Operating in Europe is really difficult due to the fact that the cultures within Europe are different. Every country has its own habits. Also there are big differences within demands for apparel or ready to wear clothes with the different countries within Europe. The differences within the US market are smaller and there are not really big differences between the different states of America.
Our first difficulties were to make the consumers aware of the existence of the Tommy Hilfiger brand and to represent the image of the brand. The problem we have had with this was that a lot of people knew the brand from the US and they only saw the big logos and designs European people are not used to. So in the beginning this was really difficult but nowadays we can say we did a good job. The major adjustments were the fit of the clothing, colors and different logos.
The differences in consumer behavior and preferences between the US and UK: US: big logos, baggy loose clothes, bright colors, designer like Armani, Gucci. Europe: sophisticated logos, slim fit, not too bright colors. UK: Football culture they wear clothing that is associated with Football like shirts of football clubs and so on or they wear fashion (Armani, Gucci) towards extreme fashion
Within the European market there are trend setters and followers, the trick is to follow the trend setters as close as possible, try to stay in their slip stream if you succeed in this the trend followers will buy your clothing. They have in common the more expensive and exclusive designer clothing like as I mentioned before Armani, Gucci and so on.
Our goals are to establish a successful Pan-European brand that is known all over Europe and equally successful within these different countries.
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