International Branding and Sustainability for Vivienne Westwood by:Valentina Carreño

COURSEWORK 2 Brand development project (individual) 50% QM Valentina CarreĂąo Bazurto BA Fashion marketing & communication, Level 6, 2018-2019 Module title: 6FAMK002C International Branding and Sustainability Subject Coursework: CWK2 Teacher/s: Clara Mallart, Sergio Costa, Alejandro GonzĂĄlez

INTRODUCTION For the following work, a business plan focused on the international brand expansion will be developed, with the aim of entering the brand: Vivienne Westwood in Brazil. In order to develop the expansion plan, it is necessary to understand the brand. so we can be able to use the strongest elements that represent the company as a strategy, taking into account the country where the brand wants to expand.

Vivienne Westwood is a British fashion designer considered as the main responsible for the aesthetics associated with punk and the New Wave, the designer is known due to her capability of being able to see beyond the superficial. She has managed to study the past to anticipate the future, The designer stands out in the industry by supporting political and environmental causes, and communicating her statements through her clothes.

INDEX INTRODUCTION. WHY EXPAND THE BUSINESS ?

INTERNAL ANALYSIS PEST ANALYSIS UK ETHICS AND SUSTAINABILITY FOREIGN MARKET PEST ANALYSIS BRAZIL INTERNATIONALIZATION BARRIERS IN BRAZIL ETHICS AND SUSTAINABILITY COMPETITOR ANALYSIS MARKET ANALYSIS MARKET ENTRY STRATEGY MARKETING STRATEGY SALES AND DISTRIBUTTION OPERATION OVERVIEW CONCLUSION & RECOMMENDATION. BIBLIOGRAPHY

WHY EXPAND THE BUSINESS ?

Proactive and reactive reasons

Vivienne Westwood is a brand that has known how to build a loyal customer base in the local territory (U.K). It could also be said that the brand is recognized internationally in countries of the European continent, the United States, and the Asian continent, Thinking about the possibility of expanding the business in a market like Brazil is a next step to maintain business growth. Brazil would be the most appropriate option for the brand to enter the Latin American market, as it is a country with Exponential growth:The country is currently the eighth-largest economy in the world and is expected to grow to be the fifth-largest. Brazil’s domestic performance and output are strong.

The Brazilian government follows the example of China and India and the country works to maintain constant international growth.

Emerging market opportunities:Last year Brazil and the U.S. announced and innovation-focus agenda that will expand the commercial relations on 5 crucial themes such as innovation and green technology, business development, trade facilitation, intellectual property cooperation, standards, and metrology.

Brazil is a country with a positive future outlook, due to the astounding economic growth it has one of the most rapidly developing economies in the world and it is responsible for almost half of Latin America GDP. (Mello/2012) JETCO: is the UK- Brazil joint economic and trade committee. The JETCO is an important channel that marked both countries bilateral trade and investment activity and engage important improvements in the business environment. (gov.uk/2016) Main objectives of the agreement are: Strengthening cooperation and promoting key trade sectors,Encouraging innovation,Promoting cooperation in financial services,Doing business and developing business environments,Sharing knowledge and raising the profile,Promotion private sector collaboration.

INTERNAL ANALYSIS

Company Mission,Vision

The information below was developed in COURSEWORK 1 Branding Research project (group) 50% Mission: Vivienne Westwood´s mission is to make

fashion more human She is an activist, she works to raise conscience and displaying her concerns and ideologies through her designs. Environmental issues, human rights, and political controversies are some of the main themes in her fashion.

Vision :

“Buy less, choose well and make it last” To understand the vision of the brand it is necessary to analyze how the designer thinks since her brand is the reflection of herself, Vivienne Westwood wants to show consumers that the important thing is not quantity but the quality and that it is important to change habits of consumption since current habits are causing serious problems in the ecosystem.

INTERNAL ANALYSIS

Company organizational structure CEO :Christiano Minchio DESIGNER Vivienne Westwood Andreas Kronthale 143 EMPLOYEES

SALES DIVISION

Production UK,ITALY, AFRICA

Marketing department

POP-UP STORE MANAGER BRAZIL

DISTRIBUTION MANAGER

MARKETING MANAGER

Manufactures

SALES MANAGER

POP-UP STORE logistics BRAZIL

Quality control

GARMENTS SELECTION FOR DISTRIBUTION

SALES TEAM

DELIVERY COMPANY

MARKETING TEAM

PEST ANALYSIS

from the UK The information below was developed in COURSEWORK 1 Branding Research project (group) 50%

Political

Strong political stability.

