SADIE FOSTER LTD

Principles of Marketing: Case Study of Sadie Foster Ltd

Principles of Marketing: Case Study of Sadie Foster Ltd

Introduction

In the current society, women are said to be very conscious and specific about their personality, style, appearance and beauty. It is very certain to say that in retro respect women did not have much variety in lingerie as initially it was just considered to be an essential garment, however with time there was a drastic change in the demand for lingerie. Most women choose to wear beautiful and stylish lingerie as a symbol of their sensuality, as it brings them self satisfaction. With the passage of time the lingerie industry has evolved as there has been a change in women's taste and demand. More producers are entering this market as there is a lot of scope and many opportunities to grow. This is one of the reasons why there exists immense amount of competition and bulk of suppliers in the industry. However it is very essential to understand that branded lingerie industry caters to the niche market and niche group of people, as it is considered to be a luxurious item usually not affordable by the general public. It is also argued that global decrease in the cotton production has forced the retailers to increase their prices in the forthcoming years.

Discussion

Overview of the Lingerie Industry

It is quite certain to say that women who are shopaholic and brand conscious consider lingerie as an integral item, which is why more brands are planning to launch their own stores in order to exhibit their own work and designs. It has been calculated that the total worth of the British Lingerie industry is approximately around 2.48 billion. These trends suggest that there has been a growth of 13% in the lingerie industry if compared with the statistics of 2002. It is predicted that on an average, the number of bras being sold in the UK are estimated to be one million per annum. It was also estimated that the market will further grow by 2.73 billion by the end of 2008, which has fairly been achieved if pervious stats are overviewed (www.fibre2fashion.com). However it has been contemplated that there will be a downfall in the lingerie industry due to lack of spending by the potential consumer due to economic conditions and inflating prices. This has also led to outsourcing, due to inflation and most of the manufacturers are finding difficulties to maintain their profit margins due to the pressure of the retailers demanding low prices. It is also argued that the market conditions will become better by the end of 2013 (ww.just-style.com).

Since SFL has already decided to diversify its range of production and enter into the swimsuit industry, a thorough research of the swimsuit industry is viable to be carried out. Since research recent market research show that future events for example Olympics 2012 led to a major increase in the swim wear market. It is also said that Western Europe is likely ...