SRP_outlet

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Gretchen Birgitte Herbach Mortensen Christian Palvad & Niels Molsted Niels Brock Handel gymnasium JTP Anslag: 39.737

10.02.2017

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Gretchen B. H. Mortensen

Studieretningsprojekt

10.02.2017

! ! "#$%&'(%! Outlet is a big market in the US today. Big brand-companies use a different strategy to maintain their customers. In Denmark, the demand for outlet stores is not as great as in the US. The outlet stores, and the outlet market, struggles to establish themselves in Denmark. In the US, the well-known brands produce their products for their own retail stores and then give the old collection for outlet store or mall. But what they also do, is, producing a segment of clothes and accessories to the outlet store itself directly. Not all consumers are aware of this fact, that some of the products that exist in the outlet stores never have been in a retail store. On the other hand, outlet stores in the US also serve as a data-machine for the companies. The companies utilize the different outlet-stores to investigate the consumer behavior of their target group. The trend is different in Denmark. Outlet does not exist in such a big market for the companies to harvest consumer data from it. Denmark and USA are different countries in terms of culture and buyer-trends. Using the marketing-mix, Marslow's reliever pyramid, a general review of the social classes and Trompenaar's Seven Dimensions Culture, the two countries will be analyzed. To conclude, it will be difficult for the outlet to get a solid and stable market in Denmark as e-commerce becomes a major trend. In the US outlet is something that will be sustained, as the companies benefit from the outlet strategy and the consumers are used to having access to cheaper outlet alternatives.