Chapter Analysis of the European clothing market
.1 European market overview
.2 Competitors for the Tommy Hilfiger Company
.3 Characteristics of the European market
.4 Trends within the European market
(Use appendix: For the outcomes of the European market overview.)
The European Market characteristics:
There are over 30 different countries within Europe and within Western Europe alone there are already 10 different languages spoken. Each of those countries has its own legal and taxation system. The introduction of the Euro will remove some complexity but still the problems with the local currencies will be there since not all countries in Europe are within the Euro sector. The living standards are varying within Europe even within Western Europe there are big differences between living standards. The cultural differences throughout Europe like habits, food, events and so on. Within the European market there are many local competitors, which increases competition across the Territory. In Europe there are no big, pan-European department stores. There are a lot off local retail structures. Therefore a Pan-European infrastructure is required to cope with all these problems within the European market.
-European Market trends
Within the European market there are trends to identify.
- The globalisation of Apparel Industry.
- Wtihin the European market the trends towards Casual wear are increasing.
- There is more focus on value
- Increasing price transparency
- Multibrand concepts under Increasing pressure
- Premium brands gaining market share.
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