This case-study concerns the international marketing policy of the Esprit group, one of the major actors in the European apparel industry. The brand, which has received several distinctions, sells its products in more than forty countries. In a highly competitive context (H&M, Mango, Zara, etc.), the company has to prepare a marketing policy for the European market in order to increase its sales over the coming years. The case-study provides detailed information about the Esprit group, its marketing policy and the apparel market. The student is asked to elaborate a marketing strategy and a marketing-mix for the European market.