Brand Market Expansion Brand Kenzo 1 1

Topics: Qualitative research, Quantitative research, LVMH Pages: 12 (2319 words) Published: June 20, 2015
Brand Market Expansion: Dissertation Proposal

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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

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Contents

Chapter I: INTRODUCTION ......................................................................................................... 4 Background ................................................................................................................................. 4 Research Aim and Objectives ..................................................................................................... 4 Research Questions ..................................................................................................................... 4 Rationale of the Study................................................................................................................. 5 Limitation of the Study ............................................................................................................... 5 Chapter II: LITERATURE REVIEW ............................................................................................. 5 Market Entry Strategy for Kenzo ................................................................................................ 5 Target Market or Customers ....................................................................................................... 6 Marketing Mix ............................................................................................................................ 6 Chapter III: RESEARCH METHODOLOGY ................................................................................ 8 Appendices .................................................................................................................................... 12 Appendix 1: Timeline for the Research Study.......................................................................... 12

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Chapter I: INTRODUCTION

Background
This research study is on brand expansion of Kenzo Paris, a famous luxury fashion house and brand. In this study, Kenzo has been selected as a brand, whose expansion would be designed and marketing strategies would be developed, so as to support it in expanding to other countries. Kenzo is a fashion house that was founded by Kenzo Takada, a Japanese fashion designer. He is also well-known for his perfume and skin care brand Kenzo Paris apart from clothes. Kenzo began its journey with handmade cotton garments for women in 1970s, and later expanded to children and men’s ready-to-wear clothes (Tungate, 2012). It had become part of LVMH Group in 1999, and is now led by Humerto Leon and Carol Lim. Kenzo is known for its bold themes and unexpected mix of styles that reflects the daring spirit of the brand. Kenzo is a brand of LMVH, which is better known as Louis Vuitton S. A. The origin of the brand is in Paris, but now the fashion and leather products of Kenzo are...

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Kenzo Parfums Na LLC, 2013. About KENZO. [online] Available at: <
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