Designing A Successful Brand Collaboration

H&M has always enjoyed a leading position in the global ‘fast fashion’ and apparel market. With threat on its radar it now must evaluate the sustainability of competitive advantage with regards its strategic capabilities. As part of this assignment we shall take a look at four primary areas of importance.

Fellenz and Brady give emphasis to such co-creation, that customers are operant resources to be worked with in an effort to maximise customer value, not simply there to be segmented, targeted etc. Co-creation allows consumers to add their own preferred resources to the provision of the service in question so as to tailor the value they wish to derive from their experience to their own desires (Lush et al, 2008). For Louis Vuitton, such a concept is present in the customisable nature of its handbags. The additional customised stripes and initials of the company’s ‘Mon Monogram’ (Figure C.) co-creative scheme come at a premium, but the 200 million potential methods of customisation are merely LV’s way of re-enforcing the overall value of its products to its customers. As the perception of value can be quantified solely in the mind of the customer, firms can therefore only propose value, as LV does with the quality of its products and the status of its brand, to be accepted by the customer or rejected. By the terms of S-D logic, in attempting to understand consumers, firms should ultimately focus on making their value propositions seem more attractive to the market than

Strategic alliance is an agreement between two or more organizations to cooperate in a detailed business activity, so that each get benefited from the strengths of one an other, and gains competitive advantage. The formation of strategic alliances has been seen as a comeback to globalization and increasing doubt and difficulty in the business environment. Strategic alliances occupy the sharing of knowledge and expertise between partners as well as the reduction of risk and costs in areas such as relationships with suppliers and the development of new products and technologies. strategic alliance is sometimes equated with a joint venture, but an alliance may involve competitors, and generally has a shorter life span. Strategic partnership is a closely related concept. This article analyzes definition of strategic alliance, its benefits, types, process of formation, and provides a few cases studies of strategic alliances. This paper tries to synthesize the scope and role of marketing functions in the determination of effectiveness of strategic alliances. Several propositions from a marketing perspective about the analysis of alliance process are formulated. On the basis of the propositions, a framework is developed for future research

A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they

According to Lederer and Hill’s Brand Portfolio Molecule an organization’s product offerings are synergistically related. The Brand Portfolio Molecule identifies a large central or lead brand. This brand represents the most influential brand with the organization’s portfolio. Lederer and Hill also identify the strategic and support brands which influence customer purchases. The network of relationships that exist amongst the brands whether positive or negative provide a map for the marketer to manage the current product offerings the portfolio represents (p. 77).

The second alignment is with the intergenerational/interdisciplinary team members in the corporate. The core is to understand their ‘dress code’ (understand their weakness, strength and legitimate contributions of each) (311). Maston also explains the alignments with the designers and the marketplace, in which the core attribute as the ‘thread’ need to interweave with influencial macro-trend (313). Lastly, the alignment with foreign market is extremely significant to international brand. The Localization is weaving the brand attribute threads into the local fabric

The cough serum is known for its ability to provide fast-acting relief with minimal side affects, such as drowsiness. While consumers seemed satisfied with the product overall, a major strength of the company was the knowledge that even though as leader in terms of market share, without continuous modification of the product this success would not continue. And so, through careful implementation on a marketing mix focused on product improvement, gradual rises in price, direction profits towards increased promotion, and changes in distribution channels as the market dictated, Allstar’s brand Allround remained a top competitor.

The community of learners approach is strongly based on the socio-cultural theories of learning (as discussed above) where the educators extend on the children’s learning in partnership with families. In the beginning, educators need to take the initiative in communicating rather than wait for the families to initiate the interaction. This could be through removing the barriers that can delay the ongoing exchange of information. One of these barriers is the educators’ attitudes towards families which are pivotal factor in building a successful relationship (Arthur, et al., 2015). Woodhead (2006) emphasises the essential role that respect play in maintaining active communication

The fashion industry is one of the most competitive industries in the world: sought after products and coveted brand-name garments can be “in” one season and just as quickly “out” the next. It is one of the most difficult industries for a new brand to successfully penetrate, as the top tier of respected and recognized designers have built their brand equity through many seasons of impeccable looks and styles that consumers have come to demand. Tory Burch LLC, however, made the feat seem easy in 2004 when the start-up brand stormed the women’s ready-to-wear apparel scene and introduced their luxurious, yet affordable, line of clothing. Selling out its first shipment in a matter of weeks, Tory Burch LLC set the tone for

