In 2013 forever 21 opened its first german store in

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and closed – its first store in Essen in 1988. In 2013, Forever 21 opened its first German store in Berlin with a big marketing push, and quickly expanded its store count to seven across the country. It has since closed all but its Berlin flagship and is reportedly (paywall) planning to withdraw entirely from Germany. Zara owner Inditex also has a relatively small presence in Germany compared to other countries (Vogue Business) . Looking at the statistics on the number of shops that have closed in the German market, it indicates that there might not be a presence for foreign brands in the German market and opening a physical store may not be a good choice for vendors or retailers to sell their products. Germans are eager online shoppers, with 68 per cent of consumers buying online – the fourth highest ratio after the UK (77%) (Vogue Business). Marketing the new designers’ jeans online to capture the German consumer will help increase sales and save location cost. According to HML’s Ertelt, half of German fashion sales are concentrated in the countryside (Vogue Business). When it comes to weather, German winter are often bitterly cold and almost all regions experience snow, sometimes not melting for several months (Holly Cameron). Special online offers can be provided to encourage consumers to shop the new designer’s jean online during winter season. Psychological Factor - There are different psychological factors that influences consumer behavior such as Motivation, perception, subliminal advertising, learning, and attitude (UMUC
CONSUMER BUYING BEHAVIOR STUDY AND VALUE PROPOSITION Learning topic) Germans consumers are motivated by price, loyalty and online purchase. They have a low level of loyalty and buy discounted products as much as branded products according to the opportunities (Santander). Even though Germans are known for their high fashion sense and high spending habit they are very sensitive to price. In an article on Santander, it states that “The German consumer shows a high tendency to compare prices and use discounted shops”. Since 68% of German consumers shops online, marketing the new designers’ jeans via subliminal TV adverts, social media engagement and great customer service will be a great way to influence the German market. German consumers are used to buy from catalogues and are more and more prone to buy on the internet. Almost 90% of the population is connected to internet, and online purchases are constantly on the rise (Santander). Societal Factor - Societal factors are more outward and have broad influences on your beliefs and the way you do things. They depend on the world around you and how it works (UMUC Learning topic). Culture -can affect consumer buying behavior. In the southern region of Germany women wore the “dirndi” a folk of dress that comprises a full skirt, blouse, bodice and apron (USA today).

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