Wesconnex Ltd

Establishing Business in Europe is About Brand Building – Here Is How

Share This Post

Market Entry

A simple direct entry strategy for products into mature markets in Europe can prove to be very expensive and is easily defended by incumbents. Once competitors spot a challenge, they are likely to react strongly using their established brands, high marketing budgets and well established distribution channel relationships.

However, for companies offering manufactured products and consumer services in Europe, the opportunities for new entrants are today stronger than at any time over the last 50 years. Barriers to entry through internet marketing and e-commerce are much lower, and consumers are less brand loyal and willing to try new brands who promise experiences that better meet their need.

The challenge for new market entrants is to find the right niche entry opportunity and build brand and market share from this point. Of course excellent product quality and price, distribution and customer service are all essentials.

The key elements of ASOS’ successful international strategy have been well documented as

  • free delivery and returns
  • dedicated local language mobile sites in strategic markets
  • in-country teams, locally-relevant product offers and strong social media presence

Efficient logistics positively impacts pricing, order quantities, customer loyalty and average order values. That is why warehousing and delivery solutions have been ASOS’ priority, enabling the offer of free delivery and returns. New entrants need to consider that if the shipping price is too high compared to product price, it is unlikely to sell. Consideration should be paid to how much of the shipping cost can be put into the product price.

Selection and monitoring of local distribution and returns solution providers is critical. All will claim the highest levels of reliability and customer satisfaction of course, but local presence or representation to monitor the reality is an essential for remote producers.

Likewise, the ‘quick fashion’ business model that propelled the Zara brand to its position at the top of the international clothing market has been built on

  • Low inventory stock management and rapid supply chain response
  • Detailed real time monitoring of customer response to fashion trends and new designs
  • Leveraging user generated social media interest in fashion

New Chinese entrants to the European fashion market with production facilities far from market should consider the balance of additional costs of airfreight and storage in customs warehouses against potential savings in working capital, end-of-line product discounts and import duty.

Zara’s product quality target is well aligned with its positioning – fashion clothing items to be worn 10 times, when it is likely that fashion has moved on and its time to revisit the store. Being clear on the product quality needs of target customers is key.

But, these by themselves are not enough – producers must build a brand that target consumers are aware of and associate with values and benefits that they want.

Successful branding involves development of a clear brand strategy that defines how the company intends to claim a winning position in the market, an identity that allows the brand name, design and architecture establish a place in the minds of consumers, and a product and service design that ensures that the customer experience delivers on the brand promise.

Brand Strategy

The digital landscape has really changed the game for brands. Historically, brands provided a way to confidently purchase something, it was challenging for a competitor to move into that space. People rarely shifted their brand loyalty, and it was much harder for a new brand to attract attention. But we’re in a whole different market now. New brands appear daily and claim to pick up where other brands have left off.

Each positioned in such a way that it gains attraction from and resonates with a particular audience. Now, some might not be impressed at the idea of clothing with a fashion life of months, but others see a certain kind of clothing as fitting into their lifestyle. Brands don’t have to resonate with everyone, just their primary audience and the needs of that audience.

Consumers have thousands, of brands vying for their attention, from email to social media to walking around stores, brands are everywhere, and they ignore most of them. They are good now at tuning things out that aren’t relevant, or meaningfully and attractively different. And that’s the whole point of finding and protecting a position for your brand, and then delivering a product and service experience that meets the needs of a target group better than competitors.

Zara’s agile design teams focus on developing a deep understanding of their target segment – based not just on gender, age and psychographics, but on their sense of fashion and style e.g., contemporary, trendy, classic, grunge, Latino etc. A passionate focus on maintaining a profound understanding is based on getting feedback in real-time from stores (both sales volumes and store manager insight) and monitoring of social media and key fashion influencers.

A Brand Strategy, then, defines this opportunity and how the brand will win

  • The target market and what makes them special
  • The competitive position & why the organization is better
  • The product and why it is special
  • The brand promise and why consumers should believe it

To identify the opportunity we need to develop a solid understanding of relevance to consumers, differentiation from competition, a clear-eyed assessment of the company’s strengths and weaknesses, and the potential breadth of the brand offer. Customers Strong, relevant brands connect with customers. They meet both functional and emotional needs and desires. By understanding how existing and potential customers define ideal experiences and perceive the category, we can identify what they are missing from existing products and services. Competitors Strong, differentiated brands add value, which makes them stand out from their competitors. By evaluating the competitive landscape we can identify leadership opportunities to change the category debate, or, indeed, to supersede existing categories. Company For customers to be loyal to a brand, the brand must be true to itself and keep the promises it makes. This has implications for an organisation’s financial resources, core competencies and values, so understanding any gaps between what an organisation wants to promise customers, and what it is capable of or willing to provide allows for the development of a believable proposition. Frame of reference A brand’s continued success lies in its ability not only to remain relevant in a changing world but also to foster innovation and to bring new products and line extensions into its value proposition. To determine where and how the brand can be stretched requires a good understanding of current and potential customers, good judgment about future market trends.

For Example:

  • Our product and why it is special
  • Technically sophisticated
  • Stylish, practical designs / Cheap latest fashion items
  • Our target market and why we love them
  • Fashion conscious teenagers / Affluent urban young adults
  • Our competitive position & why we are better
  • Access to personalized products at the price of normal ones
  • Higher distribution channel margins
  • Our promise and why you should believe us
  • Leading technology tuned to create ease and control for everyday use

In summary, it is clear that UK shoppers increasingly expect a real-time and a personalized experience when engaging with clothing brands. When they have questions, they want immediate answers. When they buy they expect rapid, simple delivery and returns, and when interacting in between purchases, they want to be inspired, entertained, and informed.

