The fashion
industry of today has come a long way. Internet blogs, diffusion lines, collaborations
and streetstyle have created a medium in which fashion, trend and design have
all become open to interpretation. To pay a fortune for runway designs now
almost seems pase’. To pay an accessible price for easy, interesting pieces with
quality design feels modern and intelligent. Jane Sheperdson’s design concept
of easy, laid back pieces with attention to quality and detail lends itself
incredibly well to the modern consumer mentality. In this current retail atmosphere, the possibilities for
WHISTLES to expand into the right International markets could therefore hold great
opportunity.
...New York vs Stockholm
30.4.13
26.4.13
Market
As one of the most important and influential countries on the planet, America's burgeoning retail market represents a massive opportunity for expansion and growth. Analysts predict that by 2016, UK retailers can expect the total consumer spend to have reached an estimated ₤345.6 billion, whereas the American consumer spend looks to exceed a staggering ₤2.3 trillion. A nation universally recognised for it's excessive consumption and insatiable consumer appetite, America can open the doors to a whole new level of success for the clever retailer who understands, and can properly adapt to, it's diverse and unique market.
The American hub of economy and commerce, New York City is widely regarded as the one of the world's premiere destinations for fashion, culture and International business. Fifty million visitors flock there every year to experience the excitement. New York is the most densely populated city in America and widely considered one of the three command centers of world economy alongside London and Tokyo.
Many parallels exist between London and New York. Both cities are known as flourishing cosmopolitan epicenters of business and culture, characterised by a fast-paced, cutting edge way of life. They are also remarkably similar in size and population, with just over 8 million people living in approximately 1,300 square km of space per city. In each exists one of the most respected and influential fashion industries of the world. Yet while London's is valued at approximately ₤21billion, the New York fashion industry is worth over three times that amount, producing ₤64 billion pounds in revenue every year. New York is home to countless design studios, flagships and headquarters for top fashion houses from around the globe. Brands come here to gain exposure, increase credibility and simply get involved in the action.
The only one missing is WHISTLES.
25.4.13
Objective
Expansion into the American market could bring great financial gain. If executed correctly, this could yield not only a significant growth in profit but also bring tremendous advantage to the WHISTLES brand as a whole. It would elevate image and boost industry status to increase purchasing and negotiating power. It would broaden client base to encourage sales on a more global scale. And the subsequent increase in International brand recognition could then pave the way for even further global expansion down the road.
Creating partnerships with other sectors of the American fashion and retail market could also open the doors for concession, collaboration and new joint ventures. Finally, as the birthplace of top social media programs which have indisputably revolutionised the modern consumer world, in addition to being the country with the single most twitter users on the entire planet, America offers unlimited opportunity to capitalize on the new direction in promotional marketing and customer relationship management via mobile and social media.
Risk
The vast American market can be overwhelming. The sheer size, varying demographics and distance between major cities will require individual planning, market research and constant adjustment for each individual site. Important differences in our seemingly similar cultures should be accounted for. Although the UK and America do share a common history and language, their specific consumer behaviours and expectations are unique. The long list of competitors, many of which are already very well established and trading successfully, will need to be analysed and learned from. Along with these individual concerns come standard financial factors as well. Expansion into an overseas market will always require additional costs such as International freight, new production and distribution cites, overseas rental fees and insurance, marketing, promotion, recruitment and training. Each of these elements represent a risk which can greatly affect net profits and therefore must be factored into the expansion strategy in advance.
Strategy
Expansion into the American market will therefore need to be intelligent, cautious and calculated. It's vast size and varied cultures means the country is highly fragmented. States are broken down into important cosmopolitan cities, each with it's own diverse demographic and trends. An outside competitor should understand this concept, tailoring it's approach to every particular location. A detailed strategy from careful market research must be put together for each individual outpost outlining recruitment, store identity, market positioning and selection of product.
Understanding the current competitors and building relationships with local retailers will also be essential. Their failures and success should be studied and capitalised on whenever possible. Researching the recent American expansions from other UK retailers such as Topshop and Ted Baker would as well be wise.
