Esprit - a lifestyle brand aiming to become the European leader in the fashion industry

Table of Contents

1 Introduction

1.1 Way of posing the problem

1.2 Scientific and business objectives

1.3 Implemented methodologies, analytical tools

1.4 Review of essential concepts and definitions

2 Industry Analysis

2.1 Economical Situation Analysis

2.2 Segmentation within Europe

2.3 Trends in the world of fashion

2.4 Factors driving the industry change

2.5 Key Success Factors

3 Esprit Company Profile

3.1 Key Facts and Figures

3.2 Brand Enhancement

3.3 Sales Channel Optimization Factors

4 Analysis of the main competitors and their strategies

4.1 Performance Review of Major European Players

4.2 Corporate Business Strategy evaluation of selected competitors against Esprit

4.2.1 s.Oliver (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)

4.2.2 ZARA (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)

4.2.3 Esprit (SWOT, Financial Analysis, Portfolio Evaluation, Brand Performance)

5 Substantiated Recommendations

6 Conclusion and Perspectives 2020

Objectives and Topics

This master thesis evaluates the potential of the fashion brand Esprit to become the leader in the European fashion industry. It conducts an internal and external analysis, comparing Esprit's performance and strategies with major competitors like s.Oliver and ZARA to identify necessary business improvements.

• Industry analysis of the European fashion market
• Evaluation of key success factors (KSFs) in sales, marketing, and distribution
• Comparative SWOT and financial analysis of major European fashion players
• Strategic assessment of sales channel optimization
• Formulation of substantiated business recommendations for future growth

Excerpt from the Book

Summary of Chapters

1 Introduction: Provides an overview of the fashion industry's dynamics and establishes the research objective of evaluating Esprit’s potential for European market leadership.

2 Industry Analysis: Examines external environmental factors, market segmentation, fashion trends, and key success factors shaping the European fashion landscape.

3 Esprit Company Profile: Presents a detailed look at Esprit’s corporate structure, brand value, financial highlights, and existing sales channels.

4 Analysis of the main competitors and their strategies: Offers a comparative strategic and financial analysis of major European players, specifically s.Oliver, ZARA, and Esprit, using SWOT and matrix-based evaluations.

5 Substantiated Recommendations: Derives actionable strategic advice from the preceding analyses to improve Esprit's market performance.

6 Conclusion and Perspectives 2020: Synthesizes the research findings to outline the future path for Esprit towards 2020.

Keywords

Esprit, European fashion industry, Strategic corporate management, Market segmentation, Vertical integration, Key success factors, SWOT analysis, Competitor analysis, Brand enhancement, Online shops, Sales channel optimization, Consumer-driven company, Retail strategy, Wholesale business, Fashion trends.

Frequently Asked Questions

What is the core focus of this thesis?

The work focuses on analyzing the business and strategic positioning of the fashion brand Esprit to determine its potential to become the market leader in Europe.

What are the primary thematic areas?

Key themes include industry analysis, competitor performance, brand management, sales channel optimization, and the identification of industry-wide key success factors.

What is the primary objective of this academic research?

The main objective is to evaluate Esprit's strategic and operative business model against the competition and to provide recommendations that secure future growth in the European market.

Which scientific methods are applied?

The author uses a variety of business tools, including SWOT analysis, financial performance measurement, strategic group mapping, and Nine-Cell-Matrix evaluations.

What topics are covered in the main body of the work?

The main body covers a comprehensive market analysis, an examination of trends and key success factors, a detailed profile of Esprit, and an in-depth competitive benchmarking against players like s.Oliver and ZARA.

Which keywords characterize this thesis?

Important keywords include competitive rivalry, fashion retailing, multi-channel distribution, vertical integration, and consumer-centric brand positioning.

How does Esprit compare to ZARA?

The thesis finds that while ZARA is a best-practice model for vertical integration and dominates Southern European markets, Esprit is strong in Central Europe and excels in online shops but lags in brand core clarity.

What role does the German market play for Esprit?

Germany acts as a crucial "role model" and the strongest contributor to Esprit's turnover, though the thesis suggests diversifying expansion into under-penetrated markets like Eastern Europe.

Why is the "online shop" considered a key success factor?

The research identifies online presence as the strongest driving force in the European fashion industry, offering essential data for tracking performance and reacting quickly to market demands.