Taking the English “Apple” to Spain: : The Adams Experience

Abstract

From a 2.1 per cent share of the 0‐8 years childrenswear market in 1987, Adams (a subsidiary of Sears) is now the UK market leader. With the limited potential for further growth in the UK, Adams was looking to Spain as a new market. Determined to minimize risks and maximize the opportunity of what it saw as a window of potential in the Spanish market, Adams decided to short‐circuit the traditional approach of a long‐winded market test by conducting a programme of market research. The aims of this research were to provide Adams with an understanding of the childrenswear market in Spain and to gain an assessment of the strengths and weaknesses of its UK proposition from the perspective of the Spanish consumer. Discusses the background to the Adams launch into Spain, and covers in some detail the approach to the research and methodology.

Citation

Johnson, M. and Allen, B. (1994), "Taking the English “Apple” to Spain: : The Adams Experience", International Journal of Retail & Distribution Management, Vol. 22 No. 7, pp. 3-9. https://doi.org/10.1108/09590559410069873