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The fashion industry has enormous variation in the size and structure of businesses serving the needs of customers. From a small retailing establishment to enormous fashion businesses such as Liz Claiborne or ZARA…
With shifting demographics, and augmentation of the internet, the fashion industry is progressively becoming a global and multifaceted business. This characterizes a significant difference in the cultural, social and economic perception of the participant. The result of these differences in magnitude, occurrence and viewpoint is that fashion marketing is dissimilar at the local level, let alone at the global one. This means that for every new player, there is an immediate need not only to look at the existent players and how they have succeeded but also to meticulously plan, and execute market oriented strategies that allow for growth through satisfied customers. In this study, we look at a means to launch a new fashion brand, Release, to the market and raise its profile such that it is in a position to gain at least 5% market share of the high-end fashion segment. The brand, Release, has every intention to rival well positioned brands in the fashion industry such as ZARA, HM and TopShop. Obviously, this is not a mean challenge as these are well established brands which have largely cut a niche in the fashion market. At the moment, a brand such as ZARA is the biggest fashion retailer in the world, eating into its UK market share will require meticulous planning and exquisite brand positioning. ...
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