...CHANEL’S BRAND STRATEGIE ANALYSIS REPORT | MKT100 ID: 5305678 TABLE OF CONTENTS Introduction 2 SWOT Analysis 3 Industry Analysis 4 Target Audience 4 Market Positioning 5 Product 5 Price 6 Place 7 Promotion 7 Advertising 8 Celebrity endorsements 8 Fashion show 8 Movie 8 Competitor Analysis 9 Gucci 9 Louis Vuitton 10 Hermès 10 Recommendation 13 Conclusion 14 References 15 Introduction According to Somma, M (2010), “Chanel is a brand known by everyone, wanted to by nearly all, and also tried and practiced by very few,” making it an appreciated asset. Double "C" logo has become the pride of the global fashion industry, is stand for the brand a woman on this world most like to have. Chanel is famous brands over 90 years’ experience, Chanel has a constantly elegant, artless, well-dressed style, she is expert in breaking through the traditional as initial as twentieth Century 40's to efficaciously "tied up" the ladies into the artless, relaxed, which is maybe the first modern casual ensemble. After Chanel's death, the succession in 1983 by the design genius of Karl Lagerfeld, he has freedom, arbitrary and easily design mentality, and he always unbelievable feeling of the unity of two opposites in the design of works of art, both creative and noble, both French romance, humour, another German severe, fine. He did not change the shape of lines and favourite colour, but from his project from beginning to end all can work out "Chanel"...
Words: 2881 - Pages: 12
...12/02/2011 Strategy Analysis of H&M | Maissaa BEN TAHRA | Strategy: Dr Darrell Jaya-Ratnam | Knowledge, Strategy and Business Analysis | Strategy: Dr Darrell Jaya-Ratnam | Knowledge, Strategy and Business Analysis | REPORT OF STRATEGIC ENVIRONMENT ANALYSIS | There are many external factors affecting the fast fashion industry most importantly in H&M’s case is the transportation cost and price of oil | External factors change in the markets of production. Raw material prices have increased; cotton prices for example almost doubled in 2010. H&M has to adapt to changing conditions but always in accordance with their business concept – to offer customers fashion and quality at the best price. | There is a mix of external shocks in the fast fashion industry: * Economic slowdown * Energy costs (oil price) * Employment level * Change in regulations * Logistics (i.e. shipping time) * Transportation cost and time (H&M owns design but do not own factories therefore it is importing most of its goods from china which results in high transportation costs) * Use of IT * Raw material price fluctuation (e.i: cotton’s price have doubled up in 2010) There is a mix of external shocks in the fast fashion industry: * Economic slowdown * Energy costs (oil price) * Employment level * Change in...
Words: 4139 - Pages: 17
...I. Executive Summary The United Colors of Benetton: a company of colors and controversies. Offering the world an insight to fashion, as well as, human equality and world issues, Benetton gives us stylish clothing and innovative promotion. While trying to capture an audience favoring Italian character in style and design, the company additionally desires to present the world with contentious campaigns to awaken thoughts and debates. These controversies are jeopardizing Benetton’s position in the industry, and its reputation of being trendily unique and committing to world harmony. II. Introduction The United Colors of Benetton (Benetton), an Italian based company, is primarily focusing its business on clothing and controversial advertising. Presented all over the world, the company is available to young and old in combined colors and stylish fashion. In the following pages a complete internal and external analysis of the company will be explained, as well as, a description of the company’s overall standing. The alternatives as seen are described to include the advantages and drawbacks of each alternative. Conclusively, a recommendation based upon all of the findings outlined is prescribed. III. External Analysis A. Customer Analysis Benetton sells women’s and men’s apparel, accessories, shoes and fragrances to clients that are mostly fashion-oriented women and men between the ages of twenty to thirty- five. Color’s is published in three editions and four languages, with a...