In determining whether or not a brand extension will be successful, corporations and marketing strategists must attempt to build strong correlations between the existing brand and/or product line. A strong pairing or high-fit brand extension immediately associates a new line or extension with currently held views of consumers. The more dissimilar a new product

The features that this product had are a wide range of bright and dull colours (red, orange, blue, yellow, white, black, grey, purple, green).The benefits this product has are they have strong, long lasting material and the retail price of these shoes is moderately cheap. There is also a wide range of designs you could choose from such as King Dimes, King Player and King MVPs. These shoes could be used for running, walking, cycling also it can be used for lots of sports including Tennis, Basketball (from the basketball collection) The main materials on this product include leather, water proof laces and outside shoe material, metal lace tips so that the laces don’t split this is good for extra durability. Also this product has a wide range of shoe sizes ranging from 3-12 so that all ages groups can buy this shoe and all genders can as well. These shoes have a special material which allows you to clean them much easier than the other shoes on the market. Use can get rid of grass, mud and marks use just a wet towel. This shoe also has 3 different types of quality shoe so it suits everyone’s budgets the lowest quality lasts about 5-8 months and use can them repaired for a cheap price these are usually costing £10-20. The second quality shoe is better than the first because the shoe has better material and water proofing these shoe last about 1-2 years and they cost about £50-80. Lastly the best quality is the leather integrated

Competing and collaborating with strong rivals: The booming market economy offers more space for marketers to apply their capacities. Besides my own abilities, the best way to build a well-known brand is to learn more experience from predecessors. For example, I could learn their charming characteristics and excellent qualities. There are also precious treasures, which I need to seek from their personal skills, such as how to interact with other people and how to deal with their interpersonal relationships. It can also benefit me to have a broader field of

Chloe is a maison (subsidiary) of Richemont SA. Apart from Chloe, there are other world’s leading luxury goods companies managed by Richemont like Cartier, Lancel, Alfred Dunhill, Montblanc to name a few. Perhaps, that could be one of the most valuable resources Chloe enjoyed over competitors. According to Geoffroy de La Bourdonnaye, the Chief Executive and creative director, the company generates a return on investment by focusing on a core line of business and competencies. Chloe engaged in a wide variety of product categories and continue to epitomize the free spirit and values of femininity, modernity, effortlessness and grace. Due to the labor intensity in the fashion industry, Chloe has made human its most important resources, i.e. the skills and capabilities of the design and production teams, the logistic team, marketing team, store personnel and other experts. Being part of Richemont’s Maison, added value to Chloe brand. Andrew & Frédéric (2015) report shows that Chloe capabilities gave it the privilege to establish strategic alliances with other maisons which resulted in being able to produce successful, creative fashion collections. Justifying that, the analysis of the driver of the performance postulates that fashion collection made by a group affiliated brands with foreign experience will be three times more creative than the collection made by the

According to Keller (2012) state that brand identity and image as two key vital tools to manage brands effectively, Furthermore, as shown Figure 2, Brand identity at the sender side, to deliver such as brand meaning, aim. Also, it exist the other source: firstly, company might consider the mimicry situation and marketing area; second, Stella create hers company exactly based on hers lifelong vegetarian faith. Message side shows the nature factors of brand, the product Stella mainly provide, target markets, stores located and the communication with customers Like Stella target their customer as 20-50 years old people with higher income; Good fashion awareness; prefer design and high quality clothing; Eco-friendly, conscious women (Drexler, 2014). In this process, it exist competition such as Alexander McQueen, Vivienne Westwood which has similar sustaining operation background (Cronin, 2014). At final stage, brand image as Receiver side, customer receive Stella particular image. For instance, Point-of-Difference (POD’S) attribute stand out Eco-fashion, vegetarian image, environmentally and sustainability conscious (Stella McCartney, 2015).

4) This is a very interesting case study. I definitely learnt a lot from it. For fashion business, I have different opinions about fashion designers’ companies and fashion retail companies. For fashion designer’s company (like Chanel), they do not need have much marketing research. Like Delacroix, Chanel are entertainment company and are not perceived as a company driven by customer suggestions (like Apple). Customers are willing to buy new collection in each season for the most fashionable trend. They are buying new design, new inspiration and new innovation. Excess marketing research is not