...European Research Studies, Volume XIV, Issue (2), 2011 “Carolina Herrera” Internationalization Strategy: Democratic Luxury or Maximum Exclusiveness? Cristina Calvo Porral1, Domingo Calvo Dopico2 Abstract: The Company Carolina Herrera has identified a market niche that demands garments, apparel and accessories and to which it can offer a somewhat differentiated product with excellent quality. This market niche is the target of several companies such as Loewe and Vuitton, which may be clearly identified as the leading companies and worldwide references. In this scenario, the question of which internationalization strategy must be pursued to access the luxury fashion product market should be raised. A Benchmarking analysis was carried out for the purpose of identifying best commercial performances of leading worldwide Brand names to determine the marketing planning strategy. Results show the companies’ recognition of a globalised luxury and the discovery of a global market niche with huge growth potential, such as luxury handbags, make us state that there are still growth opportunities that have not been exploited. Key Words: Internationalization, Benchmarking, Branding, Fashion Markets JEL Classification L21, M30, M31 1 2 University of A Coruna, Faculty of Economics, Spain, email: ccalvo@udc.es University of A Coruna, Faculty of Economics, Spain, email: domingo@udc.es 4 European Research Studies, Volume XIV, Issue (2), 2011 1. Introduction ...
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...impervious to the objectification of women today? Why do a large group of men and women allow and condone this type of behavior? A perfect example of this is my friend Chad. He is your stereotypical play-boy. In his mind he is God's gift to women. One day we were at the bar. He was doing his usually "surveillance" as he called it. Looking around trying to find out which girl would be most likely to go home with him just by their physical appearance. I thought of it more as his predatorily stalking like a hyena looking for a wounded calf in a herd of buffalo. (No objectification meant) His eyes fixated on a women in her mid twenties with red hair and a super model body. It wasn't an hour later that he left the bar with her, leaving me in the company of a sweating Heineken and a $53 tab. Two days later we met up and lounged on his porch in the late afternoon enjoying the cool weather. He began to brag about the red haired woman he took home. He nicknamed her "Lips" for reasons I prefer not to get into but spoke of her actions during their little sexual escapade. He spoke in graphic detail about things I just didn't care to hear. After a few minutes of this assault Chad asked me what I had done after he left. I don't know if it was anger that compelled me but something motivated me to do something I have avoided doing in a long time. I began to speak of an explicit encounter with a woman that I made up. I gave her dirty blonde hair blue eyes and body tighter then shrink wrap on Texas...
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...endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling that affect the lifestyle...
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...E-Business: How Businesses Use Information Systems Case 2: IT and Geo-Mapping Help a Small Business Succeed Tags: Entrepreneurship; Sales Strategy Management; Sales Tea Collection; Small business IT; geo-mapping technology; Summary: Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesaler business in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting and marketing. L=4:57 URL: http://www.youtube.com/watch?v=3_GmukX5sfM Case IT is not just for huge, multi-national companies. Small business entrepreneurs use a variety of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas and started sewing...
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...E-Business: How Businesses Use Information Systems Case 2: IT and Geo-Mapping Help a Small Business Succeed Tags: Entrepreneurship; Sales Strategy Management; Sales Tea Collection; Small business IT; geo-mapping technology; Summary: Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesaler business in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting and marketing. L=4:57 URL: http://www.youtube.com/watch?v=3_GmukX5sfM Case IT is not just for huge, multi-national companies. Small business entrepreneurs use a variety of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas and started sewing...
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...company's actions and inspire a positive impact through its activities on the employees, environment, communities, consumers, as well as stakeholders. It seems that CSR is balance between positive social effect and business processes. With the development of CSR, more recent definitions focus mainly on the impact of how the companies manage their core business. In other words, the idea whether CSR serves as a resource of competitive advantage has emerged. In this essay, the author believes that the CSR indeed brings financial profits to the business and is overall beneficial to fashion business development. In the recent years, most high-street brands, such as Primark and Top Shop, including some luxury fashion brands, have worked on sustainability reports and corporate responsibility (CSR) for the sake of their long-term growth. This study will focus on the influence of CSR in the fashion business and discuss the issues mentioned above. Additionally, based on the aspects of CSR definition, this essay is divided into three dimensions, including environment, staff welfare and community in order to discuss the relationship between CSR and competitive advantages in fashion industry. The first dimension is an environmental issue, the most essential part in CSR. As we all...
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...ZARA: FAST FASHION When Amancio Ortega, a former Spanish bathrobe maker, opened his first Zara clothing store, his business model was simple: sell high-fashion look-alikes to price-conscious Europeans. After succeeding in this, he decided to tackle the outdated clothing industry in which it took six months from a garment’s design to consumers being able to purchase it in a store. What Ortega envisioned was “fast fashion”—getting designs to customers quickly. And that’s exactly what Zara has done! The company has been described as having more style than Gap, faster growth than Target, and logistical expertise rivaling Wal-Mart. Zara, which is owned by the Spanish fashion retail group Inditex SA, recognizes that success in the fashion world is based on a simple rule—get products to market quickly. Accomplishing this, however, isn’t so simple. It involves a clear and focused understanding of fashion, technology, and their market, and the ability to adapt quickly to trends. Inditex, the world’s largest fashion retailer y sales worldwide, has seven chains: Zara (including Zara Kids and Zara Home), Pull and Bear, Massimo Dutti, Stradivarius, Bershka, OYsho, and Uterque. The company has over 5, 618 stores in 84 countries, although Zara pulls in over 60 percent of the company’s revenues. Despite its global presence, Zara is not yet a household name in the United States, with just over 50 stores open, including a flagship store in New York City. What is Zara’s secret to...
