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Cath Kidston – Marketing Strategy for the U.S Hispanic Market.
Pages 12 (3012 words)
As Kidston, (1999) narrates in her book: “Vintage style: Creating a complete look for your home” Cath Kidston is named after its founder Catherine Isabel Audrey Kidston. The brand came into being in the year 1993 in the UK with a small shop in London.
The feel of the products sold by the store carried a classic British feel because of which, the store soon became a success (Kidston, 1999). The brand grew into a £75 million entity over two decades. Te brand of Cath Kidston has a wide assortment of products which belong to different categories but all the items which are used in home furnishing, homeware, and fashion accessories. Cath Kidston is distinctively known for its subtle floral designs. The brand has presence in about six countries physically and has online presence in the market of the United States (Kidston, 1999; CathKidston.com, 2012). Cath Kidston plans to mark its presence physically in the United States especially in the market of U.S Hispanics. The market environment of Cath Kidston is highly competitive as there are many competing brands which impose a threat to Cath Kidston. Each brand is distinctively positioned in the market, carrying its own unique brand image and competitive advantage. Major competitors are Bath and Body works, The Body Shop and other fashion brands in different categories which give Cath Kidston indirect and direct competition. ...
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