Formal Report Outline: How can Urban Outfitters better adapt to the Chinese market with the existence of other similar fashion brands.
1.0 Introduction
1.1 An overview of the current fashion market in China
2.0 Body
2.1 Current Situation
2.1.1 How UO’s late entry into the Chinese market is causing entry difficulties such as limited traffic & unfamiliarity felt by consumers
2.1.2 How UO’s competitors are performing in China (e.g. H&M, Niko and…, Zara)
2.2 What UO Should Do
2.2.1 Establish its own unique selling point (USP) by buying products from local brands and becoming a “brand of brands”.
2.2.2 Collaborate & establish strong relationships with local brands so they can direct traffic from the local brands to UO
2.3 Understanding the market and the consumers’ desires: Interviews & Surveys
2.3.1 Interview with the Director of Urban Outfitters APAC
2.3.2 Interview with a fan/passionate customer of Urban Outfitters
2.3.3 Interview with the Marketing Director of Urban Outfitters China
2.4 Possible Solutions
2.4.1 Collaborate with local brands
2.4.2 Introduce UO’s homeware line in China
2.4.3 Open an offline retail store in China
3.0 Conclusion
3.1 A summary and interpretation on the overall finding
3.2 Recommendations on next steps
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