| Client: | Fogarty / UK
(MGSE is working with its UK alliance partner Metzmedia) |
| Views: | Click for web site |
| Product/Service: | Founded in 1877, the Fogarty brand is one of the most famous marques for filled products and household textiles in England, Europe, and around the world. |
| MGSE conducted a market evaluation to explore the viability of Fogarty exporting down-filled products to the US. We discovered the US comforter market is dominated by the less expensive synthetic products but category growth was found in the down segment. The analysis revealed that current pricing, competitive product dynamics and an innovative distribution strategy presented a genuine opportunity for Fogarty to strongly consider a US market entry program. |
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| Objective: | Introduce Fogarty down-filled products to the US market. |
| Strategy: | Exploit existing consumer perception that European goods are well-crafted, high quality products. Using American consumer preference for high quality household furnishings, communicate benefits and imagery of owning a genuine English comforter. |
| Next Steps: | Fogarty to consider marketing and product development for US entry. |