Essential to all of this will be a strong branding strategy. Cultural differences in standards of customer service, price perception, product positioning and style must all be taken into account. For example, the American appreciation for London fashion holds much potential. As an inherently British brand, WHISTLES could market itself to great advantage as the cool, laid back label from London known for modern contemporary fashion.
Taking all this into account, to begin with a single, carefully planned WHISTLES boutique tailored to it's specific demographic location, coupled with a partnership via appropriate local retailers would therefore be an ideal business strategy for WHISTLES to begin a successful expansion to the American fashion retail market.
Understanding the current competitors and building relationships with local retailers will also be essential. Their failures and success should be studied and capitalised on whenever possible. Researching the recent American expansions from other UK retailers such as Topshop and Ted Baker would as well be wise.
Essential to all of this will be a strong branding strategy. Cultural differences in standards of customer service, price perception, product positioning and style must all be taken into account. For example, the American appreciation for London fashion holds much potential. As an inherently British brand, WHISTLES could market itself to great advantage as the cool, laid back label from London known for modern contemporary fashion.
Taking all this into account, to begin with a single, carefully planned WHISTLES boutique tailored to it's specific demographic location, coupled with a partnership via appropriate local retailers would therefore be an ideal business strategy for WHISTLES to begin a successful expansion to the American fashion retail market.
Location and Demographic
One of the most popular fashion destinations within New York is Soho in Lower Manhattan. Soho is an incredibly desirable area frequented by tourists and local residents who are attracted to the exciting, creative atmosphere, top selection of shopping, restaurants and high quality of life. Both groups represent an excellent customer base for this thriving shopping destination.
With little else to do apart from eat and shop, tourists in Soho are there to spend. Twenty-five percent of the 51 million yearly visitors to New York are tourists from the UK, France, Italy, Germany, Scandinavia, Canada, Russia and the Middle East. Fashion brands trading here gain exposure to these important International clients who then, in turn, associate the fashion they see in Soho to be amongst the most contemporary and important in the world.
Residents in Soho earn 43% higher income than the national average. Fifty-six percent are under the age of 45. Seventy-one percent live in rented accommodation and they are 59% less likely to have children. Males are 78% more likely to be single. Females, 80%. Soho's close proximity to the trendy, artist mecca of the Lower East Side along with gritty, urban Chinatown attracts a crowd of locals who are either working in or appreciate the creative fields. This tells us the residents of Soho are young, dynamic professionals with a high disposable income and an appreciation for culture and design.
Both of these groups are a contemporary fashion retailer's dream.
With little else to do apart from eat and shop, tourists in Soho are there to spend. Twenty-five percent of the 51 million yearly visitors to New York are tourists from the UK, France, Italy, Germany, Scandinavia, Canada, Russia and the Middle East. Fashion brands trading here gain exposure to these important International clients who then, in turn, associate the fashion they see in Soho to be amongst the most contemporary and important in the world.
Residents in Soho earn 43% higher income than the national average. Fifty-six percent are under the age of 45. Seventy-one percent live in rented accommodation and they are 59% less likely to have children. Males are 78% more likely to be single. Females, 80%. Soho's close proximity to the trendy, artist mecca of the Lower East Side along with gritty, urban Chinatown attracts a crowd of locals who are either working in or appreciate the creative fields. This tells us the residents of Soho are young, dynamic professionals with a high disposable income and an appreciation for culture and design.
Both of these groups are a contemporary fashion retailer's dream.
Style
New York is known for being one of the most stylish cities in the world. The New York customer understands fashion and requires an intelligent, well put together look. She is a modern, fashion-savvy professional in her mid twenties to fourties who appreciates current trends without being a slave to them. She wants to be relevant and yet effortless without ever looking overdone. She chooses pieces that are clever and chic which will take her from place to place throughout her busy day. Much like London, the New York customer is intelligent, dynamic and most of all, cool. Her style reflects this.
And so does WHISTLES.
And so does WHISTLES.
Competition
Soho is a melting pot of contemporary fashion. Here shoppers find an eclectic mix of respected, directional luxury designers such as Prada and Jil Sander, funky multi-brand boutiques like Intermix and Opening Ceremony, hip International high street chains like Topshop and Urban Outfitters and bricks and mortar shops from chic, modern labels such as Theory, Acne and Alexander Wang. While offering a vast array of products and price-points, the common thread here is that shops are hip and relevant with an edge.
