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Qualitative expansion strategy
Target position on ladies' outerwear market:
• Expansion to full product range supplier in ladies' outerwear
• Market leadership in the field of classic ladies' outerwear
"Refinement" through further brand(s) |
| Success factors for brand suppliers • image, brand marketing • design, fashion competence • quality • international sales organisation • production and retail know-how • selective distribution |
| Success factors for volume suppliers • collection diversity, predictable collection • logistics, punctuality of delivery • speed of reaction • balanced price-performance ratio • close harmonisation with retail sector • quality, design • broad distribution • cost position, manufacturing structure |
| Success factors for budget suppliers • speed of reaction • price dominance • favourable cost structure through mass series • logistics • global sourcing • supply capability |