Although we speak the same language and share much of a common culture, it has to be known that doing business with the U.S.A is still doing businesses with a foreign country.
             When New Look expands to the U.S.A they will have to make many changes to certain aspects of the business in order to trade there. When looking at these changes we can use the 4P's:
             As New Look is a retail shop it sells many different types of products. When looking at these changes I am going to focus on one type of clothing that they sell; a woman's fashion coat. This is because expanding in winter will be effective because many people buy a coat during winter as it is, something of, a necessity.
             New Look should send one or two "tester" products over to America to establish a brand name there before they consider creating a store there. This is because if the "tester" products are not liked then it would be a waste of money to build a New Look store. They will chose two coats that are fashionable in the UK in the hope that they will have the same affect in the U.S.A, one of them is a denim jacket and the other is a cream winter coat.
             New Look will firstly need to identify the suitability of the product in the US market.. With the winter coat that New Look will send they can add fur to the collar which will prove effective in the US market because fur is considered a luxury there, even if it is not real. The anti-fur sentiment that prevails in the UK does not exist in the US.
             Important factors when considering to expand to the USA are:
              It is a consumer driven society. It is vital to learn what the consumer wants.
              Develop products for that consumer.
              Be prepared to be adaptable.
              One of the most common problems UK manufactures have in the US is with sizing. It is a good idea to compare the size and shape differences between their product and a similar American product.
             ...