WHISTLES could already fall into place quite comfortably amongst the brands listed above. But clever styling and marketing with emphasis on it's unique British twist could also help to catapult the brand to an even higher level of success, capitalising on a niche not yet targeted by current competitors in the Soho fashion scene.
See an interactive list of competitors by location here.
WHISTLES could already fall into place quite comfortably amongst the brands listed above. But clever styling and marketing with emphasis on it's unique British twist could also help to catapult the brand to an even higher level of success, capitalising on a niche not yet targeted by current competitors in the Soho fashion scene.
Integration
Partnerships with successful local retailers would help to smooth WHISTLES International transition into the American marketplace, ideally providing support and promotion between both venues. It would increase exposure, encourage cross selling and brand recognition to help reduce pressure and cost. The most effective strategy would be a concession relationship with a carefully chosen department store in addition to a popular online retailer.
Bloomingdales is a well-known upscale American department store associated with the top fashion destinations in America. Founded over 150 years ago in New York City, Bloomingdales still only operates from 40 different locations in the world giving it an edge of exclusivity and specialness over highly saturated competitors such as Nordstroms and Macy's. Bloomingdales is known for it's emphasis on contemporary style and focus on fresh, intelligent products and designs. They've recently launched a very successful line of scaled down, super chic Bloomingdales Soho concept stores named after the famous fashion destination which stock many up and coming contemporary lines such as Maje, Kitsune, the Kooples and Elizabeth and James.
Bloomingdales' well-established credibility, massive American client base and emphasis on intelligent, contemporary brands make it an excellent choice for possible WHISTLES concession partnership.
Bloomingdales is a well-known upscale American department store associated with the top fashion destinations in America. Founded over 150 years ago in New York City, Bloomingdales still only operates from 40 different locations in the world giving it an edge of exclusivity and specialness over highly saturated competitors such as Nordstroms and Macy's. Bloomingdales is known for it's emphasis on contemporary style and focus on fresh, intelligent products and designs. They've recently launched a very successful line of scaled down, super chic Bloomingdales Soho concept stores named after the famous fashion destination which stock many up and coming contemporary lines such as Maje, Kitsune, the Kooples and Elizabeth and James.
Bloomingdales' well-established credibility, massive American client base and emphasis on intelligent, contemporary brands make it an excellent choice for possible WHISTLES concession partnership.
Shopbop.com is the contemporary online boutique for the intelligent, fashion-forward American shopper. With an unbelievable, ever-changing stocklist and an amazing reputation for edit, style advice and customer service, shopbop.com could provide fantastic exposure to American (and further International) customers. Though their selection of local competitors such as Vince and Theory is already strong, the representation from International brands in this niche is minimal, giving WHISTLES a clear competitive edge to attract new customers after the fresh, unique style of contemporary British fashion.
Branding
Clever branding will be essential to a successful expansion into the American market. Only so much can be done at a shop level, as new brands need to create hype and excitement about their product before even opening their doors.
For WHISTLES to reach it's full potential in the American market, it would do best to position itself amongst other upper, mid level contemporary fashion brands such as Tibi, Theory and Vince. Each of these lines offers it's own unique take on high design product at an accessible price and appeals to a similar demographic. Choosing a shop location in the same area will not only position WHISTLES next to them physically, but also make an association in customer's minds to expect a similar quality and price. A relationship with Bloomingdales and Shopbop, two of the strongest contemporary fashion destinations in the market, with reaffirm this. The product offer at each location will need to be carefully edited to account for variations in demographic, competitors and image. While the boutique will want to play up it's unique British style to set itself apart in the market, the product offer to wholesalers would need to be specifically selected so as not to compete with the boutique and also keep host companies happy.
Lastly, WHISTLES woud do well to take advantage of the American social media. Programs such as Facebook, Twitter and Instagram have revolutionised the way modern customers interact with and form opinions about a brand. Much of the client's relationship with current fashion now occurs remotely via mobile phones and the internet. Reaching out to clients on these platforms (introducing new items, advertising events, etc) would greatly increase WHISTLES chances of success.
