Samenvatting

SUMMARY The low segmentation share of premium denim in the UK indicates difficulties for this segment. This report researches into the British apparel market as well as its premium denim segment on different levels. The aim of this research is to create an overview of opportunities and threats of the British premium denim market by analyzing it on a macro, meso and micro level and provide an advice for premium denim companies to gain a competitive advantage. By discovering information about relevant factors and MACRO-ECONOMIC DEVELOPMENTS with influence on the British apparel market the first chapter shows a shift in consumer behaviour towards experiences, a high spending power of Generation X customers and an opportunity in cross-channel retail. This could be a potential cause for the low segmentation share of premium denim in the UK amongst others. - The research on MESO-LEVEL providing relevant information about developments regarding segmentation share, assortment and price structure in the British denim market shows a clear deficit in premium denim regarding its discount strategy and assortment structure which has negative influence the segmentation share. - The chapter of the MICRO-LEVEL research analyzing the current competitor situation and the female target consumer as well as her market needs in premium denim in the UK shows opportunities in a value-based pricing strategy, customer loyalty programs and confirms a focus on the Generation X consumer as on cross channel retailing. It also isolates fit as the main decision driver for the target group in premium denim. - The final chapter SUMMARIZES ALL FINDINGS AND CONCLUDES in a strategic advice for premium denim brands in the British apparel industry to answer the QUESTION: ‘How can premium denim brands in the British womenswear apparel market gain a competitive advantage?’ ADVICE The advice report contains an strategic advice for Calvin Klein Jeans regarding the British premium denim market, based on the finding of the research report.