MA Fashion & Luxury Brand Management

TERM 1 - Luxury Marketing Strategies

Report- Marine Serre

Roshni Dhandabani
085971

26/04/2023
2438
 MA Fashion & Luxury Brand Management

Fabienne PEROU, Franck POUCHOULIN

Roshni Dhandabani
085971
9:00am 26/04/2023

26/04/2023
 EXECUTIVE SUMMARY
Designers Profile:

Profile: Marine Serre

Profession: Eco-futurist Warrior
Location: Paris, France
Founded: 2017
Marine Serre is well known for her sportswear designs and couture
shapes, both of and these frequently incorporate her currently
acknowledgedcrescent moon print. With a goal to disassemble
clothing and prepare the recycled materials for manufacturing,
the designer came up with her own supply chain in her Paris studio.
She also continues to invest in in-house manufacturing for
deadstock and vintage goods. After launching in 2016 when Serre
earned the LVMH Prize, her brand's star has been burning bright
and rising quickly.Yet the level ofcompetition is high it can be
easily overcome with a correct assortment ofproducts that shows
the new consumer the appreciation and thoughtfulness over this
new target audience.
Well designed communication plan including Graffiti and trunk show
to create the brand awarness.
TABLE OF CONTENTS
Introduction
Logo of the brand
Market Analysis
-Germany overview
- Market Overview
- Online Retail sector
- Consumers Expectation
External Diagnosis
-Pestel
-Pen potrait
-Perceptual Map
-Competitive Advantage.
Internal Diagnosis
-Value Chain
Communication Analysis
-Facebook
- Instagram
-Website
Conclusions &Rationals
-SWOT
Marketing Strategy
-Ansoff Matrix
Communication Plan
4P- Product
-Price
-Place
-Promotion.
Recommended Retail Strategy.
Reference List
Bibliography List
Appendix
- Interview
-Survey
- Store Observation.
 INTRODUCTION

Aim :
• To penetrate and ensure the success of the French brand Marine Serre in the German
fashion market.

Objectives :
• Profound analysis of the German market and Internal analysis of the brand to
recommend a Marketing strategy for successful penetration of Marine serre in the
German fashion market.

Research Methodology :
Primary research:
- A survey aimed to understand the consumer behaviour towards the German market.
- Observation: of social media, website, and store Galeries lafayette)
- Interview ( Sergio Gramuntell ,Sales Account manager | Amazon Ads Germany|
Fashion & Sports brands)
-Secondary research includes consultation of academic sources, journal articles and
market reports.

Figure 1: Marine serre (Source: website, 2023:online)

 LOGO OF THE BRAND

The crescent moon represents Marine Serre's brand values since its 2017, so she chose it
as her logo. "The moon is like an icon, emblem, image, representation, flag, language,
metaphor, and an object believed in bridging limitations, hybridity, and freedom. It never
remains constant and timeless at the same time; it changes along with us(Mora, M.,2020).

The half-moon takes on the characteristic union of various worlds, which is identical in the
brand's vision, much like the best fashion brand logos, which are straightforward and linear
in design and thus instantly recognizable. The crescent moon has always represented life
and fecundity, and it was created specifically to signify a new beginning, a The half-moon is
another representation of numerous female deities in classical mythology. At that time,
Instagram served as a crucial platform for the brand's development as well as for the ideal
global distribution of the moons' modern, linear design.

The success of Marine Serre's brand has been based on the countless interpretations and
stylistic alterations of this logo. However, this pattern is only a tiny component of a singular
universe that is frequently surreal but inextricably linked to the present moment(Caruso,C,2020)
 PART I
MARKET ANALYSIS

Figure 2: Marine serre (Source: website, 2023:online)

 GERMANY OVERVEIW.

Capital- Berlin
Language - German
Currency - Euro

- The fourth-largest national economy in Europe.

- The biggest manufacturing the economy in Europe is the one of Germany.
- Home of the sporting powerhouses Adidas and Puma.
- The service sector accounts for the majority of the nation's GDP, at 70%.
- 7.4% is the inflation rate in a given year.
- The world's most international economies, Germany is the ideal location for foreign
investment.
- Germany is also distinguished by its dependable family-owned businesses and
cutting-edge start-up scene.
-Germany is a major manufacturer of solar and wind turbines.
-Germans have a tendency to value punctuality highly.
-The highest number of concept associations were elicited by red and light yellow,
whereas the intensity of dark orange's Color associations varied. The strongest
associations were between light-blue and cold, orange and warm, pink and feminine,
and yellow and happiness(Griber, Y. ,2018).

