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Edith & Ella
Transcript
CN-Identity
Edith & Ella vs. Chinese Women
Salience
DK-Identity
How can Edith&Ella create salience on the
Shanghai market?
Mental
Availability
Physical
Availability
><
Little girl + girly + cute
Cute is good
Scandinavia
Quality+ Beautiful + Free
><
Simple Design
Minimalism
><
Premium
Positioning
><
1699 DKR
2385 DKR
High
Quality
Fast
Fashion
><
Pop-up-Shop
Shop-in-Shop
Omni-Channel Marketing
E&E now
Weaknesses
Strengths
- Localization
- Danish Origin
- Exclusive Image
- Chinese Fashion
- Too young and inexperienced expat
- No Bribery
- Slow adaption
- Late mover
- Made in China
Opportunities
Threats
- Lack of Preliminary Research
- Arrogance
- Collaborations
- Less Flashy Luxury Market
- Physical Presence
- Relationship-building
In China
everything is
possible.....
As long as you
work your way
around it!
Own Reflection
- Different Stakeholders
- Length & Time restriction
- Matching Theory
- Chinese people are different
- Big Country
Thank you!
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