Analysing And Evaluating New Look And Spanish Apparel Marketing Essay

Resource Basis

Resources are what a house has to work with its assets including its people and the value of its trade name name. Resources represent inputs into a house ‘s production procedure such as capital equipment, accomplishments of employees, trade name names, and fundss.

New Look ‘s chief touchable resources are the following

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Their retail shops across the universe. Almost 1000 shops are for New Look.

Range of merchandises

Their supply concatenation ( about 339 providers from 938 mills ) which spreads all over the universe including China, India, and Turkey.

Their human assets ( about 30,000 employees worldwide and 17,000 in UK )

New Look ‘s chief intangible resources are

Their good will, which they got through Ethical trading and community giving and besides Animal Welfare policy and Environmental policy

Their trade name itself

25 % international gross revenues growing in 2008-2009

E-commerce gross revenues accounted for 4 % of their entire gross revenues

Won the Drapers Award for Best Multiple Retailer in 2009 ( New Look,2009 )

Ad ( a big sum of advertizements by utilizing theoretical accounts like Taylor Momsen )

New Look ‘s Business Network

New Look ‘s horizontal concern web consists of their direct rivals which include Marks & A ; Spencer, Next and Topshop ( Data Monitor, 2009 ) and besides consists of the authorities and Indirect rivals like Not-for-Profit ( NFP ) administrations.

New Look is ever eager to develop a good relationship with the authoritiess of different states and besides with the NGOs and Not-for- Profit Organisations. Ethical Trading Initiative ( ETI ) is a spouse of New Look which is an confederation of companies, NGOs, and Trade Unions. The end is to guarantee good working conditions for the workers in UK.Women in Informal Employment Globalizing

and Organising ( WIEGO ) is besides a spouse of New Look, a planetary research policy web seeking to better the position of the working hapless, particularly adult females ( New Look, 2009 ) .ARA Network theoretical account is used to analyse New Look ‘s Business Network which is given in the undermentioned diagram.

( Hakansson H, 1987 )

New Look ‘s perpendicular concern web, in the upstream, consists of their 339 providers from 92 states like China, India, Turkey, Cambodia, Bangladesh and Vietnam ( New Look, 2009 ) . Before get downing their relationship with a provider, as portion of their blessing, the provider should subscribe up to New Look ‘s

ethical purposes. A refusal to make so renders that provider unable to work with them. They have one distribution Centre for U.K which is located in Newcastle-under-Lyme, Staffordshire, one at Singapore ( supplies to Middle East ) and another distribution Centre at Istanbul in Turkey ( supplies to EU and Russia ) .

In the downstream in their perpendicular concern web, they have the most of import entity, their Customers. For New Look, their clients are work forces and adult females from assorted age groups.

New Look ‘s Relationship and coaction

In 2008, New Look used 938 mills from 339 providers in 29 states across the universe. New Look has a really good coaction with their providers. Many of their providers in China were non made usage of their workers and machinery in an efficient mode which resulted in low quality and low productiveness. They worked with productiveness experts from Impactt to develop a productiveness toolkit for providers to utilize their mills ( New Look, 2009 ) . Therefore with their coaction with Chinese providers they increased their productiveness and quality.

New Look has started a coaction with Oracle in June 2007 ( Oracle, 2009 ) .OracleA® SOA ( Service-Oriented Architecture ) Suite to assist increase operational flexibleness and beef up its foundation for future growing as it expands internationally. New Look implemented Oracle SOA Suite to leverage bing and future IT investings and assist speed up concern public presentation by reengineering procedures within its Buying and Merchandising map.

New Look besides collaborates with Retek Solutions ( Business Wire, 2003 ) . Faced with the challenges of presenting manner at great monetary values fast to the consumer, New Look turned to Retek Merchandising and Supply Chain solutions to enable continued profitable enlargement and better fiscal and runing public presentation. Through better supply concatenation and purchase order direction, New Look ‘s engineering substructure from Retek increased velocity to market and reduced the hazards involved in manner retailing.

