ESPRIT : an international clothing brand

This case-study concerns the international marketing policy of the Esprit group, one of the major actors in the European apparel industry. The brand, which has received several distinctions, sells its products in more than forty countries. In a highly competitive context (H&M, Mango, Zara, etc.), the company has to prepare a marketing policy for the European market in order to increase its sales over the coming years. The case-study provides detailed information about the Esprit group, its marketing policy and the apparel market. The student is asked to elaborate a marketing strategy and a marketing-mix for the European market.

- To learn how to elaborate an international marketing policy:
- to develop a marketing strategy (segmentation, targeting, positioning),
- to elaborate a marketing-mix (product, price, distribution, communication) for international markets,
- to understand the characteristics of the European apparel market.

International marketing, marketing strategy, marketing-mix, standardisation, adaptation.

Business schools and universities (initial and executive education)

Apparel industry

Case examen

Case updated in 2016. French version available. Cf. M1690
Debriefing 40 slides

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 11

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 18 - Industrie de l'habillement et des fourrures