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1.

Introduction
Fashion has been an important industry and cultural export of France since the
seventeenth century, and modern "haute couture" originated in Paris in the 1860s.
Today, Paris, along with London, Milan, and New York City, is considered one of the
world's fashion capitals, and the city is home or headquarters to many of the premier
fashion houses. Historically, many of the world's top designers and fashion houses
have been French, including Coco Chanel, Christian Dior, Louis Vuitton, Lanvin,
Chloé, Hermès, Guy Laroche, Yves Saint Laurent, and shoe designer Christian
Louboutin.

The association of France with fashion and style dates largely to the reign of Louis
XIVwhen the luxury goods industries in France came increasingly under royal control
and the French royal court became, arguably, the arbiter of taste and style in Europe.
The rise in prominence of French fashion was linked to the creation of the fashion
press in the early 1670s which transformed the fashion industry by marketing designs
to a broad public outside the French court and by popularizing notions such as the
fashion "season" and changing styles.

Fashion weeks

The Paris Fashion week takes place twice a year after the London Fashion Week and
before Milan Fashion Week. Dates are determined by the French Fashion Federation.
Currently, the Fashion Week is held in the Carrousel du Louvre.

Cities
Metropolitan French cities with over 100,000 inhabitants

The largest cities in France, in terms of metropolitan area population, are Paris
(11,769,433), Lyon (1,748,271), Marseille (1,605,000), Lille (1,164,716), Nice
(1,197,751), Toulouse (1,102,882), Bordeaux (999,149) and Nantes (804,000).

Analysis
Market intelligence report
No of comunication channels
Telephones - main lines in use:
35.909 million; 35.0 million (metropolitan France) (2008)
country comparison to the world:
Telephones - mobile cellular:
59.259 million; 57.972 million (metropolitan France) (2008)
country comparison to the world:

Radio broadcast stations:


AM 41, FM about 3,500 (this figure is an approximation and includes many repeaters),
shortwave 2 (1998)
Television broadcast stations:
584 (plus 9,676 repeaters) (1995)
Internet country code:
metropolitan France - .fr; French Guiana - .gf; Guadeloupe - .gp; Martinique - .mq; Reunion
- .re
Internet hosts:
14.327 million; 14,341,000 (metropolitan France) (2009)
country comparison to the world:
Internet users:
42.912 million; 42.315 million (metropolitan France) (2008)
country comparison to the world
PESTEL analysis
Political
France is an advanced parliamentary democracy and politically is highly stable. The
political power is centralized in the Parliament, the Prime Minister and the President.
The country specific risk is negligible. France is a member of the European Community
and has excellent relations with the UK.
Economic
France has the fourth largest GDP in the world. It is a first-world advanced market based
economy. Despite a recent recession, its economy is very strong and also highly
deregulated in line with European Union policies. France represents a very large
potential market with a high standard of living and purchasing power. The economy is
highly open internationally and conducts a high percentage of trade within its European
partners.
Social
France has a broadly central/southern European culture which has many similarities with
the UK. However cultural differences do exist, and these must be considered when
planning for the market.
Technological
France has a high technology level and a lot of industries are based in the technological
sector. This technological base constitutes one of France’s competitive advantages.

Five forces model


Potential entrants :
Fashion products faces very strong competition.There are many countries who are either
trying to enter and create a place for themselves or developed in the fashion industry.
Mainly the countries who are more of labour intensive are trying to enter into the market.

The barriers to exit in this industry are low which means that survival is for the fittest.
high challenging industry so it will depend upon first mover advantage and scale economies to
avoid this threat.areas to focus can be technologies procing and cost of production.

Bargaining powers of BUYERS:-


Since product is fashion accessories therefore bargaining power is moderate to low. As
they are fashion goods and target market is that who are conscious about updated
fashion. Prices are mostly fixed.

INDUSTRY COMPETITORS
Competitive industry has very potential competitors. So competitive rivalry is high in
this regard.

BARGAINING POWER OF SUPPLIERS:-


Bargaining power of suppliers are high since they are supply high quality of raw
materials for fashion goods
THREATS OF SUBSTITUTES:-
Although fashion goods do not have direct substitutes like other ordinary goods but the
threat could come from imitation also there are many other fashion products and various
other brands which are trying to grab the customer’s attention. This increase propensity
of consumers to switch to alternatives in response of price increase.