As clients are their chief strength New Look is ever eager to hold a good demand side relationship with them. New Look has a friendly client services squad and the clients can reach via company ‘s on-line signifier or by naming their Customer Services or by get offing to the reference webcustomerservices @ newlook.co.uk. New Look has a strong coaction with their clients and they are eager to acquire the feedbacks from them. In spring 2008 New Look surveyed 4,000 New Look clients in the UK and France to understand their attitudes to shopping, manner, monetary value and quality. By understanding their clients better New Look give them more of what they want so they come back to their shops more frequently.

Through ‘my Look ‘ , their societal web, New Look will maintain speaking to their cardinal clients to do certain they continue acquiring things right for them. The ‘look and feel ‘ of New Look shops has besides been enhanced, based on client feedback. New UK big shop gaps such as Liverpool, Sheffield and the Westfield Centre in London benefited from this latest shop design which has been really good received by their clients ( Datamonitor, 2009 ) .

Spanish Apparel Industry

Apparel industry is the most Powerful and the Driving Force in the Spanish Economy i.e. 7.2 % of EU Apparel Industry is in Spain in 2008 & amp ; 9th greatest in the World ‘s economic system ( Euromonitor, 2009 ) . Spain is the 4th largest dress retail market in Europe ( Datamonitor, 2009 ) . Almost 3,745 Companies are at that place in Spanish Apparel Industry and using about 275,000 people. The dress industry is the 4th fastest turning bunch in Spain. Of these the chief export in from three major metropoliss and they are Galicia ( 44 % ) , Catalonia ( 32 % ) and Madrid ( 10 % ) . The chief ground the key to success in the dress industry is because of the perpendicular distribution. Apparel Market Value of Spanish Industry is as following

2008 = US $ 30.1 bn with CAGR 0.8 %

2010-2013 = US $ 31 bn with CAGR 0.6 %

( Datamonitor, 2009 )

Supply and distribution webs of the Spanish dress market and

industry

The most popular companies in the vesture market in Spain are all large concerns, both domestic and international. Inditex, the Spanish retail merchant of high-quality vesture, holds first topographic point on history of its broad scope of trade names ( including Zara, Massimo Dutti, and Pull and Bear ) , while other big companies ( including H & A ; M, Mango, and Decathlon ) besides hold important portions of the Spanish market ( Euromonitor,2009 ) . This form reflects their comprehensive distribution webs, which reach all parts of the state, and their substructure, which enables them to offer manner merchandises at sensible monetary values. In add-on, these companies ‘ promotional runs enjoy planetary distribution in all media and are good received by consumers.

In Spain most of the retail merchants have their ain supply side.Distribution forms in the vesture market remained virtually unchanged in 2008 from those of the old twelvemonth. Specialist shops remained at the top of the ranking throughout the reappraisal period with a market portion of around 55 % , because consumers are more confident in this type of shop and say that the quality offered will be higher. Nevertheless, they have bit by bit lost portion to food market and assorted retail merchants, which offer lower monetary values. Home shopping is merely available in some parts of the state, but the addition in Internet gross revenues is noteworthy in about all subsectors.

Consumer behavior and attitudes in the Spanish dress market

For Spanish consumers quality is more of import than the trade name. Although both male and female Spanish consumers assign a great importance to manner and

visual aspect, many of them have become savvier and more selective when shopping for apparels and accoutrements. In general the Spanish have a really modern mentality on vesture. Both work forces and adult females want to be comfy but good dressed and they prefer insouciant wears.

Adolescent misss tend to have on pants more than skirts. Teenage male childs are acute on interior decorator wear and visual aspect is of import to them. Mature Spaniards frock cautiously and with manner. Older work forces in peculiar tend to have on high quality vesture. Work forces are discouraged from have oning trunkss and football tops around the metropolis. It is rare to see a Spaniard erosion trunkss in town. Business people in Spain wear suits, along with shirt and tie. Those people who want to make concern so they should follow the same frock codification, despite the heat. Short arm shirts are rather acceptable ( Euromonitor, 2009 ) .

Cultural and linguistic communication issues impacting B2B coaction and communications

Spaniards topographic point great importance on the character of the individual with whom they do concern. Hierarchy and rank are of import. One should cover with people of similar rank to their ain. Decision-making is held at the top of the company, since this is a hierarchal state. Peoples ne’er really run into the individual who finally makes the determination. If the talker is interrupted during his talking it is non an abuse, it simply means the individual is interested in what the talker is stating. Spaniards do non like to lose face, so they will non needfully say that they do non understand something, peculiarly if one is non talking Spanish. They will reexamine every minute item to do certain it is understood. First 1

must make an unwritten apprehension. A formal contract will be drawn up at a ulterior day of the month. Spaniards expect both sides to purely adhere to the footings of the contract.

