US Brands in the UK
FASHION & OTHER FASHION BRANDS:
Gap - Strong branding through clothes, gap in the market when launched, aiming at more casual wear and slowly introduced formal wear, wide target audience.
Apple - Niche market, Strong brand identity/image, strong marketing which creates hype for the new products, feel part of a community, Store layout makes you want to play with them so influence you to buy.
Hollister, A&F, Gilly Hicks - Niche, bringing America to the UK, strong branding through logo products as people are walking advertisements, V&M and store experience is new to the UK eg use of smell.
Urban Outfitters -aiming at the casual/young market, desirable clothing.
American Apparel - aiming at the younger market, strong brand image, shops are in student locations where their target market is.
Forever 21 - aiming at a young market, fits in on the high street, demand strong for mid/low market clothing, strong branding/marketing.
Nike - wide target audience, Strong brand identity, easy accessible prices, strong marketing strategies.
UNSUCCESSFUL:
Hersheys - UK already has a strong confectionary market, people prefer sweeter chocolate eg Cadburys, expensive compared to other brands of chocolate.
http://www.articlesbase.com/entrepreneurship-articles/situation-analysis-of-abercrombie-and-fitch-uk-1814074.html
Posted by Charlotte Exley 8/05/12
