Caroll is a French fashion chain of stores created in 1963 by Raphael Levy and Joseph Bigio with the will to create good and nice clothes for women. Indeed, in a first time they decided to produce comfortable and customized pullovers and as it was a great success, Caroll Company launched a line of clothes and accessories for the women aged between 25 and 45 years old with a quite high budget. In consequence of this success, Caroll society focused its brand on the high quality of its products but also on the design and the trend of them.
In 1988, Caroll was bought by the group Vivarte which was and is still the French leader in the shoes and clothes market with 21 brands (Source: Wikipedia, Vivarte, 2010) specialized in these markets as SAN MARINA or NAF NAF for the most famous brands name example. Moreover it is important to specify that Vivarte is not only the French leader; indeed, it also is one of the most important European distributors of the fashion sector. The place of this big group on the clothing market held Caroll to develop its brand on the French market but also abroad. Thus, in 1997 Caroll could start its international expansion and now the brand owns 400 stores (Source: INSEE: Chiffres cles par secteur d'activite, 2010), 122 at the international and 275 in France which represents respectively 31% and 69% of the total of Caroll's stores.
[...] Strategic Marketing of Caroll fashion house in China 1. Introduction Caroll is a French fashion chain of stores created in 1963 by Raphaël Levy and Joseph Bigio with the will to create good and nice clothes for women. Indeed, in a first time they decided to produce comfortable and customized pullovers and as it was a great success, Caroll Company launched a line of clothes and accessories for the women aged between 25 and 45 years old with a quite high budget. [...]
[...] Women are the first customer of fashion luxury and high-market in China. Technological: China is catching up its late in terms of technology by the copy of occidental processes and products. There are already able to use the same products than the occidental population. Ethical: Linked to legal factor, ethical factor is less developed in China, there is no pressure from anybody about environment or child work because Chinese child are already working in manufactories. Legal: There is a specific regulation on the Chinese market. [...]
[...] Marketing Strategy Plan : Caroll in the middle-market of China It is the new trend, European fashion brands are establishing in China. Indeed fashion middle market is developing strongly. For several years this trend is going to accelerate. We can take the example of Zara which established stores in China since 2006 and more recently, C&A in 2009 (Source: Wikipedia, C&A, 2011). The aim is to search new opportunities of growth and China is clearly the option with a Chinese middle class estimated to 300 million people (Source: Le Monde, Prêt-à-porter: les marques européennes à l'assaut de la Chine, 2007) which represents almost the totality of the population of USA. [...]
[...] Finally, few partnerships are existing with other famous stores as El Corte Ingles which is Spanish fashion stores chain. It allows to the brand to be present in a lot of cities and so to be knew and recognized by customers. Marketing & Sales: Caroll provides good products for good prices, targeting active women who are between 25-45; who have income and so money to spend in clothes. Moreover, the brand tries to keep good relation with its customers, to ensure is loyalty by the use of consumption magazine and specialized magazine. [...]
[...] It is a great advantage for Caroll, the French fashion house which will be able to use its image to its profit. However establishment in China can't be done without a careful behavior. Indeed, Chinese market is not submitted to same regulation than in Europe. Contracts and agreement don't the same signification there and that's why Caroll must be careful. Actually it is a vast and complicated market where there is not strong restriction, where there is no law. So to make business, European companies have to adapt their politic decisions to the local culture. [...]
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