Brand Name: Beaucre Merchandising
Product/Service Type or Description: Fashion & Textiles
Overview:
A leading contemporary retail chain catering to the fashion conscious women of Asia, Beaucre Merchandising was poised to storm the U.S. fashion scene. With several product lines and 180 stores across Asia, the retail giant saw revenue upwards of $14 million in the last year. MZI Global Inc. consulted on the company’s product lines and position for the U.S. market and became the independent sales representation for Beaucre Merchandising’s initial introduction to the U.S. market.
Client Objective:
- Wanted to enter U.S. fashion market after huge successes in Asia
- Fashion market in the U.S. is very cut throat and competitive
Marketing Challenge:
- Formation of own niche in U.S. market where existing players have dominant market shares, well-developed sales and distribution channels, and advanced marketing and promotional programs
- Annual 3% market growth threatened by stagnant economy
- Variation of American consumer tastes requires careful positioning of existing lines to target appropriate U.S. consumer segments
- Limited brand awareness in the U.S.
MZI Global® Solutions:
- Targeted audience profiles provide a detailed portrait of ideal U.S. consumer segments
- Analyze competitive brand positioning revealing opportunities within existing markets and opportunities for new brand introduction
- Evaluate potential pricing strategies to segmented markets
- Identify, interview, and qualify potential U.S. sales representation
- Construct strategic repositioning recommendations for each product line to provide a more targeted approach for U.S. consumer segments
MZI Global® Results:
- Obtained U.S. sales representation for the initiation of Beaucre Merchandising into U.S. market
- Identified new target audiences
- Allowed Beaucre Merchandising to expand its initial audience
- Provided Beaucre with greater insight into U.S. consumer retail trends
- Enabled Beaucre’s executives to readjust market entry strategy for evolving economy and emerging market trends
- Offered detailed analysis of the client’s current market potential and the client’s direct and indirect competition