AN INVESTISGATION INTO ESTABLISHING A CHILDRENWAER BRAND (KEIKO) FOR GIRLS IN THE AGE GROUP 5-12.

Abstract

The brand name, Keiko, meaning "happy child‟, reflects designs bringing in happiness for every child wearing the clothes. This will be emphasised and encouraged by the exclusive designs offered by each product, promoting the underlying message of happiness.This dissertation is divided into subject and enterprise sides. The aim is to investigate the gap in the childrenswear market to allow the company to produce its own product ranges, and be ready to sell in the department store, through analysing various literatures, childrenswear market research and primary research.The subject dissertation has attempted to understand the childrenswear market trends and customer behaviour through three chapters of the literature review. Literature review one includes the identification of understanding the positioning of the childrenswear market in the UK by looking at the market segments, market growth and future strategy. Also, to investigate the current state of the inspirations within the childrenswear fashion trends and designers, helping to make decisions on product development. Literature review two includes the understanding of parents‟ and daughters‟ customer motivations, attitudes and behaviours towards in-store shopping. Also, to investigate who has the upper hand on making decisions on clothes purchasing, whether this is the parents or girls or both. Literature review three includes the understanding of the online market to identify which shopping methods consumers prefer to shop with, by investigating the advantages and disadvantages.The enterprise dissertation is a business structure report which analyses the current childrenswear market environment through a PESTEL analysis to identify the market risks that can affect Keiko. Also, Porter‟s five forces is used to identify its competitors and a business model used to identify its customer segments, to investigate how the company can deliver its products to the customers.Both results of the dissertations will help Keiko to identify its potential customers and allow the business to be sustainable, and competitive in the market in the long term.

Date of Award	1 Aug 2011
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Pammi Sinha (Supervisor)