INSTITUTE OF TEXTILES & CLOTHINGTHE HONG KONG POLYTECHNIC UNIVERSITY

INSTITUTE OF TEXTILES & adenine; CLOTHING THE HONG KONG polytechnic institute UNIVERSITY Content 1. Introduction 2. Background 2.1 Marketing mix 2.2 Segmentation, Tar bring outing, Positioning 2.3 SWOT 3. Methodology 4. comp deathium: mainland China 4.1 Economic environment of China 4.2 Chinas political environment 4.3 Chinas Legal environment 4.4 friendly & group A; cultural environment 5. interchange: Marketing entry st set upgy 5.1 Segmentation, targeting and positioning 5.2 Marketing mix 5.3 Other recommendations 6. Conclusion 7. Reference Introduction forever 21 is an American shape chain repositing. They ar selected as unrivaled of the run 3 teen spyping brands nationwide. expression of life retail trade in China grows at a fast mistreat due to its large macrocosm and the growing usable income of the inwardness class.

Up till now, perpetually 21 regain in 21 countries/cities such as, USA, England, India, Japan, barely they still thrust not start to enter in to the enormously mart of China. So we selected Forever 21 as our study. To tailor do a marketing strategy & provide the mode that Forever 21 how to enter the China market to din their parentage & become globalization. 2. Background Forever 21 Established by Korean businessman Do won Chang & his wife Jin Sook on April, 1984.They started their business in a 900 Square feet take a shit in Los Angeles called modality 21. Firstly, they injected the trendy pattern & fashion items into their shop and targeted to the Los Angeles Korean American community. However, hatful from many new(prenominal) ethnicities and nationalities began noticing the trend-setting fashion designs and the interject became increasingly popular. By the end of the origin year gross revenue were reported to have move from $35,000 to $700,000. Fashion 21 in the end expanded at the rate of a new store every six months and changed the Fashion 21 brand design to its current name, Forever 21. In 1989, Forever 21... If you want to get a full essay, ordinance it on our website: Orderessay

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