Figure 3; Germany Map (Source: Pinterest, 2023:online) Germany map (no date) The 16 States of Germany
 MARKET ANALYSIS

-Key aspects of consumer life in the biggest economy in Europe is the German fashion
industry.

-The desire and the necessity to purchase clothing, footwear, and accessories still exist,
consumer shopping habits are evolving.

-In 2026, the German apparel retail industry is forecast to have a value of $76,646.5 million
an increase of 21% since 2021.( 2022,Marketline)

-German fashion industry players FALKE , Marc Cain and Hugo BossEscada, and
Jil Sanderare manufactured.

- Home of the sporting powerhouses Adidas and Puma.

- The nation is the largest market for fast-fashion ( 2023,Statista)

-Capturing the continuously changing market's expanding consumer need for fast fashion

-Online stores like Vinted, Bonprix, and Zalando have also seen substantial growth.

-A desire to buy attractive but budget-friendly goods.

-Environmentally friendly and less affordable than new things are the major points for
purchasing used appare l.
 ONLINE RETAIL SECTOR

-In 2022, online purchases of apparel and footwear generated about 21.35 billion euros,
down from the previous year's peak of 24.73 billion euros.

-The driving force of German online shoppers were between the ages of 25 and 44years
old(statista,2023)
Amazon ranks at the front. Otto, which came in second, is based in Hamburg and offers
apparel,furniture, and consumer electronics online.

--Zalando is a well-known fashion retailer that sells clothing, footwear, and cosmetics.
(2022, Statista).

-Germany's apparel market generated 57.9 billion euros.

-This prediction states that by 2027, penetration of users will have increased to
83.87 percent for the fourth year in a row.
 CONSUMER EXPECTATIONS IN GERMANY

- Germany has a high rate of consumer culture.

- Beyond price, German consumers prefer to learn as much as they can about other
comparable products, features, provenance, etc. before making a purchase.

- One of the most picky markets in the world is Germany. Some customers are prepared
to spend more for a product of higher caliber.

- Germany is Europe's the biggest online market and the country has become the
standard for online shopping.

- The Covid-19 pandemic intensified the trend toward digitization.

- Products from the local, national, and European markets may occasionally be preferred.

- If a brand produces a high-quality product, Germans are generally loyal to it.

- In this situation, about 60% of people are willing to purchase the same brand repeatedly.

- Social networking sites are advantageous during the discovery process as well as for
learning about products.

- Social media can be used socially passively by Germans((Santander, 2022).

- One of them is the best quality at the lowest price.

- German consumers look for these brands to be chic, high-quality, sustainable, tailored
and adapted to their needs and expectations, and to provide excellent customer service.

-German customers anticipate designer clothing companies to use superior materials

and craftsmanship to make clothing that will serve them for a long time and keep their
appearance over time.

-They look for designer clothing companies to offer a variety of

styles and sizes that fit various types of bodies in addition to high quality.

-Germans desire these brands to be distinctive and innovative, fashionable, alluring,

practical, and sustainable (e.g., using fair labour practices and eco-friendly materials).

-Last but not least, excellent service to customers is always expected both online and
offline, including quick response to inquiries, simple & flexible returns, and a customized
shopping experience.
EXTERNAL DIAGNOSIS
PESTLE

- Democratic -Germany has - e Germany’s - Top nations in - A high tax burden

- e most populated
republic the 4th largest automobile industry the world to live in could serve as a deterrent
country with 83 million
- Western central economy in the inhabitants in 2020, and is its greatest strength. terms of wealth, for businesses
European parliamentary world . It is the is expected to remain education, health,
2nd largest around 83.3 million - e fi h-highest and general living -German authorities
federalist republic. industrially advanced have been on high
exporter and 3rd through 2027. standards..
- 2nd largest largest importer. nation in the world.. alert for any terrorist
exporter and - Germany’s strong, stable - 2020 notice 27 activity a er the
3rd largest importer -Germany has economy is the country’s - e leader in million tourist Paris attacks.
comparatively low inflation rate, the field of renewable arrivals.(Statista, 2022). -An import turn
low raw materials. which has stayed between energy .
- e legislature, over tax is imposed
0.3 and 1.5 percent in
the judiciary, and - Has faced a large scale on goods brought
-Germany has the past last five years. -Hub manufacturing
the executive of air pollution. in from non-EU nations.
imports about unemployment has -automotive
are the 3 wings
two-third of its remained low. manufacturers.
which make up -Has high cost of living -import turnover tax
Government of energy. In fact, it rate is equal to the
Germany. is the world’s 3rd - Local architecture,
-Money is provided by - Cold weather 19% domestic product
largest energy importer. music, literature, art
the nation for extensive VAT rates.
- e political and sports are fields
which reflect the European research
system functions -Germany is Europe’s and development
under a system socio-cultural scene -Rules and bureaucratic
most powerful economy, of Germany obstacles can be
called Grundgesetz and the most populous challenging barriers for
country located entirely businesses to overcome
on the continent. - diverse population
when entering the market.
- e services sector in
Germany not only
generates most of the
country’s GDP, it also
employs the workforce
with over 70 percent.
PERCEPTUAL MAP-
COMPETITORS OF MARINE SERRE.

