...Contents Introduction Company Overview • History • Company Size • Current Findings • Company Philosophy • Current Financial Statistics • Current market position Consumer Research • Target Consumer • Acorn Classification • Primary Research results Department Research • Competitors • Trend Analysis • Branding • Pricing Structure • Quality Control For my comparative shop report I went to Birmingham in Bullring Shopping centre and visited High end (Versus), Middle end (Rive Island) and for the low end I went to New look. Introduction This is a competitive shop report detailing research gained to highlight key information about the retailer Versus, River Island, New look. This shop report will also be identifying the findings from focused research on High Street, the department Coats Woman’s wear fashion. To forecast appropriate styles, shapes and colours for Woman’s wear collection. Research gained such as: • An insight into the company overview • Research to highlight the consumer profile of the target consumer • Identification of current key trends by completing a trend analysis, as well as evidencing the current product range will be explored. • Comparisons against research on competitor. This research is based upon the comparison of three different garments from within one department This research is based upon the comparison of three different garments from within three store. Company overview History River Island is a British...
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..."Coco Chanel wasn't just ahead of her time. She was ahead of herself. If one looks at the work of contemporary fashion designers as different from one another as Tom Ford, Helmut Lang, Miuccia Prada, Jil Sander and Donatella Versace, one sees that many of their strategies echo what Chanel once did. The way, 75 years ago, she mixed up the vocabulary of male and female clothes and created fashion that offered the wearer a feeling of hidden luxury rather than ostentation are just two examples of how her taste and sense of style overlap with today's fashion." Coco Chanel represented a shrewd businesswoman, who defined aspects of the entire fashion industry. As a designer, her business acumen was undeniably one of the best in the business, although her methods in many instances were questioned in the past, due to dalliances with married men and dealings with the Nazis. Born in Saumur, France in 1883, Gabrielle Bonheur "Coco" Chanel's life was far from ideal. If you examine her childhood and early years, the periods in no way reflect the image people think of, when they hear the name of the luxurious label. At the young age of 12, her mother died of tuberculosis and her father placed her in an orphanage. While living in the orphanage -- she learned a useful and important trade from the nuns who raised her -- that of a seamstress. Her skills as a seamstress would ultimately transform her destiny, and the toughness of her childhood is reflected in how she engaged with the world...
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...The Early Life of Gianni Versace Gianni Versace was a man of great power and influence. He ruled the world of fashion during the late 1970s, 80s and 90s, until his brutal murder in 1997. On December 2nd 1946, Gianni was born the middle child of three to Antonio and Francesca Versace. Gianni spent his childhood watching his mother work in her dress shop. He gained his love of clothing through spending days at the shop. While in school Gianni would draw sketches of clothing in his notebook, not paying attention to his class work. Any money Gianni earned, he would spend on fashion magazines and fabrics. He loved to make clothing for his childhood friend’s dolls. As he grew into his teenage years, Gianni’s mother sent him on trips to deliver garments that she made. Being given the opportunity of delivering for his mothers, Gianni gained the experience of traveling out of Reggio. The experience opened Gianni’s eyes to a greater future in the fashion industry. However, this also caused Gianni to skip out on his high school exams causing him to not receive his high school diploma. If his father wasn’t disappointed in him enough for not receiving his diploma, he also started to notice that Gianni was not interested in girls. Nino, feared that his son was too much of a mama’s boy, unlike his brother Santo who had a very good reputation with girls. When it came to being a man, Gianni and Santo were compared often. In their father’s eyes Gianni was never equal to Santo. ...
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...Recommendations: 6 References: 8 Appendices: 9 Executive summary： This report will contribute to recommend two different market mixes for Versace which include produce a new line for young child and provide free-clean service, and by collected data, the report will get a conclusion which market mix is better. The questionnaire will is used to collect data from people age between 35 at 55. Then the collected data will be analyzed if parents willing to buy expensive clothes for their young child and if free-clean service can attract more customers. The result of analyzing collected data shows that parents don’t want to buy expensive clothes for their children and it will be attractive if each Versace Store provides free-clean service. The report find even though Versace young can create a new field for Versace, but it not deserve the cost of money. So providing free-clean service is more suitable for Versace. Introduction: 1.1 Objectives of the research: In this research, the main point is to find if parents would like to buy expensive baby cloths to their little baby and if customers think it will be attractive that Versace provides free clean service. By the collected data from questionnaires, this report will contribute on determining which market mix is more useful for Versace’s development. 1.2.1 Uses and applications: Versace is not a company only sale exclusive clothes, its sale range also include Spa, hotel etc, but clothe is the...
