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The desired market image for the product range is to show youth, hype and sophistication all rolled up in one, captivating a laid back attitude of urban elegance, one that identifies with college going individuals and those that have entered employment climbing the corporate ladder.

At the same time an image that would not turn away a person that has settled down in the corporate world for their casual wears.

2.5 Targeted customer and likely competition

In our traditional business model the primary customer targets are expats and brand lovers. We are importing brands from the United States that are not being shipped outside America, targeting people that know these products. Marketing campaigns from the original stores work in our favor, as people order thru us as a means to acquire our stand product without travelling.

The office of communication in the UK (Ofcom) has established that 65% of kids ages 8 to 11 had Internet access at home in 2007. Among children ages 12 to 15, the percentage rose to 75%. Data from Euro-stat shows that 80% to 90% of 16-to-24-year-olds are weekly internet users in most countries in Europe. According to European Interactive Advertising Association survey conducted across Europe, 75% of respondents with children accessed the internet each week, compared with only half of those without children.

Zenten primarily targets two consumer groups i.e. the young teens in the age brackets of 14-18 and 18-22 years who are our primary customers and represent over 90% of internet users in Europe. Zenten will continue to provide this niche of customers with social-inspired image casual wear for both boys and girls from leading American fashion houses. Zenten will provide wide range of eccentric fashion choice and depth to youth that is mostly dissatisfied with uninspiring European fashion. The secondary target market includes the parents and mid aged professionals whom we intend to provide exclusive luxurious items and leather apparels to class conscious eastern Europeans. Since the transactions will be conducted by their parents, we intend to provide this market segment with fashionable apparel that is trendy and luxurious items at very competitive prices.

In the top 10 internet retailers in Europe, vente-privee.com is the only E-Tailer engaged in fashion and accessories (but is also engaged in toys, watches, home appliances, sports equipment, technology and wines). They conduct online designer brand sales over a limited period of about 48-96 hours and the merchant then orders the brand items selected by members participating in the sale for delivery. Vente-prive is our closest direct competitor that is based in France but only deals with customers from Germany, Spain, France, Italy and the United Kingdom.

Zenten intends to create a competitive advantage through differentiation via market segmentation in particular through specialized market niches based i本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。