A Presentation that Analyzes the Fashion Industry in Spain in regards to developing a marketing plan that introduces Express Clothing company to the region. Developed for Academic Purposes.
1. INDUSTRY ANALYSIS:
FASHION IN SPAIN
By: Mike Rosenberg, Amy Marcelo, Alexis
Zayfert, Tobi Ogundipe
2. APPAREL INDUSTRY
• Valued at $33.38 Billion in
2011
• 1.3% growth over 2010
• First time growth since the
economic recession began in
2008.
• Forecasted growth from 2010-
2015 of 10.5%
• Spain is the fourth largest
producer of textile
• Behind Italy, France, and
Germany.
3. TARGET MARKET
Young adult Men and
Women aged 18-35 years old
• Urban
• Concentrated
• Young Professionals
• Have ability to make a purchase
• New source of revenue
• Looking for partners
• Looking to impress
• Trend-setters
4. TARGET CONTINUED
Population Statistics
• Population of 46,754,784
• 67.7% aged between 15-64 years
old
• 77% live in an Urban Environment
• Literacy Rate 97.9%
• 67% of those aged 18-19 live at
home
• Opportunities?
• Change in Needs?
5. COMPETITORS
Zara
Market Share of 9.8%
H&M
Market Share of 3.2%
Bershka
Market Share of 2.9%
Mango
Market Share of 2.6%
6. COMPETITIVE ANALYSIS
Hennes & Mauritz
(H&M)
Swedish Company Operating since 1941
Targeting young, cosmopolitan men and
women between 18 and 35
Opened in Spain in Spring 2000, today run
126 stores
Ranked second in Apparel in Spain
Global company with same website and
promotion strategy around the world.
Strength: Outsourcing to offer low prices
Weakness: Price= Quality in Spain
No Ecommerce in Spain
7. COMPETITIVE ANALYSIS
Blanco
Company of Spanish origin founded in 1960
Making appeal toward young, urban men and
women
Around 200 stores in Spain, Portugal, United
Kingdom, Dubai, Saudi Arabia and Greece
Operates in different divisions such as
BlancoACCESSORIES and BlancoSTOCK
Promotions focus on the clothes and
personality of Blanco
Strength: Creating the Blanco experience in
stores
Weakness: Not a big fashion player in
European market or Spain
8. COMPETITIVE ANALYSIS
MANGO
Company of Spanish origin
founded in 1984
Making appeal toward
young, modern and urban men
and women
More than 2,060 stores in 104
countries
Operates in different divisions
such as MANGO and H.E. by
MANGO
9. COMPETITIVE ANALYSIS
Zara
Company of Spanish origin founded
in 1975
Owned by the Intidex Group
Targeting young, cosmopolitan men
and women interested in upscale
clothing at affordable prices
Over 1,577 stores in 78 countries
“Zara’s international footprint
proves that national borders are no
restrictions to a shared fashion
culture ”
Strength: Unique response to
market demands
Weakness: Vertical integration
10. CURRENT REGULATIONS WITHIN
THE FASHION INDUSTRY OF SPAIN
Spain is part of the European union
and European commision.
They follow forms of design
protections mandated by the
European commissions regulation on
community design.
Also, Express Clothing must
overcome bureaucratic and legal
issues to incorporate and register a
new firm.
11. STUMBLING BLOCKS
• Aside from the regulation and
laws, other stumbling blocks include
• Vast Culture, diverse languages , and
overall, a hugely diverse country.
• Unempolyement rate. (rose from
about 8% in 2007 to 20% in 2010.)
Also, budget deficit is on a rise.
• Form of currency- The euros (facing
trouble today)
• In the Fashion industry, Economic
Downturns and somewhat lackluster
styles pose a problem.
12. TURNING PROBLEMS TO
OPPORTUNITIES!
• Express should handle financial
transactions using a more stable
currency (such as u.s dollars)
• The specter of unemployement is
good for the company because it
means more people are likely to apply
for the job and even willing to work
for less money.
• In the Fashion Industry, express
should also introduce new and
exciting designs at a reasonable cost to
spur the interest and to encourage
more people to buy the products.