Words: 2640 - Pages: 11
...Every-Body’s Jeans Executive Summary Every-Body’s Jeans is an idea I came up with after years of frustration trying to find the perfect fitting pair of jeans. Everybody has a different body structure; not one person is built exactly the same. If pants aren’t too short, they’re too long, or the waist doesn’t sit right, or the butt is too baggy or tight. I think everyone has dealt with this issue shopping for jeans. I want to help men and woman of all ages FINALLY get that perfect pair of customized jeans. We are passionate about making a quality product for our customers; we will offer supreme customer service and many incentives for future purchases. Our store will be an inviting environment and our staff will make everyone feel very comfortable and confident in themselves and our product. While we understand there is always competition in any market, we are confident in the fact that EBJ is a unique concept that cannot compare to the competition. We plan on reaching out to every person in every walk of life, not only will our product variety reflect our capability to attract a diverse clientele, but our prices will as well. Our goal is to spread the joy of our visions to “everybody” and let them see how remarkable our products, services, and ideas truly are. We want EBJ to be a household name, and we will be! With our drive and unique ideas for our company product and structure we rise above in the market nationally and internationally. This is an exciting adventure...
Words: 4269 - Pages: 18
...Simmel’s Theory in Analyzing Hip-Hop Fashion If fashion is determined by the elite upper-class and subsequently imitated by the lower classes, why do people imitate Hip-Hop’s style of flat-rimmed baseball caps and oversized jeans – a style that is typically associated with lower socioeconomic classes? Georg Simmel contends that the tension between wanting to imitate or conform versus wanting to distinct one self, dictates the future of fashion in an endless circle of styles coming into fashion and styles going out of fashion. Whether styles last or disappear, the constant remainder is fashion, propelled forward by the need of individuals to constantly distinguish themselves from others, but at the same time a desire to conform and be identifiable by others. I apply Simmel’s theory to the development of Hip-Hop fashion and culture and argue that Hip-Hop fashion originated from a need for distinction; that there is an important shift between imitation and distinction; and that there is a significant change in the type of elite who is imitated, especially in Hip-Hop fashion. Simmel’s Theory on Fashion For Simmel, fashion broadly speaking “is the imitation of a given example and satisfies the demand for social adaptation. . . . At the same time it satisfies in no less degree the need of differentiation, the tendency towards dissimilarity, the desire for change and individual contrast” (Simmel 543). Additionally, Simmel saw fashion as primarily the prerogative of the upper...
Words: 2217 - Pages: 9
.................................................................... 5 The Vision Statement................................................................................. 6 The mission statement.................................................................................. 7 Organization Culture and core values...........................................................7 The Leadership....………………………………….………………………9 HR Requirements and Team……..…………….………………………… 11 Possible challenges. …………………………………………………..… 13 Marketing Mix…………………………………………………………….17 SWOT Analysis..………………………………………………….…….. 20 PEST Analysis…………………………………………………………... 21 Product Analysis and Function………………………………………….. 23 Financial Planning……………………………………………………….. 28 Business Model …………………………………………………………… 41 Conclusion………………………………………………………………….42 Reference ………………………………………………………………….43 Executive Summary Global Fashion & Designer Shoes (GFDS) is a shoe company that is originated and located in the United States. It is a newly formed footwear and apparel company that is designed to take the footwear industry to a whole new level. The target market for the company is men, women and young people. Some of brand name products include men’s dress shoes, women’s dress shoes, Sports and casual shoes such as Nike, Adidas, New Balance, Reebok, Sketchers, US Polo, Jordan, Pumas, Kenneth Cole, and Steve Martins, etc. The company also deals in clothing line for men, women and young people...
Words: 12789 - Pages: 52
...washing powder was once a novelty, it has now become the norm.” This quote is by Hilary Alexander the fashion director for the Telegraph (published in 2008 November on the Telegraph website under the title “Supermarket fashion sweeps aisles”.) Almost 20 years later (2 years since this article was published) it has come to a stage where not just a pair of jeans but high street fashion could potentially be available in supermarkets. With today’s economy in the state it is, the spending power of consumers has declined. The fashion industry is one that is very sensitive to price. Not being a necessary commodity consumers will spend on high street fashion mostly with any excesses in their budget. Therefore predicting where consumers would migrate during these times is vital. High street fashion is almost always sold in retail outlets that are dedicated to goods of a similar nature. With high overheads and the generally high markup of high street fashion this adds further to the price goods are sold. Garments available in supermarkets are not susceptible to these kinds of issues. Larger warehouses and buildings with ample parking and space could easily accommodate more goods and make better use of their economies of scale. Therefore high street standard fashion can be sold at cheaper prices in supermarkets. Research was done to establish the consumers responsiveness to high street fashion garments being available at supermarkets. By grouping the population into different segments the...