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...Although the job descriptions of interns may differ, the basic expectation of adaptability remains relevant in every instance. I found this notion to be most interesting, as I saw this concept illustrated through my personal experience as well as through that of other interns in other professional disciplines. Having spent five months at Versace, I can confidently advise future interns to focus on the overall benefit they can bring to the organization, rather than focusing on the mundaneness of some assigned tasks. In retrospect, however, perhaps I should have observed the organization more before attempting to analyze my observations. Future interns may also avoid allowing their expectations to cloud their perceptions of the organization; they should seek to understand the interpersonal dynamics before forming an opinion. In order to be successful, an intern should be proactive and be unafraid to communicate lucidly with his/her supervisors. A social-organizational psychology student preparing to enter an internship should consider the suggestions to be observant and flexible in changing situations and environments. Observation of others’ behaviors and norms in the workplace serve as a good example to follow and pays off in person-organizational fit. I was once assigned a task to assist in the reorganization of the office space which the Marketing intern refused to complete. The task was to take a bag of keys and match the correct key to the door lock on each office. Although...
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...subcultures which is a group of people with shared value systems based on common life experiences and situations. It is vary to nationalities, geographic regions, racial groups,and religion. Each subcultures make up important market segments and marketers design their strategies and products according to these needs. Social class is not determined only by income, but is also measured by education, wealth and other variables. I choose one of the print advertisement of Versace which is the luxury and very expensive fashion brand that target the very rich and royal classes. As you can see over there, there is a woman whose mode of dressing is high class and left side of the photo there are two henchmans whose consideration is only earning money. As it seen in this picture, there is a class distinction between higher and lower classes. If we look at the advertisement there is no word that explain the ad but we could easily understand that the only person that qualified to having Versace should be rich enough. So Versace target market is rich class. Low class is not important for this brand, and with the help of the higher class, the brands profit is sufficent and satisfactory. I choose this advertisement because it is a good example for Social Class concept. Second Consept; Societal Marketing Concept The societal marketing concept can be defined as the organizations task which tries to identify the needs of the consumers and delivers quality services or products...
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...In this paper I will be discussing six different concepts that were presented in chapters 1-3 of the first unit. I will explain the concept, find an example of the related theory in action, and then identify how the example demonstrates how the particular type of persuasion is being applied. The first concept I will be discussing is Aristotle’s three artistic proofs. According to Aristotle, persuasion succeeds or fails based on three basic types of artistic proof (Larson, 2013). They include ethos, which is the credibility of the speaker, pathos, which is the emotional appeal, and logos, the logic behind the content. The first example will be an advertisement from Gatorade’s G Series (see figure 1). This ad uses ethos through the use of three famous athletes of their respected sport. By using famous athletes to endorse the product, the credibility of the product is established because the audience will buy into the effectiveness of the product since professionals are using it. Pathos is engaged by showing pictures of the athletes energized in competition, which in turn will help attain an emotion from the consumer, as they too will want to be energized if they consumed the product. The logos behind the piece is to draw in consumers to purchase the product, as they too will perform like these famous athletes if they purchase the product. The second concept is Enthymemes, defined as a form of argument in which the first or major premise in the proof remains unstated by...
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...COMPETITIVE RIVALRY WITHIN THE INDUSTRY: MODERATE The competitiveness in the industry can be qualified as relatively high, but given the high margins and the customer’s perception about the price, the competition is not on price, but rather on quality and image perception, as well as on the ability to attract the right designers with right abilities. v LV has gained many rivals in the luxury brand industry such as Versace, Hermes, Burberry, Chanel, Prada, Gucci, Versace, Hermes and so on. v We believe the rising competition handbags and accessories market is an overriding concern for Louis Vuitton’s stock in the near term. v Louis Vuitton is undertaking a transformation strategy to evolve into a global lifestyle brand anchored in accessories. However, we believe this transformation will take at least a few more quarters to reap the desired results. v Increased private label offerings by wholesale customers also increase the competition for Louis Vuitton. BARGAINING POWER OF CUSTOMERS: LOW v Louis Vuitton sells through both, the direct-to-consumer channel and the wholesale channel. The direct channel, which includes Louis Vuitton operated stores and e-commerce sales accounted for around 89% of its total sales in fiscal 2012. v Since wholesale customers account for only around 10% of the total sales, we believe their bargaining power is limited. v We think the bargaining power of end-customers is moderate. Louis Vuitton has positioned itself as an exclusive luxury...