High price

Jacquemus
karl lagerfeld
y/ project

Coperni acne studios

Marine serre

ssense Jupes
Classic Contemporary.

Mugler

sacai

JaRichard Quinn

Premium High end

 PENPOTRAIT

Heidi Fridolin
Figure 4

Bio :
Heidi Fridolin is German Women who was born in Cologne, but
she moved to Berlin for a better work opportunity. She is not much
into fashion trends ,although she looks with some sense of fashion
style. Minimalistics, elegant ,commodity and quality and price are
her top priorities. She is more interested sustainable brands than
fast fashion.She purchases looking for durability, comfort as she is
not into many brands. During her free time she does crochets.
She buys her clothes in stores rather than online because she wants
to feel the quality and appreciate the physical experience.

Name: Heidi Fridolin

Age : 35yrs Ambitious Loyal Sustainable
Status:Married
Place :Berlin Hardworking Elegant
Occupation : Therapist
Class : Upper middle class
Brands :
Personality :

Extrovert Introvert

Friendly Unfriendly

Judger Perceiver
Social Media:
Thinker Feeler
COMPETITIVE ADVANTAGE
-Well thought of renewable and sustainable design.
-In house print design and arteries.
-Strong brand identity and brand logo.
-Recognised iconic style and prints.
-Won price at lvmh

Figure 5:Marine serre collection(2023) source:website(online)

INTERNAL DIAGNOSIS

VALUE CHAIN

Firm Infrastructure
Marine Serre
Headquarter: Paris

Human Resources
Internal
67-person
Support Activities

Technological Development
Internal
Blathnaid Leahy
MARGIN
Procurement
Internal

Inbound Operations Outbound Marketing Service

Logistics Logistics
Manufacturing in
Internal Portugal, France, External Jessica Boukris External
Italy,Bulgaria, Hilaire

Primary Activities
 COMMUNICATION ANALYSIS

Marine Serre uses Facebook and Instagram for international communication. When compared to
other brands already on the market, their engagement on both platforms is rather low. Despite
maintaining a synergy where both channels reflect the same type of postings, neither platform
tells a story about the brand's DNA or beliefs.

Brand Communication Platforms

Facebook Instagram Website

FACEBOOK INSTAGRAM WEBSITE

Positive features

-Rating is 4.0
-Content mirroring of Instagram in terms of
campaigns, quotes
-7,910 like this page.

Figure 6:Marine Serre(2023) Page[Screenshot](online)

Negative features

-No hashtags
-No .videos.
-No Questions section
-No short description
-No General information section
(Website, Instagram link, and phone number)
-Transparency section,

(5 likes) engagement is too low

Figure 7:Marine Serre(2023) Page[Screenshot](online)

Recommendations:

-Need to answers the negative questions

-Need to add hashtags
-Answering negative comments: giving explanation or at least apology
to improve brand’s grade (4 /5)
- Create higher engagement with customers

.
 FACEBOOK INSTAGRAM WEBSITE

Positive aspects:

- Posting frequency:2314 photos in total, consistently

posting content five times per week.

- 710 k followers

-Although it was noted that some of their images are

visually a little outdated, others are very artistic.

- Showcasing the garments back stage clips of the products

made.

- Likes: 1000- 6650(average)

- Creating highlights of the page for better visibility of the

products and reaching consumers.

Figure 8
 Negative aspects:

-Likes are low for the brand and engagement is also

isnt also much.as users might guess that the reasoning
behind is to hide a low amount of likes.