For WHISTLES to reach it's full potential in the American market, it would do best to position itself amongst other upper, mid level contemporary fashion brands such as Tibi, Theory and Vince. Each of these lines offers it's own unique take on high design product at an accessible price and appeals to a similar demographic. Choosing a shop location in the same area will not only position WHISTLES next to them physically, but also make an association in customer's minds to expect a similar quality and price. A relationship with Bloomingdales and Shopbop, two of the strongest contemporary fashion destinations in the market, with reaffirm this. The product offer at each location will need to be carefully edited to account for variations in demographic, competitors and image. While the boutique will want to play up it's unique British style to set itself apart in the market, the product offer to wholesalers would need to be specifically selected so as not to compete with the boutique and also keep host companies happy.
Lastly, WHISTLES woud do well to take advantage of the American social media. Programs such as Facebook, Twitter and Instagram have revolutionised the way modern customers interact with and form opinions about a brand. Much of the client's relationship with current fashion now occurs remotely via mobile phones and the internet. Reaching out to clients on these platforms (introducing new items, advertising events, etc) would greatly increase WHISTLES chances of success.
Outcome
To enter the American retail market using a slow and strategic approach, beginning with a single New York boutique along with carefully selected concession outlets via Bloomingdales and shopbop.com, reinforced by strategic branding and marketing, WHISTLES could hope to successfully penetrate the mid to upper contemporary fashion retail market. This could open the doors for further expansion into other suitable American fashion destinations such as Los Angeles, Chicago, San Francisco and Las Vegas as the WHISTLES brand would no doubt continue to win over chic, intelligent fashion lovers all over the country.
Market
While many of the world’s most important fashion capitals struggle to adapt to modern changes in the market, one country is steadily performing throughout the uncertainty, not only holding their own but showing continued success and potential for growth.
The recent shift in influence from the runway to the streetstyle blog coupled with a newfound appreciation for simple and intelligent design at an accessible price is a contrasting combination which has challenged the traditional fashion establishment and slowly transformed Sweden into a leftfield powerhouse of modern fashion and retail.
Universally associated with a minimal and functional approach to all elements of life, Sweden’s “less is more” attitude exudes an intelligence and an air of “in the know” which resonates with the current global fashion climate to create huge international appeal. This modern way of looking at culture and design means the Swedish fashion industry has never been more relevant or desirable.
As a result, profits from Sweden’s International textile industry have steadily increased by over 10% per year since 2009 and the country’s total fashion and retail sector is expected to have doubled in value between 2012 and 2015.
At the heart of this exciting movement in fashion is the Swedish epicenter of economy, culture and design, Stockholm. Here you will find many of the industry's top up and coming influences in modern fashion today.
In addition to its cutting edge fashion status, Stockholm is also an incredibly vibrant city of commerce. It was ranked 4th in the International Top Cities of Opportunities report and it’s creative atmosphere boasts most innovations per capita in the world.
As a contemporary brand offering an accessible, design-focused product with a similar minimalistic ethos, WHISTLES could do incredibly well in this exciting new market.
Objective
Expansion into the Stockholm retail market could offer WHISTLES an opportunity for financial growth and strategic development in brand and design. It would open up a greater customer base, appreciative of WHISTLES effortless approach to accessible, intelligent design. It would familiarize super-hip locals and increase brand exposure to this street savvy fashion set. Opportunities for collaboration with local industry favorites would open the doors to a larger demographic and heighten brand credibility.
It could also prove particularly advantageous for the WHISTLES product and development. Experience trading in the Swedish retail market would encourage a better understanding of their impeccable standards, design procedures and methods of production. Interaction with the Swedish customer would give new insight onto the consumer behaviors of these intelligent shoppers and create a platform for WHISTLES to experiment with more aspirational endeavors like the Limited Edition Collection.
It could also prove particularly advantageous for the WHISTLES product and development. Experience trading in the Swedish retail market would encourage a better understanding of their impeccable standards, design procedures and methods of production. Interaction with the Swedish customer would give new insight onto the consumer behaviors of these intelligent shoppers and create a platform for WHISTLES to experiment with more aspirational endeavors like the Limited Edition Collection.