The official linguistic communication of Spain is Spanish, besides called Castilian, and is the first linguistic communication of over 72 % of the population. Catalan is spoken in Catalonia and the Balearic Islands, and the closely-related Valencian in the Valencia part. All these linguistic communications have official regional position. A new study from Spain ‘s societal statistics centre ( CIS ) states that two tierces of Spaniards admit to non cognizing the English linguistic communication while 7 % say they can merely read it and 6.4 % admit to merely composing it. Around 23 % people know to talk and compose in English. ( Euromonitor, 2010 ) .

Decision

Since New Look went private in 2004 they have transformed the concern with important investing in shops and substructure to offer clients a wider scope of merchandises. Their controlled international growing has continued with farther enlargement both in Europe and in the Middle East. Promoting their Brand is a cardinal scheme of the New Look. Furthermore New Look has accelerated their renovation programme in their established shops. This infinite enlargement leverages the investing undertaken in recent old ages to better their distribution substructure in the UK and France.

In Europe their Mim trade name has had a really successful FY08, opening 35 shops in the period including its first shops outside France, in Belgium. Further New Look branded shops were besides opened in France and Belgium and demonstrated the growing potency for the trade name across Europe. So as a planetary dress trade name, New Look can present a good public presentation in Spain. But at the same clip Spain

is a state with some giants in dress industry such as Zara and Mango. But it should be a new challenge for New Look. By happening the Spaniards ‘ bosom beat New Look can execute good. Spaniards prefer quality which is more of import than any trade names. By bring forthing some quality merchandises with a nominal monetary value New Look can stand like a Colossus in the Spanish Apparel Industry.

Mentions

Anon, 2009. Spain – linguistic communication, civilization, imposts and etiquette. Available from: hypertext transfer protocol: //www.kwintessential.co.uk/resources/global-etiquette/spain-country-profile.html [ March 11 2010 ] .

Business wire, 2003.Available from hypertext transfer protocol: //www.highbeam.com/doc/1G1-96698239.html [ March 21 2010 ] .

Amalgamate Income Statement of New Look, 2009.Available from: hypertext transfer protocol: //investors.newlookgroup.com/financial-highlights/consolidated-income-statement.aspx [ March 12 2010 ] .

Datamonitor, 2009.Apparel Retail in Spain. Available from: hypertext transfer protocol: //web.ebscohost.com/ehost/pdf? vid=4 & A ; hid=8 & A ; sid=fb524c9d-9d90-4b32-8d23-45e0d1f69d33 @ sessionmgr14 [ March 18 2010 ] .

Datamonitor, 2009. New Look Retailers ltd. Available from: hypertext transfer protocol: //web.ebscohost.com/ehost/pdf? vid=21 & A ; hid=8 & A ; sid=19286799-ea8a-426c-9d36-02a112b62383 @ sessionmgr11 [ March 21 2010 ] .

Euromonitor, 2010, Spain-Country Pulse. Available from: hypertext transfer protocol: //www.portal.euromonitor.com/Portal/Magazines/Welcome.aspx [ March 24 2010 ] .

Euromonitor, 2009, Spain-Country Reports, Country Market Insight. Available from: hypertext transfer protocol: //www.portal.euromonitor.com/Portal/ResultsList.aspx [ March 18 2010 ]

Euromonitor, 2009.Spain-Consumer Life manners. State Reports. Available from: hypertext transfer protocol: //www.portal.euromonitor.com/Portal/accessPDF.ashx? c=44PDF & A ; f=X-111785-15094644.pdf & A ; code=xV7cDAUsM0TGlKliPrYUw7p2OIg % 3d [ March 06 2010 ] .

Hakansson, H and Snehota.I, Ed. 1995. Developing Relationships in Business Networks.London, Routledge.

Lee, K and S. Carter, 2005. Global Marketing Management. Oxford: OUP.

New Look Annual Report,2009. Available from: hypertext transfer protocol: //www.newlookgroup.com/media/pdf/Markerpost_Limited_Annual_Report_2009.pdf [ March 16 2010 ] .