-Can representing the most emerging feature question

answer session, live telecasting Instagram that brands
and content creators are using the most nowadays in
order to generate engagement (reference), views are also
low, ranging from 4100 to 170k

-Comments: most of their pictures and Reels lack any

comments, rarely surpassing 2 to 30 comments per post

Figure 9 -Followers: 710k, acceptable for a start as a new brand

penetrating a foreign market, although awareness is still
very low compared to other well
established competitors:
- Mugler- 1.9M
- Acne studios- 3.7 M
- Jacqumus - 5.3 M

-Aesthetics: campaign styles differ largely from one another

making the feed lack of clear storytelling.

Figure 10
 Recommendations:

-Higher Influencer Endorsement

-Improved feed coordination in terms of aesthetics: Focus on posting just the most
artistic/aesthetic pictures.

- Increasing campaigns shot Berlin,hamburg to appeal Geramn consumers ( key locations)

- Focus on Reels creation and their storytelling (e.g: Behind the Scenes, Campaignvideos,
Brand history videos)

- Use more interactive Instagram stories to find out more about consumers behaviour.

- Increasing Instagram live sessions (e.g: answering Q&A about the brand)

- Maintain hashtags, engaging captions, and directly referring to the consumer.

 FACEBOOK INSTAGRAM WEBSITE

Figure 11

Positive Aspects:
-Clean and minimalistic (easy navigation) layout.
-Having a short vedio clip on the page .
-Store locators in different country and on online platforms.
-Keep visitors' attention longer, including a quick clip on the website landing page.

Figure 12

other social media

-The product is given in detail such as compositions , front sketch and also made in which
place of the country.

Negative features
- There is no language preferences.
- There is no About Us page.

Recommendations:
-Consider German Translation
-Add brand heritage on the Marrine serre and About us .
-Update the layout while maintaining the simple aesthetic and simple navigation
 PART II
CONCLUSIONS AND RATIONALS
SWOT ANALYSIS

- DNA and Logo -Upcycling is not credible in the

-Strong Brand Portfolio Environmentally manufacturing method.
conscious -Low finacial resources
- LVMH price -Lack of language specific site for german.
-Youth Brand -Not as established as some of its
-Iconic products competitors.
-Interest in the future of young people -The company's product line includes gaps
-Communication and strong usage of in it. A new competitor may
the logo. gain ground in the market as a result
- Creative products of this lack of options.
-Good brand equity among the potential
customers.

S W
O T
-Opening in new market.
-Improved storytelling ( Increasing focus on -New environmental regulations imposed in
quality,sustainability and heritage. ) Paris Agreement may bring danger to
-Reduced shipping costs can also cut costs several already-existing product categories.
by lowering the cost of transportation. -Intense competition
-Local collab with influencers/Celebrities. -Several nations have various
-Digital fashion is evolving By themselves liability laws.
and/or through strong relationships -No loyality from Gen Z and millennials.
(e.g., virtual worlds, gamification, and - High consumer expectations.
digital collections).
 PART III
MARKETING STRATEGY
MARKETING PLAN
Recommended Marketing Strategy
According to the Ansoff Matrix , Marine Serre is pursuing a market
development strategy considering that the product already exists, and
itsexpanding its business to a new geographic market.
New Markets

Marketing Diversification
Development
Existing Markets

Market Product
Penetration Development

Existing Products New Products

-Increasing demand and brand awareness through existing products among a new
target audience
-Reaching a new market segment through varies promotional activities
-Developping a tailored retail strategy
-Successfully communicate brand ethos
 4P: PRODUCT

According to the survey , the german consumers are stylish but not trendy.They prefer clothes
in shades of reds,Minamalist,Modern,Cosmopolitan and Elegant.Overall, German women are
elegant and favor a tidy appearance.

Tops:

ROYAL MOON CARREAUX TOP

MOONOGRAM-FLOCKED MESH TOP

 Dresses:

LONG CABLE KNIT DRESS

REGENERATED MILITARY TAILORED DRESS

KNIT MÉLANGE HYBRID SHORT DRESS

Bottoms:

MOON DIAMANT FUSEAUX LEGGINGS

GEOTIC DEVORE LEGGINGS

MOONOGRAM-FLOCKED MESH TIGHTS
HOURGLASS FIT LONG COAT

PINK-TONES DENIM BELTED COAT

MIX-LEATHER PATCHWORK COAT

4P: PRICE
Marine Serre Local Competitors in France:

Tops Dresses Coats& Jackets

Marine Serre 110E-550E 295E-700E 500E-1300E

Y/Project 290E-650E 510E-1690E 790E-1890E

Acne Studios 150E-550E 390E-790E 690E-1600E

Marine Serre New price:

Tops Dresses Coats& Jackets

Marine Serre 150Euro 300 Euro 550Euro

Market price plan is to Mark up 3% still sit between the margin price.
Competitive pricing.Most respondants are willing to pay from 200Euros
to 500Euros for good selected product.Most of the target audiences
are price based.
106 responses 106 responses

106 responses
Place- Breuninger Stuttgart( First Year)
42.5% Prefers visiting department store followed by concept stores.