-Brexit had enabled insecurities and doubts about the country.

-Countries are interested in negotiating and investing in the UK.

Economical

Since the Brexit election, the UK’s economy has had a continuous economic growth.

-Te low unemployment rate, it is as low as 4% Breaking loose from the European Nation (which becomes valid in April 2019) could affect the economy negatively or positively.

-Martin(2018) Forecast that without a deal the United Kingdom can suffer from a decreasing economy.

Social

-The UK is one of the most densely populated developed countries.

-Liberties and rights afforded to individuals by the authorities and government.

-Public healthcare services.

-Projects to care for children, the unemployed and disabled residents.

-Multicultural,multi.ethnic country -Immigration is contributing to a rising population -The Uk is famous for its education institution, especially its higher education institutions, which attract students from all over the world.

-England is a point of reference when talking about social and artistic movements.

-England is a country with a significant flow of tourists from all over the world as the country has a rich and vast cultural heritage.

Technology

The UK has installed CCTV cameras for surveillance purposes.

-E-commerce has expanded and today companies online sales has increased.

-Free roaming for EU citizens -Communication has expanded through social media, upgraded wifi connection, and smartphones.

-New apps like Uber, car to go and Lyf makes it easier and cheaper for people to travel.

-Fast and well-developed delivery services make it easier for consumers to buy online and send back products

ETHICS AND SUSTAINABILITY

from the UK

The united kingdom is an example in terms of improving policies for the improvement of the environment, this country is part of the Paris, Kyoto and Rio agreements where it has been shown to be an example for others committing to be the first country in the world in forcing large companies to measure their carbon footprint. as well as committed to helping developing countries to adapt to climate change and address the damage.

ETHICS AND SUSTAINABILITY

from the UK

1. Environment (estates and environment) Uk is committed to reduce the direct impact on the environment by controlling the waste, emissions and consumption of natural resources 2. People (human resources, health and wellbeing) The country objective is to create workplaces that support diversity and equal opportunities for all.

3. Procurement (finance and purchasing) The government seek out the most beneficial procurement route for the life of a project.

“90% of the supply chain contract are through government frameworks,where suppliers have been tendered, audited and checked against important criteria like financial stability and environmental compliance”.(GOV. UK/2018) 4. Community (volunteering, skills matching and fundraising) The UK seeks to play a positive role in society.”we’ve built a culture that promotes employee volunteering, skills matching and fundraising. We actively support local businesses and the communities in which we operate”.

(GOV.UK/2018)

laws, public policies, NGO's, government (Kioto, Rio, Paris) and communities Climate Change Act (2008)

The Climate Change Act sets in place a legally binding agreement target to reduce carbon dioxide emissions by at least 80% by the year 2050 (based on 1990 levels as detailed in the Kyoto Protocol), The government must report every five years on progress through ‘carbon budgets’. Much of the ensuing legislation is in place to ensure the UK meets those targets.

CRC Energy Efficiency Scheme The Carbon Reduc- Compulsory carbon trading system designed to 1- incentivize large public sector organizations and 8 private ortion Commitment (CRC)

ganizations that are responsible for 10% of the UK greenhouse gas emissions from reducing its environmental impact.

2- reward companies that adopt energy efficiency measures and punish those that remain passive by forcing them to buy carbon credits.

EIA – Environmental Impact Assessments An Envi- “(EIA) is the process for identifying the environmental impact of proposed developments. The legal requirements derive from ronmental Impact Assessment the Town and Country Planning (Environmental Impact Assessment) Regulations 1999 as amended by the Town and Country Planning (Environmental Impact Assessment) (England and Wales) (Amendment) Regulations 2006 and 2007”.(GOV. UK/2017

Corporate Social Responsibility (CSR)

Corporate Social Responsibility (CSR) is a commercial approach that guarantees that companies are responsible for the impact they generate in the environment in which they operate, the UK government is committed to CSR as an integral part of all the company’s annual accounts and, as of April 2013, has entrusted listed companies to report on their greenhouse gas emissions.

THE INTERNATIONAL ENVIRONMENT

FOREIGN MARKET-BRAZIL

PEST ANALYSIS

from the Brazil

As mentioned before, Brazil is a country in economic expansion and with good future predictions to develop a business and for this reason, the decision to bring the brand Vivienne Westwood could be a beneficial strategy to enter the Latin American market. Consecutively The international environment will be analyzed.

Political environment.

