Possible Case studies to look at for US brands entering the UK Market
Club Monaco
Club Monaco has only recently launched in the UK so would be an excellent case study to do further research in to, to gain an insight of US brands moving in to the UK market and how they have done so.
"We're thrilled to bring Club Monaco to the United Kingdom through our partnership with Browns," John Mehas, Club Monaco ceo, added. "Browns is the destination for the fashion customer in London so it was a natural fit. Joan Burstein is a visionary retailer and we are excited to be part of her vision and passion to continue to innovate the shopping experience with Shop 24."
This quote shows that Club Monaco have decided to sell the brand through an existing department store Browns, as the CEO states it is the destination for the fashion customer in London. This is interesting as we would have to decide whether or not we would like LOFT to have a stand alone store in the UK or operate through department stores.
"Club Monaco is perfectly in keeping with our ethos for Shop 24 and I feel confident this partnership is going to be a great success."
This quote emphasises the fact that the brand Club Monaco fits in with the existing ethos of Browns, which would also be a major consideration if deciding to launch LOFT in a department store, as it would have to fit in with the existing ethos of that store.
In honour of the launch the brand has chosen ambassadors who will show the laid-back but artistic spirit of the collection.
When launching LOFT in the UK, we will have to take in to consideration if we want an ambassador and would again have to choose one fitting to the brands ethos.
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