Brand Market Expansion: Dissertation Proposal

This research study is based on the theme of brand expansion of a luxury fashion brand called Kenzo, which was initiated by Kenzo Takada, a famous fashion designer from Japan. The aim of this research study is to identify a new market for Kenzo for its market expansion. In this study, marketing strategies and market entry modes have to be selected for Kenzo’s expansion to those countries where the brand has not set its footprints yet. Countries like India, New Zealand, and other African countries are those, where the popularity of Kenzo cannot be felt, may be because of the presence of other popular fashion brands. In order to expand Kenzo to these countries, this research study is being conducted. For conducting the research study, data would be collected for the study from the secondary sources, such as company website, fashion magazines, books, journal articles, newspapers, and online libraries. These data would be used to conduct a qualitative analysis, so as to identify solution for the research questions that has been considered for this study, on the basis of the research objective.

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