Esprit: an international clothing brand

Esprit: une marque internationale de vêtements

Ulrike Mayrhofer () and Claire Roederer ()
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Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Claire Roederer: EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School

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Abstract: This case-study concerns the international marketing policy of the Esprit group, one of the major actors in the European apparel industry. The brand, which has received several distinctions, sells its products in more than forty countries. In a highly competitive context (H&M, Mango, Zara, etc.), the company has to prepare a marketing policy for the European market in order to increase its sales over the coming years. The case-study provides detailed information about the Esprit group, its marketing policy and the apparel market. The student is asked to elaborate a marketing strategy and a marketing-mix for the European market. This case-study is the updated version of the case M1690 (GB) "ESPRIT: An international clothing brand".

Keywords: International marketing; marketing strategy; stratégie marketing; Marketing international; marketing-mix; standardisation; adaptation (search for similar items in EconPapers)
Date: 2016
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Published in 2016

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01299586

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