The Most Suitable Retail Forms and their Prerequisites of Success for the Young Woman Fashion in Germany, Case Lempivaate Collection of Nanso Oy

Abstract

The purpose of this study was to find out the most suitable retail forms and their prerequisites of success for the young woman fashion segment in the German market. The study focused on the Lempivaate collection of Nanso, a Finnish fashion manufacturer.

According to the research question, German marketing literature and current German retail market information has been used to understand the distribution process, the German retail environment, the retail forms in Germany and the fashion industry in particular.

Based on the company’s situation, goals and strategies as well as theories and research literature, theme interviews were designed to interview German retail experts specialized on fashion, clothing and marketing.

The results of the study show that for a successful retail form entry seven issues have to be considered consecutively. These issues include decision about the entry, defining the target group, planning the positioning, building the concept, deciding the retail forms to be entered, designing the support for retail and implementation of the entry.

For Nanso it means that to successfully enter the German retail forms such as specialty stores, department stores, boutiques, special catalogues or to cooperate with other Finnish companies, a clearer positioning is necessary. The Lempivaate concept should be optimized and marketing support activities for retail forms, which are vital in the successful retail form entering process, should be provided.