A Presentation that Analyzes the Fashion Industry in Spain in regards to developing a marketing plan that introduces Express Clothing company to the region. Developed for Academic Purposes.

1. INDUSTRY ANALYSIS:
FASHION IN SPAIN
By: Mike Rosenberg, Amy Marcelo, Alexis
Zayfert, Tobi Ogundipe

2. APPAREL INDUSTRY
• Valued at $33.38 Billion in
2011
• 1.3% growth over 2010
• First time growth since the
economic recession began in
2008.
• Forecasted growth from 2010-
2015 of 10.5%
• Spain is the fourth largest
producer of textile
• Behind Italy, France, and
Germany.

3. TARGET MARKET
Young adult Men and
Women aged 18-35 years old
• Urban
• Concentrated
• Young Professionals
• Have ability to make a purchase
• New source of revenue
• Looking for partners
• Looking to impress
• Trend-setters

4. TARGET CONTINUED
Population Statistics
• Population of 46,754,784
• 67.7% aged between 15-64 years
old
• 77% live in an Urban Environment
• Literacy Rate 97.9%
• 67% of those aged 18-19 live at
home
• Opportunities?
• Change in Needs?

5. COMPETITORS
Zara
Market Share of 9.8%
H&M
Market Share of 3.2%
Bershka
Market Share of 2.9%
Mango
Market Share of 2.6%

6. COMPETITIVE ANALYSIS
Hennes & Mauritz
(H&M)
 Swedish Company Operating since 1941
 Targeting young, cosmopolitan men and
women between 18 and 35
 Opened in Spain in Spring 2000, today run
126 stores
 Ranked second in Apparel in Spain
 Global company with same website and
promotion strategy around the world.
 Strength: Outsourcing to offer low prices
 Weakness: Price= Quality in Spain
No Ecommerce in Spain

7. COMPETITIVE ANALYSIS
Blanco
 Company of Spanish origin founded in 1960
 Making appeal toward young, urban men and
women
 Around 200 stores in Spain, Portugal, United
Kingdom, Dubai, Saudi Arabia and Greece
 Operates in different divisions such as
BlancoACCESSORIES and BlancoSTOCK
 Promotions focus on the clothes and
personality of Blanco
 Strength: Creating the Blanco experience in
stores
 Weakness: Not a big fashion player in
European market or Spain

8. COMPETITIVE ANALYSIS
MANGO
 Company of Spanish origin
founded in 1984
 Making appeal toward
young, modern and urban men
and women
 More than 2,060 stores in 104
countries
 Operates in different divisions
such as MANGO and H.E. by
MANGO

9. COMPETITIVE ANALYSIS
Zara
 Company of Spanish origin founded
in 1975
 Owned by the Intidex Group
 Targeting young, cosmopolitan men
and women interested in upscale
clothing at affordable prices
 Over 1,577 stores in 78 countries
 “Zara’s international footprint
proves that national borders are no
restrictions to a shared fashion
culture ”
 Strength: Unique response to
market demands
 Weakness: Vertical integration

10. CURRENT REGULATIONS WITHIN
THE FASHION INDUSTRY OF SPAIN
 Spain is part of the European union
and European commision.
 They follow forms of design
protections mandated by the
European commissions regulation on
community design.
 Also, Express Clothing must
overcome bureaucratic and legal
issues to incorporate and register a
new firm.

11. STUMBLING BLOCKS
• Aside from the regulation and
laws, other stumbling blocks include
• Vast Culture, diverse languages , and
overall, a hugely diverse country.
• Unempolyement rate. (rose from
about 8% in 2007 to 20% in 2010.)
Also, budget deficit is on a rise.
• Form of currency- The euros (facing
trouble today)
• In the Fashion industry, Economic
Downturns and somewhat lackluster
styles pose a problem.

12. TURNING PROBLEMS TO
OPPORTUNITIES!
• Express should handle financial
transactions using a more stable
currency (such as u.s dollars)
• The specter of unemployement is
good for the company because it
means more people are likely to apply
for the job and even willing to work
for less money.
• In the Fashion Industry, express
should also introduce new and
exciting designs at a reasonable cost to
spur the interest and to encourage
more people to buy the products.

13. QUESTIONS?