Risk
As a company which is already trading successfully throughout Europe, a reasonably budgeted transition into the Swedish market should not pose a particularly high financial risk. And given the aforementioned similarities in style and design along with the local appreciation for fashion and high profile location, generating foot traffic and creating interest are not likely to be of great concern either.
The biggest concern will be differentiation and customer conversion. To enter a market which already embraces a general style and aesthetic very similar to that of WHISTLES means a risk of over-saturation. Careful analysation of what is and is not already offered by the competition will help to create an entry strategy focused on clear branding and intelligently edited product. This will ensure new customers understand why WHISTLES stands out from it’s competitors.
Strategy
The Swedish entry strategy will require an in-depth understanding of current contemporary labels that are already trading successfully to the WHISTLES target customer. This information can be used to analyze gaps in the market and create a branding strategy focused on differentiation to determine where WHISTLES can stand out.
For example, the high number of concept stores vs own brand in Stockholm shows an opportunity for WHISTLES to offer customers a more full service shopping experience in a single brand environment.
And a closer look at competing clothing lines reveals the market could, in fact, do well with a contemporary brand slightly stronger, structured and a bit more fashion forward than current market leaders Hope and Fillipa K. The WHISTLES Limited Edition collection would appeal to this group while offering them something cool and unique to it’s price positioning.
By identifying subtle gaps in the market, WHISTLES can create a successful entry approach tailored to the needs of the Stockholm target customer.
This tells us that WHISTLES would need to join it's competitors via a strong, directional boutique which showcases the full Limited Edition collection along with additional mainline product edited for impact and strength, staffed with expert brand advisors specializing in selling and styling the collection as a whole. This would be an intelligent strategy with which to approach the Swedish market offering something not yet found in other contemporary Stockholm stores.
For example, the high number of concept stores vs own brand in Stockholm shows an opportunity for WHISTLES to offer customers a more full service shopping experience in a single brand environment.
And a closer look at competing clothing lines reveals the market could, in fact, do well with a contemporary brand slightly stronger, structured and a bit more fashion forward than current market leaders Hope and Fillipa K. The WHISTLES Limited Edition collection would appeal to this group while offering them something cool and unique to it’s price positioning.
By identifying subtle gaps in the market, WHISTLES can create a successful entry approach tailored to the needs of the Stockholm target customer.
This tells us that WHISTLES would need to join it's competitors via a strong, directional boutique which showcases the full Limited Edition collection along with additional mainline product edited for impact and strength, staffed with expert brand advisors specializing in selling and styling the collection as a whole. This would be an intelligent strategy with which to approach the Swedish market offering something not yet found in other contemporary Stockholm stores.
Location and Demographic
Stockholm is home to over 2 million residents. The average age is 37 and 49% of the population is between the ages of 20 and 44. Forty-three percent work in music, design and the arts and only 27% are married. While the average income is on par with that of London, the average cost of clothing is significantly higher. This supports the common belief that Stockholm is home to a substantial number of young, dynamic consumers ready to spend on quality shopping and design.
As the 8th most visited city in the world, Stockholm benefits from a flourishing influx of tourists. One of it’s most popular International attractions is the exclusive shopping district of Bibliotekstan. Tourists and locals flock here year-round to enjoy Stockholm’s largest selection of shopping, restaurants, culture and events. This historical landmark has been trading since 1885 and is known for it’s ever changing edit of new fashion and design.
Bibliotekstan would offer an optimal location for WHISTLES to enter the market with exposure to ideal customers and useful positioning amongst competitors.
As the 8th most visited city in the world, Stockholm benefits from a flourishing influx of tourists. One of it’s most popular International attractions is the exclusive shopping district of Bibliotekstan. Tourists and locals flock here year-round to enjoy Stockholm’s largest selection of shopping, restaurants, culture and events. This historical landmark has been trading since 1885 and is known for it’s ever changing edit of new fashion and design.
Bibliotekstan would offer an optimal location for WHISTLES to enter the market with exposure to ideal customers and useful positioning amongst competitors.
Style
Much like WHISTLES, Swedish style embodies a contrasting combination of high design and attainable prices which challenges the fashion establishment and opens the door for a fresh, modern approach to personal style.
