Executive Summary
The project entailed to take on the role of a fashion buyer, to strategically assess the brand “Browns Fashion” a family owned business started by Joan Burstein with her husband Sydney in 1970 based at South Molten Street 27, London. The role involved gaining in-depth knowledge about the brand & studying the market where the brand operates, to identify customer profile; comprehend closest competition; to analyze key fashion trends and as a result ‘Browns Fusion’ capsule range was developed under the parent brand. Therefore, in order to accomplish, a well-defined research methodology was deployed, consisting primary and secondary research methods. (Such as interview, surveys, observations and online resources)
The
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The Browns fashion has been successfully catering to international clients, with £4.5 million hits per year and 1,185 transactions per month.
The Browns Fashion’s customer profile is quite selective and chic by nature. The customer lifestyle board in the below illustration tells a lot about the customer’s preferences. For instance they prefer travelling to places and enjoy glamorous lifestyle. They love shopping especially at iconic places like Oxford Street, etc. They have a keen interest in fashion, media and arts and overall they share a creative culture.
Illustration 1: Customer Lifestyle Board
1.2 SWOT Analysis
The table below shows internal auditing of Browns Fashion and the explanation below analyze how the factors highlighting in the SWOT could benefit the fashion buyer or marketing manager to achieve the strategic fit.
Table 1: Browns SWOT Analysis
1.2.1 Explanation
Observing the intrinsic factors it was analyzed that exclusiveness of product line; having industry finest designers on board and strong industry PR resulted as crux of Browns Fashion. Secondly, being a family owned business allows securing company information and 40 years of business history in London enables to build a strong heritage. Thirdly, the Omni channel operations triggers Push/Pull factors in terms of product offering and entertaining international customers. Unfortunately, less customer traffic, congested store layout, no owned women wear
As two separate companies, they have established a different approach towards the market, however with the right research and evaluation, Rousteing and The Bay have beautifully managed to make both sides collide with success. They have managed to design ready-to-wear for different target groups, for example, women’s outerwear shoes, men’s business attire, jewellery, as well as the latest Balmain Army collection inspired by Rousteing himself. They have made the price range of the products in the listed categories reasonable and affordable for premium quality clothing, accessories and footwear for both genders that are quality and price conscious. Also, in Toronto and Vancouver, The Bay has launched a showroom called “The Room” that features some of Balmain’s hottest but not-so-retail-friendly designer clothing from Rousteing’s runway collection. With the stratospheric prices, these items are obviously in display for the more sophisticated young female adults that completely disregard the price tag when they see something they genuinely adore. However, this was also an intelligent way for Rousteing and The Bay to promote their collection by giving the people of middle-class families to feel and take a closer glimpse of some high-quality handiwork. This makes the women of the demographic target market want to know what else Balmain has in store at The Bay, that is of similar quality, but with a more affordable
A “SWOT analysis is a historically popular technique through which managers create a quick overview of a company’s strategic situation” (Pearce & Robinson, 2009, p3). SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. This concept was incorporated as a diagnostic tool for many entrepreneurs to work on their business. It is important as a business owner to be able to analyze forces and trends that can affect a business. The owner of Sivalry Clothing Company will discuss several capacities of the business operations and forces and trends that the business will have to encounter. Such topics include: economic as well as legal and regulatory forces and trends, how well the organization adapts to change, and the supply chain operations of the organization. Also, identification of issues and opportunities that the company faces will be discussed.
Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules
Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a
The following SWOT analysis encompasses the strengths and weaknesses to which the logistic and strategic components of the marketing plan will be tailored to address from the internal business
The SWOT analysis gives organisation the opportunity to evaluate issues within and outside the business. It is the method of evaluating the strengths, weaknesses, external opportunities and threats from competition, and also to identify some strategic decision-making (Colbert 2018).
The uniqueness of the demographics of BCBG is that the boutiques are only in large cities, which gives the best business because of the large number of people in the areas. As for psychographics of the company, the goal is to provide attire that can be worn straight from work to a night on the town. The target market, being young professional women, can appreciate the designer price zone, because even though they are professional at work, they also enjoy the nightlife and make enough money to maintain their splurges and bills. For this they need versatile, high fashion garments at prices that won't spoil their income. They have a great mix that they market and manage very well.
The present-day senior management team for The Fashion Channel (TFC) must decide on which viewer segment or segments and or what cluster of viewers they should focus on targeting in their new marketing strategy approach. Also, the company needs to find the best fit scenario for how they should position The Fashion Channel to ultimately increase their companies overall revenue. When determining their new marketing strategy, TFC needs to contemplate how they can expand their share of the market, which is their company’s rating as opposed to the progressively competitive fashion programming that is currently on their competitor’s channels. If TFC can preserve or increase their company’s satisfaction level, that ultimately is the
Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues
Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.
It will be taken from articles which are relevant to subject of this report, Fast fashion brands, on the internet as a secondary research. The articles will be about the perception of fast-fashion brands for many young girls. And I will determine the state of fast-fashion market in Sydney by using latest news articles.
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
Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).
During the information search stage of their decision-making process, the consumer stated that they constantly looked at online shops and magazines to improve their personal understanding of fashion. It was noted that the consumer’s awareness set consisted of ten different brands. However, the size of her
Goal of the project- Study of the brand- Gucci, its products, marketing strategies, the marketing mix and a critical evaluation of the study.