Economic environment.

Social / Cultural

Technology

The current political context of Brazil has marked by-elections, the extreme right in power and the end of the new republic. (1985-2018) Following this, we guess that the sets of America are once again confronted with their authoritarian past. The whole world hopes for a shock of conscience that did not happen.

With the rise of the extreme right. This may destroy all democratic institutions in its path. political crisis (scandals and serial cases, parliamentary coup with the dismissal of President Dilma Rousseff in 2015, imprisonment of former President Ignácio Lula da Silva), legal crisis (politicization of justice, including the Supreme Court), social crisis (growth of inequalities, the return of poverty, the disintegration of political health, culture and education), a crisis in public security (explosion of crime and violence, police, military intervention in the state of Rio de Janeiro, feeling of insecurity generalized).

Despite the difficulties related to the brevity of its mandate, President Michel Temer has managed to form one of the best economic teams that the country has known for a long time. This success can be seen not only in the Ministry of Finance and the Central Bank of Brazil but also in other sectors and institutions of the country. Increasing productivity must remain a national priority.

One of the things that characterize Brazil the most about the economic sphere is an incredible corruption that reigns there. There are countless cases in which the investigation has revealed the involvement and corruption of politicians. The economy of Brazil is actually made up largely of foreigners investments. The main investors in Brazil are the United States, Spain, and Belgium. The most attractive sectors for investment are finance, beverages, oil, gas, and telecommunications. the textile sector is interesting due to the opportunity of the positive future predictions. Brazil is arguably one of the most profitable and promising markets in the world.current world economic context. is one of the four main emerging countries in the world (Brazil, Russia, India, China).

Currently, the country offers a flourishing business panorama. “GDP in Brazil is expected to be 2100.00 USD Billion by the end of this quarter, according to Trading Economics global macro models and analysts expectations. In the long-term, the Brazil GDP is projected to trend around 2350.00 USD Billion in 2020”,(tradingeconomics.com/nodate) Brazil has an importnat cultural heritage, with theaters, cinemas, concert halls, and cultural activities such as the Río de Janeiro carnival.

In the country, there is a promise of social promotion through education and inclusion.

But there is an important difference between social classes.

The upper class seeks to exed, and consequently, this social class is a potential buyer of luxury brands as they seek to differentiate themselves from the rest. on the other hand, there is a high rate of criminal violence, poverty, and infant mortality the dissatisfaction with the commodification of everyday life, with the Precarious working conditions, housing, education, and transportation. To summarize, let’s say that since 2013, the situation is increasingly complex and polarized.

In terms of technology, Brazil has a track record that places it on the podium of the Western world: 8th for its industrial production, 7th for its iron and steel petrochemical, 5th for its arms sales. These results are encouraging, even if they remain far from those of the first. On the other hand, science and technology indicators are not Brazilian researcher and scientific publications, Brazil finds itself all even in the group of Third World countries. However in this country the industrialization was belated, integrated in capitalism, it comes out of twenty years of authoritarian, centralizing bureaucratic, the challenge of technological development is complex and reveals imbalances in heart of the adopted development model.

INTERNATIONALIZATION BARRIER S IN BRAZIL

THE CHALLENGE TO OPEN A COMPANY IN BRAZIL COULD BE: Bureaucracy The reform of the laws and regulations for opening and developing a business in Brazil.

Corruption Corruption is an obstacle in the country due to the federal structure of the political system, which in several cases demands for bribes.

Taxes “Brazil’s tax regime is one of the driving forces behind its complexity. More than 90 taxes, duties, and contributions are charged in Brazil, and all taxes are based on different government spheres of federal taxes, state taxes, and municipal taxes”. (TMF GROUP/2018) Local labor force “The labor force participation rate in Brazil is increasing and was approaching 62% by end of 2017. Unemplyment is nearing 12%, but the cost of labor is falling while wages are rising quarter on quarter.

Export and import barriers Brazil is the 21st largest export economy in the world; in 2016, the country exported $182bn and imported $135bn worth of goods, resulting in a positive trade balance of $46.4bn. Imports, however, are decreasing at an annualized rate of -19.552%. Businesses can often be confronted with complications when exporting and importing goods”. (TMF GROUP/2018)

ETHICS AND SUSTAINABILITY

from Brazil

Brazil has a significant role in talking about the environment since it is the first area of biodiversity in the world.

The Amazon forest is considered the lung of the world, and despite that Deforestation in Brazil has long been the greatest in the world, and it's still This is a very worrying topic for the people of the country, but also for the rest of the world. It leads to an important ecological impact.