Streetstyle blogs have further glorified this concept on a worldwide platform, celebrating the uber-stylish Swedish masses as cool, effortless, impossibly chic trendsetters to be emulated by aspiring fashionistas all over the world. Fashion credibility in Stockholm is not about who can afford the most expensive runway piece, but who can create fresh, intelligent looks from accessible product.
Influenced by the long winter nights and cool, clean surroundings, Swedish style is characterized by a minimal aesthetic and monochrome color palette. Shapes are strong and simple made more complex through layering and changes in texture.
All of which is very WHISTLES.
Streetstyle blogs have further glorified this concept on a worldwide platform, celebrating the uber-stylish Swedish masses as cool, effortless, impossibly chic trendsetters to be emulated by aspiring fashionistas all over the world. Fashion credibility in Stockholm is not about who can afford the most expensive runway piece, but who can create fresh, intelligent looks from accessible product.
Influenced by the long winter nights and cool, clean surroundings, Swedish style is characterized by a minimal aesthetic and monochrome color palette. Shapes are strong and simple made more complex through layering and changes in texture.
All of which is very WHISTLES.
Competition
The Bibliotekstan offers a unique mix of local and International fashion. Each offers it's own individual point of view while still prescribing to the general Swedish concept of an accessible, design intensive product. Here you will find luxury powerhouses like the newly opened Stella McCartney boutique, local high street giants such as COS and H&M, much loved Stockholm superstars Acne and Whyred, contemporary competitors Hope and Fillipa K along with a high concentration of directional, multi-brand concept stores.
With the right entry strategy, there is huge opportunity for WHISTLES to capitalise on this hip, thriving fashion destination and ready made customer base.
View a full interactive list of the Bibliotekstan market here.
With the right entry strategy, there is huge opportunity for WHISTLES to capitalise on this hip, thriving fashion destination and ready made customer base.
View a full interactive list of the Bibliotekstan market here.
Integration
The Swedish fashion culture is highly revolved around the internet and fashion blogosphere. So essential are the two to eachother that the entire country even has it's very own fashion blog dedicated solely to the Swedish design ethos, celebrating it's culture and showcasing up and coming designers. The success of this phenomenon can be largely attributed to worldwide exposure of hip fashion websites such as Bloglovin, Stockholm Street Style, Style by Kling and Fashion Squad which have all played a part in creating huge International buzz around the Swedish fashion scene.
Much opportunity exists to capitalize on this unique element of Swedish fashion culture. By selecting a website or blogger with a shared outlook and desirable image, WHISTLES could forge a mutually beneficial relationship. This would offer an interactive platform to explore new trends, reach customers, showcase product, build brand recognition and secure market position.
Elin Kling, founder of Internationally recognised fashion platform Style by Kling, epitomises chic and simple Swedish style. She is known for mixing top runway designs with accessible contemporary fashion and has collaborated with all walks of the industry from Karl Lagerfeld to H&M. Born and raised in Sweden herself, Kling is known for her particular affinity to minimalist contemporary brands such as Joseph, Theory and Alexander Wang. The website showcases her daily style and current inspirations alongside a variety of well edited, relevant fashion information. Style by Kling is not only one of the most well respected fashion websites in Stockholm, but all over the world. Exploring opportunities of collaboration (such as events or an exclusive ad campaign) with this or similar sites could be an excellent strategy in conquering the Swedish market, increasing fashion credibility here and all over the world.
Acne is an incredibly popular Swedish label known for it's cool, modern take on minimalist fashion. What started as a local favorite for affordable, high quality denim has now developed into a full blown fashion powerhouse, Internationally heralded as the epitomy of Swedish cool.
Acne is also known for their various projects and collaborations within the field of fashion and design. To approach them about a joint project, such as a limited edition line of specialty jeans or a small collection designed especially for WHISTLES by their creative director Johnny Johansson, could be a very interesting opportunity for both brands to fuse vision and each reach a different consumer market.
By involving itself with either one of these dynamic, interactive elements of Swedish fashion, WHISTLES could position itself for not only local but International success.
Much opportunity exists to capitalize on this unique element of Swedish fashion culture. By selecting a website or blogger with a shared outlook and desirable image, WHISTLES could forge a mutually beneficial relationship. This would offer an interactive platform to explore new trends, reach customers, showcase product, build brand recognition and secure market position.
