PATRICIA PAYÁ GUILLOT
Brand Development Project Patricia Payรก Guillot BA Fashion marketing & communication, Level 6, 2018-2019 6FAMK002C International Branding and Sustainability CWK2 Clara Mallart, Sergio Costa, Alejandro Gonzรกlez Figure 1: Dazed & Confused, (Anonymous, 2018)
CONTENT 1. Introduction 2. Why expand your business? Proactive and reactive reasons. 3. Internal analysis Company Mission and Vision. Company organizational structure. 4. Company’s Local Environment. PEST analysis Ethics and sustainability analysis 5. The international environment. Foreign Market A. Market Audit B. Competitor Analysis C. Market analysis 6. Market Entry Strategy 7. Marketing Strategy Pricing Strategy Positioning 8. Sales and Distribution 9. Operation Overview How does it work? Implementation steps. Ethics and sustainability strategy. 10. Conclusion and Recommendation 11. Appendices
Figure 2: Dazed & Confused, (Anonymous, 2018)
INTRODUCTION The aim of this project is to create an International Business Plan focused in brand development by the understanding of branding in international markets alongside the relevance of marketing ethics. The brand developed will be Vivienne Westwood, as a following work of the CKW1. The country chosen for Vivienne Westwood to be implemented will be India, the reasons why will be developed in the following analysis.
WHY EXPAND YOUR BUSINESS?
Figure 3: Dazed & Confused, (Anonymous, 2018)
The international environment offers a world of business opportunities for all types of companies, both large and small and medium. In addition, according to academic research, companies that develop international business grow faster, fail less and become more competitive than domestic companies. Why India? Vivienne Westwood is an affordable luxury brand in which she mainly emphasizes her continuous social and political struggles. It has a strong claiming power, above spreading the quality of its product despite being luxury. This is adapted to the Indian consumer since they do not take quality much into account, but rather consider the value of the brand. In addition, India is a multi-ethnic, multi-lingual, and multi-religious country, and Vivienne Westwood fights for the diversity of these. In addition, its most constant fight is the environmental issue, characterized by being a sustainable brand. This is adapted to India, as it is one of the most sustainable and environmentally conscious countries in the world.
Figure 4: Dazed & Confused, (Anonymous, 2018)
PROACTIVE REASONS:
Proactive motivations consist of the stimulus to try a strategic change. 1. Administrative impulse: Discover market opportunities, to expand markets 2. Advantage of utilities: Determine that international sales are a potential source of higher profit margins 3. Technological advantage: It has key technology that gives it a competitive advantage. 4. Exclusive information: Includes knowledge about foreign clients, markets or market situations, unknown to other companies. 5. Tax benefits: Tax incentives, which make international Marketing activities more profitable. 6. Economies of scale: It allows increasing the production at low costs. It results from the opening of foreign subsidiaries and foreign production facilities.
REACTIVE REASONS:
They consist in the answer of the companies to the influence of the changes in the surroundings, that is translated in modifications in their activities with the course of the time.
1. Overproduction: Motivates an expansion of markets, for which it is important to develop a Marketing Mix, which adjusts to the needs of the foreign Market. 2. Product life cycle: A company can choose to prolong its life cycle, expanding their market. 3. Physical closeness: Border countries, which in turn have psychological closeness, which implies similarity in culture and habits.
INTERNAL ANALYSIS
Figure 5: Dazed & Confused, (Anonymous, 2018)
MISSION
The mission of Vivienne Westwood is to save the world on a large scale. Mainly collaborating, she turned the company round and got it to a point where it’s running ethically and smoothly. Westwood has made climate change and halting nuclear weapons leading priorities in her company. Also, the brand wants to spread the mantra “Buy less, choose well, make it last”, claiming that it is worth buying something more expensive but being aware that it is environmentally-friendly.
VISION
The vision of Vivienne Westwood is to create a better world fighting for human, civil and political rights. Westwood takes art as the best tool to fix and fight the world; it is the safe-conduct to a better world, more just, more habitable.
