Overview
Tasked with geographically expanding an existing brand into a new country, we chose the brand Oysho, a premium Spanish fashion brand specializing in lingerie, sportswear, loungewear, and swimwear. For this project, Oysho is strategically planning its expansion into the Indian market after A.T. Kearney named it the number one expansion opportunity market. The rising middle class and growing athleisure market in India have created a growing demand for high-quality, stylish, and comfortable apparel and present a promising opportunity for the brand. Oysho aims to leverage its strong brand positioning and image, coupled with elements of localization, to establish a successful presence and physical store in one of the world’s fastest-growing retail markets.
Key Activities
Research the Brand and its History: Provide a company overview, understand its brand pillars, create a history timeline, and research current results/distribution and growth.
Understand the Brand’s Current Retail Identity: Outline the brand’s current product, property, presentation, and promotion.
Perform a Brand SWOT Analysis and Determine Advantages: Based on research, detail the brand’s strengths, weaknesses, opportunities, and threats and determine its advantages in the market.
Explore Potential Countries for Expansion: Based on A.T. Kearney Metrics, select the three top locations for expansion.
Select the Best Country for Expansion: Select the final expansion location and support the choice.
Extensively Research the Country of Expansion and its Market: Complete a PESTLE, market, and competitive analysis for the country of expansion.
Determine the Target Consumer in the Country of Expansion: After researching the brand’s respective product market in the country of expansion, hone in on a target market.
Select a Specific Store Location and Support the Choice: Select potential locations, choose the final area, support the choice based on key characteristics, and examine the competitors at the location.
Create a Line Plan: Plan the product assortment for the new location.
Design the Store and Layout: Detail design and layout characteristics, allocate the store space, plan merchandising activities, and consider safety and security.
Create a Communication and Promotional Plan: Create a marketing mix and timeline detailing pre-launch, launch, and post-launch marketing activities.
Provide Staffing and Recruiting Details: Determine in-store and supporting jobs and how they work connectively, develop the recruitment process and compensation structure, and understand what key performance indicators to track.
Develop a Financial Plan: Create financial statements, forecast sales, and select key performance indicators to track.