Words: 6252 - Pages: 26
...Table of Contents: 1.0. Company Overview: ........................................................................................................ 3 2.0. Industry Overview: .......................................................................................................... 3 3.0. Gap’s current channels strategy’ analysis: ....................................................................... 4 3.1. Gap’s market segmentation: ........................................................................................ 5 3.2. Gap’s Current Channel Chains:................................................................................... 6 3.3. Gap’s Directional Policy Matrix: ................................................................................ 7 4.0. Gap’s future channel chain: ............................................................................................ 9 5.0. Recommendations: .......................................................................................................... 9 6.0. Limitations: ................................................................................................................... 11 7.0. References: .................................................................................................................... 12 8.0. Appendix:...................................................................................................................... 14 ...
Words: 3873 - Pages: 16
...LVMH: King of the Luxury Jungle SEPTEMBER 2009 Profit from temporary W&S woes to bag the stock at discount prices LVMH is the strongest player in the luxury goods industry, a giant in an industry where fixed costs make scale paramount; the only "two-legged" balanced player, leading with mega-brands in both Leather Goods and Wines & Spirits; enjoying stable group EBIT margins as a consequence Champagne consumer demand weakness, de-stocking and oversupply in 2010 are well understood; W&S concerns have depressed the stock close to 20-year trough multiples and in the same range of smaller and more volatile hard luxury players and other peers; an opportunity in our view On top of LVMH's unrivaled industry position, markets seem to under-appreciate cost-saving opportunities, brand-portfolio rationalization, higher FCF from lower W&S inventory investment, above-average mega-brands' results or support from first-mover EM inroads In a medium-term growth environment, LVMH has the chance to be a key consolidator in the luxury goods industry: a mega-merger with CFR would be a strategic master stroke, placing it ahead of any M&A counter move by competitors SEE DISCLOSURE APPENDIX OF THIS REPORT FOR IMPORTANT DISCLOSURES AND ANALYST CERTIFICATIONS LVMH: KING OF THE LUXURY JUNGLE 1 Portfolio Manager's Summary We have few doubts about the opportunity of investing in LVMH for the medium to long term. We expect "winners will continue to win" in the luxury industry...
Words: 54550 - Pages: 219
...expectations for Blu-ray players. 1st Step: Problem definition (Manager has a management problem that has to be transformed into a market research problem; formulation of market research project aims): Formulation of project aim (e.g., determining customer demands with regard to Blu-ray players in order to open up new markets) Identification of responsible managers/departments (e.g., strategic marketing, R&D, engineering, management accounting) Definition of possible deliverables (e.g., catalog of requirements for Bluray players and weighting of requirements) Narrowing down the scope of analysis (e.g., narrowing down requirements like potential playback formats, price, user friendliness) Clarification of cost responsibility (e.g., strategic marketing, cost controlled by management accounting) 2nd Step: Project design (Design of a detailed data collection and data analysis plan): Selection of data collection type (primary versus secondary research; e.g., survey, interview, experiment, conjoint measurement study) Selection of...
Words: 2205 - Pages: 9
...Introduction The purpose of this report is to convey an analysis of the monthly returns for the following: Kraft Foods, Inc., Walt Disney, Co., and the S&P 500 index. This report will be conducted by first calculating and analyzing descriptive statistics, which include measures of central tendency and dispersion. The calculations for these statistics were conducted in an excel worksheet and reported in a summary fashion in this report. The analysis will also include the distribution and confidence intervals for each company, along with an analysis of those findings. A hypothesis test was conducted on all three data sets in order to establish that the mean values were credible. Finally, a regression analysis was done to see if there was a relationship between each company and the S&P 500 index. All of the tables that are referenced can be located in Appendix A and all of the figures that are referenced can be found in Appendix B. Based on this analysis, it was concluded that both companies had outliers that may have distorted some calculations. It was also concluded by issuing a hypothesis test that both companies and the index have sample means that adequately represent the population mean. It was found that the monthly returns of both Walt Disney and Kraft Foods had a positive, or direct, relationship with the monthly returns of the S & P 500 index. The first section of this report will contain a description of the data, which includes measures of central tendency...
