Esprit

Since 1976 Esprit has been at home in Europe. Over the years the in-ternational brand has become a legend, in terms of lifestyle, image, design, markets and products. And the legend lives on. The Group operates approximately 670 directly managed retail stores worldwide and distributes through over 10,000 wholesale points-of-sales internationally, including around 700 franchise stores, occupying over 700,000 square metres of retail space in more than 40 countries, po-sitioning Esprit in the premier league of global lifestyle players.

Today Esprit is considered to be original in the young-fashion market. Esprit’s overall presence, innovative communication strategy and consistent global image has made Esprit one of the strongest global brands in this market segment.

In the financial year 2004/2005 (per 31.6. 2004) consolidated sales reached 2.1 billion Euro. In the first half of business year 2005/06 Esprit Holdings Limited has already achieved consolidated sales of 1.3 billion Euro (per 31.12.2005). The Net profit exceeded up to 206 million Euros, an impressive growth of 15,7%.

In mature markets such as Germany or the Benelux, Esprit has a market share of around 3%.

Across the UK and Ireland, Esprit currently manage 13 franchise stores and operate 9 retail owned stores. Additionally, 30 shop-in-shops are managed in leading department stores including John Lewis. New Franchise openings are planned for this autumn/winter 2006 including: Croydon, Basingstoke, Brighton Perth in Scotland, as well as Letterkenny and Drogheda in Ireland. Expansion plans aim to operate a total number of approximatley 50 Stores by the end of 2008.

An important factor for Esprit was and still is it’s positioning in the high turnover, mid-price market segment, so that a broad target group can be reached. Esprit offers a first class brand that is affordable for many people. Esprit represents a lifestyle that is consistently reflected in all Esprit product lines, advertising, packaging and store design. This is the basis for Esprit’s successful marketing concept.

New product lines and licences have continuously expanded the ‘Esprit world’. Esprit’s objective is to meet consumer needs by offering the broadest possible range of products, consisting of 12 individual divisions according to and depending on local market needs and opportunities:

• Women Casual – Feminine, fashionable styles for indoors and out-doors
• Women Collection – High quality feminine tailored looks for the workplace and occasion wear.
• Men Casual – Uncomplicated casual wear with a high level of com-fort
• Men Collection – Elegant, trend-orientated work-wear.
• Esprit Kids & edc youth by esprit – Current trends, suitably interpreted for children from Newborn to Minis (0 to 7 years) & the very latest styles for “Little Rebels” (8 to 14 years).
• Esprit Sports – Skiwear, fitness fashions and streetwear for women, men and kids combining fashion and function with flair and feeling
• edc by esprit – Trend-led program that includes matching accesso-ries and shoes; for girls ages 14 to 24
• edc men – Cosmopolitan trend-led clothes for young, fashionable young men
• Accessories – Trend led bags, leather and textile accessories for men and women
• Shoes – Women’s, men’s and children’s shoes, in styles ranging from modern to classic, in a variety of fabrics from leather to nylon
• Bodywear– Lingerie, nightwear and swimwear for men and women

Esprit offers a tried -and- tested marketing concept, packaged in various ways for implementation at the P.O.S. . From a store front to a display unit, these systems use the interplay of architecture, display, visual merchandising and products to create a perfect projection of the Esprit brand image.
This means that an Esprit partner is given great opportunities to utilise the power of a strong brand to increase sales and to boost the image.

Esprit offers a comprehensive starter package for it’s store partners, giving them all the key materials needed for opening an authentic Esprit store. In addition, the transport and assembly of the furniture is included in the package price.
The franchise agreement also gives our partners the opportunity to use the services and support contained within the service package which includes:

• Location analysis
• Financial and business analysis
• Strong and well thought through distribution channels maximizing brand exposure.
• Store planning- woman’s only store, men’s only store, family store concept, etc.
• Opening merchandising
• Excellent stock information system to analyse ‘best/worst seller management.
• Stock replenishment service via 24/7 B2B internet access.
• Visual merchandising service
• Training and Workshops
• POS promotions ie: consumer loyalty card e-club
• Advertising service

Parallel management is fundamentally key within our business practice including an analysis of market potential in the surrounding area and product guidelines.

Advice on the product range is of significant importance within the location analysis. Esprit has put the various product lines into a series of modules in reasonable minimum sizes for different areas and volumes of merchandise. These modules are adjusted according to the size of the store. The franchise modules have been defined by experience from our retail stores.

Twelve monthly collections per year bring "fresh & new" products to the High Street, driving consistant footfall. This eases decision-making regarding purchases to suit market needs, minimising risk and mark downs, therefore improving profitability. All franchise partners have access to a professional management service from the beginning of the planning. With this support tool, as early as the planning phase, calculations are made of the profitability of future stores.

For years, numerous international advertising campaigns have been generated a positive image for the consumer. Esprit partners profit from strong brand recognition and the global uniformity of advertising. Store partners can make optimum use of the brand’s image by benefiting from the possibilities offered in the advertising portfolio.

The Esprit franchise package is an opportunity of high growth, high image and low risk.

Investment level from 120K – 150K, subject to store/size location.

Tel 0207 520 8710

Address: 2nd floor, Exmouth House, 3/11 Pine Street, London EC1R 0JH
Tel: 0207 520 8710 or 07879426849
Email: mark.faulkner@esprit.com
Website: click here to visit esprit