Project Description

A coalition of Australian textile, footwear, and apparel manufacturers was looking to enter the U.S. market through a coordinated go-to-market strategy.

The group had a limited understanding of the U.S. market and was seeking an integrated approach to consumer-direct marketing and apparel manufacturer brand strategy development.

The strategy and plan included channel recommendations, including suggested partners and policy arrangements.

Challenge

  • Coalition of Australian textile, footwear and apparel manufacturers looking to enter U.S. market through focused brand strategy
  • Limited understanding of U.S. consumer, retail, and distributor dynamics
  • Lack of brand awareness and limited resources to support consumer pull strategies

Action

  • Profile of U.S. market demand to determine consumer, channel and economic requirements
  • Channel strategy recommendations, including suggested intermediaries, channel policy arrangements and contact partners

  • Action plan for the apparel manufacturer brand to enter launch markets, including detailed message and media requirements

  • Internal brand training delivered by branding consultants

Result

  • Revised coalition member export plans
  • Distributor partnerships to facilitate U.S. market entry
  • Detailed marketing plan and related marketing tactics

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