106 responses

Based to the results

of both primary and
secondary research,
it is crucial to have a
German-speaking,
experienced agent on
the ground because
negotiations will take
place and documents
will need to be signed
in the local tongue.For
consumer outreach,
the major cities should
be the second the
utmost The trunk shows
can be held in the store
once connected with
niche brands, which
could benefit both the
consumer and the brand.
GALERIA Kaufhof
Centro Oberhausen
Westfield Centro
Ingolstadt Village ( Second year)
Outlet that offers luxury brand items with reduced price - good to use for past
collections/overstocked items .
Mall of Berlin
Kaufingerstraße
Shopping center in Munich, Germany
4P -PLACE (ONLINE), Second year
 COMMUNICATION PLAN

Objective - penetrate in german market .

Key message -Marrine serre X environmental to

sustainibility and innovative designer.

Key audience-Milliennials and GenZ

Distribution channels- online -instagram ,

offline marketing-street marketing,graffiti

Facebook should be among your first social network for digital marketing in Germany for
Millennials .

Medium-sized businesses generate more sales and conversions through social media
marketing and search engine optimisation( markerting agency in germany)
 PROMOTION

Media plan

Offline Online

Trunk Shows Graffiti Street marketing

Most Department In Germany, showing With customized
and concept stores brand’s history and coffee machine
have own merchendi ethos,have delivery
-sing and by inviting sessions of how the
the top influencers. recyclable products
are made.

Instagram Facebook Website

TRUNK SHOW

Most Department and concept stores have own merchendising and by inviting the top influencers and followed
by the lunch and have an chance to meet the designer.

MOON POLKA

TRUNK SHOW
15th,SATURDAY , JUNE,2023
Breuninger Karlspassage
Address: Marktstraße 1-3, 70173 Stuttgart, Germany

Join us for a preview of our latest

collection and enjoy 15% discount
off your invitation order.
GRAFITTI
Can unite individuals and foster a sense of community, and used as a means of artistic expression, and can
bring beauty and color to public areas. Murals painted on the exterior of a business can aid in attracting new
clients because the artwork captures their attention. It turns into a successful method of grabbing people's
attention and an Instagram moment that draws audiences both online and offline(Graffiti advertising ,Basa Studio).
 STREET MARKETING:

Key strategic locations for the vending machine:

• Touristic crowded areas
• Near Fashion/Business Schools
• Near luxury multi-department stores(Breuninger, Oberpollinger,
Galleria Kaufhof, Ingolstadt Village ( Outlet that offers luxury brand items with
reduced price - good to use for past collections/overstocked items ), Westfield centro
( biggest shopping mall in Germany)

QR code
RECOMMENDED RETAIL STRATEGY

Bright ,Spacious,Luminous,Neutral Palete, Displaying history and brand ethos

bags to well displayed

Logo shaped couch

INTERVIEW:Sergio Gramuntell
Sales Account manager | Amazon Ads Germany|
Fashion & Sports brands

31st March 2023 -

ROSHNI DHANDABANI -
MA Fashion & Luxury brand Management -

Sergio
Gramuntell 31/03/2023

Roshni D 31/03/2023
 APPENDIX -1
INTERVIEW:Sergio Gramuntell
Sales Account manager | Amazon Ads Germany|
Fashion & Sports brands

1.Can you give a short introduction of yourself about your work nature ?
Hi, I'm Sergio Gramuntell from Spain, currently living in Munich after I finished my degree
in International Branding & Brand Management. Through my career, I have worked in content
management positions ( AB InBev, Toni Kroos Academy) & sales (Denso automotive &
Amazon Ads).Furthermore, I am fluent in Spanish, Catalan, English, French, German, Italian,
and Portuguese. In my free time, I enjoy sports, travel, and spending time with friends.

2.Do you the brand Marine Serre ?

To be honest, had never heard of it before.

3.What are the other leading competitor brand in Germany ?

