Table of Content No. Topic Page 1.0 Introduction…………………………………………… 2 2.0 Body of Content………………………………………. 3
2.1 Overview
2.2 Market size
2.3 Market Share
2.4 Channels of distribution
2.5 Proposed market entry strategies
2.6 Outline of proposed marketing mix
3.0 Conclusion…………………………………………….. 10 4.0 Reference……………………………………………… 11
1.0 Introduction
Abercrombie and Fitch, known as A&F, headquartered in Ohio, a suburb of Columbus is an American casual wear retailer, whose target consumer lies in young customers. Over 400 locations in the United States are owned by the company and more international spots are being involved. …show more content…
The glamorous worldwide reputation of “made-in-Franch” clothing is greatly contributed to the high quality, style and creativity the country always insists on (Allaire and Couvelaere, 2005).
According to Allaire and Couvelaere, seasonal and discount sales are two determinately dependent factors for the French clothing market. The peak for the market can be divided into four periods: January sales, June-July sales and October (first winter purchases), and December (Christmas). Take the total annual turnover of 2003 as an example, the January sales alone represented 12.8% of the total amount.
Promotions and discount sales are dramatically increasing in French clothing market, as two major marketing strategies (Allaire and Couvelaere, 2005), taking up 42% of total sales in the distance-selling network and 32% of sales in hypermarkets in the year 2003. At the same period, the share of clothing selling in French was split as: 30% from children's wear sales, 26% from women's wear, and 25% from …show more content…
On the one hand, the economy growth and the drop of unemployment help to increase consumer's confidence and encourage them to spend more money to buy clothes. On the other hand, the increase of GDP and French's inherent fashion-consciousness also contribute to the development of this brand.
2.5 Proposed market entry strategies
According to Quer (2007), when planning to enter a foreign market, a firm must consider the country's social, legal, economic and political framework, so as to deploy a most proper marketing strategy system. In terms of the plan to enter French market of A&F, the most influential variables in its internationalized decisions is the risks from the target country. Precisely, the risk can include various types of interrelated specific risks derived from the potential competitors, uncertain demands of consumers, the costs and other market conditions, political regulations, and actual financial solvency, etc.
As Quer (2007) stated, the different commitment levels may lead to different influence of target country risks. For example, the adoption of entry modes with lower resources commitment may cause higher risk. In this context, the company has to find a flexible position to modify its marketing decisions, in order to deal with sudden changes and substantial
2.1 Overview
2.2 Market size
2.3 Market Share
2.4 Channels of distribution
2.5 Proposed market entry strategies
2.6 Outline of proposed marketing mix
3.0 Conclusion…………………………………………….. 10 4.0 Reference……………………………………………… 11
1.0 Introduction
Abercrombie and Fitch, known as A&F, headquartered in Ohio, a suburb of Columbus is an American casual wear retailer, whose target consumer lies in young customers. Over 400 locations in the United States are owned by the company and more international spots are being involved. …show more content…
The glamorous worldwide reputation of “made-in-Franch” clothing is greatly contributed to the high quality, style and creativity the country always insists on (Allaire and Couvelaere, 2005).
According to Allaire and Couvelaere, seasonal and discount sales are two determinately dependent factors for the French clothing market. The peak for the market can be divided into four periods: January sales, June-July sales and October (first winter purchases), and December (Christmas). Take the total annual turnover of 2003 as an example, the January sales alone represented 12.8% of the total amount.
Promotions and discount sales are dramatically increasing in French clothing market, as two major marketing strategies (Allaire and Couvelaere, 2005), taking up 42% of total sales in the distance-selling network and 32% of sales in hypermarkets in the year 2003. At the same period, the share of clothing selling in French was split as: 30% from children's wear sales, 26% from women's wear, and 25% from …show more content…
On the one hand, the economy growth and the drop of unemployment help to increase consumer's confidence and encourage them to spend more money to buy clothes. On the other hand, the increase of GDP and French's inherent fashion-consciousness also contribute to the development of this brand.
2.5 Proposed market entry strategies
According to Quer (2007), when planning to enter a foreign market, a firm must consider the country's social, legal, economic and political framework, so as to deploy a most proper marketing strategy system. In terms of the plan to enter French market of A&F, the most influential variables in its internationalized decisions is the risks from the target country. Precisely, the risk can include various types of interrelated specific risks derived from the potential competitors, uncertain demands of consumers, the costs and other market conditions, political regulations, and actual financial solvency, etc.
As Quer (2007) stated, the different commitment levels may lead to different influence of target country risks. For example, the adoption of entry modes with lower resources commitment may cause higher risk. In this context, the company has to find a flexible position to modify its marketing decisions, in order to deal with sudden changes and substantial