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| Author: | Allen, B. Johnson, M. |
| Title: | Taking the English "Apple" to Spain |
| Journal: | Marketing and Research Today
1994 : FEB, VOL. 22:1, p. 54-61 |
| Index terms: | UNITED KINGDOM SPAIN CLOTHING INDUSTRY |
| Language: | eng |
| Abstract: | From a 2.1 per cent share of the 0-8 years childrenswear market in 1987, Adams, a subsidiary of Sears, is now the market leader. With the potential for further growth in the United Kingdom limited, the company was looking elsewhere for expansion. Its own Desk Research indicated that Spain could represent a new market with significant potential. This paper discusses the background to the Adams launch in Spain, the research programme and the outcome for Adams in Spain. |
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