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.
