Abstract
The fashion industry is not only one of the most profitable in the world, but also one of the most competitive. With globalization, clothing multinationals such as Nike, Gap, Zara and H&M have already conquered the world, and made this business global and standardized. Following this international development movement, the French high quality creator Caroll would like to enter the chinese market to strengthen its worldwide market shares and generate profits. Therefore, during this report we will try to see how to position the brand in an emerging market to succeed. To do so, I will first analyze the ready-to-wear market in France and the position of Caroll. Then, I will focus on the company, its strengths and weaknesses and the analysis of its strategy. To finish with, I will show how China could be a market for the success of the brand abroad, and how Caroll should act in order to succeed there.
