Estonian Apparel Retail Market: Positioning the Brand Madonna
Kirt, Signe (2012)
Kirt, Signe
Jyväskylän ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012060511622
https://urn.fi/URN:NBN:fi:amk-2012060511622
Tiivistelmä
Abstract
RESEARCH OBJECTIVE, QUESTION AND TASK
The aim of the study was to examine the Estonian clothing retail market from the perspective of position-ing the brand Madonna, i.e. the current economic situation, consumers, competitors and possibilities of successful business in the market. The study was a background study for opening a store selling Madonna clothes and part of the business plan and market research.
IMPLEMENTATION AND RESEARCH METHODS
The research is an observation study carried out personally in shopping centres. The competitors’ stores similar to the price segment of the Madonna brand price segment were the observation objects. The background information of the market was collected with a secondary data research method, and was explored and analysed to illustrate the background of the Estonian apparel retail market.
RESULTS AND CONCLUSIONS
The study resulted in an assessment of the position and segment of the brand Madonna in the Estonian clothing business. The results also include suggestions for the location, size and strategies for the stores. As there are few competitors on low-price level in Estonian market, and as almost half of these stores have opened their first brand stores in the last 3 years, the market ready for this kind of a products – trendy but wallet-friendly products with medium level quality targeted to younger consumers. The big-gest minus is that H&M will open their first store in Riga and in the Baltic countries in autumn 2012, which means H&M has a strategy to expand to all the Baltic countries as the Baltic’s market is quite simi-lar and therefore it is rational to expand to all the Baltic countries. Therefore, H&M will be the biggest competitor. For this reason, a Madonna’s store opening has to take place before H&M opens their first store in Estonia as it is possible for Madonna to build the necessary brand awareness.
RESEARCH OBJECTIVE, QUESTION AND TASK
The aim of the study was to examine the Estonian clothing retail market from the perspective of position-ing the brand Madonna, i.e. the current economic situation, consumers, competitors and possibilities of successful business in the market. The study was a background study for opening a store selling Madonna clothes and part of the business plan and market research.
IMPLEMENTATION AND RESEARCH METHODS
The research is an observation study carried out personally in shopping centres. The competitors’ stores similar to the price segment of the Madonna brand price segment were the observation objects. The background information of the market was collected with a secondary data research method, and was explored and analysed to illustrate the background of the Estonian apparel retail market.
RESULTS AND CONCLUSIONS
The study resulted in an assessment of the position and segment of the brand Madonna in the Estonian clothing business. The results also include suggestions for the location, size and strategies for the stores. As there are few competitors on low-price level in Estonian market, and as almost half of these stores have opened their first brand stores in the last 3 years, the market ready for this kind of a products – trendy but wallet-friendly products with medium level quality targeted to younger consumers. The big-gest minus is that H&M will open their first store in Riga and in the Baltic countries in autumn 2012, which means H&M has a strategy to expand to all the Baltic countries as the Baltic’s market is quite simi-lar and therefore it is rational to expand to all the Baltic countries. Therefore, H&M will be the biggest competitor. For this reason, a Madonna’s store opening has to take place before H&M opens their first store in Estonia as it is possible for Madonna to build the necessary brand awareness.