Words: 2393 - Pages: 10
...of Industry and the Current Issues Facing Leading International Firms in Fashion Retailing Recent Global Trends in the Structure of Industry and the Current Issues Facing Leading International Firms in Fashion Retailing SUMMARY The fashion industry appears to be very dynamic with constant changes in customer attitudes altering the strategies of international firms and thus the structures of industry. The increase in customers concerned with environmentally issues has been mirrored as stores offer increasing ranges of eco-friendly products. A similar trend has occurred with relation to ethical shoppers. Companies understand the importance of being seen to be an ethical retailer and so many have invested in overseas management to keep track of suppliers. Different companies have chosen different strategies to help them to overcome current issues in international markets. For instance, Zara has progressed via forward integration, whereas H&M contract work out to suppliers. One strategy that all leading firms have adopted is the use of company websites. They are used to promote online shopping which has increased dramatically recently and it believed to continue increasing for some time. The elimination of quantitative import restrictions in 2004 must also be highlighted since it altered the way some company’s trade. It also allowed developing countries to extend into other branches of the fashion chain other than production. A further apparent trend would be the decrease...
Words: 3267 - Pages: 14
...1. Executive Summary In the various activities related to marketing of products, such as production, distribution and logistics,the competition between companies is growing and gaining prominence in business discussions. The market demands that each organization has a position and a plan of action very well structured and specific, identifying clearly, your goal within your segment. Due to the changing trends, the consumer behavior, and good products, the company should seek a good marketing strategy that is able to convey the intentions of their activities, ensuring financial returns for their business. This report aims to analyze the positioning strategies through a case study on a company that seeks alternatives to differentiate themselves in relation to other offerings in the market and expand its consumer market and create a suggest a strategic plan in communication. The investiment of the Plan in the first year is estimated in R$580.000,00. It uses the concepts of marketing, brand management and consumer behavior. 2. Current Marketing Situation 3.1. Market Overview Many scholars argue that the industrialization process in Brazil began with the textile industry, when the Portuguese arrived in the country, faced with the craft of vegetable fibers. However, it was with World War I that the textile sector has been consolidated as one of the most profitable sectors of Brazil. The great period of expansion occurred in World War II, when the Brazilian industry...
Words: 4545 - Pages: 19
...CA 1: Strategic Industry Analysis Need/Opportunity Analysis Professor David J. Rosner Joyce Paul Summer 2015 – GMT 615 PCA Apparel retail, or clothing sales, is a large sector, generating 304,906 million dollars in revenue in 2009, with a compounded annual growth rate of 3.2 percent from 2005 to 2009. Sales of women’s clothing are the most profitable area in this sector - accounting for 53 percent of the total revenue. The retail industry is moderately concentrated and bigger stores have advantages of getting better deals from suppliers, but the individualized nature in which stores compete not simply on price but on type and style, of which there are many, leaves room for smaller stores to succeed as well. In addition, because of the nature of clothing, many stores exist marketing to specific demographics based on price and style. Trends are also particularly important here - being behind on what's hot can lead to losing sales, reputation, and leftover inventory. Market and Trends vary when it comes to the fashion world, there could be a dry season or there can be a high season. What people fail to release is that you must know yourself and be within to understand what it is you enjoy and like. There are two different type of people in the fashion business, the ones who have to keep up with the latest trends and get everything that is popular at the time or you have the ones that just goes with the flow and dress however they want and dress to fit their personality...
Words: 1699 - Pages: 7
...INTRO: Sitcom has lacked the wow factor that shows from the 90’s had. What a sitcom is is a situational comedy that is usually revolved around a main character (actor) and goes through small parts of their lives in a comical way. Sitcom has been overshadowed in the past by reality TV and other TV series’ but Brett Mills explains why “sitcom is anything but small-time” (Mills, 2009). It’s ever evolving and is interpreted differently through production. “ It does so by drawing on a variety of approaches associated with genre analysis, showing how the sitcom can be thought bout in terms of the industry produces it, the texts that constitute it, the audiences that watch it and the relationship to ongoing technological advancements” (Brett Mills,1). But one thing that’s true of sitcoms, they are meant to hook the viewer. From September 10th 1990 to May 20th 1996 the world was introduced to one of the most influential shows of all time. The show was called, The Fresh Prince of Bel Air. This show had and still has people hooked. “While other '90s comedy staples like Seinfeld and The Simpsons arguably had a bigger impact on pop...
Words: 2211 - Pages: 9
