In order to evaluate suitable market expansion strategies for a fashion startup company, it is the author's priority to identify the market attractiveness of selected European countries regarding the sale of mid-range apparel products targeting women aged 18 to 35. On the basis of the market analysis results, suitable distribution and promotion strategies are elaborated in connection with the efficient and effective use of the company's resources.

The leading research strategy of this project is the analysis of secondary data used for the investigation/evaluation of market attractiveness and the creation of suitable distribution/promotion strategies. The overall evaluation of appropriate strategies is based on the results of the desk research and further guided by the structure of the strategic marketing analysis and planning process.

The analysis of market attractiveness has confirmed that the selected countries, as well as their inhabitants, have been significantly affected due to increasing fiscal and monetary pressures. The consumer spending on apparel products has decreased due to the fall in disposable income, especially influencing low and mid-range apparel providers. Resulting from the decline in disposable income, apparel consumers have become more price aware and focus on the overall quality of apparel products in relation to its price. Due to the fact that the price of apparel products has considerably gained in importance, the use of online sales channels has increased significantly. Since this change in consumer behavior has considerably influenced the overall structure of the apparel industry in the target countries, the distribution and promotion strategies mainly focus on online channels to increase the potential of a successful business expansion. Conclusively, the distribution and promotion strategies selected for this project are in line with industry standards and help the client to use company resources efficiently and effectively for the promotion of the products.