Government

Logo of the French Republic

The French Republic is a unitary semi-presidential republic with strong democratic traditions.
The constitution of the Fifth Republic was approved by referendum on 28 September 1958. It
greatly strengthened the authority of the executive in relation to parliament. The executive
branch itself has two leaders: the President of the Republic, currently Nicolas Sarkozy, who is
head of state and is elected directly by universal adult suffrage for a 5-year term (formerly 7
years), and the Government, led by the president-appointed Prime Minister, currently François
Fillon.

The French parliament is a bicameral legislature comprising a National Assembly (Assemblée


Nationale) and a Senate. The National Assembly deputies represent local constituencies and are
directly elected for 5-year terms. The Assembly has the power to dismiss the cabinet, and thus
the majority in the Assembly determines the choice of government. Senators are chosen by an
electoral college for 6-year terms (originally 9-year terms), and one half of the seats are
submitted to election every 3 years starting in September 2008.[46]

The Senate's legislative powers are limited; in the event of disagreement between the two
chambers, the National Assembly has the final say, except for constitutional laws and lois
organiques (laws that are directly provided for by the constitution) in some cases. The
government has a strong influence in shaping the agenda of Parliament.

French politics are characterised by two politically opposed groupings: one left-wing, centred
around the French Socialist Party, and the other right-wing, centred previously around the
Rassemblement pour la République (RPR) and now its successor the Union for a Popular
Movement (UMP). The executive branch is currently composed mostly of the UMP.

Foreign relations

France is a member of the United Nations and serves as one of the permanent members of the
U.N. Security Council with veto rights. It is also a member of the World Trade Organisation
(WTO), the Secretariat of the Pacific Community (SPC) and the Indian Ocean Commission
(COI). It is an associate member of the Association of Caribbean States (ACS) and a leading
member of the International Francophone Organisation (OIF) of fifty-one fully or partly French-
speaking countries. It hosts the headquarters of the OECD, UNESCO, Interpol, Alliance Base
and the International Bureau for Weights and Measures

Transport

The railway network of France, which stretches 31,840 kilometres (19,784 mi) is the most
extensive in Western Europe. It is operated by the SNCF, and high-speed trains include the
Thalys, the Eurostar and TGV, which travels at 320 km/h (199 mph) in commercial use. The
Eurostar, along with the Eurotunnel Shuttle, connects with the United Kingdom through the
Channel Tunnel. Rail connections exist to all other neighbouring countries in Europe, except
Andorra. Intra-urban connections are also well developed with both underground services and
tramway services complementing bus services.

There are approximately 893,300 kilometres (555,071 mi) of serviceable roadway in France. The


Paris region is enveloped with the most dense network of roads and highways that connect it
with virtually all parts of the country. French roads also handle substantial international traffic,
connecting with cities in neighboring Belgium, Spain, Andorra, Monaco, Switzerland, Germany
and Italy. There is no annual registration fee or road tax; however, motorway usage is through
tolls except in the vicinity of large communes. The new car market is dominated by domestic
brands such as Renault (27% of cars sold in France in 2003), Peugeot (20.1%) and Citroën
(13.5%).[49] Over 70% of new cars sold in 2004 had diesel engines, far more than contained
petrol or LPG engines.[50] France possesses the world's tallest road bridge: the Millau Viaduct,
and has built many important bridges such as the Pont de Normandie.

There are approximately 478 airports in France, including landing fields. Paris-Charles de Gaulle
Airport located in the vicinity of Paris is the largest and busiest airport in the country, handling
the vast majority of popular and commercial traffic of the country and connecting Paris with
virtually all major cities across the world. Air France is the national carrier airline, although
numerous private airline companies provide domestic and international travel services. There are
ten major ports in France, the largest of which is in Marseille, which also is the largest bordering
the Mediterranean Sea. 14,932 kilometres (9,278 mi) of waterways traverse France including the
Canal du Midi which connects the Mediterranean Sea to the Atlantic Ocean through the Garonne
river.

Economy

A member of the G8 group of leading industrialised countries, it is ranked as the fifth largest
economy by nominal GDP.[51] France joined 11 other EU members to launch the euro on 1
January 1999, with euro coins and banknotes completely replacing the French franc (₣) in early
2002.

