Brand Market Expansion Brand Kenzo 1 1

Brand Market Expansion: Dissertation Proposal

1

Abstract

This research study is based on the theme of brand expansion of a luxury fashion brand called
Kenzo, which was initiated by Kenzo Takada, a famous fashion designer from Japan. The aim of this research study is to identify a new market for Kenzo for its market expansion. In this study, marketing strategies and market entry modes have to be selected for Kenzo’s expansion to those countries where the brand has not set its footprints yet. Country like New Zealand is where the popularity of Kenzo cannot be felt, maybe because of the presence of other popular fashion brands. In order to expand Kenzo to these countries, this research study is being conducted. For conducting the research study, data would be collected for the study from the secondary sources, such as company website, fashion magazines, books, journal articles, newspapers, and online libraries. These data would be used to conduct a qualitative analysis, so as to identify solution for the research questions that has been considered for this study, on the basis of the research objective. Keywords: Market expansion, Kenzo, marketing strategies, promotional strategies

2

Contents

Chapter I: INTRODUCTION ......................................................................................................... 4
Background ................................................................................................................................. 4
Research Aim and Objectives ..................................................................................................... 4
Research Questions ..................................................................................................................... 4
Rationale of the Study................................................................................................................. 5
Limitation of the Study

References: Alexander, E., 2012. Kenzo’s new era, Vogue News. [online] Available at: < http://www.vogue.co.uk/news/2012/03/08/kenzo-interview---humberto-leon-and-carol-lim> Bernard, R., 2000. Social research methods: Qualitative and quantitative approaches. London: Sage Publications. Coldwell, D., and Herbst, F. 2004. Business research. Cape Town: Juta. Creswell, J. W., 1994. Research design: Qualitative and quantitative approaches. London: Sage. Donald, R.C. P., and Schindler, P.S., 2003. Business research methods. New York: McGrawHill. Du Plessis, Y., 2004. Research methodology and method. Pretoria, University of Pretoria. Kenzo Parfums Na LLC, 2013. About KENZO. [online] Available at: < http://www.kenzousa.com/about_kenzo > [Accessed 6 May 2013]. Kothari, C. R., 2008. Research methodology: Methods and techniques. New Delhi: New Age International. Kruger, W., 2008. Research methodology. Cape Town: Oxford University Press. 10 Lawrence, W., 2006 Som, A., 2011. International management. New Delhi: Tata McGraw-Hill Education. Top fashion designers, 2013. Kenzo. [online] Available at: < http://www.top-fashiondesigners.info/kenzo.html> [Accessed 6 May 2013]. Tungate, M., 2012. Fashion brands: Branding style from Armani to Zara. 3rd ed. London: Kogan Page Publishers.