A 3 page paper. Esprit Holdings is an apparel company founded in Hong Kong in 1968. This paper provides an introduction to Esprit. The writer presents a SWOT analysis of the company. Bibliography lists 4 sources.
Name of Research Paper File: ME12_PGesprth.rtf
Unformatted Sample Text from the Research Paper:
is caters to people who prefer a youthful and stylish lifestyle at a reasonable price but analysts report their products are more for the high-end market than any other market.
The company expanded to Hong Kong in early 1970s. Since then, it has expanded to Europe, Asia, Australia and other countries. Esprit has some sub-brands, such as de corp
and edc that are promoted as their own brands by the company rather than as part of the Esprit lineup. This was intended to appeal to different customer bases. This
is one of their competitive strategies and it is also one of the companys strengths. Brand name and recognition is another strength of this company. They offer about twelve
different product lines for women, men and children (Hoovers, 2010). These include footwear, apparel, accessories, jewelry and different kinds of housewares. The womens line and accessories bring in about half
the companys revenue. Esprit has a cosmetic line of products under the brand name of Red Earth. Offering a variety of products that would allow a customer to purchase clothing,
shoes and cosmetics from the same respected company is a strength. Esprit has consistently done very well in Europe. The companys net income soared by over 24 percent in
2008 (Karr, 2008). The wholesale sales accounted for more than 55 percent of revenues (Karr, 2008). Wholesale activities in Germany grew by nearly 25 percent with most of these activities
directed towards Greece, Russia and Poland (Karr, 2008). The rest of Europe saw an aggregate increase of over 28 percent with particularly strong growth in France and Scandinavia (Karr, 2008).
Sales in the newest markets, Spain and Italy, also grew by more than 38 percent in Spain and more almost 20 percent in Italy (Karr, 2008). The strong growth illustrates