New Look Annual Statement, 2009. Available from: hypertext transfer protocol: //www.newlookgroup.com/media/pdf/Annual_Statement.pdf [ March 10 2010 ] .

Oracle Press Release, 2009. Available from: hypertext transfer protocol: //www.oracle.com/us/corporate/press/017815_EN [ March 22 2010 ] .

Appendix 1

NEW LOOK ‘S VERTICAL AND HORIZONTAL BUSINESS NETWORK

( Lee and Carter, 2005 )

Appendix 2

UK Clothing and Footwear Retailers Brand Shares by Value 2006-2009

% retail value rsp excl gross revenues revenue enhancement

Brand Company 2006 2007 2008 2009

Following Next Plc 7.1 7.5 7.0 7.1

Primark Primark Stores Ltd 2.8 3.8 4.7 5.9

TK Maxx TK Maxx Ltd 2.4 2.9 3.3 3.9

New Look New Look Retailers Ltd 2.5 2.6 3.1 3.6

Matalan Matalan Ltd 3.3 3.2 3.4 3.6

H & A ; M Hennes & A ; Mauritz ( H & A ; M ) Ltd 1.5 1.6 2.0 2.4

William clarks Footwear Clarks Footwear Ltd 1.7 1.8 1.9 2.1

River Island River Island Clothing Ltd 1.5 1.5 1.7 1.9

Gap Gap Inc, The 1.6 1.5 1.6 1.7

Dorothy Perkins Arcadia Group Ltd 1.6 1.6 1.6 1.6

Peacocks Peacock Group Plc, The 1.0 1.1 1.2 1.5

Zara INDITEX – Industria de 0.7 0.7 0.8 0.9

Diseno Textil

Topshop Arcadia Group Ltd 0.6 0.6 0.7 0.9

Burton’s Arcadia Group Ltd 1.0 0.9 0.9 0.9

Monsoon Monsoon Ltd 0.7 0.8 0.8 0.8

Evans Arcadia Group Ltd 0.8 0.7 0.7 0.8

Mackays Mackays Stores Ltd 0.5 0.6 0.6 0.6

Shoe Zone Shoe Zone Ltd 0.4 0.5 0.5 0.6

Bon Marche Peacock Group Plc, The 0.6 0.6 0.6 0.6

La senza La Senza Ltd 0.3 0.4 0.5 0.6

Others 67.1 65.1 62.3 58.1

Entire 100.0 100.0 100.0 100.0

( Euromontior, 2009 )

Appendix 3

Amalgamate income statement of NEW LOOK

336

yearss

52

hebdomads

52

hebdomads

53

hebdomads

ended

ended

ended

ended

26

March

25

March

24

March

29

March

2005

2006

2007

2008

?m

?m

?m

?m

Gross

760.6

866.0

1,022.8

1,169.1

Cost of gross revenues

( 366.0 )

( 423.0 )

( 504.7 )

( 535.1 )

Gross net income

394.6

443.0

518.1

634.0

Administrative disbursals do non cancel

( 285.2 )

( 335.4 )

( 398.0 )

( 506.7 )

Operating net income

109.4

107.6

120.1

127.3

Finance disbursal

( 80.0 )

( 81.5 )

( 120.6 )

( 146.0 )

Finance income

5.8

4.4

6.0

16.8

Share of station revenue enhancement ( loss ) /profit from joint venture

0.2

0.1

Profit/ ( loss ) before revenue enhancement

35.2

30.5

5.7

( 1.8 )

Tax

( 11.9 )

( 10.9 )

( 10.2 )

( 3.3 )

Loss attributable to equity holders of the parent Company

23.3

19.6

( 4.5 )

( 5.1 )

Underliing operating net income is calculated as follows:

Operating net income

109.4

107.6

120.1

127.3

122.3

Exceeding points

9.2

20.5

2.3

3.3

6.8

Share based payments

0.7

4.1

1.2

5.9

4.5

Fair value motion of fiscal instruments

0.6

( 2.4 )

2.1

4.6

Underliing operating net income

119.3

132.8

121.2

138.6

138.2

( New Look, 2009 )

Appendix 4

( New Look, 2009 )

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