Bibliographic citations
Cordano, M., (2018). Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion [Universidad de Lima]. https://hdl.handle.net/20.500.12724/12067
Cordano, M., Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion []. PE: Universidad de Lima; 2018. https://hdl.handle.net/20.500.12724/12067
@misc{sunedu/2792155,
title = "Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion",
author = "Cordano Rios, María Michelle",
publisher = "Universidad de Lima",
year = "2018"
}
In the last few years, the textile industry offer to the fashion and retail markets have entered to the growing phase of it's life cycle. Competition in the sector has become fierce and thus companies are implementing new and more profitable business models. "Fast Fashion" that refers to the business model that aims to achieve low-cost high rotation products through innovation. It's name isdue to the strategy behind this business model: producing a large scale of various collections of the latest fashion clothes, and in a very short period of time. Fast Fashion models nowadays generally integrate all the value chain activities, from design, planning and production to omnichannel sales systems. How would a company operating within this model perform on the Peruvian market? The following investigation will develop a Strategic Plan for Uniqlo, one of the leaders in the industry, to evaluate it's success in this market. A SWOT analysis of Uniqlo has been made regarding Uniqlo within the Peruvian market. The conclusions of this analysis were the foundation to develop adequate strategies for exploiting the company's competitive advantages and to leverage on it's Strengths on Chapter 2. Finally, Chapter 3 and Chapter 4 focus on the implementation of the proposed Business Plan and it's strategic control tomeasure success on the market. This investigation concludes that Peru is a highly attractive market for a Fast Fashion company like Uniqlo because of the fashion trends aligned with the Peruvian market, the consistent growth of the retail business, and increased consumer's impulse and ease for purchasing through omnichannels. All this factors mentioned above, indicate that not only have Peruvian consumers changed their styles and preferences but also the market itself is ready for new changes in business models.
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