Portfolio 6 month marketing plan Pull and bear | Page 17

3. MARKETING PLAN
3.1. Marketing strategy
Pull & Bear insist on their style being predominantly focused on
American influences as their theme for their product range. Pull &
Bear’s philosophy is that the main ethos of style mostly influences the
individuals dress sense. Catering to stores across Europe, Asia and the
America’s Pull&Bear consists of ‘westernised’ fashion which customers
have adapted to globally.
The brands largest target market is within Europe which is worlds away
from American culture in terms of experience. There is an interest with
American culture, young Europeans find it fascinating and
glamourous because of the way it is portrayed in the media. This
fascination with American pop culture is a factor as to why American
themed brands in Europe like Pull & Bear are successful with
‘outsiders’ wanting to be associated with the ‘American dream’.
The popularity of sports is a big part in American culture and history,
the United States is known for baseball, basketball and American
football. It is also, home to some of the biggest and legendary
athletes in the world from boxers, tennis players, professional skaters
and much more.