Brand Name: Googims
Product/Service Type or Description: Retail

Overview:
Providing Fashion Line with Marketing Tools and Consumer Analysis to Enter U.S. Market

A premium online retailer of a character-based fashion-line, Googims sought to evaluated expansion into the U.S. market. With distributions in major Asian and European markets, this online retailer enlisted MZI Global’s assistance in evaluating the potential for expansion into the U.S.. MZI Global analyzed the U.S. online retail market and evaluated entry strategies in order to aid senior level management with the company’s expansion plan. Additionally, MZI Global developed strategic recommendations for market entry, utilizing social and viral marketing programs, such as blogs, MySpace, and online media placements.

Situation Analysis:

• Googims products already popular in Asian and European markets
• Wanted to enter U.S. market
• Needed potential consumer evaluations and marketing tools to make key decisions

Client Challenges:

• Evaluation of U.S. market potential for online expansion, where only 8% of total U.S. apparel, accessories, and footwear sales were conducted on the web
• Limitations in knowledge of U.S. consumer market and target audience (young adults)
• Formation of creative and viral strategic marketing recommendations to entice U.S. consumers, who tend to have an aversion to buying apparel online

MZI Global’s Solution:

• Conduct detailed industry and competitive analysis to identify market potential
• Perform target audience profiling to generate shopper profiles and detail tastes, trends, purchase intentions, and preferences
• Assess and design viral and web strategies to maximize brand exposure within the target market while minimizing costs
• Conduct usability studies of existing online retailers to assess their shortcomings, pitfalls, and opportunities, as well as the expectations of U.S. consumers when purchasing online

Results:

• Supplied client with detailed audience profiles to direct marketing and promotion strategies and tactics
• Provided viral marketing strategies to clients, enabling them to fully assess the type and cost of marketing and promotional tactics required for U.S. entry
• Aided senior decision-makers evaluating the company’s U.S. market potential by presenting market and company assessments prior to overseas expansion