Introduction
Korra Dancewear was founded in 2010 by designer Karolina Swietoniowska, Karolina Swietoninwska is a talented dancer in ballroom and Latin dancing field, and also had experimented with traditional Brazilian samba in recent years, hence, Karolina has higher requirement on dance costumes. It is the majority reason inspired Karolina to start her own dancewear clothing company.
Because of fitness awareness trend became popular in America, increasingly adults interested in dance workouts. To avoid directly competitive products and decreased operate costs, Korra Dancewear only operated online. Korra Dancewear taken aim at the market of young adults and teenaged girls. Korra offered unique apparel items and stock-keeping units included…show more content… Only Korra Dancewear was poorly popular in professional dance studio, but it also illustrated the excellent qualify and potential could be found. Although online operation largely cut operation cost, it is not benefit to increase consumer awareness of Korra’s existence. Furthermore, without brand image and point, Korra Dancewear was not impressive and recognize. As the only person in Korra Dancewear, Karolina Swietoniowska was not enough to support a complete business alone with her Fashion Marketing and Merchandising diploma, because she doesn’t have enough business experiences.
To Korra Dancewear, Canada and United State are the two major and larger markets. With increasingly popular of dance workout, it is impossible to survive in highly competitive and cyclical industry without a healthy and strong financial backup. Compare with the other well-established brands, Korra Dancewear doesn’t have obviously competitive strategy. And there is no more political and technology restriction in the…show more content… In short, this two consumer groups would be heavily influence the rate of Korra Dancewear and brand development.
In competitive dancers consumer group, professional dancers would be occupied a larger percentage, they have requirement and ability to consume variety dancewear apparels, regardless of their age, they would still lead mainstream market, one of Korra Dancewear’s benefit that is outstanding designing to professional dancers.
The second way of expand its consumer groups that Korra Dancewear offered competitive price product to recreational dancers. For this consumer group, the price of product should be ranged lower than major production line.
Currently, it is better to focus on Canada and United State’s market only. As so far, Korra Dancewear didn’t met the requirements to develop international business and communicate with international companies.
