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Case Study: Young Nation

924 Words4 Pages

Olena Bondaruk
Final written assignment
1. Executive Summary
Young Nation is a fashionable boutique of brand clothes located in the center of Prague in the Czech Republic. Young Nation can be described as a designer`s company where designers and models of all nationalities and religions work.
Several product line groups will be presented in this boutique: clothes and accessories for men and women.
The Young Nation`s target market is young (between the age of 20 and 40), active lifestyle, price-conscious, and highly sensitive to the latest fashion trends.
Young Nation is in not only a fashion boutique but also a conceptual …show more content…

The company will also sell different accessories such as hats, scarves, belts and jewelry, with the help of which the customers could complement their looks. Young Nation will aim to create fashionable and trendy clothing and accessories.
With regard to target customers, the company`s main ones will be men and women, estimated between age 20-40, individuals of different genders, nationalities, religions and mindsets, active lifestyle consumers who focus more on value and less on price.
3. Market and Situation Analysis

PESTLE Analysis
Political
It will be very easy to gain success in fashion industry, good reputation and trust in the Czech Republic because the government changes its policy (e.g. tax policy, employment laws, environmental regulations) very rarely.

Economic Labor cost is very high in Europe, consequently products will be expensive. Notwithstanding, economical stability causes confidence among customers and they are ready to invest in fashion.
Social
“Never judge a book by its cover”, because of that people try to look fashionably and to stand out in a …show more content…

• Lifestyle: the company focuses on young people and produces comfortable and also fashionable items in high prices. Young Nation will produce clothes of casual and business style at the same time.
• Motivation: it will be written on all labels “Made in EU”. In this way the company will target customers with motivation that producing clothes in EU, Young Nations will create working places in the CR. Additionally, it protests against cheap and low-quality Chinese products.
• Personality: Young Nation targets young people who see themselves as unique. They want and love to show their personality through fashion. These people like to dress fashionably to express their uniqueness. Namely to this will appeal Young Nation.

Behavioral

Young Nation will be a small boutique in that case that many customers prefer to purchase in small shops to underline their prestige. What is more, collections will be limited to show company`s uniqueness. The next important thing will be high-quality service. In Young Nation will work not only sales assistants but also fashion advisers. In case that people will not know how to combine clothes or will be doubtful of their choice, fashion advisers will help them on the highest

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