Vivarte group- Implementation on Chinese market

The report objective is to define the marketing plan to realize the best development as possible of Caroll in this country.That’s why we are going to use the following steps in the executive summary, to preconize the best strategy to enter Chinese fashion dress market, and how to create a strong and long term image in this market. Caroll is a part of the Vivarte group, that’s why we’re going to present first briefly about the holding company. Vivarte- Today the group is the French leader on personal equipment to the person, and one of the leaders on the European market. Its brand portfolio is divided on two sectors, within 14 brands: - the dressing portfolio: Caroll, Kookai, La Halle, Liberto -the shoes portfolio: accessoires diffusion, André, Besson, Chaussland, Cosmo, Fosco, Halles aux chaussures, Merkal, Minelli, Pataugas

[...] The Caroll know how take parts the brand recognition, and can target needs of Chinese consumers. Listen to the market : Caroll management is organised to adapt strategies and new collections to the expectations of the market. The company show in permanence the market, to offer quickly reaction to the futures trends and make successful the new collections on the market. This strategy of continual renewal, is in order with the Caroll spirit, is one of the strength of the company, and it’s one of the element that permits its success where the brand is present. [...]

[...] That mean implement and develop the brand image of Caroll in China, and gain future profitable market shares. The company should also make comparison with results where Caroll is implemented since many years, to have an idea on the growing opportunities, in China. Thanks to these data Caroll will analyse the potential growth of each cities and develop new franchisees where markets could be profitable, and adapt its strategy with the expectations and needs of Chinese consumers. 24 6) CONCLUSION I would conclude that the procedures of establishment in China are not a problem in oneself. [...]

[...] They have similar expectations on fashion dress. Caroll have to sell these particular products to answer to the expectations of Chinese consumers. Caroll products strategy must be the same the strategy developed in actual countries, they have to imposed their ranges established and well known on Occidental market to the Chinese market, to build its notoriety. 20 b) Price This element is one of the weaknesses of Caroll, as we show in the SWOT analysis. The company have to adapt the prices ranges with the purchasing power of the actual middle class of China. [...]