France's economy combines extensive private enterprise (nearly 2.5 million companies
registered)[52][53] with substantial (though declining[54]) state enterprise and government
intervention (see dirigisme). The government retains considerable influence over key segments
of infrastructure sectors, with majority ownership of railway, electricity, aircraft, nuclear power
and telecommunications.[54] It has been gradually relaxing its control over these sectors since
the early 1990s.[54] The government is slowly corporatizing the state sector and selling off
holdings in France Télécom, Air France, as well as the insurance, banking, and defence
industries.[54] France has an important aerospace industry led by the European consortium
Airbus, and has its own national spaceport, the Centre Spatial Guyanais
2. Culture
The culture of France and of the French people has been shaped by geography, by
profound historical events, and by foreign and internal forces and groups. France, and in
particular Paris, has played an important role as a center of high culture and of
decorative arts since the seventeenth century, first in Europe, and from the nineteenth
century on, world wide. From the late nineteenth century, France has also played an
important role in modern art, cinema, fashion and cuisine. The importance of French
culture has waned and waxed over the centuries, depending on its economic, political
and military importance. French culture today is marked both by great regional and
socioeconomic differences and by strong unifying tendencies.

Culture, whether in France, Europe or in general, consists of beliefs and values learned
through the socialization process as well as material artifacts.[1][2] Culture guides the
social interactions between members of society and influences the personal beliefs and
values that shape a person's perception of their environment: "Culture is the learned set
of beliefs, values, norms and material goods shared by group members. Culture consists
of everything we learn in groups during the life course-from infancy to old age."[3]

The conception of "French" culture however poses certain difficulties and presupposes a
series of assumptions about what precisely the expression "French" means.

Language

French culture is profoundly allied with the French language. The artful use of the mother
tongue, and its defense against perceived decline or corruption by foreign terms, is a major
preoccupation for some people and entities.

Some action has been taken by the government in order to promote French culture and the
French language. For instance, there exists a system of subsidies and preferential loans for
supporting French cinema

Religion

Christianity is the largest religion in France, which is a secular country, and freedom of religion
is a constitutional right. According to a January 2007 poll by the Catholic World News 51%
identified as being Catholics, 31% identified as being agnostics or atheists (another poll sets the
proportion of atheists equal to 27%), 10% identified as being from other religions or being
without opinion, 4% identified as Muslim, 3% identified as Protestant, 1% identified as
Buddhist, 1% identified as Jewish.

Education
The French educational system is highly centralized, organized, and ramified

Fashion

Along with Milan, London and New York, Paris is sometimes called the "fashion capital of the
world". The association of France with fashion (French: la mode) dates largely to the reign of
Louis XIV [24] when the luxury goods industries in France came increasingly under royal
control and the French royal court became, arguably, the arbiter of taste and style in Europe