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...Case Study Diesel complements its high fashion with high-tech NEC video walls Quick Facts Facility: Diesel retail stores Location: New York City, NY, and San Francisco, CA Challenge: Keep customers in store longer with digital media branding and promotional messaging Solution: 46” NEC X462UN Date: December 2011 Many of today’s retailers are trying to understand how to best create an engaging in-store experience within their traditional retail environments. Additionally, brand representatives need a way to engage consumers who are increasingly accustomed to the convenience of online shopping. Diesel S.p.A. was faced with a similar challenge, even as one of the world’s leading designers of high-end, readyto-wear fashion apparel. The company operates more than 400 stores around the world, including 50 in the United States. sought a similar collaboration with YCD for a retail store environment that would reflect its hip style and provide relevant brand messaging to customers. Diesel wanted to install the system at flagship locations in New York and San Francisco with scalability for other locations and future growth. YCD was founded in 1999 on the principle that it would provide corporations with advanced digital media solutions on a flexible platform designed to help businesses attract clients, reinforce branding and ensure a measurable impact on their business. These solutions were exactly what Diesel needed, especially from a company that has partnered with more than 2000...
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...Succeed CASE 2 SUMMARY Emily Meyer and Leigh Rawdon started The Tea Collection, a children’s clothing wholesale business, in 2002. Their first product line consisted of three baby sweaters and a single shop. Today The Tea Collection has expanded to over 300 department and boutique stores and now includes women’s clothing. Information technologies played a critical role in their success from design, to production, customer targeting, and marketing. L=4:57. Systems URL http://www.youtube.com/watch?v=3_GmukX5sfM CASE just for huge, multinational companies. Small business entrepreneurs use a variety IT is not of information technologies to do all the things much larger firms do, but on a much smaller budget. IT allows small firms to act and look like much larger firms, amplifying the power of entrepreneurs, and creating the conditions for sustained and rapid growth. The Tea Collection (teacollection.com) exemplifies how entrepreneurs can use inexpensive but powerful information technologies to create a successful business. The Tea Collection was founded by Emily Meyer and Leigh Rawdon in 2002 in San Francisco with just three pima cotton baby sweaters and a vision of bringing the fusion of worldwide cultures and modern design to fashion. Emily Meyer grew up in Texas and started sewing when she was 3 years old. Growing up, her mom introduced Emily and her sister to the languages, arts, and cultures around the world. To follow her love of fashion, Emily left Texas to study fashion...
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...COACH CASE STUDY 1. INTRODUCTION Coach Inc. is a North American company established in 1941 that designs and sells luxury goods and has a rich heritage defining classical American style. Although they offer a wide range of products, Coach is worldly known for their bags and leather accessories for women. Coach has been able to position itself as a Premium Brand, being its competitive advantage the offering of “affordable luxury products” with a great heritage achieved since their establish date. It’s product offering consist on: handbags, shoes, wallets, wristlets, watches jewellery and outwear for women and bags, wallets, tech belts and outwear for men, with a price range of ₤35 (a key ring) to 2,880 (a handbag). (Coach, 2013) It is a really successful company both in New York and Japan and has recently expanded its distribution channel to Europe (France, UK, Ireland, Italy, Germany, Spain and Portugal) and China. This brand finds an opportunity to sell its products in these countries and so increase its target market and establish close to customers. This internationalisation is achieved by alliances with department stores in the objective countries. Distribution channel or marketing channel: “ Consists of a set of independent business organizations that help make a product available for consumers or business” (Rath et al., 2012). Focusing on Coach’s distribution strategy, the company follows a multi-channel distribution policy. Current year, Coach had...
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...Zara Case Study Fast Fashion Zara’s success story begins by offering a product range capable of catering for men, women and children, providing affordable and stylish clothes whatever the season. Coupled with this, is their keen eye for discovering new fashion trends and translating these trends from the catwalk to the high street, both quickly and affordably. Zara boasts a marketing strategy of firstly product variety with a focal point of ensuring speed to market (Capell). At present, Zara launch 10,000 new articles per year across their portfolio of stores. Finally, store location, as any marketing is left to store location rather than advertising. Opting for a strategy of minimal advertising provokes the consumer into having to visit their stores. Zara is the most profitable brand of Inditex SA, accounting for 75% of the overall profit. Zara has remained focused on its core fashion philosophy that creativity and quality design together with a rapid response to market demands will yield profitable results. One of Zara’s many approaches is fast fashion. A contemporary term used by fashion retailers to acknowledge that designs move from catwalk to store in the fastest time (2weeks!) to capture current trends in the market. This "fast fashion" system depends on a constant exchange of information throughout every part of Zara's supply chain—from customers to store managers, from store managers to market specialists and designers, from designers to production staff, from buyers...