Gucci, Celine, Paloma Whool, Jacquemus, Bode & other high-profile clothing brands sold
at big platforms like mytheresa or physical locations like Oberpollinger or Galleria Kaufhof

4. What are the consumers expectation when it come to new brand in Germany ?
German customers generally rank among the hardest to reach when it comes to shifting
towards new brands & tend to have quite high expectations for new comers. Consumer
expectations mainly are built around quality, innovation, sustainability,value for money
andtrustworthiness.
1-Quality: The new brand has to have a higher quality than what the current standard is
oratleastatthesamelevel
2- Innovation: New brands have to deliver a new/unique experience as well as being
different/fresh when compared with what they already know.
3- Sustainability: Although still on an early stage, sustainability is becoming more and
more relevant in German consumer purchases. Thus, being able to deliver products
created with environmentally friendly procedures is more likely to attract new customers.
4. Value for money: Traditionally, German customers have always been price-conscious.
Thus, brands aiming to reach them need to communicate well why & how they offer
good money for the price of their products. Some strategies used in the market are
offering competitive prices, promotions, or offering additional benefits that make the
product or service worth the price.
5. Trustworthiness: New brands have to build a strong clear brand identity as well as
demonstrating their honesty, transparency and authenticity.
5. Are social media influencers given important in Germany marketing?
Despite median German population being around 45.9 years old & a rather classical customer
behaviour, social media and influencers have gained popularity in recent years. Indeed, I
would say it is becoming more and more a quite effective way to reach the audience & boost
brand visibility.When creating influencer campaigns, it is crucial that the chosen one has a
loyal follower base, looks as a trustworthy source for the recommendation & resonates within
the niche you are targeting.
Key note: Influencer campaigns on Germany, based on guidelines created by the German
Advertising Standards Council (Deutscher Werberat), require to clearly state that it is a
sponsored promotion/ paid endorsement.

6.What are the challenges when entering the German market?

When deciding to enter the German market there are certain points one has to be aware of.
Firstly, Germany business framework has a set of communication styles, business etiquette &
specially working culture that differs from what other neighbouring countries have
( e.g. hierarchy, individualism, direct communication style). Furthermore, the local market is
quite fragmented by region, making the unified & standardized approach quite complicated.
In terms of competition, the market in Germany is highly competitive with new comers facing
tough competition from local players that tend to have a strong reputation & loyal customers.
Adding to this tough competition, language requirements both when dealing with providers or
counterparts as well as addressing the market may pose a further barrier to deal with.
Added to the competition & cultural barriers, regulation & brand awareness play also a crucial
role.Germany has a tough regulation with multiple legal requirements, tax laws, data protection,
employment regulation... These can lead to tricky frames of a new comer is not fully aware of
has experts on local laws.Lastly, in a market where most customers are loyal to the brands
they've previously acquired & are hard to convince, brand awareness & reputation play a
determinant role on whether you can attract German customers or not.

7.What kind of brands you think can Marine Serre collabrate ?

Mytheresa ( online e-commerce)
Zalando ( online e-commerce)
Amazon ( online e-commerce)
Oberpollinger (Shopping Mall with luxury brands)
Galeria Kaufhof ( Shopping Mall with luxury brands)
Breuninger ( Shopping Mall with luxury brands )
8.Which place will be the hotspot for the brand to set up ?
(ex. any mall or department stores )Breuninger, Oberpollinger, Galleria Kaufhof, Ingolstadt
Village ( Outlet that offers luxury brand items with reduced price - good to use for past
collections/overstocked items ), Westfield centro ( biggest shopping mall in Germany).

9.What are the key expectation of German consumer for a brand like Marine Serre?
Overall, German consumers expect such brands to be stylish, high-quality, sustainable,
tailored & adapted to their needs/expectations and an excellent customer service.
Firstly, German consumers expect designer clothing brands to use high-quality materials and
craftsmanship to create garments that will last a long time and maintain their appearance
over time. Added to the quality, they expect designer clothing brands to provide various sizes
& styles that fit different body shapes.Furthermore, Germans look for such brands to be
unique & innovative, fashion-forward, appealing, functional & sustainable ( fair labor practices,
eco-friendly materials...).Lastly, customer service is always expected to be high level both
online and in-store, including fast response to inquiries, easy & flexible returns & personalised
shopping experience