Figure 6: Dazed & Confused, (Anonymous, 2018)
Vivienne Westwood Designer Carlo D’amario CEO Operations Team
Product development Team
Sales & Support Team
Marketing Team
Cristiana Benini Finance Director
Giovanna Panizzolo Product Manager
Laura Mackinnon Buying Manager
Jessica Evans PR Manager
Jessica Gallone Human Resources
Michael Court Design Manager
Karine Adami Fashion Buying and Wholesale Manager
Laura McCuaig Head of Press
Nuria Gavalda UK Head of Sales
Sharon Donnelly Events Manager
Figure 7: Dazed & Confused, (Anonymous, 2018)
COMPANY’S LOCAL ENVIRONMENT
The chosen brand, Vivienne Westwood, is a company based in London, therefore, the analysis of the local environment will be from the UK.
P
POLITICAL
E
ECONOMIC
S
SOCIAL
T
TECHNO LOGICAL
The United Kingdom is a constitutional monarchy based on a parliamentary democracy. UK is self-appointed as a fair, stable country with many opportunities within it. Here are some of the positive and negative political factors: Positive: - - - - Negative: - -
Relatively ‘fair’ country. Proactive government. Politically stable. Split into national and local administrations. Some hidden corruption Brexit. Uncertainty in whether or not to stay in the EU, or leave.
Uk maintains a very favorable position in comparison to other countries in relation to the economy of the country. Positive: - - -
It is the 5th highest GDP (Gross Domestic Product) in the world Large population that allows all markets to be profitable. Free market
Negative: - -
Slowness in the recovery of the 2008 financial crisis. A lot of money spent on public services.
The social factor is one of the most important in any PEST analysis. UK is not an exception. Positive: - - - Negative: - -
Plenty of free public services Dense population. 64.1 million inhabitants. High standard of living. Some social unrest regarding migration and ethnic groups. Increasing costs of additional education.
The UK, as a MEDC (More Economically Developed Country), has an excellent access to technology. Positive: - - - - Negative: -
Innovation skills of quality. Sciense and IT competence. Effective laws regarding intellectual property. Many internal competition that generates growth. Slow technological innovation compared to the United States.
ETHICS AND SUSTAINABILITY ANALYSIS
Laws and Policies
NGO’s
As a member of the European Union, the United Kingdom follows its laws and policies. EU citizens enjoy environmental regulations that are among the strictest in the world. The EU and national governments have set clear objectives that will guide European environmental policy until 2020 and a vision for beyond (2050). This is the purpose of research, legislation and financing programs whose objectives are: • Protect, conserve and improve the EU’s natural capital • Turn the EU into a low-emission, efficient resource-use, ecological and competitive economy • Protect EU citizens from environmental pressures and risks to health and well-being.
In the United Kingdom, there are many NGOs that are responsible for the environment and ethically sustainable. Among them stands out “Ceres”, a sustainability nonprofit organization that fights against the world’s biggest sustainability challenges as climate change, water scarcity and pollution, and human rights abuses.
Figure 8: Dazed & Confused, (Anonymous, 2018)
The United Kingdom is one of the most sustainable country in the world due to its growth in the development of environmental technologies, focusing on recycling, greenhouse gas emissions and water treatment. Here are some of the reasons why:
In addition, as one of the most environmentally-friendly countries in the world, the UK is part of the:
Government
Kyoto Protocol in Climate Change. The Kyoto Protocol set a target for 37 industrialized countries in 1997, as part of this group the UK committed to a 12.5% reduction in greenhouse gas emissions. A second Kyoto Protocol period was agreed from 2013 to 2020. In this, fewer countries are part of it, although UK is participating. The Paris Agreement, reached at the end of 2015, is the first truly global effort to reduce emissions. The British Government joined the long hundred countries that have ratified the Paris Agreement on climate change in 2016.
News
UK is one of the countries in the world that is most aware of sustainability, as new projects in the country constantly appear in the news supporting the cause. This is one of the most notorious news of the UK last year 2018: “UK To Ban All Plastic Straws, Cotton Swabs, And Single-Use Plastics” Forbes (2018): The UK wants to put an end to the 3,000 million bottles that are abandoned each year in the United Kingdom and that, mostly, end up at sea.
THE INTERNATIONAL ENVIRONMENT
Figure 9: Dazed & Confused, (Anonymous, 2018)
A. Market Audit
The chosen country for Vivienne Westwood to be implanted in is India. Here its PEST Analysis
P
POLITICAL
E
ECONOMIC
S
SOCIAL
India is today one of the most powerful countries in the world. It is the largest democracy in the globe and enjoys relatively political stability. New Delhi is the capital. Positive: Democracy is generally respected by society in general, this creates greater political stability in the country’s environment, which helps attract foreign direct investment (FDI). Negative: One of the most important problems in India is the corruption of the country. However, both the public and the government are taking initiatives to combat this problem.
