Kari Traa consultancy report

Abstract

Kari Traa AS is a Norwegian sportswear company that only targets women with their unique and colourful products. It started with Kari Traa and Olympic winner within freestyle skiing. She was inspired to create more than just basic colour activewear and in 2002 Kari Traa AS was established. Their products spread from the snowsport community in Norway to the sportswear market of soon 11 countries. Kari Traa is a household name in Scandinavia and with their strong attitude towards international expansion we will consider the UK as a potential new market in this report. Our research consists of primary and secondary data that has been gathered through interview and observation, and second hand information. These methods were used to answer our research aim and objectives. This consultancy report consists of market information about womenswear and activewear in the UK, as well as the snowsport market. Furthermore, competitors in the UK that target the same consumers as Kari Traa AS have been analysed to make our client aware of the competitive environment. Finally, we have gathered information about potential distributors that could import Kari Traa’s products and made a recommendation. Our research concluded that even though it is a competitive market, there is a strong potential for Kari Traa AS in the UK. Out of the analysed competitors in this report, The North Face and Sweaty Betty would be the strongest. Out of the analysed potential distributors, the Snow+Rock retailer would be the best suited for Kari Traa AS.