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...htm JFMM 8,4 ACADEMIC PAPER 362 Fashion change and fashion consumption: the chaotic perspective Ka Ming Law, Zhi-Ming Zhang and Chung-Sun Leung Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hunghom, Hong Kong Keywords Fashion, Consumers, Young adults, Social change Abstract Previous researches have considered that the impact of fashion change and fashion consumption is linear. Therefore, one reason was found as the ultimate source to explain why a fashion style/ trend was spread to the mass market. However, the existing market is complex and difficult to find out the holistic reason to explain fashion consumption. In this study, the chaotic perspective is taken into account to investigate the relationship between fashion change and fashion consumption. By using the grounded theory method, 33 in-depth interviews were conducted. A chaotic fashion consumption model is developed from the findings to explain how different fashions are consumed and rejected while fashion changes. It is found that the interaction of being fashionable, perceived fashionability and system participation affects the ultimate decision on fashion consumption. It is also found that a pattern can be traced to forecast the degree of fashion consumption even when the fashion change phenomenon is chaotic. Thus, it is similar to the principle of chaos theory that short-term prediction is possible in relation to the degree of fashion acceptance among consumers. Marketing implications...
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...3390/su6096236 OPEN ACCESS sustainability ISSN 2071-1050 www.mdpi.com/journal/sustainability Article Sustainable Fashion Supply Chain: Lessons from H&M Bin Shen Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China; E-Mail: binshen@dhu.edu.cn; Tel./Fax: +86-216-237-3621 Received: 15 July 2014; in revised form: 15 August 2014 / Accepted: 19 August 2014 / Published: 11 September 2014 Abstract: Sustainability is significantly important for fashion business due to consumers’ increasing awareness of environment. When a fashion company aims to promote sustainability, the main linkage is to develop a sustainable supply chain. This paper contributes to current knowledge of sustainable supply chain in the textile and clothing industry. We first depict the structure of sustainable fashion supply chain including eco-material preparation, sustainable manufacturing, green distribution, green retailing, and ethical consumers based on the extant literature. We study the case of the Swedish fast fashion company, H&M, which has constructed its sustainable supply chain in developing eco-materials, providing safety training, monitoring sustainable manufacturing, reducing carbon emission in distribution, and promoting eco-fashion. Moreover, based on the secondary data and analysis, we learn the lessons of H&M’s sustainable fashion supply chain from the country perspective: (1) the H&M’s sourcing managers may be more likely to select suppliers...
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...exclusive pieces from some of the major cities worldwide from New York to Miami where local suppliers and boutique owners does not offer. The Boutique will deliver a uniqueness that will separate consumers shopping experiences of other local boutiques and department stores. I would also like to display a variety of men shirts, ties, socks, and belts. I also want tap into the international market. Paris, France is the capital of fashion dating back to the eighteenth century (Stratford, 2013). I like European styles and want to be more diverse and give customers a better selection of fashion locally. My research began with the cost of the tax licenses and total cost of ownership. The research will include the cost of operations and total labor cost for the number of employees needed to run the store. How much money it will take to operate for six months. I like the European styles and want to offer a more diverse business and give customers a better selection of fashion. The plan is to research of the cost of ownership from how much the license cost. How much money it will take to operate for six months. Who and where suppliers or importers are willing to do business with my company. Oversea business research will allow me to present exclusive pieces, business that is not seen locally. This boutique will also allow local jewelers to display their creations to my counters. These selections will add flare and flavor to the company. I have a long-term goal to work with local and offshore...
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... Table of Contents! Indian Luxury Retail Market! Introduction! i! The Indian and the Global Luxury Market! 2! ! 2! i! i! Publicity and PR: Successes! Case Study - HUGO BOSS! 3! Case Study - Charles & Keith! Case Study - Ray-ban! ! 7 6! 3! PR & PUBLICITY: Failures! Case Study 1 - BVLGARI! Case Study 2 - FCUK!10! 10! 10! Why did BVLGARI and FCUK fail?! The Indian Customer! 1! 1 Indian customers value…! 12! 11! Demographics of Indian Luxury Customer - Typically a 25 - 45 year old entrepreneur. ! 12! Learning Points.! 13! Fashion Communication! ! "i Assignment 1! Publicity & PR: India Indian Luxury Retail Market! ! Introduction! Currently, India is the second fastest growing market in Asia Pacific region and is expected to be the 2nd largest economy in the world by 2040. She is currently the second fastest growing luxury market in the world with a predicted growth rate of 25% over the next 5 years.! At the moment, the Indian Luxury Market is valued at $4.8 billion where apparel, jewellery and personal are are the largest sectors in market. Although it forms only 2% of global share, it shows a lot of scope for expansion in the next decade. ! Presently, India is home to approximately 103,000 millionaires where 16,000 get added to the list every year on an average! ! Fashion Communication! ! "1 Assignment 1! Publicity & PR: India The Indian and the Global Luxury Market! The Indian Market is a tough nut to crack for international...
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