Market channels for SWIMS products in Singapore and Hong Kong

• Main Authors: Mathisen, Inger Lise, Holberg, Diana S, Grendahl, Cecilie M
• Format: Dissertation
• Language: English

SWIMS is a Norwegian designer brand which produces a rejuvenated galosh, that is targeted to the high end costumer, and appeals to the fashion conscious. They have in a fast pace expanded during the last years, to the USA, Canada, Europe, Russia, Japan and Korea. Our project has been applied as a research regarding the Singaporean and Hong Kong market. Our problem definition clarifies the core essence of our work. “What channels, both distribution and retailers, are most suitable and can be used by SWIMS to sell their products in the Singaporean and Hong Kong markets.” Through exploratory research we conduct a qualitative study of semi-structured interviews, by dividing it into three levels. First we reviewed the competition in the market and then we did research of the end consumers. Through many levels of sampling of the various questionnaires we found new information that guided us towards the key persons. We focused on the issue of locating the utmost perfect locations, which suits the brand image and targeted market for the SWIMS galoshes. The next level was to explore the retailers in the market that we narrowed down to a couple of locations, which we feel could be suited for the SWIMS “idea”. The connection further on to the distributors gave us many difficult challenges. As the cultural differences are definitely shown, we came to the point where we would choose to give the new acquaintances to the company, with our following recommendations. The Singapore market is not ready for the product as it is today. The Hong Kong market has the environment that SWIMS will need to succeed, if they wish to proceed with exporting to Hong Kong. Through direct export to Éxtravaganza and Lane Crawford, the SWIMS will sustain their brand equity and expand the brand to a new vibrant market.