The challenge is strong, but for those brands who work hard on developing a clear, differentiated offer and on delivering on that promise, the potential rewards are great.


We’ve kept our enquiry form nice and simple, and YOU choose how we get back in touch.


Still unsure? Worst case, you take away some tried and tested advice, for FREE. 



Where are we?

Suite 3.1, 21 Bennetts Hill, Birmingham B2 5QP, United Kingdom

(* Required fields)



Where are we?

Suite 3.1, 21 Bennetts Hill, Birmingham B2 5QP, United Kingdom

Share This Post

More blogs to explore...


Work with us: TikTok Live Presenter

JOB: Part-time Freelance TikTok Live Presenter Freelance Presenter Company: Wesconnex Part-time Freelance position (Evenings, Saturdays and Sundays) with potential for the role to grow. Do

Jackie Ho

E-Commerce Executive

Graduate of BSc Finance and MSc Marketing with exceptional experience in consulting firms and large FMCG businesses like L’Oreal. Strong analytical abilities and high sensitivity to data allow me to undertake in-depth market and industry research. Fast-paced workplaces have taught me to be ready for challenges and changes, which is exciting!
As a self-motivator, my passion is actively seeking out new solutions and pushing myself beyond my comfort zone. It’s fascinating to be responsible for live streaming performance analysis and product management while adopting supply chain management since working as an EC executive pushes my multitask and time management skills to the next level (I absolutely love my job).

I am also a short video creator. Commitment to bringing happiness to everyone is my purpose in life!

Nana Dembele

TikTok MCN Creator Executive Executive

I have 2 years in Personal and Executive Assistance within creative industries and creative people. Supporting CEOs with the growth of their businesses and teams. I have begun my Talent Management journey with Wesconnex and I am enjoying the journey so far!
My personal interest lies within self-development and continued learning about everything and anything!
Likes: Picking up random hobbies like knitting and painting & Music!!

Madison Travers

Creator Executive and TikTok Live Presenter

I have a background in Social Media and Events Marketing and have recently graduated with a Masters Degree in English Literature.

My skills include: Creator/Influencer Recruitment; Live stream presenting;  Online content creation and Content management.

Archie (cat)

Marketing Assistant (remote)

Working remotely enables me to feed into the team whilst living the life I want to live.

I find I gain most of my inspiration from staring out of the window for hours on end, daily and I am passionate about the benefits of sleeping for 70% of the time, a sleeping mind is a creative one, I always say. I enjoy collaborating in team meetings and I am not afraid to make my feelings known by interrupting meetings unexpectedly.

Likes: Cheese, Sleeping, Attention

Dislikes: Interrupted sleep, Mice, Stupid dogs

Julia Bykowska

TikTok Live Presenter

BA (Hons) Fashion Business and Promotion Graduate with previous experience within marketing and promotion. I am an ambitious, organised and creative individual with specialist adobe skills, as well as creative initiative, attention to detail and a high level of communication skills.

Due to my elevated social media awareness and natural passion, my spare time is filled with running various social media accounts including a fashion styling and a university account.

Corey Brown

Paid Media Manager

Experienced Paid Media Manager specialising in B2C TikTok Marketing. My experience reaches to all areas of paid media management including: Facebook advertising, Google Ads, Microsoft Ads and affiliate marketing.

Phoebe Jones

Content Creator & Presenter

After recently graduating with a BA (Hons) in Event Management from Bournemouth University, I am continuing to develop my interest in management practises. Currently, I’m completing my master’s in Marketing Management at Bournemouth University and am expected to become a post-graduate in late 2021. The experiences I received from working as a volunteer and through Events Management are what have inspired me to learn more in the industry of marketing management.

My education has prepared me with the skills to enter industries of interest by teaching me fundamental principles to succeed in a working environment and make a positive impact on the people around me.

Once I graduate, I am looking forward to what’s ahead of me when starting my career path in marketing or events, so if you have any opportunities please get in contact if you are around the Dorset or Midlands area, I would love to connect!

Olivia Wheeler

TikTok Creator Manager

I am an experienced creative specialising in production and talent relationship management.
I have a proven track record of managing and developing content for companies across all platforms. My experience spans from working at one the fastest growing companies in the UK producing and managing relationships for MCN content to working as an Account Manager for a Non-Profit Organisation helping them to build their following and awareness as well as developing relationships with current and new charities.
I am now helping to find and aid the best-suited talent to grow their TikTok Shop Platforms.

Jon Colen

Digital Marketing Manager

In a nutshell, I’m an enthusiastic, ambitious people person, with extensive experience in B2B and digital marketing management. I have a passion for brand, strategy and audience growth.

After ten years of growing my skills and knowledge in the world of B2B marketing, getting great results by developing; strategies, planning, management, budgeting, relationships with suppliers and partners, content, social media, events and communications, I am now excited to have moved into the exploding world of Tiktok and Tiktok live.

I help brands sell more products to engaged communities that we have developed using tested strategies that we are constantly developing to stay ahead of trends.

I’m on a journey with the goal of becoming a go-to guy for marketing strategy for brands that want to sell more of their awesome products.

Mindset | Marketing | Wealth | Fitness …and Bovril connoisseur.

Sara Guo

Founder and CEO

Since 2009, I have lived in the UK to do network marketing, e-commerce related work. I have served brand landing and digital media implementation across Europe, the United States and Australia.

I have specialist skills in Digital Marketing. I passionate about getting my Clients the support they and their customers need.