3. Market entry strategy


Entering the Market 

Registration Requirements Details

Procedure 1.
Check name for uniqueness with the Institut National de la Propriété Industrielle (INPI)
Time to complete:
1 day
Cost to complete:
no charge (unless deeper research is made, for example, by field of activity)
Name of Agency:
Comment:
Although it is not legally mandatory to check the proposed company name for uniqueness
before registering a company, this procedure is included because legal consequences may
follow if this step is omitted. If the name is not checked, the company risks a lawsuit by
another company. The name can be checked online. A summary check is free of charge,
but fees are charged for copies of trademark filings found. For an optional search of
similar trademarks, fees are EUR 40 for one class and EUR 800 for all classes.
Procedure 2.
Deposit the initial capital
Time to complete:
1 day
Cost to complete:
no charge
Name of Agency:
Comment:
Within 8 days of the collection of all funds, the initial capital must be deposited with a
notary public, the bank, or the Deposit and Consignment Office (Caisse des Dépôt). The
initial capital is blocked during the registration period and released upon presentation of a
K-bis form.
Procedure 3.
Publish a notice of incorporation of the company
Time to complete:
1 day, simultaneous with Procedure 2
Cost to complete:
EUR 150
Name of Agency:
Comment:
This notice must provide the name of the company and its director (gérant), share capital,
and registered office. The founder needs only a letter from the legal journal confirming
the planned publication. The publication fee is EUR 4.96 a line for 40 characters.
Depending on the notice layout and length, the fee ranges from EUR 150 to EUR 300.
Procedure 4.
File a request for a company’s registration with the Centre de Formalités des Entreprises
(CFE)
Time to complete:
4 days
Cost to complete:
€83.96 paid to the trade register in the Commercial court
Name of Agency:
Comment:
The Centre de Formalités des Entreprises (CFE) handles all formalities related to the
trade register in the court (RCS, Tribunal de Commerce), statistics (INSEE), tax
authorities (Centre des Impôts), social security URSSAF), labor (Direction
Departemental du Travail et de L’emploi), health insurance (Caisse regionale
D’assurance Maladie), unemployment insurance, pension, Association for Employment
in Industry and Commerce ( ASSEDIC), and similar bodies. This includes the registration
of the company bylaws with the tax administration. Company articles of association and
bylaws, lease, attestation of receipt of funds, documents concerning the manager, ad hoc
forms, evidence of publication, and so forth, must be filed in a single file. After receiving
the request, the CFE must process the documents and transfer them to the respective
offices and authorities. If the request is incomplete, the CFE has 15 days to return the
documents for completion. The CFE automatically enters the information in the Registre
Nationale des Entreprise (Répertoire SIRENE) and obtains identification numbers from
the RNE: numero SIRENE (Systéme Informatique pour le Répertoire des Entreprises),
numero SIRET (Systéme Informatique pour le Répertoire des Etablissements), and
numero NAF (Nomenclature des Activitees Francaises). The SIRET is used, among other
things, by the tax authorities.

Since the Dutreil Law, the CFE or the Commercial Registry can deliver a receipt for
company creation(récepissé de creation d’entreprise) as soon as they have received the
documents, so that the company can start operations without having to wait for its RCS
number.

Internationalization process
The company will operate through establishing own export office in France. Then moves
towards FDI after getting much familiarity with environment

Risk
If an industry has decided to conquer the international market, there are many
choices that will be opened.   These options may include the cost, risk and the
degree of control that the company will encounter. In entering an international
business, it is important that the management of the company should be able to
choose a marketing entry strategy and carefully choose the product that the
company will market.   Exporting, is the simplest form of marketing entry strategy
which includes direct or indirect method such as using an agent, in the case of
direct method and counter trade if the company opted to implement an indirect
method. Moreover, if the business firm wants to be known globally, there are
many other ways to choose from like joint venture or export processing zone.   If
the management of the company has decided to choose the export strategy,
they must include in their operation the specific channels to market their product.
One has to be aware of the risks it could face by going abroad. It might:

 not understand foreign customer preferences and fail to offer


competitively attractive product;

 not understand the foreign country's business culture or know how to deal
effectively with foreign nationals;

 underestimate foreign regulations and incur unexpected costs.

Industry
U. MARRY is an international Pakistan fashion house that designs, manufactures and retails ready-to-
wear, leather goods, shoes, watches, jewelry, accessories . The U.MARRY name has become
synonymous with high-fashion and couture worldwide and is considered one of the most prestigious
names in the fashion industry. Its target market is comprised of urban, fashion-conscious consumers who
shop frequently for the latest trends.  

U.MARRY is planning expansion in France fashion market. The company already operates in big cities
like london, dubai, etc

Elements of the marketing mix are often referred to as 'the four Ps':

 Product
1. ready-to-wear,
2. leather goods,
3. shoes,
4. watches,
5. jewelry,
6. cosmetics

Price –

The price is the amount a customer pays for the product. It is determined by a number of factors including
market share, competition, material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if other stores have the same product.
So our prices will be competitive according to market
Place –

Place represents the location where a product can be purchased. It is often referred to as the distribution
channel. It can include any physical store as well as virtual stores on the Internet. U.Marry fashion
products would be provided on retail outlets in Spain. Lyon and Lille.

1. Mondeville 2
2. Monnaie de Paris  
3. Le Jardin Retrouve  
4. Nocibe  
one of the largest fashion mall in france
5. Sephora
offers perfumes and beauty products.

6. nicetoile
offers shirts and clothes fashion design.