Elin Kling, founder of Internationally recognised fashion platform Style by Kling, epitomises chic and simple Swedish style. She is known for mixing top runway designs with accessible contemporary fashion and has collaborated with all walks of the industry from Karl Lagerfeld to H&M. Born and raised in Sweden herself, Kling is known for her particular affinity to minimalist contemporary brands such as Joseph, Theory and Alexander Wang. The website showcases her daily style and current inspirations alongside a variety of well edited, relevant fashion information. Style by Kling is not only one of the most well respected fashion websites in Stockholm, but all over the world. Exploring opportunities of collaboration (such as events or an exclusive ad campaign) with this or similar sites could be an excellent strategy in conquering the Swedish market, increasing fashion credibility here and all over the world.
Acne is an incredibly popular Swedish label known for it's cool, modern take on minimalist fashion. What started as a local favorite for affordable, high quality denim has now developed into a full blown fashion powerhouse, Internationally heralded as the epitomy of Swedish cool.
Acne is also known for their various projects and collaborations within the field of fashion and design. To approach them about a joint project, such as a limited edition line of specialty jeans or a small collection designed especially for WHISTLES by their creative director Johnny Johansson, could be a very interesting opportunity for both brands to fuse vision and each reach a different consumer market.
By involving itself with either one of these dynamic, interactive elements of Swedish fashion, WHISTLES could position itself for not only local but International success.
Branding
Successful branding for an entry into Stockholm's celebrated contemporary fashion retail market will require a strong identity which differentiates itself from competitors while still demonstrating a shared point of view.
A careful edit of product will ensure that WHISTLES stands out from the crowd and maximises it's potential. While many local competitors embrace a simple, paired down approach to high quality and design, few do so with a product as fashion forward as WHISTLES. The clean lines, strong sillouettes and modern detailing set WHISTLES apart from the relaxed aesthetic of contemporary brands such as Hope and Fillipa K. This distinction should be recognised and marketed to consumers. By editing the buy to showcase it's more directional product like WHISTLES Limited Edition range, the Stockholm store could act as a high profile fashion flagship for the brand, securing excellent product positioning and elevating it's profile.
By then marketing the product as full and cohesive collection sold by skilled stylists who not only act as brand ambassadors but also focus on customer service and embrace brand identity, WHISTLES can offer clients a shopping experience which stands out from the high concentration of local contemporary and multi-brand designer concept stores.
A relationship with a carefully selected local platform such as Acne or Style by Kling would further this directional image and support the WHISTLES expansion into the Stockholm's cutting edge fashion scene as an interesting and relevant competitor.
A careful edit of product will ensure that WHISTLES stands out from the crowd and maximises it's potential. While many local competitors embrace a simple, paired down approach to high quality and design, few do so with a product as fashion forward as WHISTLES. The clean lines, strong sillouettes and modern detailing set WHISTLES apart from the relaxed aesthetic of contemporary brands such as Hope and Fillipa K. This distinction should be recognised and marketed to consumers. By editing the buy to showcase it's more directional product like WHISTLES Limited Edition range, the Stockholm store could act as a high profile fashion flagship for the brand, securing excellent product positioning and elevating it's profile.
By then marketing the product as full and cohesive collection sold by skilled stylists who not only act as brand ambassadors but also focus on customer service and embrace brand identity, WHISTLES can offer clients a shopping experience which stands out from the high concentration of local contemporary and multi-brand designer concept stores.
A relationship with a carefully selected local platform such as Acne or Style by Kling would further this directional image and support the WHISTLES expansion into the Stockholm's cutting edge fashion scene as an interesting and relevant competitor.
24.4.13
Outcome
To approach the Stockholm retail market with a centrally located boutique which focused on a careful edit of contemporary product at an accessible price, delivered with exceptional skill and knowledgable service would position WHISTLES as a distinct, yet equally relevant competitor. Supporting the store with a strong internet presence via a locally embraced website or designer would increase awareness and establish a WHISTLES as a new, exciting addition to high profile Swedish fashion scene, and in turn, the world.
Compare & Contrast
A successful expansion into either of these markets holds immense potential for WHISTLES.
