Current state of the market Current state of the brand Pestel Swot New country market analysis Portugal Opportunity

The SWOT analysis above show the internal and external factors that can be harmful or helpful to JW Anderson business. The brand can back up by the financial help from LMVH to expand further within the market and focus more in the emerging markets as Western Europe. Although they have a strong online presence, they should establish more stand-alone physical stories in other big cities, which justifies the opening of a pop-up store in Lisbon. Their strong collaborations culture will help to build the brand reputation into new market and will increase brand awareness while helping to reach a young diverse consumer profile with purchase power. The strong brand identity and a good marketing strategy can help rise customer audience and face the competition in Portugal.

New country analysis

Portugal is considerate one of the most peaceful and safe countries to live, according to the Institute for economics and Peace (IEP), ranking in 3rd worldwide (Ventura, 2020). The level of individual perceived happiness is based in the overall good quality and affordable lifestyle (Ventura, 2020), also on the country political landscape which, although high abstention rates of citizens when vote, is satisfactory and stable, with Portuguese people enjoying considerable political rights in a parliamentary democracy constitution ("PORTUGAL: ECONOMIC AND POLITICAL OUTLINE", 2020). Consequently, the county economy relies in tourism, in which the services sector comprises 65.3% of GDP and employs nearly 69% of the active population ("PORTUGAL: ECONOMIC AND POLITICAL OUTLINE", 2020). Despite the economic recessions through years due to global economic uncertainty, the country economy is expected to grow 4,4% the world gross domestic product rate, in 2021, backed by 3.8% in private consumption (solutions, 2020) A disorderly Brexit and the pandemic world situation with travel bans and new regulations can moderate the tourism boom, but as a good geographical to primary sectoral diversification of exports and imports the country attracts foreign talent and business ("Portugal/Economic Studie-Coface", 2020). Being a member of EU and WTO have been an advantage for the support of Covid19 economic and social recovery, as like the trade agreements with China, Africa, Brazil.

Unemployment has been falling and the good preparation of the companies’ network of communication infrastructures allows foreseeing more innovation and well-prepared human resources ("PORTUGAL: ECONOMIC AND POLITICAL OUTLINE", 2020). With 10,3 million population, they are known for over consumption and huge mobile and internet usage even if the country purchase power is directly link

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with the low average monthly wages. But the tendency towards over-optimism at the expense of realism regarding investment and spending make them good consumers ("Portugal/Economic Studie-Coface", 2020).

The brand steady growth offered the opportunity to open 2 stores in key locations such as London, Soho and Republic of Korea, Seoul. Also has gained a prominent reputation in the Asian, USA and Europe markets with over 50 total global stores concessions and stockists such as Harrods, Selfridges, Barneys, Printemps and Net-a-Porter, Moda Operandi, MatchesFashion as the main ecommerce purchase destinations (JW Anderson, 2021; Roberts, 2021). According to the information gathered before, is represented an opportunity to grow its presence more in the Western Europe penetrating in the market through Portugal aiming to stock on apparel and accessories from Spring/Summer 2021 collection in a multi brand store Loja das Meias, where the retail market is growing due to optimist over-spending and tourism (in appendix 5).

Figure 2- Portugal economic forecast summary 2020

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The potential stockist is located in Avenida da Liberdade, an important boulevard in central Lisbon famous for its luxury brand shopping stores, benefiting by its crowded, multicultural and historic streets.

Even though luxury brands are increasingly opting for a ‘direct presence’ instead of selling their luxury products in multi-brand stores, I think that entering through Loja das Meias store can be advantageous at the beginning, to study the target and develop the market share by filling a likely gap of JW Anderson products.

The store sells brand such Dior, Chanel, Alice and Olivia, Salvatore Ferragamo, Etro, etc, regularly hosts events to engage with customers, is involved in different social media channels and collaborate with Portuguese celebrities which fits perfectly with JW objectives and target market.

Figure 3- Avenida da Liberdade, Lisbon

Figure 4- multi-brand interior store Loja das Meias

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