Promotion

Promotion language will be French and photo/paintings , models,logos will reflect French culture

Marketing Strategies

1. Product
- Product modification would be required
-The company can design a new product and have finished goods in its stores in four to five weeks; it
can modify existing items in as little as two weeks. Shortening the product life cycle means greater
success in meeting consumer preferences
2. Promotion
Promotion language will be French and photo/paintings , models,logos will reflect French culture
3. Price.
Price will be competitive with focus on differentiation –
4. Distribution
As U.MARRY designs, manufactures, itself and distributes to retail outlets so it has its distribution
channel in France as well .fashion wears will be distributed to retail outlets in famous shopping
malls. Selected distributors information is given with detail below:

Swot Analysis

Strengths

 Geographically situated at ideal location (near end users)


 Availability of quality raw material
 Demand Driven Industry
 Strong presence in local market
 The organization does have a diversified range of sports products
 Availability of skilled labor
 Presence of research and development culture as is evidenced by its evolving and innovative
product range
 sophisticated marketing sense. (branding & grading)
 quality control system
 new developments in the market
 company is challenging and always changing its competitive situation
 it is a global brand.

Threats

 Competition from countries like UK , US, which have more advanced


engineering technology base
 IMITATION OF DESGINS
 Uncertainty in inputs costs
 increasing duties on import of machinery / tools used in making of fashion
goods
 High dependence on selective supplier of raw material
 U.marry is exposed to the international nature of trade. It buys and
sells in different currencies and so costs and margins are not stable
over long periods of time.

Opportunities

 Free trade agreements


 Lesser competitive markets.
 Research and development and reverse engineering
 There are also global marketing events that can be utilized to support the brand such as
fashion weeks in various areas of world

Weaknesses

 Obsolete technology machinery and equipment used for manufacturing


 inconsistent raw material prices
 Lack of synergies between Govt. support institutions and practical market.
 Unorganized vendor base
 Limited access to information (availability of finance)
 U.marry is exposed to the international nature of trade. It buys and sells in different
currencies and so costs and margins are not stable over long periods of time.
 The retail sector is very price sensitive

DISTRIBUTORS
1.Mode a Paris
URL : http://www.modeaparis.com/

DESCRIPTION : Mode a Paris is a professional trade association, which was established in the year 1973
and aims at promoting and advancing fashion industry through out France. The federation also hosts
Men's and women's fashion shows in France.

CONTACT ADDRESS :
100-102, Faubourg Saint Honore, 75008 Paris , France

+ (33) 1 42 666444

+ (33) 1 42669463

2.Association of Perfumes and Cosmetics


URL : http://www.cosmetic-valley.com/

DESCRIPTION : Association of Perfumes and Cosmetics is a leading professional body catering to


cosmetic and perfumery industry throughout the country.

CONTACT ADDRESS :
1, place Cathédrale - 28000 Chartres, France

+ (33) 2 37 211 211

+ (33) 2 37 200 381

3.French Trade Association for Shoe Industry


URL : http://www.chaussuredefrance.com/

DESCRIPTION : French Trade Association for Shoe Industry is a sole trade body that serves the interests
of manufacturers of shoes throughout the country.

CONTACT ADDRESS :
51, rue de Miromesnil, 75008 Paris, France

+ (33) 1 44717171

+ (33) 1 44710404
4.Lorraine Habbilement Textile
DESCRIPTION : LORATHEX is the professional federation dedicated to textile clothing industry of the
Vosges and Lorraine in France.

CONTACT ADDRESS :
85, rue d'Alsace 88000 EPINAL, France

+(33) 329292935

+(33) 329292936

Suppliers
G 98, France
CONTACTDETAILS
21,RueDeLaGaite
Clamart-92140
France

+(33)-(1)-46312261
+(33)-(1)-46315779

Ellador, France
CONTACT DETAILS
8-10, Rue De La Hail Coo
Aubervilliers - 93300
France

+(33)-(1)-48116611
+(33)-(1)-48116699

Ethos, France
CONTACT DETAILS
Fair Place, 70 Bd Anatole
Saint Denis - 93200
France

+(33)-(1)-55844319
+(33)-(1)-55844344

Imai, France
CONTACT DETAILS
13, Bis Rue Neuve, Saint Germain
Boulogne - 92100
France

+(33)-(6)-11591919

I. C. Company France S. A.
CONTACT DETAILS
9-11, Rue Jacquard
Cedex - 93315
France

+(33)-(1)-41834100
+(33)-(1)-41834101

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