Franchises from £100,000 to £200,000
Esprit
127
Investment level:
£100,000
(dependent on store size)
Website:
www.esprit.com and www.esprit.co.uk
Email:
jon.fry@esprit.com
Phone:
020 74061 419 or 07786 175 125
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classification:
Fashion retail
Brand power
Run a retail business with the high profi le Esprit brand
S
INCE 1976 Esprit has been franchising. Along with the assessment, “All
●
Opening merchandising
at home in Europe. Over the the location of the property, the market
franchisees
●
Visual merchandiser support
years the international label has potential, the surrounding area and the
●
Visual merchandise guidelines sent
become a recognised symbol for image store layout are also evaluated. The
have access to
monthly
and design, and its brand exists in 80 general principle is the size of the location a professional
●
Advertising service
countries worldwide. determines the size of the module.
management
●
New internal and window packages four
Today Esprit is considered to be an The potential of the planned store times per year
original in the young-fashion market. is calculated on the basis of key criteria
service.”
●
Countercards on a monthly basis
The overall presence, innovative such as location, premises, position, rent
●
E-club customer loyaly scheme. ■
communication strategies and the and forecasted sales potential per square
consistent global image makes Esprit one metre. Advice on the product range
of the strongest global brands in this is of signifi cant importance within the
market segment. location analysis. Esprit has put the various
An important factor for Esprit is its product lines into a series of modules, with
positioning in the high-turnover, mid-price reasonable minimum sizes, for different
segment, so that a broad target group areas and volumes of merchandise. These
can be reached. Esprit offers a fi rst- modules are adjusted according to the size
class brand that is affordable for many of the store.
people. Moreover, Esprit represents an All franchisees have access to a
attitude that is refl ected in all collections, professional management service from
advertising, packaging and store design. the beginning of the planning discussions.
This is the basis of the success of the With this instrument, as early as the
Esprit marketing concept. planning phase, calculations are made of
In order to present the overall the profi tability of future stores based
brand philosophy to the consumer on existing experience. Later, both the
effectively, Esprit offers its franchisees budget planning and plan versus actual
tried-and-tested marketing concepts. comparisons are prepared.
From a storefront to a display unit, these
systems use architecture, display, visual As part of Esprit’s franchise store
merchandising and products to create a package, partners will benefi t from:
perfect projection of the brand image.
This means that Esprit franchisees
●
Detailed design plans
are given great opportunities to use the
●
Lighting and fl ooring
power of the strong brand to increase
●
Furniture system
sales and to boost the image of the ● Display opening package
product range. ● Location analysis
When assessing the suitability of a ● Financial and business analysis
location, Esprit checks with its partners the ● Order planning and recommendation
key criteria necessary for successful Esprit ● Delivery priority
www.businessfranchise.co m April 2010
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