The defense of the Amazon is an international cause, but the first actors are still the indigenous peoples of the forest.

ETHICS AND SUSTAINABILITY

from Brazil

Brazil has hosted the 2 most important international conferences of sustainability.

The United Nations Conference on Environment and Development (1992 Earth Summit) and the United Nations Conference on Sustainable Development (Rio+20).

Brazil made a commitment to cut greenhouse gas emissions by 37% by 2025 and by 43% by 2030 as part of the Paris Agreement, however the country position against the Paris agreement is an issue in discussion since the current president is in disagreement with several points, and holds that the agreement can affect the sovereignity of his country. In Brazil there is a variety of laws and NGO´S that protect and work to improve the environment following some examples:

laws, public policies, NGO's.

Federal law no. 6,938/1981

Federal Law no.12,305/2010

The Earth Innovation Institute NGO´S

Preservation, improvement and recovery of the environment quality, with the objective to ensure the socio-economic development, international security and the protection of human rights(ICLG/2018)

The national solid waste policy control the waist that risks the public health or environment quality, the characteristics from this waste are: inflammability, corrosivity,reactivity and toxicity. for the transporation,storage and exportation of this kind of waist is required and authorisation. (ICLG/2018)

Has been a leader in the study and strengthening of Brazil’s transition to a world leadership position, both in food production and in the sustainable development of low emissions.

This NGO´S that protect and restore the atlantic forest.

SOS MATA ATLÅNTICA NGO´S

COMPETITOR ANALYSIS

Porter´s five forces

COMPETITIVE RIVALRY - INDIRECT COMPETITORS - SWITCHING COST - DIVERSITY OF COMPETITORS - INNOVATIVE DESIGNS - NICHE/ QUALITY

SUPPLIER POWER

THREAT OF NEW ENTRY

-# OF IMPORTANT SUPPLIERS -AVAILABILITY FOR SUPPLIE´RS SUBSTITUTES -UNIQUE SERVICE PRODUCT

- TIME AND COST OF ENTRY - BARRIERS - COMPETITORS - CULTURE BARRIERS -LEGAL BARRIERS

BUYER POWER.

THREAT OF SUBSTITUTION

- # OF IMPORTANT BUYERS - BUYERS PROFITABILITY - BRAND IDENTITY - DIFFERENTIATION

LOW POSSIBILITY OF SUBSTITUTION

COMPETITOR ANALYSIS

SWOT

STRENGHTS -UNIQUE INNOVATIVE COLLECTION -BRAND AWARENESS -STRONG COMMUNICATION

WEAKNESSES -CONTINUES UPDATION IS REQUIRED -CULTURAL BARRIERS -IMITATIONS

OPPORTUNITIES

THREATHS

-THE COUNSCIOUS TARGET -INCREASE OF CONSUMPTION

-COMPETITION -GOVERNMENT TAXES

KEY SUCCESS FACTORS

COMPANY & PRODUCT

OUTSTANDING COMMUNICATION STRATEGY INTERNATIONAL BRAND AWARENESS ORIGINAL DESIGNS

GUCCI IS PART OF THE KERING GROUP EXOTIC AND INNOVATIVE DESIGNS, IMPOSE NEW STYLES, AXCLUSIVE AND LUXURIOUS.

COMPETITOR ANALYSIS

SWOT

STRENGHTS

WEAKNESSES

-UNIQUE DESIGN -LVMH GROUP -ABILITY TO CAPTURE “ASPIRATIONA LUXURY” CONSUMERS.

-HIGH IMPORTATION TARIFF -BRAND AWARENESS

OPPORTUNITIES

THREATHS

-INCREASE OF THE UPPER-MIDDLE CLASS AND UPPER CLASS -OPERATIONAL EFFICIENCY -ENVIRONMENTAL APROACH -

-MAINTAIN A QUALIFIED TEAM -ACCOMPLIS THE DESIRED SALES -DIFFERENT COMPETITORS

KEY SUCCESS FACTORS

COMPANY & PRODUCT

LOYAL CONSUMERS, RELATED TO LOUIS VUITTON.

PART OF THE LVMH GROUP , YOUTH DESIGNS, UNIQUE STYLE.

