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De la difficulté d'aborder le marché allemand: le cas de Levi Strauss Signature

Author

Listed:
  • Ulrike Mayrhofer

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

  • Claire Roederer

    (CESAG - Centre d'études des sciences appliquées à la gestion - Université Robert Schuman - Strasbourg III)

Abstract

Dans un contexte de mondialisation économique, les entreprises sont contraintes de s'adapter aux mutations du marché et d'anticiper de nouvelles tendances. Le secteur du textile-habillement est plus particulièrement touché par le phénomène : de nouveaux concurrents apparaissent, et les comportements de consommation évoluent rapidement. C'est dans ce contexte que le groupe américain décide de lancer la nouvelle marque Levi Strauss Signature. L'objectif principal consiste à vendre des jeans en grande distribution : « sell jeans where people shop sell jeans where people shop ». Après l'introduction de la marque en Amérique du Nord, en Australie et au Japon, le groupe décide de conquérir le marché européen. Avec des résultats variables suivant les pays : l'Allemagne semble un marché particulièrement difficile à appréhender pour le groupe américain ...

Suggested Citation

  • Ulrike Mayrhofer & Claire Roederer, 2007. "De la difficulté d'aborder le marché allemand: le cas de Levi Strauss Signature," Post-Print hal-00565220, HAL.
    • Handle: RePEc:hal:journl:hal-00565220
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