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...2014). The high strategy and planning encourage the company to create vertical integration is explained by direct distribution of products to target market. From 1990 the company acquired different brands such as Vogue, Persol. Also in 1999 it started to make acquisition of world’s well-known brand Ray-Ban. Due to extensive marketing campaign Luxottica encouraged the Ray-Ban company to enhance sales and grow brand recognition. Later, the company acquired several companies such as Oakley, Arnett, Alain Mikli eyewear brand. Luxottica Group distributes the goods to more than 130 countries in the world. Moreover, company makes sunglasses and frames for variety and well-known brands such as Prada, Chanel, Burberry, Stella McCartney, Versace, Miu Miu, Versace, Dolce & Gabbana, Oliver, Donna Karan, Vogue eyewear and Tory Burch etc. All glasses are designed by Luxottica Group (Luxottica, 2014). Due to high quality and technologically developed equipment and innovative approach of glasses design Luxottica group has expended considerably over years. In other words, the company has more than five factories in Italy, three in China, one...
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...dell'arte began in Italy in the mid-16th century[4] and is still performed today. Before being exported to France, the famous Ballet dance genre also originated in Italy. Fashion and Design ← The Italian fashion industry is one of the country's most important manufacturing sectors and one of the jewels in the crown of the "Made in Italy" brand. The majority of the older Italian couturiers are based in Rome. However, Milan is seen as the fashion capital of Italy because many well-known designers are based there and it is the venue for the Italian designer collections. ← Many of Italy's top fashion designers have boutiques that can be found around the world. Among the best-known and most exclusive names are Armani, Benetton, Fendi, Gucci, Versace, and Prada. Accessory and jewelry labels, such as Bulgari and Luxottica are also internationally acclaimed, and Luxottica is the world's largest eyewear company. Music ← From folk to classical, music has always played an important role in Italian culture. Having given birth to opera, for example, Italy provides many of the very foundations of the classical music tradition. Some of the instruments that are often associated with classical music, including the piano and violin,[20] were invented in Italy, and many of the existing classical music forms can trace their roots back to innovations of 16th and 17th century Italian music (such as the symphony, concerto, and...
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...Symbolism in the story is used to provide meaning to the writing beyond what is actually being described. The plot and action that take place in the story can help the reader see things on one level, but when symbolism is introduced it enhances everything. Therefore in “The Boy in the Striped Pajamas” and other novels symbolism is very important. The clothing and uniforms described in the story help the reader characterize the people that are being described. Not only in the novel but in everyday life clothing can help us decipher a person. For example someone who is wearing off brand, dirty, and or cheap clothing we can most likely make an accurate hypothesis that they are not a very wealthy being. But someone that is wearing Gucci, Versace, and big named brands we can decide that they are someone who is quite wealthy. These references are all around us in the world today. Uniforms, clothing and such reflect the book as a whole. The title of the book even gives an example of that type of symbolism. “The Boy in the Striped Pajamas” the striped pajamas refer to the prison uniforms that the prisoners would wear in the concentration camps. When the uniform of Bruno’s father is being described it can help the reader visualize what he is like, what his personality is like and such. It helps distinguish one character from another....
