The Kooples in the USA

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The Kooples in the USA

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Abstract

The Kooples offers clothes and accessories for men and women. The collection is unisex for an androgyn style: chic/rock of the street between Paris and London. Colors are sober. Boys and girls can wear the same things, shop in the same stores. Clothes have a really good quality with noble materials. The brand is inspired by the Savile-Row way (high quality clothes for men) with three piece suits for example and which aim at remaining timeless to cross years.

The design of clothes is made in London and the choice of the materials which realizes the real value of their collection (leather, silk, fine sewing and cashmere) seems to be quality security. The brand adds to this a contemporary rock spirit on the motives, but also by joining with The Great Frog (brand of London) who realizes jewels for rock musicians (death's-head). Clothes are manufactured in the Eastern Europe and in Asia. The cutting of clothes being narrow by choice of trend and fashion by the brand excludes some kinds of morphology and thus realizes an implicit selection of the customer

Introduction
SWOT analysis
Internal analysis
External analysis
Conclusion

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[...] There is no logo on the advertising. o - When the stores open, they will have to continue their advertising campaign : o Creation and promotion of the corporate website and the e-shop (opened the same day as the stores). o Creation and promotion of the Facebook page. o Advertising on the streets with the brand logo. o Advertising in fashion magazines read by the target customers: Glamour USA, Vogue, Harper's Bazaar. Conclusion: After analyzing the American market, the strengths and weaknesses of the company in France, we can conclude the USA is a great place for the Kooples. [...]

[...] It stays all the same of a great difficulty due to heavy investments for a leading creation of ready-to-wear clothing (communication, research and development creation for some brands which develop new products as for example T-shirts which change colors according to the body heat). Furthermore, big groups are present on the market as Inditex, Etam, Gap, … New brands really have to differentiate themselves and to communicate to attract customers. The Kooples in USA 22 Global Marketing Threat of substitute products : 2/10 low influence. To dress is a necessity in the same way as to eat and to drink. There are no substitute products in clothes. [...]

[...] So, there is no technological issue for The Kooples in the USA. But, we can underline the development of social media possible with the technological advances in the communication: Facebook, Youtube… Americans, all have a smartphone, a laptop or whatever. It is one of the most advanced countries in technology consumption. Ecological:935 While the United States are considered as one of the main polluting countries, they have signed an agreement which say that they will work together on the distribution of technologies to promote the economic growth while allowing a significant reduction of the intensity of greenhouse gases. [...]

[...] PRICE: The Kooples is a premium brand. For example, for a man jean: 150€; and for a women dress: 190€.20 Prices are attractive according to the quality. The average of the shopping basket is 180€ in the store and online, around 1.5 product per customer in a visit. It is necessary to count approximately hundreds of euro for the top clothes and 500 the suit; hundreds of euros also for accessories (scarfs, hat, etc.).215 The price policy of The Kooples sticks on the quality of the work and the materials attributed to clothes and thus imply a certain selection of the customer by high prices. [...]

[...] And finally, be accompanied by Ubifrance. The Kooples in USA 27 Global Marketing Bibliography: - - Cécile Delettré, Events Manager for Ubifrance, 2011: Premium Brands: How to succeed in the United States? (Interview for the Monitoring Observatory of the strategies of contacts one and offline in the sector of the Luxury; December 2011). Available: http://mediapostpublicite.wordpress.com/tag/usa/ Bradley, F., (2005), ‘International Marketing Strategy', 5th edition, Prentice Hall. Mark Tungate. (2008) Fashion Brands: Branding Style from Armani to Zara, 2nd Edition. Kogan Page. [...]

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