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Connecting Ireland to Russia




Industry/Market of origin:  Fashion/ Ireland

Product/Service:  The client is a niche designer and manufacturer of Irish Linen clothing. They have an established distribution across the UK, with some additional sales to other English speaking markets such as USA, South Africa and Australia.

Market Situation:  Russia is a rapidly developing  market with an appetite for quality fashion clothing and accessories, both well known brands and those less well known such as our client. The client, in wishing to enter the Russian market, engaged Copernicus to carry out a pre-market assessment study on which to base their market entry strategy. Copernicus conducted a market analysis, an opportunity assessment, and evaluated the company’s potential best routes to market.

Objective:  Introduce the client into the market in a low volume, zero credit, high end position . In doing so define where the Russian perception of Irish products would position the company, identify what, if any, modifications needed to be made for the Russian market and establish a sales pipeline that would demonstrate an 18 month return on investment in line with agreed targets.

Strategy:  Access the independent retail trade associations and through them generate awareness and from there offer potential sole regional rights to the product portfolio to increase the exclusivity aspect of the range.

Implementation: Copernicus worked with the company to create an Irish-Russian style of presentation that was warmly received by retailers due to the quality of the goods and the supporting point of sale material.

Results:  Within three months the client had their first customer in Moscow. By the end of 2008 the “Russian” range is handled through 14 individual retail outlets, sales are expected to exceed €100,000 and EU funding has been obtained to exhibit at Moscow fashion week.





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