Case Study: Addicions

Target Market

Demographic, Socio Economic Class & Psychographic

Target market will be similar to what Addicions targets everywhere in Europe. Addicions started with women’s accessories. With the addition of kids apparel and women’s clothing product lines the target market expanded out of accessories. Our target market consists of women from the age of 18 to 45. Our target customers value the look and feel of things that they wear. Since the brands stores have a strong artistic interior design, Addicions typically targets people with a sense of style and artistic influences. The products are priced at the average of what is charged for accessories in the industry. This basically broadens the target market to include SEC A,B and C.

The stores

Addicions does not have that much popularity in USA and that means they will have a 'barrier to entry' when trying to sell to American women. Once Addicions creates its brand recognized in its target market, only then it will be able to make it in USA. Fashion sense and aesthetics are also points of concern. People in Europe have a slightly different sense of fashion than people in USA. Addicions will have rethink some of their design, packaging and look & feel of their products so it suites fashion needs of American women. Taking the same style of products as it sells in UK or France to USA may prove

Brands that use these new platforms well eventually attract more users to their stores too. Social media channels like Facebook and Instagram have proved to be great successes for fashion brands. In today’s highly connected world, companies introduce new products, engage users and provide great customer service, all through the use of Social Media. There are opportunities in Research and Development as well. 'Wearable tech' is a type of technology that is worn on wrist or on neck. These devices are immensely popular in USA. However, many technology companies who make these electronic gadgets do not always have the best aesthetics for these wearable accessories. It is the era where technology and fashion are inter-mingled and crossing over. Apple famously launched a new style of Apple Watch in collaboration with a French fashion brand Hermes. Addicions could partner with one of many other wearable tech manufacturers, and provide authentic design input. This could give Addicions the necessary entry point word of mouth buzz that it needs to successfully launch in USA.

Threat:

2016 is the election year and there is a huge uncertainty in the air in USA. There is a huge threat of people being spending shy during many months to come. Ever since the stock market meltdown and terrorist attacks, the public is scared for the future. This is the reason why spending on fashion brands, especially new fashion