Abstract
Caroll is a French fashion house, which was created in 1963. Its headquarters are located in Paris. In the beginning, creators had a free, sensual, beautiful woman in mind, to design the first clothing collection.
The firm offers a large range of products like coats, dresses, jackets, pants, pullovers, blouses and accessories like bags, shoes and jewels. The first outlet was opened in Paris. Then, Caroll launched a young and dynamic “ready to wear” products line in the eighties. Today the firm employs 1118 people in 274 French stores and 123 stores in the rest of the world. Since 1988 the company has been a subsidiary of Vivarte Group.
Vivarte is one of the first European retailers of shoes and clothes through brands like André, Besson, Chaussland, la Halle aux chaussures for shoes and Kookaï, Liberto and Caroll for clothes. Caroll has been recognized and appreciated by women for over 40 years, and is particularly known for its quality and style. During the expansion of the brand, Caroll became “Caroll Paris” in 1994. This new name allowed Caroll to tackle new markets outside the French market. Today, the company is established in Belgium, Dubai, Germany, Japan, Lebanon, Morocco, Portugal, United Kingdom, Spain, Switzerland and Tunisia.
In today's economic environment, companies are realizing that in order to grow, they have to expend overseas. It is the reason why the company wants to orient its strategy towards international development. In this same objective, during the last years, the company generalized luxury through the improvement of products' quality, services, design, and stores organization in order to make customer loyal.
