Esprit - a lifestyle brand aiming to become the European leader in the fashion industry

Master Thesis (MBA Degree)

Thèse de Master , 2011 , 91 Pages , Note: 1,3

Gestion d'entreprise - Direction d'entreprise, Management, Organisation

Esprit a fashion and lifestyle brand founded in 1968 in San Francisco, California and its potential to become the leader in the European fashion industry is examined from an internal and external perpective, using a set of analytical and strategic tools. Beginning with general industry-related approaches and ending in a
detailed competitor analysis where for example ZARA, H&M and s.Oliver are closely analyzed with a portfolio evaluation and a nine-cell matrix for example. The business process within this industry
differentiates between retail and wholesale channels, selling various division lines mostly under heavy time and cost pressure. This is due to short fashion collection life cycles, high product
variety depending on fashion trends and styles that come and go. The high level of rivalry in the fashion market is characterized
through approximately 60 main competitors forming the strongest competition in the middle and premium price segment. Sustainability, POS experience worlds and celebrity collections do represent the most important commercial fashion trends, whereas from the sales channel perspective online shops are the dominating turnover contributor in the future followed by flagship and outlet
stores, both also having a strong growth potential.
Within the Esprit corporate brand profile the three brand value competencies “newness and style”, smart and international outfitter and customer focus are disclosed, which are inherited and
proven within a broad range of operative measures to increase sales figures and brand awareness.
However the competition is not always one step behind but often more than a step ahead, as the key performance indicators of H&M, s.Oliver, Benetton, ZARA and C&A do show up. From a financial view ZARA is in the lead in Europe with 7.07 Billion Euro, whereas H&M is very attractive for shareholders having paid a 2.17 Euro dividend per share and the Italian rival Benetton is ahead in country
presence being represented in 120 countries.
The contender Esprit dominates the fashion region “Central Europe” and is best practice in online shops. Nevertheless there is room for improvement and strategic adjustments in sales, marketing and distribution processes to match
new business opportunities in existing markets and new markets like Poland or Russia are necessary or strictly spoken unavoidable to achieve further growth in the future in order to fulfil Esprit’s entitlement: Europe is our fashion culture.

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• Table of Contents
• List of Abbreviations
• List of Figures
• Introduction
• 1.1 Way of posing the problem
• 1.2 Scientific and business objectives
• 1.3 Implemented methodologies, analytical tools
• 1.4 Review of essential concepts and definitions
• Industry Analysis
• 2.1 Economical Situation Analysis
• 2.2 Segmentation within Europe
• 2.3 Trends in the world of fashion
• 2.4 Factors driving the industry change
• 2.5 Key Success Factors
• Esprit Company Profile
• 3.1 Key Facts and Figures
• 3.2 Brand Enhancement
• 3.3 Sales Channel Optimization Factors
• Analysis of the main competitors and their strategies
• 4.1 Performance Review of Major European Players
• 4.2 Corporate Business Strategy evaluation of selected competitors against Esprit
• 4.2.1 s.Oliver (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)
• 4.2.2 ZARA (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)
• 4.2.3 Esprit (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)
• Substantiated Recommendations
• Conclusion and Perspectives 2020
• Appendices
• Bibliography

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This Master Thesis examines the potential of Esprit, a fashion and lifestyle brand founded in 1968, to become the European leader in the fashion industry. The analysis begins with a general overview of the industry, including its economic situation, segmentation, trends, and key success factors. It then delves into a detailed analysis of Esprit's company profile, including its key facts and figures, brand enhancement strategies, and sales channel optimization factors. The thesis concludes with a comparative analysis of Esprit's main competitors, including s.Oliver and ZARA, and provides substantiated recommendations for Esprit's future strategic direction.

• The competitive landscape of the European fashion industry
• Key success factors for achieving leadership in the fashion industry
• Esprit's brand positioning and competitive advantages
• The role of online sales channels in the fashion industry
• Strategic recommendations for Esprit to achieve its goal of becoming the European leader in the fashion industry

Zusammenfassung der Kapitel (Chapter Summaries)

The Introduction lays out the problem statement, scientific and business objectives, implemented methodologies, and a review of essential concepts and definitions. The Industry Analysis section provides an overview of the European fashion industry, including its economic situation, segmentation, trends, and key success factors. The Esprit Company Profile section delves into the company's key facts and figures, brand enhancement strategies, and sales channel optimization factors. The Analysis of the main competitors and their strategies section provides a comparative analysis of Esprit's main competitors, including s.Oliver and ZARA, and their respective strengths and weaknesses. The Substantiated Recommendations section presents a series of recommendations for Esprit to achieve its goal of becoming the European leader in the fashion industry.

Schlüsselwörter (Keywords)

The keywords and focus themes of the text include the European fashion industry, Esprit, brand positioning, competitive advantage, online sales channels, key success factors, strategic recommendations, s.Oliver, ZARA, and the competitive landscape.

• Université: University of applied sciences, Munich (Business Administration)
• Cours: MBA Studiengang - Strategic Corporate Management
• Note: 1,3
• Auteur: Julia Wimmers (Auteur)
• Année de publication: 2011
• Pages: 91
• N° de catalogue: V182384
• ISBN (ebook): 9783656064640
• ISBN (Livre): 9783656064336
• Langue: anglais
• mots-clé: Esprit, fashion, lifestyle brand, fashion industry, competitors, PoS marketing, fashion channels, wholesale, retail, s.Oliver, ZARA, H&M, C&A, Roland van der Vis, Heinz Krogner-Kornalik, Hong-Kong, Ratingen, fashion brand, Benetton, celebrity collections, textile industry, showrooms, flagship store, satellite store, online shops, edc, value chain, eco fashion, sustainability, luxury fashion, store design, fashion corners, brand extensions