Foxy's Original
1. Discuss the pros and cons to launching the Foxy brand in the United States.
PROS:
Launching the Foxy brand in the United States would be beneficial to the company because of the sheer size of the market. In comparison to the Canadian market, the U.S market is much larger and includes a larger number of consumers. In addition, those consumers are very interested in attaining nice but affordable products. American consumer culture is concerned with seeking out the lowest-cost, highest-quality product regardless of its country of manufacture. Due to of the decreased emphasis Americans place on purchasing only domestic products, American consumers will be open to a high-quality, low-cost Canadian product. A third pro to launching in the U.S is having the ability to infiltrate fashion hubs; cities like New York and Los Angeles are not only fashion epicenters in the U.S but they have world-wide influence and a significant presence in the international fashion industry. Having access to these markets is key in brand expansion. Lastly, the United States features very large trade shows with over 75,000 buyers in attendance.
CONS:
However, there are several key cons associated with launching the Foxy brand in the United States. The product will lose some distinctiveness since it will be available to consumers on a larger scale. As a result, Foxy’s original Canadian customers could potentially be alienated and refuse to continue buying the product. One of the reasons Foxy was able to succeed in Canada is the personal contact that the owners of Foxy had with their brand distributors. By launching the Foxy brand within the United States they will lose the personal contact as well as the assurance that their brand is being appropriately represented.
1. Assess each distribution strategy from a qualitative point of view.
According to the case study, trade shows act as a “one stop market place.” Buyers come from all over the region to attend. The shows are not open
PROS:
Launching the Foxy brand in the United States would be beneficial to the company because of the sheer size of the market. In comparison to the Canadian market, the U.S market is much larger and includes a larger number of consumers. In addition, those consumers are very interested in attaining nice but affordable products. American consumer culture is concerned with seeking out the lowest-cost, highest-quality product regardless of its country of manufacture. Due to of the decreased emphasis Americans place on purchasing only domestic products, American consumers will be open to a high-quality, low-cost Canadian product. A third pro to launching in the U.S is having the ability to infiltrate fashion hubs; cities like New York and Los Angeles are not only fashion epicenters in the U.S but they have world-wide influence and a significant presence in the international fashion industry. Having access to these markets is key in brand expansion. Lastly, the United States features very large trade shows with over 75,000 buyers in attendance.
CONS:
However, there are several key cons associated with launching the Foxy brand in the United States. The product will lose some distinctiveness since it will be available to consumers on a larger scale. As a result, Foxy’s original Canadian customers could potentially be alienated and refuse to continue buying the product. One of the reasons Foxy was able to succeed in Canada is the personal contact that the owners of Foxy had with their brand distributors. By launching the Foxy brand within the United States they will lose the personal contact as well as the assurance that their brand is being appropriately represented.
1. Assess each distribution strategy from a qualitative point of view.
According to the case study, trade shows act as a “one stop market place.” Buyers come from all over the region to attend. The shows are not open