STRENGHTS

WEAKNESSES

-SUSTAINABLE BRAND -WELL ESTABLISHED BRAND -COLLABORATIONS

-NOT 100% ENVIRONMENTAL FRIENDY -BRAND AWARENESS

OPPORTUNITIES OPPORTUNITIES

THREATHS OPPORTUNITIES

-THE COUNSCIOUS TARGET -INCREASE OF CONSUMPTION -TECHNOLOGICAL AVANCES

-PRICE CHANGES -RISING LABOUR AND DISTRIBUTION COST

KEY SUCCESS FACTORS

LEADING BRAND OF THE GROUP OF SUSTAINABLE BRANDS IN THE FASHION INDUSTRY. RECOGNIZED BY POSITIVE ELEMENTS AT THE INTERNATIONAL LEVEL

COMPANY & PRODUCT

OPERATE A MODERN AND RESPONSIBLE BUSINESS CREATING LUXURIOUS PRODUCTS THAT FIT FOR THE WORLD, BEING SUSTAINABLE .

STRENGHTS

WEAKNESSES

-WELL POSITION -UNIQUE DESIGN -NICHE EXCLUSIVE

-NOT AFFORDABLE - JUST A NICHE MARKET WOULD PURCHASE THEIR PRODUCTS

OPPORTUNITIES -SEVERAL EXPANTION OPPORTUNITIES -SOCIAL MEDIA

KEY SUCCESS FACTORS

COMPANY & PRODUCT

THREATHS -CULTURE BARRIERS -SHOP LOCATION -VISIBILITY

IMPORTANT HERITAGE,AND HISTORY.

THEATRICAL AND POWERFUL DESIGNS

MARKET ANALYSIS

Purchasing behaviour (Why do the consumers purchase the products/brand?)

Which cultural aspects make the new market a good choice to internationalize your company?

CROSS CULTURAL PURCHASING PATTERN ANALYSISI.

BRAZIL CONSUMER BEHAVIOR DEMOGRAPHICS.

BRAZIL CONSUMER SPENDING

The consumer market in Brazil dispose of high income, spent in objects beyond the basic needs spend more on fashion than other Latin American countries, due to the need to fit in the society, influenced by the emotion of the new products launches. according to the World Luxury Index Brazilians are sophisticated, educated and tend to follow trends, with the desire of purchasing the best. “Style is to Brazil what precision is to Switzerland�

(Sadigh/no date).

The target of Vivienne Westwood in Brazil would be a woman interested in international products with heritage and history, with a unique style, and the European vibe and above all will be interest in creating a statement through fashion and want to buy a sustainable product.

This target is conscious and cares about the environment and society. we could say that Camila Coutinho Brasilian influencer could be the perfect target for Vivienne Westwood.

MARKET ENTR Y STRATEGY

Description, analysis and evaluation.

The strategy proposed to enter the Brazilian market

Direct Export: This usually occurs when the producing firm takes care of exporting their products and in addition, this method permits the brand to have direct contact with the clients in the foreign market. The brand is involved dealing with the documentation, physical delivery and pricing policies this strategy was selected due to the brand need to maintain the control to enter in the market since it belongs to the luxury sector and It is also important to keep the international image built by the brand. it is essential to give the best possible impression since in the future the brand goal is to enter in the Latin American market.

The strategy will be explained in detail below: 1: Bring the brand to Sao Paulo Why? Because it is the financial capital of Brazil, it is also one of the great centers of culture, entertainment, fashion, and business worldwide. According to the Spanish Journalist, Virtudes Sรกnchez "77.9% of business open in the financial capital of Brazil survives during the first years ". (Sรกnchez/2014) 2: Where in Sao Paulo?

The JK Iguatemi shopping center.Center of elegance of the Brazilian metropolis,commercial center of international luxury brands, visited by local metropolitan and also by a high number of tourists from around the world. It is the perfect place to give visibility to the brand and also position it in the desired place.

3.How? A pop up store.

Why ?

Because through this strategy the brand will be able to offer a unique experience for the consumer, create expectation, enter the market in an innovative way, create sales, create the feeling of emotion since its limited duration is an attraction to visit the store itself . and above all, it will be a mechanism to analyze the success of the brand in this new market without risking too much. To enter a new, profitable and short-term territory without having to implement an aggressive sales policy.

Evaluation And the success of this strategy will be reflected in The popularity and acceptance of the brand in this new market,additionally will be reflected in the expansion of the database, sales and new potential buyer. If the results are positive, the brand will open its doors indefinitely in the Brazilian market.

MARKETING STRATEGY

Pricing Strategy & Positioning

To accompany the strategy of launching the brand in the Brazilian market, a communication campaign will be carried out where it will focus on social networks since its target spends most of the time using facebook, instagram, and twitter.

