International marketing Essay Example | Topics and Well Written Essays - 2000 words

International marketing - Essay Example The fashion retail industry in Spain is turbulent as the fashion conscious consumers expect and thrive for constant change. Added to the changing consumer preferences are the factors like globalization and the technological changes that have truly revolutionized the Spain fashion retailing industry. Thus Levis has to primarily take into account the SLEPT factors or the social, legal, economical, political and technological factors. S-social factors include the demographics and the market segmentation is based on these factors. The class structure, culture and the consumption pattern has to be taken into account. The highest spending age group in the jeans market is between 15 and 24. Jeans are now even worn to work. Broader assortment of jeans is now available to suit different occasions. In the apparel industry demand is uncertain because it is difficult to foresee the fashion trends in advance for a certain season and product failure rates can be as high as 10 percent (Diaz, 2005). Demand can also be volatile because demand can change suddenly due to a variety of external factors. L-legal: The abolition of the quotas in the textile industry has pushed down the prices of clothes in general, making the market very competitive. The cheap chic revolution has turned the European fashion market upside down (Mesure, 2007). Jeans in the market are trying to differentiate themselves with cult connotations, lifestyle images, and distinctive details. E-economic: The Spanish fashion industry has experienced exponential growth in the last decade, not merely in women’s clothing as fashion is generally associated with, but in menswear childrenswear and accessories as well. The fashion industry today is marked by short life-cycles, high volatility, low predictability and high impulse purchasing (Christopher, Lowson & Peck, 2004). The weakening of the US dollar has caused a shift in the