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...Truly “Under Control?” 2020 Olympics in Japan Mar. 2011 Fukushima Daiichi nuclear disaster Feb. 2014 Additional leaks at Fukushima nuclear plant X O immediate health threat, high rates of cancer in Japan. 1 / 2 / Imports and Exports 3 / Implication for Business National Brand Image of Japan & Domestic Markets Impacts on National Image of Japan 1. Decline Brand Finance Nation Brand 2010- 3rd ↓ -25.9% 2011- 4th ↓ 2012-4th ↓ -11% 2013-5th 2. Decline Expected growth rate of Japan Expected growth rate Many company leave Japan 2010- 3.9% ↓ 2011- 0.3% e.g) Michelin, Hyundai car Liberty Global Carrefour, Versace Reported by Bank of Japan Reported by KJC Impacts on Domestic market Fukushima- Big agricultural & Fishery area in Japan →Major products were agro-fishery products Radiation Leak Consumption in country decrease rapidly The price of product plunge Income decrease 2 / Imports and Exports Nation’s earthquake on production plant Fukushima Nuclear crisis Nation’s earthquake Nuclear crisis -Acceleration of disconnection Exporting in supply chain -Loss in Blance of trade -Major trading country’s import ban on food in 30 years Imporitng -To Substitute on delay of domestic production -To run heat power plants, mineral fuel importing increased Impacts on exporting 1. Acceleration of disconnection in supply chain ...
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...They used an oriental woman and half of her face was geisha makeup and the other half was “no makeup” and the words read “removes even the toughest makeup for soft and smooth skin. Overall, the ads in Cosmopolitan were upbeat, colorful, and aimed at empowering women. In InStyle the ads were still mainly targeting women, but they looked very different. The ads were less bright, the models were more fierce and less “happy” looking. Most of the ads in InStyle are for high end designers and brands, unlike the ads in Cosmopolitan that are for brands that the general public purchases. Some of the brands advertised in InStyle include: Chanel, Gucci, Dolce & Gabanna, Prada, Versace, Valentino, David Yurman, Marc Jacobs, Jimmy Choo, Coach, etc. The similarities of ads were makeup, hair products, and healthy food. One ad that is the exact same was in both Cosmopolitan and InStyle. That ad is for Special K protein bites. It lists the ingredients “Chocolate, peanut butter, protein” then says “zero doubt. Own it.” Its interesting, and I can see how that ad fits into both markets of the average women who reads Cosmo and the high class woman who reads InStyle because of the growing trend to eat healthier. The ads for brands such as Maybelline, L’OREAL, OLAY, and others were very similar...
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...Current Market Conditions Competitive Analysis ECON365 Current Market Conditions Competitive Analysis Companies spend extensive amounts of time, money and resources when exploring the creation of a new product or service. It is imperative that companies thoroughly research the market, the demand, and what consumers want. To best determine the potentials of this new product, it is important also to understand the existing and potential competitive market, explore different opportunities or issues that the company could face, and consider the factors that could affect the cost of producing the product. Company History Samsung was founded by Lee Byung Chul in 1938 in Taegu, Korea as an export trade company selling to nearby countries. During the 1980s, Samsung devoted more focus to its electronic division and began introducing products such as DVD technology, computer technology, and many other electronics as well. (Kovach, 2013) In 1983, Samsung Electronics evolved. It was not until 1999 when Samsung would make their mobile phone division the most profitable part of the company by releasing their first internet ready phone. Over ten years later, they released the first version of their flagship Android phone, the Galaxy S. (Kovach, 2013) Product History Since the original model hit the scene in 2010, many new versions have been released in the Galaxy S Series cell phone made by Samsung. (Kovach, 2013) The Galaxy S series is best known for its sleek design, its complex...
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...Instagram requires no introduction. Since launching in 2010, it has grown so rapidly and acquired such a vast and loyal user base that it is one of the few social networks whose name has made it into everyday English (it’s even a verb, depending on who you talk to). And Instagram’s star has only continued to rise in the aftermath of its acquisition by Facebook – while once the private domain of iPhone users, it is now compatible with any Apple or Android device. Some users have expressed concern over plans to introduce native advertising, which the official Instagram blog has attempted to assuage by saying that the intention is to “focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.” And according to Steve Olenski at Forbes, “there will be no shortage of brands chomping at the proverbial bit to be part of the ‘small number’… Instagram’s growth has been so substantial that it now rivals Google and Pinterest in terms of brand adoption.” Olenski based his assertion on a recent study by Simply Measured, which indicates that brand adoption on Instagram is up 40% on last year. Another salient point highlighted by the study is that automotive, media and luxury brands dominate in terms of engagement on Instagram – and these engagement levels are continuing their growth. Brand engagement has increased by 350% in the last year, due to more and more brands embracing the platform...
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