orient its strategy towards international development. In this same objective, during the last years, the company generalized luxury through the improvement of products' quality, services, design, and stores organization in order to make customer loyal.

Extraits

[...] Table Trade of textile in 2009. Countries exporters (left) & countries importers (right) Source: World Trade Organization available on activities' report of Union of textile industries 2010/2011. Table Chinese women: share of different styles and trends: Source: books called “International wool textile organization: Vision and perspectives of consumer behavior and trends in clothing”, June 2004 a global strategy executed by Kurt Salmon Associates. Kurt Salmon Associates Interviews. Information about China market available on a book called: “s'implanter en Chine” (to set up in China) 2010/2011. [...]

[...] The brand offers special space to try on clothing with specialized fashion sellers on a well being atmosphere. * Value Network how to deliver? The brand is able to present products through a good marketing and communication strategy. In addition, Caroll is used new technology through E-shop available on the web site. Recommendations According to this analysis, China clothing market is today and for coming years a real opportunity to increase business. China will become the biggest clothing market in the next decades. [...]

[...] Caroll has been recognized and appreciated by women for over 40 years, and is particularly known for its quality and style. During the expansion of the brand, Caroll became “Caroll Paris” in 1994. This new name allows Caroll to tackle new markets outside the French market. Today, the company is established in Belgium, Dubai, Germany, Japan, Lebanon, Morocco, Portugal, United Kingdom, Spain, Switzerland and Tunisia. Indeed, in today's economic environment, companies are realizing that in order to grow, they have to expend overseas. It is the reason why the company wants to orient its strategy towards international development. [...]

[...] The China association of branding strategy expects that number who can afford luxury brands to have grown to 250 million by 2010”[3]. China luxury market is close to US $ 2.5 billion. Professionals expect a multiplication by seven of the market size for the next ten years. Indeed, today the number of fashion enthusiasts in increasing but new generation and generation X are more sensible to fashion and consumption in general because they have not grew up with communism practices. These people have a strong desire to show off and stand out face to others. [...]

[...] Caroll's marketing mix has been an unquestionable success until now. It is the reason why I think that in order to ensure that the company's development is sustainable, Caroll has to smartly resort to cultural advice in terms of marketing strategy which elements were developed into this paper. Bibliography Web sites http://www.puretrend.com/marque/caroll_b1243/histoire_i1/1 http://www.valuebasedmanagement.net/methods_porter_value_chain.html http://www.ifm-paris.com/ http://www.textile.fr/sites/default/files/ag_uit2011_web.pdf Books and Studies * “S'implanter en Chine” (to set up in China) 2010/2011. Written by Isabelle Fernadez (manager Ubifrance in China, economic mission) * “International wool textile organization: Vision and perspectives of consumer behavior and trends in clothing”, June 2004 a global strategy executed by Kurt Salmon Associates. [...]