This was my senior capstone project for my International Business minor. I was working for Urban Outfitters at the time, and UO's parent company (URBN INC.) had recently expanded its 'Free People' brand into Japan with some success. This led me to explore the idea of expanding the Urban Outfitters brand into Japan as well. This exploration took shape in the form of a 40+ page research paper including;
An analysis of the Japanese apparel retail market
A historical study of foreign retailers entering Japan
A theoretical analysis of various market entry methods
6 Japanese UO customer profiles
An attached visual guide with merchandising info
A historical study of foreign retailers entering Japan
A theoretical analysis of various market entry methods
6 Japanese UO customer profiles
An attached visual guide with merchandising info
Below are the mood boards for the 6 customer profiles, as well as the actual paper + visual guide. Enjoy!
RESEARCH PAPER |
VISUAL GUIDE |