&K face two kinds of competitors. Direct and Indirect competitors. Direct competitors refers to well-known huge rivals such as ALDO, NINE-WEST and STEVE MADDEN that focuses on footwear, while indirect competitors such as MANGO, TOPSHOP and more focuses more on their apparels and overall products. HENCE products such as shoes, handbags, wallet, sunglasses and accessories are all placed in the middle of the diagram because all these brands are selling the same thing.
This is the Quickview of the competitive comparison table.
Next will be the important competitive conditions within the overseas marketplace: Firstly, the demographics of the countries which Lee Ping has elaborated on earlier, next will be the Gov legal laws such as restrictions, fashion law etc. Followed by the number of key competitors and pricing factors which are also mentioned earlier and lastly the innovatively of the products.
Next will be the market size which consist of the Potential growth of Turkey’s market. Turkey accounts for 1.6% of e world’s total footwear production They are the second largest in Europe after Italy. Turkish footwear holds a Strong position among exporters of high quality fashion goods. Lastly no. of shopping centres in Turkey is on the increase which will bring in crowds and traffic.
Moving on to the estimated industry sales, the total volume of Turkey’s retail sector increased from US$70B in 2005 to US$187B in 2010. This is expected to reach US$250B by 2014.
Lastly, for the Estimated sales of the product for the planning year, Charles & Keith plans to sell a moderate range of 150,000 units/year, an increment of 25% during promotion and an overall estimated sales of