A new market for childrenswear

A new entry into today's European markets - particularly fashion - often cannot afford the time for exhaustive trial and testing.

A new market for childrenswear

- how Adams took its 'Apple' to Spain

Bill Allen (Sears) and Maureen Johnson

A new entry into today's European markets particularly fashion often cannot afford the time for exhaustive trial and testing. This short case history shows how preparatory research alone deftly identified the overall acceptability of a leading UK childrenswear brand and product line to Spanish consumers; some necessary modifications (for instance in terms of pricing and sizing); and the correct distribution strategy. Sears Childrenswear was clearly shrewd to have spotted Spain as a bright opportunity for its Adams...

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