According to the IMF 2018 economic forecast (Figure 1 in Annex), India has the seventh largest economy in the world considering its GDP (Gross Domestic Product). The key products exported by India are: petroleum products, jewelry, pharmaceutical products, transport equipment, machinery and readymade garments.
The total population of India is approximately 1.2. billion people, with a giant consumer market. Having this broad market is a great opportunity for multinational companies. Positive: India is a multi-ethnic, multi-lingual, and multi-religious country. In general, they maintain a good harmony between them within the country, however, sometimes the tension is noted in ethnic lines. India is one of the most attractive markets in the world in many sectors. The standard of living and the middle class is increasing gradually with good disposable income. Negative: However, India still suffers from poverty, today 1 in 5 people are poor.
T
TECHNO LOGICAL
India is one of the most technologically advanced countries in the world. In fact, according to some sources, it is the third country in this ranking. For them, giants like Facebook, Microsoft and Apple are investing in the country.
ETHICS AND SUSTAINABILITY ANALYSIS
The need to protect the environment and the sustainability of natural resources is reflected in the constitutional framework of India and also in the international commitments of the country.
Laws and Policies
Some of the important legislations for environment protection are as follows (Mondaq, 2018): • The National Green Tribunal Act, 2010 • The Air (Prevention and Control of Pollution) Act, 1981 • The Water (Prevention and Control of Pollution) Act, 1974 • The Environment Protection Act, 1986 • The Hazardous Waste Management Regulations, etc.
There are many Non-Governmental Organizations (NGOs) who are working in environmental sector in India.
NGO’s
Among them is “Teri”, which mission is to “usher transitions to a cleaner and sustainable future through the conservation and efficient use of Earth’s resources and innovative ways of minimizing and reusing waste.” (teriin.org) Another important one is “Child Line”, due to the problem of explotitation in India, this is one of the most powerful NGO’s in the country: “All children due to their age are considered to be at risk for exploitation, abuse, violence and neglect.” (childlineindia.org)
India is one of the most sustainable country in the world due to its growth in the development of environmental. Here are some of the reasons why:
In addition, as one of the most environmentally-friendly countries in the world, the UK is part of the:
Government
News
Paris agreement: In 2016, the UN announced that India ratified the Paris Agreement on climate change. In 2017, India announced that it is willing to go “beyond” the provisions of the Paris Agreement in the fight against climate change. Kyoto Protocol: The Government of India, one of the largest emitters of greenhouse gases in the world, ratified in 2017 the international amendment that extends the Kyoto Protocol and that establishes a new period of commitment to reduce these emissions to fight against climate change.
India is one of the countries in the world that is most aware of sustainability, as new projects in the country constantly appear in the news supporting the cause. Here are some of the most important news: “India moves towards universal sanitation” (ONU News, 2018) “In rural India, tea is gaining sustainable development ground” (Devex, 2018) “Invest India wins UN award for excellence in promoting investments in sustainable development” (Money Control, 2018) “India’s garment workers continue to fight against exploitation.” (Equal Times, 2016)
Figure 10: Dazed & Confused, (Anonymous, 2018)
Figure 11: Dazed & Confused, (Anonymous, 2018)
International Trade Barriers Any restriction imposed on the free flow of trade is a trade barrier. Trade barriers can either be tariff barriers or non-tariff barriers. The entire following information has been collected from the International Trade Administration: Import Licensing: Though India has eliminated its import licensing requirements for most consumer goods, certain products face licensing related trade barriers. For example, the Indian government requires a special import license for motorcycles and vehicles that is very restrictive. Standards, testing, labeling & certification: The Indian government has identified 109 commodities that must be certified by its National Standards body, the Bureau of Indian Standards (BIS). The idea behind these certifications is to ensure the quality of goods seeking access into the market. Anti-dumping and countervailing measures: These are stablished in order to protect the domestic industry from serious injury arising from dumped or subsidized imports. India imposes these from time-to-time to protect domestic manufacturers from dumping. Export subsidies and domestic support: the Indian government’s Foreign Trade Policy (FTP) 2015-2020 announced on April 1, 2015 is primarily focused on increasing India’s exports of goods and services to raise India’s share in world exports from 2 to 3.5 percent. Procurement: The Indian government allows a price preference for local suppliers in government contracts and generally discriminates against foreign suppliers. Service barriers: The Indian government has a strong ownership presence in major services industries such as banking and insurance. Foreign investment in businesses in certain major services sectors, including financial services and retail, is subject to limitations on foreign equity.
