Creating Colette in Shanghai

Résumé du document

By sticking to the original concept and in tandem with the new emerging Chinese market - How to recreate Colette's lifestyle store in Shanghai is a question that needs to be analyzed.

First step is to start with the company analysis in order to underline its strengths and weaknesses and prepare to overcome problems that may emerge. Also at the same time, it is important to identify our competitive advantages.

In order to define the opportunities and threats for our project, we will study the market of fashion and design in China, particularly in Shanghai. We will also pay attention to the various factors affecting our concept and this will include regulations, laws, competitors, etc. This analysis will allow us to define the key factors to success.

Finally, we will combine the competitive advantages and the key factors of success of the market in order to create a plan of action that will describe the strategy and the marketing mix.

Extraits

[...] Survey for China reveals more sophisticated consumers who are seeking for the best quality products. They will remain loyal to suppliers who provide these high quality products. Products that make them feel good about themselves. The preference for foreign or local brands differs depending on the type of product they are buying. And with this social class a new consumer also appeared: not older than 29 years old, he has grown up in the environment of liberal economy and social- economical reforms. This consumer is eager to spend money. [...]

[...] Secondly by its One Off collections and the feeling of exclusivity of each of it pieces (they have no stock). This limited edition marketing also characterize the constant changing in the store, every week expositions, collections, products, menus evolve trying to present the most cutting-edge articles. Based on this philosophy, a very large range of products is presented, aim to different clients, whom the one common point will be the appreciation of what is beautiful and hype, even if it comes from opposite universes. [...]

[...] They are eager to consume modern goods - Colette, or the success of a concept store A Concept Store is a modern kind of department store which selects its products from the customer's taste: such a store offers products of (almost) all kinds in different branches: fashion, shoes, cosmetics, interior accessories, furniture, jewellery, books and magazines, art Different store concepts focus different target groups: the luxury-loving and able-to-afford, organic and fair-trade thinking, the friends of manufactured goods, streetwear-kids, multimedia-freaks and so on. The product range is selective - the trend decides about the product range. Products becoming too normal are listed out. One of the best examples of success in concept stores is Colette. Created in Paris in 1997, Colette has become a byword for all that is hip, chic and cutting edge. Combining an art gallery, a fashion store and a restaurant, Colette has set, over the past decade, the standards for tendency stores. [...]

[...] We will also pay much attention to the different environments affecting our concept: this will include regulations, laws, competitors, etc. This analysis will allow us to define the Key Factors of Success. Finally we will combine our competitive advantages and the key factors of success of the market in order to create our action plan, which will describe our strategy and our marketing mix. Key pieces of information 1. - The appearance of a new consumption type in China There are a lot of info regarding of growing of economy and so consumption in China. [...]

[...] (Goldman Sachs), though in our opinion GDP rate may be higher due to increased production and consumption. In 2006 China's urban living expenditure increased at a higher rate than GDP, both on a national as well as provincial basis. Despite strong growth, inflation remains moderate with monthly inflation averaging year on year from January to September 2006. It is forecasted that annual growth in consumer prices will reach in the early 2007. This is because higher land prices would impact production costs. Increased investment would in turn feed inflationary pressures. [...]