10.What could the promotional strategies that German customers are attracted and given
attention too ?
In terms of promotion strategies, there are multiple that can be leveraged depending on
what Marine Serre wants to prioritise but I'd mainly say:Discounts: As they tend to be quite
price sensitive & eager for bargains. However, be aware of maintaining a strong communication
around the products quality.Social Media & influencers: leveraging influencers & social media
can lead to increase brand awareness, capture the attention of Marine Serre audience &
ultimately reach the loyal follower base of local influencers.Personalized Marketing: Germans
value personalized communication and marketing. Using customer data to personalize your
marketing messages can help to build a stronger connection with your target audience and
drive sales.
APPENDIX -2
INTERVIEW:Jérémy CHAILLOT -Head of Marketing Kenzo & Givenchy Germany

1. What do you think as the key expectation as a French brand to enter German market?
German market is a mature market with an important upper middle class.
It is part of EU and close to france so less complexity in terms of supply and legal issue.
Still, not very « image « market.
For me it’s only about growing the business

2.What are the challenges when entering Germany?

1st one is awareness, how do you make sure people know the brand and understand it’s
usp/story.
2nd is to be in the right distribution location to get access to the right target and be
associated with the right competitors brand in terms of image and premiumness.
3rd ensure price consistency and profitability vs french market but taking in consideration
extra cost and taxes linked to selling in Germany.

3.Which place will right place for the brand to set up ?

to start i would suggest to associate with the right concept stores in top5 cities that are
leading trends in germany and are consistent in terms of image and then enter bigger
luxury department with a broader network but less hype

4.As a brand name do you know about Marine serre ?

Yes but it probably has to with the fact that i used to live in paris
 APPENDIX -3
106 responses

106 responses

106 responses
 106 responses

106 responses

106 responses

(28.6%)
(26%)

(16.8%)
(14.3%) (14.3%)
 106 responses

106 responses

106 responses
106 responses

106 responses

106 responses
 106 responses

106 responses

106 responses
106 responses
APPENDIX-4
 REFERENCE LIST:
-Business model: About us: Santander Bank (2023) Business model | About Us | Santander Bank.
Available at: https://www.santander.com/en/about-us/our-business-model (Accessed: April 22, 202
3).
-Caruso, C. (2020) The logo of the Year, nss magazine. nss magazine.(Accessed: April 23, 2023).
https://www.nssmag.com/en/fashion/24252/marine-serre-logo-of-the-year-2020
-Contributor, P.E.S.T.L.E. (2023) Pest analysis for Germany, PESTLE Analysis.
Available at: https://pestleanalysis.com/pest-analysis-for-germany/ (Accessed: April 2, 2023).
2, 2023).
-Designer profile: Marine serre | browns (no date). Available at:
https://www.brownsfashion.com/story/designer-profile-marine-serre (Accessed: April 25, 2023).
-german lady (no date). Available at: https://femaleonezero.com/people/40-over-40-germanys-most
-inspiring-women-2022 (Accessed: April 21, 2023).
-Graffiti advertising (no date) Basa Studio. Available at:
https://basa-studio.com/lp/graffiti-advertising (Accessed: April 24, 2023).
-Mora, M. (2020) Meet Marine Serre, the designer behind the crescent moon logo worn by Beyoncé, ASAP rocky,
and Kylie Jenner, Complex. Complex.(Accessed: April 22, 2023).
https://www.complex.com/style/marine-serre-beyonce#:~:text=She%20chose%20the%20crescent%20moon,
freedom%2C%22%20Serre%20tells%20Dazed.
-Market Research Reports, I. (2020) Germany Pestle Analysis & Macroeconomic Trends Market Research Report,
Available at: https://www.marketresearchreports.com/market-research-reports-inc/germany-pestle-analysis-
macroeconomic-trends-market-research-report (Accessed: April 2, 2023).
-O'Neill, A. (2023) Germany - employment 2014-2024, Statista. Available at:
https://www.statista.com/statistics/795244/employment-in-germany/ (Accessed: April 2, 2023).
-O'Neill, A. (no date) Topic: Germany, Statista. Available at:
https://www.statista.com/topics/1903/germany/#topicHeader__wrapper (Accessed: April 23, 2023).
-Pestle analysis Germany - analysis Germany factors Germany is a democratic the system functions (no date) Studocu.
Available at: https://www.studocu.com/ro/document/universitatea-din-craiova/advanced-international-economics
-economie-internationala-aprofundata/pestle-analysis-germany/3818323?origin=home-recent-1 (Accessed: April 2, 2023).
-Pestel analysis of Germany (no date) prezi.com. Available at:
https://prezi.com/4fn-na90g6va/pestel-analysis-of-germany/ (Accessed: April
-The Statistics Portal (no date) Statista. Available at: https://www.statista.com/ (Accessed: April 21, 2023).
 ICONOGRAPHY LIST:

https://images.app.goo.gl/xQWz8MfCXcy84JiXA
Acnestudios Logo’ (20230 Acnestudios[Screenshot] [Accessed on 2 April 2023]
Coperni Logo’ (2023) Coperni[Screenshot] [Accessed on 2 April 2023]
https://images.app.goo.gl/QnyGsQLrdWUuUtee7
Facebook Icon (2023) [Online] [Accessed on 20 March 2023]
https://www.hiclipart.com/free-transparent-background-png-clipart-itlfq
Facebook logo(2023) [Online] [Accessed on 20 March 2023]
https://www.flaticon.com/free-icon/tik-tok_3046126?term=tik+tok
germany map (no date) The 16 States of Germany - with map.
Available at: https://www.google.com/search?q=germany+map&sxsrf=APwXEdcod_bR9qyxjugKsogdC_X
Vie6f5g:1682482410847&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjhwcGz18b-AhVyRKQEHdhQAG4Q
_AUoAXoECAMQAw&biw=1536&bih=656&dpr=1.25#imgrc=s3YlaDhyOe6WgM (Accessed: April 25, 2023).
Instagram Icon (2023) [Pinterest] [Accessed on 20 March 2023]
https://imgbin.com/png/e1xrsPq2/instagram-png
Jacquemus Logo’ (2023) Jacquemus [Screenshot] [Accessed on 2 April 2023] https://www.jacquemus.com/en_f
d on 2 April 2023]
Marine serre (no date) marine serre. Available at: https://www.marineserre.com/show/mind-melange-motor (
Accessed: April 24, 2023).
MArine Serre(2023) Page[Screenshot] [Accessed on 2 April 2023]
https://m.facebook.com/marineserre.official/?mibextid=LQQJ4d
https://images.app.goo.gl/yoYXjH2qdkiaoM5w9
Marine serre collection(2023) Marine serre(Accessed on 23 April,202)
https://www.marineserre.com/show/mind-melange-motor
Whatsapp Icon (2023) [Pinterest] [Accessed on 20 March 2023]
https://imgbin.com/png/VqtxPpYL/whatsapp-android-computer-icons-png
Snapchat Icon(2023) [online][Accessed on 20 March]
https://in.pinterest.com/pin/808607308078724848/
TikTok Icon(2023) [online][Accessed on 20 March]
https://www.flaticon.com/free-icon/linkedin_174857
Y/project Logo’ (2023)Y/project[Screenshot] [Accessed on 23 April 2023]
 BIBLIOGRAPHY LIST:

Clothing Store Business Plan Executive summary - PLANBUILDR (2022) PlanBuildr Business Plan Software.
Available at: https://planbuildr.com/clothing-store-business-plan/executive-summary/ (Accessed: April 22, 2023).

Davies, K. (no date) Topic: Advertising in Germany, Statista.

Available at: https://www.statista.com/topics/6261/advertising-in-germany/#topicOverview (Accessed: April 22, 2023).
Events in Düsseldorf - top events and City Tours (no date) Events in Düsseldorf - top events and city tours.
Available at: https://www.duesseldorf-tourismus.de/en/experience/events (Accessed: April 23, 2023).
Germany (2023) Encyclopædia Britannica. Encyclopædia Britannica, inc. Available at:
https://www.britannica.com/place/Germany (Accessed: April 25, 2023).
Germany: Introduction (no date) >> globalEDGE: Your source for Global Business Knowledge.
Available at: https://globaledge.msu.edu/countries/germany#:~:text=Germany%20is%20a%20country%20located,
entrance%20to%20the%20Baltic%20Sea. (Accessed: April 23, 2023).

J. (2022) Germany: Fashion and apparel sites by visit share 2022, Statista. Available at:
https://www.statista.com/statistics/1256360/germany-fashion-and-apparel-websites/ (Accessed: April 20, 2023).

Pestle analysis Germany - analysis Germany factors Germany is a democratic the system functions (no date) Studocu.
Available at: https://www.studocu.com/ro/document/universitatea-din-craiova/advanced-international-economics-
economie-internationala-aprofundata/pestle-analysis-germany/3818323 (Accessed: April 12, 2023).
,This text provides general information. Statista assumes no liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date data than referenced in the text. (no date) Topic:
Zalando, Statista. Available at: https://www.statista.com/topics/7153/zalando/#topicOverview (Accessed: April 23, 2023).