B. Competitor Analysis
Vivienne Westwood Competitors 11.11/eleven eleven Bodice Chola The Label
Figure 12: Dazed & Confused, (Anonymous, 2018)
Porter’s five-forces model
Competitive rivarly - 3 main competitors - Minimal competitors - None of the competitors operate in India
Supplier power
Threat of New Entry
- No direct suppliers. - Cooperation with textile production facilities.
- High barriers to entry. - New entry is a large process. - Low threat
Buyer Power - Customers are the primary target market. - None of the competitors operate in India. - Does not heavily depend on purchases.
Threat of Substitution - Low threat of substitution.
SWOT ANALYSIS 11.11 / Eleven Eleven
Strengths
Weaknesses
Indian based
Not many followers on Social Media
Very well recognized in India Ethical products
Opportunities
Threats
Collaborating with Vogue India
Lack of Social Media interaction
Opening workshops around the world to conscious people
Not trend adapted sometimes
Lakme Fashion Week appareance
Key success factors Consolidate roots in the luxury space. Company and Product Slow Fashion company. Every type of garment offered and very good explained each of them.
SWOT ANALYSIS Bodice
Strengths
Weaknesses
Indian based
Young designer
Well recognised designer: she worked with prestigious designers such as Vivienne Westwood and Giles Deacon.
Less experience in the industry
Ethical products adapted to trends.
Website with no option to buy online and hard to manage
Opportunities
Threats
Appeareneces in many well-kwon international magazines such us: Bazaar, BoF, Elle, GQ, Grazia or Vogue.
Lack of Social Media interaction
Target the Indian youth
Key success factors Targeting Indian youth, adapted to trends, higher probability of international Company and Product Slow Fashion company. Every type of garment offered.
SWOT ANALYSIS Chola the Label
Strengths
Weaknesses
Indian based
Logo image not luxury
Good quality of Social Media and website Ethical products 18 years of experience
Opportunities
Threats
Supports social causes very notoriously
Less international
More followers on Social Media
Not trend adapted sometimes
Lakme Fashion Week appareance
Key success factors Consolidate roots in the luxury space. Company and Product Slow Fashion company. Sustainable products for both men and women of all body types.
COMPETITORS POSITIONING MAP
High Price
Worst trends adapted
Better trends adapted
Lower Price
C. Market analysis / Cross Cultural purchasing pattern analysis
Figure 13: Dazed & Confused, (Anonymous, 2018)
The Indian consumer has had a big change in their consumption dynamics in recent years. Several reports from the last few years (National Geographic and independent agencies) affirm that Indian consumers are highly “eco-friendly”. For example, 56 percent of the people surveyed intend to make a significant or very significant improvement (See figure 2, 3,4,5 in Annex). Urban consumers continue to prefer the incremental value offered by a brand rather than the reputation of the brand itself.
Which cultural aspects make the new market good or a bad choice to internationalize your company?
Good:
Bad:
India is a huge country that is characterized by great religious, linguistic, cultural, economic and social diversity, which translates into a wide variety of consumers, which benefits Vivianne Westwood, as the brand struggles for many social cases such as the diversity.
The growth of the luxury sector is limited by the trend of wealthier consumers to avoid ostentation of wealth, except at weddings.
An important factor to take into account is the population of India, composed of 440 million millennials and 390 million belonging to generation Z. (See figure 6,7 in Annex)These consumers enjoy great aspirations and desire to try new products and brands under the banner of innovation, aspect that benefits the implanted brand Vivianne Westwood for its political and social ideals and its pioneering innovation. Moreover, as it is an affordable luxury brand, the fact that 53% of luxury buyers in India are now aged 25-34, and only 15% of luxury buyers are 45+, is another plus point. (See Figure 8) “Even the affluent consumers that make up the luxury market are value conscious. So luxury purchases are an investment, whether financial, emotional or social. “(India Today, 2017) This benefits the consumption of Vivienne Westwood, since it is a luxury brand and at the same time sustainable.
Demand is primarily driven by price. With wealth and disposable income a relatively new phenomenon the consumer is still extremely cost conscious. This might be an inconvenient due to the fact that Vivienne Westwood has relative high prices, It is inside the luxury market.