Pricing Strategy Vivienne Westwood is a luxury brand and due to this the brand It should not decrease the price of their products consequently the strategy will be to increase the prices 14 %, to cover the high exportation taxes, furthermore launching the brand in a pop-up store and giving the customers a limited collection helps the pricing strategy.

The objective is not to generate losses and measure consumer behavior for the future brand expansion.

Positioning The brand wants to position itself in the luxury sector.

Since it is an exclusive brand. The brand is considered to fall within the premium product segment where it belongs to a more luxurious market. In comparison to their competitors, their brand Identity is politically focused, which is shown in their campaign as well. as well as being sustainable, and supporting social causes.

Vivienne Westwood belongs to a niche market, however, is a brand that is well known for its vision, values, unique products with an alternative English style, its history, and heritage. and this could help the brand to position itself in Brazil in the desired place.

Taking into account the following competitors: a positioning map will be created. To show where the brands want to position in the Brazilian market Brand awareness, 10

Sustainability

10

1

1

SALES AND DISTRIBUTTION

distribution channels & the distribution chain On the other hand the distribution of the products will be made directly from the United Kingdom since there is the headquarter of the brand after having made the selection of products and quality control, the brand will be responsible for the distribution of their products due to the objective to accomplish the whole distribution process in a satisfactory way, the company will transport the products from the UK to Brazil by plane using a company of transport and logistics specialized in garments transportation once the stock of products arrived in Brazil, the brand will be in charge of exhibiting them in the store, in the best possible way.

Design in UK2month

Production / manufacture 3month

Quality control 1 week.

PRODUCT SELECTION 1 week Distribution 3 weeks

CONSUMER

Organize stock in the pop up store

OPERATION OVER VIEW

Implementation steps & time table

For the development of the international expansion plan, it is necessary to develop a series of activities that will allow to know if the idea of expanding the brand to a market like Brazil is favorable for the business.

The first thing to do is to understand the context and the current situation of the country, since it is important to know if the situation is adequate, if the time is indicated, and if the public could find the products attractive, especially to understand if the brand could reach the desired target to ensure sales. the market study will be conducted to understand the country in a deeper way.

On the other hand, after analyzing the previous situation it is important to analyze which is the best strategy to enter that new market that means if the brand wants to have general control, or would prefer to look for another mechanism. In this case, after having studied the different options, it was concluded that the best way is to have direct control using a pop-up store. This will be accompanied by a marketing and communication strategy to support the entry of the brand to this new market, generating emotional expectation and brand awareness.

It must take into consideration the entire logistic process of the strategy application that is, the production and selection of products, the distribution, The organization of the store and the legal aspects, as well as the new work team organization in the new country.

Finally, It is necessary to establish KPIs that will help as a performance meter to think about a possible future expansion in the said market.

Ethics and sustainability strategy.

The first thing that the brand will take into account will be the production. The brand will control the textile waste, water pollution and the use of toxic chemical substances.

Additionally, The brand will respect the employees and pay them a sufficient salary. On the other hand, the Vivienne Westwood brand will not only seek to be sustainable but also works every day to raise awareness among its consumers about mass consumption and the importance of protecting the environment. This is the perfect time for the brand to show support and fight for the protection of the Amazon rainforest.

CONCLUSION & RECOMMENDATION In conclusion, Brazil is a country with enormous potential.

Despite the struggled to develop, and The current political and social difficulties. The country has proved that it was able to exploit the potential for positive results. The goal is, therefore, to take advantage of the future economic predictions Moreover, the implementation of the brand in the Brazilian territory would be a great opportunity to consider future expansion in the rest of Latin America which also has very promising countries in the near future.

Brazil is also an excellent choice due to successful collaborations that Vivienne Westwood has been doing in the past with Brazilian brands such as Melissa Brazil and Mac Brazil. the brand has indirectly been working to obtain recognition in the country.

From an ecological point of view, Vivienne Westwood's state of mind will be positive and welcome in the country providing support in ecological and social movements taking into account the current situation.

It would be recommended that Vivienne Westwood upon entering the market create a strong communication campaign that accompanies the launch of the brand in this city, on the other hand, it is imperative that the brand is advised by a legal group that knows the Brazilian market very well.

The brand must worry about hiring a qualified staff that knows how to sell in an exclusive way since the brand wants to position itself in luxury and the best possible service must be given, with the objective that the consumer has an unforgettable experience.

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