Abstract
Where do we see fashion in 2007? Are people becoming more fashionable? We believe that fashion enables people to become a part of a culture and differentiate themselves regardless of the color of their skin and background...or identify themselves with a particular group. In the world of globalization we are able to dress in a Danish yacht fashion in Tokyo, Japan. Global Trade is making this all possible and promotes diversification in cultures all around the world. In this project, a group of consultants from Grenoble Graduate School of Business will be analyzing the Japanese market in order to extend the market of the Red/Green brand. The fashion culture will be analysed and segmented in order to better position the Red/Green brand in Japan. Entrance strategy, competition, location, advertising, and other factors will also be reviewed in order to make the transition to the Japanese market possible and successful. Research based on media, personal experience, internet statistics and definitions will all be used in order to support our position on entering the Japanese market.