MARKET ENTRY STRATEGY Figure 14: Vogue India, (Anonymous, 2016)
Figure 15: Vogue India, (Anonymous, 2016)
Before creating the new Market Entry Strategy, we must remember that Vivienne Westwood is a luxury brand and that the decision of the strategy is strongly related to this factor. Many luxury brands are currently trying to open their own stores in India. Indian Luxury Segment is a nascent sector, which creates uncertainty when it comes to deciding the correct entry strategy to penetrate Indian Luxury Market. Partners and Agents are crucial before opening the store. The Indian market needs a lot of marketing supervision in relation to different cultures, languages, regional opportunities, standards and levels of the economy. Going into the Indian market requires a thorough analysis of the local consumer, so it is important to find a good partner who knows the local market perfectly. Therefore, having analyzed all this, Vivienne Westwood must open a store in the Indian market through a Franchising as opposed to opting to open directly and operated boutique for the reasons given above. Moreover, franchising is a typical buyer-seller arrangement that has been extensively used by many luxury brands within India. In addition, compared to other ventures, franchises have a low risk of failing since the business concept usually works.
MARKETING STRATEGY Figure 16: Vogue India, (Anonymous, 2016)
Pricing Strategy Vivienne Westwood is an affordable luxury brand. The price strategy is an important criterion in the luxury sector. Not only depends on the quality and exclusivity of the product, but also on the brand value that is achieved with a good communication strategy. But at the same time, Indian consumer is still very cost conscious and more value-conscious, they want to make smart decisions. In addition, the Indian consumer still does not value the luxury brand for its quality or experience, but rather for its wealth and social status.  Therefore, the strategy Vivienne Westwood is going to use is a penetration pricing strategy, adapting to the consumer behavior of the country. With this strategy, the brand will set the products at lower prices initially. The goal is to attract new consumers by displaying lower prices. This strategy is very effective for companies that do their market research carefully and know how to act to make it work. In addition, Vivienne Westwood will also use psychology pricing strategies to create the customer’s feeling that they are buying a quality product at a cheaper price than normal. Thus, the brand maintains exclusivity but at the same time leaves the door open for future sales in the Indian market.
Positioning Map
SALES AND DISTRIBUTION Figure 17: Vogue India, (Anonymous, 2016)
Distribution Channel Vivienne Westwood is an affordable luxury brand, and therefore it can not be distributed everywhere, otherwise it would lose the brand equity. The brand will use an exclusive distribution, opening only one retail outlet in one specific geographical area, India. This distribution has a vertical value chain system according to product type: Producer - retailer - customer This system is ideal for small factories who produce goods of high value and quality which requires special transportation facilities. With this distribution, the brand makes the channels more sustainable by shortening them making them more simple and with more control.
Figure 18: Dazed & Confused, (Anonymous, 2018)
Supply Chain INDIA
ENGLAND
4 2 1
3
1.
RAW MATERIALS: The raw material used will be sustainable fabrics obtained from India. While only one per cent of India’s cotton production is organic, it is the world’s largest producer, producing 56 per cent of the world’s organic cotton. Madhya Pradesh accounts for 43 per cent of the country and 24 per cent of the world’s organic cotton production.
2.
FABRIC MANUFACTORING (yarn producer, fiber weaving, dying and finishing): The Fabric factory will be Mehera Shaw, placed in Jaipur, India. It is part of the WFTO and member of the Fair Trade Federation in the US. And fights for the promotion of organic cottons in India and transparency. Transportation: From India to London by plane.
3.
APPAREL MANUFACTORING (Cutting sweating and garment finishing): the last process of the creation of garments will be held at the headquarters of Vivienne Westwood, as it is a luxury brand and has its own team that knows the brand perfectly. In addition, the designer can have more control of how the garments are finished. Transportation: From London to India by plane.
4. RETAIL/CONSUMER:
Vivienne Westwood will open the store in New Delhi, India.
OPERATION OVERVIEW
Figure 19: Vogue India, (Anonymous, 2016)
How does it work? As mentioned in the Market Entry Strategy, Vivienne Westwood will open a new store through a Franchising in India, more specifically in New Delhi, where most of the luxury brands of this country reside. The new incorporation to this market supposes the opening of a local office which can control from the inside the new expansion of Vivienne Westwood. The new offices will have a team of around 10 members, including the Country Manager, who will be in charge of communicating the operation of the store to the London headquarters. The creation of a powerful marketing and communication manager in the Indian office is essential for the proper functioning of the strategy implemented there. Also important is the Social Media Manager, who is in charge of the relationship with the public, engaging new consumers and spreading a good image of the brand in the country.
