They emphasise that they are a lifestyle brand as opposed to the fashion brand. That strategy enables the company to build steady sales all year around, with revenues growing on average of 50 percent a year. They also adopt a policy of hiring sports enthusiasts as their staff, to make sure the consistent message of a healthy dream is passed on the customer correctly. (http://findarticles.com)
The mixture of high street wear and activity-based wear has proved to be a profitable and desirable combination. Today there are 136 stores in the UK. At the moment only a few international expansions had taken place, primarily in Dubai, Ireland, Kuwait and France. Openings are planned in Abu-Dhabi, Malaysia, Oman, Qatar and Singapore.
Having started generally with technical equipment, now Fat Face is also a clothes brand. Its slogan is Life is out there clearly shows the brand and the lifestyle of a target market. In 2005 Fat Face was acquired by Advent (a company that owns New Look), however Jules and Tim still have a fare share in the company. Then in 2007 Advent was bought by Bridgepoint Capital which promised not to change the brand of Fat Face, only expand.
Fat Face tends to avoid distributing through third-party wholesalers a retail channels in order to maintain control over their strong brand image. Now with over 500 employees Fat Face is considered an SME, however its successful and rapid expansion may suggest the soon coming change of abbreviation.
3. Country Overview
Croatia is located in South-eastern Europe between Bosnia & Herzegovina and Slovenia. It enjoys quite a long and beautiful coastline of almost six thousand km. Climate is suitable for both winter and summer sports with its Mediterranean hot summers and cold winters. Population is only four and a half million people; with GDP per capita as low as $13,400. As in most countries, services comprise 60.8% of national GDP composition. Capital Zagreb; Parliamentary demo View More »