To venture to America would be a power move. It would catapult the brand onto a massive platform for growth, maturity and power. It would increase brand exposure on a global level and could establish WHISTLES as a household name in worldwide fashion, opening the doors for commerce and trading on a much larger scale.
But the complexities of the market, it's vast size and huge selection of competitors make it an incredibly ambitious endeavour as well. As discussed, to enter America requires careful planning, extensive preparation and most of all, a massive financial investment. Such a project could also detract from the professional focus and budgets of other important areas of the company. The sheer size and complexity of the expansion could indirectly create a number of problems which could negatively affect the business as a whole. And in an industry of image and perception, to fail in the American market would be incredibly detrimental to brand reputation and status.
Along with the greater opportunities to be gained from an expansion into the American market, therefore, comes significantly higher risk as well.
As a business already successfully trading within multiple countries of the European market, expanding into Sweden would require less outside effort and expense. And while the rewards may not appear on such a large or obvious scale, it could have an enormous affect on image and reputation to fashion insiders and those in the know, something which WHISTLES might find valuable to have before attempting a much larger expansion such as America.
In order to make a proper decision between the two, much insider information about WHISTLES current internal priorities and financial status would be required. For example, what is WHISTLES most concerned with right now? Expanding the brand? Or continuing to gain credibility with the fashion set? Can it afford the extra cost of International expansion? Is it equipped to meet the increase in demand? How long will it take to see a return? What is the current response to online sales from America vs Sweden? The answers to questions like these would best help determine which move is more conducive to the brand's immediate and long term success.
Based solely on the given information previously discussed, the priority market launch would appear to be Stockholm. This approach would allow the brand to continue to it's European expansion on a more modest level. It would strategically place WHISTLES amongst other fashion insiders to increase it's exposure and familiarity within the sector. It would give options for further projects, experimentation and collaboration within the field. This could provide an opportunity for the brand to continue elevating it's status to a more respected and directional positioning within the industry before going global. Or, at the very least, it could simply give the opportunity to reach more customers in a thriving and successful market. To make this move first would better position WHISTLES for the massive possibilities which could lay ahead in America in the future.
To venture to America would be a power move. It would catapult the brand onto a massive platform for growth, maturity and power. It would increase brand exposure on a global level and could establish WHISTLES as a household name in worldwide fashion, opening the doors for commerce and trading on a much larger scale.
But the complexities of the market, it's vast size and huge selection of competitors make it an incredibly ambitious endeavour as well. As discussed, to enter America requires careful planning, extensive preparation and most of all, a massive financial investment. Such a project could also detract from the professional focus and budgets of other important areas of the company. The sheer size and complexity of the expansion could indirectly create a number of problems which could negatively affect the business as a whole. And in an industry of image and perception, to fail in the American market would be incredibly detrimental to brand reputation and status.
Along with the greater opportunities to be gained from an expansion into the American market, therefore, comes significantly higher risk as well.
As a business already successfully trading within multiple countries of the European market, expanding into Sweden would require less outside effort and expense. And while the rewards may not appear on such a large or obvious scale, it could have an enormous affect on image and reputation to fashion insiders and those in the know, something which WHISTLES might find valuable to have before attempting a much larger expansion such as America.
In order to make a proper decision between the two, much insider information about WHISTLES current internal priorities and financial status would be required. For example, what is WHISTLES most concerned with right now? Expanding the brand? Or continuing to gain credibility with the fashion set? Can it afford the extra cost of International expansion? Is it equipped to meet the increase in demand? How long will it take to see a return? What is the current response to online sales from America vs Sweden? The answers to questions like these would best help determine which move is more conducive to the brand's immediate and long term success.
Based solely on the given information previously discussed, the priority market launch would appear to be Stockholm. This approach would allow the brand to continue to it's European expansion on a more modest level. It would strategically place WHISTLES amongst other fashion insiders to increase it's exposure and familiarity within the sector. It would give options for further projects, experimentation and collaboration within the field. This could provide an opportunity for the brand to continue elevating it's status to a more respected and directional positioning within the industry before going global. Or, at the very least, it could simply give the opportunity to reach more customers in a thriving and successful market. To make this move first would better position WHISTLES for the massive possibilities which could lay ahead in America in the future.
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