The Kooples in the USA

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

[...] 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. [...]

[...] Global Marketing The Kooples in the USA. The Kooples in USA 1 Global Marketing The Kooples in USA SWOT Analysis o o o page 4 page 4 page 5 page 6 page 7 page 8 o Strenghts Weaknesses Opportunities Threats Internal Analysis: Mix Marketing (4 Ps) o o o o Product Price Place Promotion page 8 page 8 page 9 page 10 External Analysis: Macro environment : o o page 11 PESTEL Analysis Market in USA and competitors page 11 page 13 Recommendations : o o Sales Communication/Advertising page 15 page 15 page 16 Conclusion Appendix : o o o o o o Appendix 1: The Kooples company/strategy Appendix 2: BCG Matrix Appendix 3: Porter value chain : The ready-to-wear Appendix 4: Porter analysis Appendix 5: Market segmentation Appendix 6: Interview Cécile Dellettre (Ubifrance) page 16 page 17 page 19 page 20 page 22 page 24 page 25 Bibliography page 28 The Kooples in USA 2 Global Marketing INTERCALAIRE The Kooples in USA 3 Global Marketing SWOT Analysis. [...]