Implementation steps
MONTH 1
- Analyze 1 country to expand internationally. / 1 week duration - Doing a Market Research of the company. Given that in addition to analyzing it internally in England, an agent for research will also be contracted, this process will last approximately 5 weeks.
MONTH 2
- Decide the Market Entry Strategy. / 2 weeks - Finding an Indian representative. / 2 weeks
MONTH 3
- Flying to India. / 1 day - Find a possible physical store in India and contact future contractors. / 2 weeks - Have all documents prepared and negotiate with the local government of India.
MONTH 4
- Interviews and signing contract with indian Managers/ 1 week - Interviews and signing contracts with indian employees. / 2 weeks - Setting up the moving to India. / 1 week - Translating the website to Indian. / 1 week
MONTH 5
- Moving to India and creating the office. / 1 week - Appareance in local articles about the new opening. / 0.5 week - Advertising in Social Media about the new opening. / 2 weeks
MONTH 6
- Meeting with local government and finalizing the agreement. / 2 weeks. - Event planning with local partners and represenatives in India. / 1 week . - Opening store in India. / 1 day
Ethics and sustainability strategy
Figure 20: CRY, (Anonymous, 2014)
In order to support ethics and sustainability, Vivienne Westwood will collaborate with the NGO “Child Rights And Your (CRY)”, one of the leading and best-known Indian Non-governmental organizations. CRY, founded in 1970, fights for the eradication of child labor. They have as a motto that each one of us can contribute even a little and be a small driver of change. You can donate, volunteer and work for them towards the cause. Vivienne Westwood has decided to collaborate with this NGO since child labor is a big problem in India. It is estimated that 60% of workers in the country are adult females, 20% adult males, and the remaining 20% are children. Therefore, beyond dispute, it is a reality that India has the highest number of child workers in the world, something that is overwhelming. In addition, this child exploitation is strongly related to the business of fashion, a recent report by India’s National Commission for Protection of Child Rights states: “Several hundred thousand children - mostly girls - sacrifice their education and health to produce cotton for a thriving industry”. A great way for Vivienne Westwood to collaborate with this organization and have global visibility is by creating a new collection with the NGO. The collection will be sold both in physical stores and online, in order to achieve greater impact. 40% of each item purchased will be donated to this organization in the fight against child labor.
Conclusion and Recommendation Vivienne Westwood is a luxury affordable brand whose mission is save the world on a large scale. What stands out most of the brand, above the quality of the product, is the strong activation in the claim of environmental, political and social problems. With the strong involvement of the brand in these issues, it could help to continue improving the society and market of India. After analyzing the future expansion of the brand in India, the following conclusions are drawn: Regarding sustainability: the Indian market offers a big gap in the sustainable luxury market. It is a good time to implement a sustainable brand in India as it is one of the most sustainable and conscious countries in the world. Recently, India has won an award for excellence in promoting investments in sustainable development. Regarding Social issues: India is a multi-ethnic, multi-lingual, and multi-religious country, and Vivienne Westwood fights for the diversity of these, so it’s a plus for the brand. Regarding Political issues: When analyzing the country, it has been proven that India is still fighting for political corruption, something for which the brand struggles, and here it has an opportunity to vindicate itself. In addition, another point in favor of the brand is that the population of India is composed of 440 million millennials and 390 million belonging to Z generation. This is Vivienne Westwood’s target market in India since these consumers enjoy great aspirations and desire to try new products and brands under the banner of innovation. And also, in India 53% of luxury buyers are now aged 25-34. Even though there is growth in the luxury market in India, the Indian consumer is still extremely cost conscious. This might be inconvenient due to the fact that Vivienne Westwood has relative high prices, It is inside the luxury market. But after market research, the recommendation is to implement the brand in India because Vivienne Westwood is an affordable luxury brand that offers products that are not extremely luxurious. And in addition, price strategies that are suitable with the brand and the country will be implemented.
Figure 21: Dazed & Confused, (Anonymous, 2018)
Annex Figure 1
Figure 2
Figure 3
Figure 4
Figure 5
Figure 7
Figure 8
Figure 6
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