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LCF students strategize Mulberry entry plans for India
Oct '13
Three MSc International Fashion Management students traveled to India in order to consult for Mulberry and develop relationships with the Pearl Academy in New Delhi and Indian based fashion businesses. The trip was part of the UK India Education and Research Initiative (UKIERI).

Astrid Philipson, Clara Bergdahl and Emma Ullstrom were tasked to evaluate and define the most appropriate market entry strategy for Mulberry in India. Researching the Indian fashion market and seeking the best partners for Mulberry to achieve their goals were of the upmost importance.

Accompanied by Senior Lecturer in Fashion Branding and Retail Strategy, Karinna Nobbs, the students were able to make connections using Karinna’s guidance and insight.

The three LCF students were paired with students from the fashion and design college, Pearl Academy, in order to help them prepare for their trip. They also attended talks from fashion focused visiting lecturers.

Once in India, Astrid, Clara and Emma presented their market entry strategy to industry professionals. Emma spoke of the opportunity: “When we received the feedback from our presentation, we really came to terms with how big of an opportunity this was, and how accurate and important our research turned out to be. Coming in as a student and being listened to by international professionals was something we will never forget.”

The students also presented their work to the students at Pearl Academy and worked with them to learn as much as possible about the Indian market and culture.

Clara spoke of their time at the Pearl Academy: “The collaboration with Pearl Academy and the new friends we’ve made there has been fantastic. Not to mention what a privilege it was to meet with our buddies we worked closely with during the project. They were able to tell us so much.”

The students visited factories, learning about the role of the buyer and reflected upon factory conditions and dynamics. The group also found bargains at markets, and were able to enjoy New Delhi’s food culture.

Astrid summed up what they had learnt from the experience: “This opportunity has given us an understanding of the scale of international fashion business. Countries vary to such an extent that entering a new market is like starting up a whole new business.”

London College of Fashion

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