terms of perceived prestige, new luxury brands are substantially closer to traditional prestige brands than middle-range brands. In terms of price, however, they are substantially closer to middle-range brands than traditional luxury brands. In the marketing battle for share of the middle-class wallet, the front runner is a new category of products and services - 'Masstige'. Call it a premium-mass or more literally, a combination of mass market and prestige brands, but it is fast finding favour with
|2009 |2010 | | |(Sales in units) |(Sales in units) |(Sales in units) | |Jansport |2,380 |2,618 |2,880 | |Northface |893 |982
company’s $20.9 billion in revenue (Bowerman, 2011). In this fast paced industry run strictly by demand, Nike tops the apparel world beating out a fashion icon in Ralph Lauren and two large conglomerates by the name of VF, which owns brands like Jansport, The North Face, Wrangler and Timberland; and PVH, which owns Calvin Klein and Tommy Hilfiger (Fortune, 2012). Nike must solve for a nearly never-ending array of variables. This paper will cover some of Nike’s business–affecting forces in terms
sunny morning, the sparkling lake was a picture of tranquility, a striking contrast to the turbulence of the global apparel industry. In the shorter term, the economic crisis of 2008-09 was taking its toll on the entire business from the largest marketing companies to the smallest sub-contractors. But beyond the crisis, Fraser also foresaw long-term structural changes in the apparel business that could call for profound changes in the way VF, the world’s largest publicly owned apparel company, managed
market entry plans, other outsource to specialized companies. The knowledge of the local or target market by those specialized companies can mitigate trade risk. Decisions in the marketing area focus on the value chain. The strategy or entry alternatives must ensure that the necessary value chain activities are performed and integrated. Objective of market entry strategy: • minimizing uncertainties faced by new entrants, • decrease financial uncertainties • enable business plan collaboration