"Cyberg wear" is a company that manufactures and sells clothes and fashion accessories. Its target segment is represented by the young European women living in the urban environment, who wish to exhibit a more daring style and have the courage to wear alternative-like clothing. The style that the company promotes is highly based on innovative design. The key words that would describe the "Cyberg wear" style are "dynamic", "extravagant" and "contemporary". The company is present in Great Britain and in the following countries: Greece, Romania, Hungary, Albania, Slovenia, Croatia, Austria, Italy, France, Belgium, Luxembourg and Spain. Due to the cultural differences that are to be met on the market that "Cyberg wear" has chosen, the marketing strategies and tactics (including the marketing mix) have to be adapted accordingly.
             The product that "Cyberg wear" sells is represented by clothes and fashion accessories. They are not "classical" wear pieces, but in accordance with the trends. Since trends change and so do the collections depending on season (spring-summer, autumn-winter), twice a year, the company must adapt its strategies to these changes. A new collection requires a new promotion campaign, both of them adapted to the trends. At the same time, the company must make sure that all these campaigns, in all the countries where the company is present, are coherent, in order to preserve a strong brand identity. As far as the product life cycle is concerned, it can be stated that it has reached maturity. There are numerous competitors in the field, yet "Cyberg wear" strongly differentiates from them through the special pieces it sells and the extravagance it promotes as a style for the young women. From this point of view, "Cyberg wear" enters a niche market and its products are sold for affordable prices, yet keeping the sales up. Fur...