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Harrington Collection

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| Harrington Collection Case Analysis | Stephanie Smith | | MK-4900: Barksdale | 6/19/2013 |

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I. Situation Analysis: A. Industry: 1 unit = 0.5 hoodie, 1.5 T-shirts, 1 pair of pants i. 2007 Industry sales: * $133 billion in women’s apparel * 1,461.5 million units of women’s apparel * 82% of industry sales come from imports * Active-wear: 7.5 million units * “Moderate” and “Budget” classifications: a. Volume: 6 Million Units b. Market Share = 80% of active-wear market ii. 2009 Industry Sales Volume Estimates: * Expected growth rate: 4.2% * Active-wear sales volume estimated at 15 million units * 200% growth from 2007 * Women’s active-wear in “Better” classification: a. Volume: 6,000,000 Units b. Market Share: 40% of active-wear market c. Average Price Point: Just below 100 iii. Competition: * Liz Claiborne * 396 retail stores * Diversified brand portfolio * Jones Apparel Group * 338 retail stores * Diversified brand portfolio B. Company: Harrington Collection i. Expected Market Share for Vigor active-wear line: 7% iv. Vigor’s expected sales volume in 2009: * 420,000 units in the “Better” classification for women’s active wear * $39,900,000 in the “Better” classification for women’s active wear C. Trends: ii. Mature market: Short product life cycles iii. Increased price pressure for firms * 50% of all women’s apparel is purchased on sale * Outsource production for low cost labor iv. Rapid growth of demand

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