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Prada case studies
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http://secfilings.nasdaq.com/edgar_conv_html%2f2013%2f05%2f29%2f0001193125-13-239625.html#FIS_BUSINESS http://phx.corporate-ir.net/phoenix.zhtml?c=235654&p=irol-homeprofile Company Overview
Michael Kors is a luxury lifestyle brand lead by award-winning fashion designer Michael Kors. The company started as an American sportswear brand and has now become a global luxury accessories, footwear and apparel brand with a presence in more than 85 countries.
Michael Kors offers two primary collections: the Michael Kors luxury collection and the MICHAEL Michael Kors accessible luxury collection. Both collections are carried in Micheal Kors retail stores and leading department stores across the world.
The Michael Kors collection was first introduced in 1981. It is the core collection of the entire Michael Kors brand and it represents the cornerstone of the brand’s runway shows. The Michael Kors collection is famous for its handbags and small leather goods with high quality leathers and glamorous skins. It also offers footwear and apparel.
The MICHAEL Michael Kors collection was first introduced in 2004. This collection offers more accessible luxury goods comparing to the Michael Kors collection, which the company believes could serve a huge market with significant demand. The MICHAEL Michael Kors collection offers accessories, footwear and apparel and it focuses on younger demographic market.
Sales Channel
The Michael Kors business is operated in three segments: retail, wholesale and licensing. The company has developed strong distribution channels in these three segments including company-operated retail stores, various department stores, specialty stores and select licensing partners. As illustrated in the graph, the company has real...
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...ly known as Fifth & Pacific Companies, Inc. and renamed to Kate Spade & Company in February 2014.
Prada S.p.A.
Prada S.p.A was founded in 1913 in Milan, Italy. The company now operates as a subsidiary of Prada Holding B.V. As a luxury brand, Prada designs, produces and distribute handbags, leather goods, footwear, apparel and accessories. All of these products are marketed and sold through numerous brand names such as Prada, Miu Miu, Chruch’s and Car Shoe. The company operates internationally in approximately 70 countries across the world. Prada directly controls 461 own-operated stores as of January 31, 2013. The company also generates revenue from a network of franchise operated stores, department stores, independent retailers and online stores. In addition, the company sells eyewear products, fragrances, and mobile telephone sectors under licensing agreements.
The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.
According to the product’s description in the third party website where it was found, It was launched in 1980 by Marilyn Miglin for romantic wear by women.
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
Kohl’s is best known for their promotion strategies. The company uses nearly every promotional tactic simultaneously. Direct mail coupons, electronic coupons, rewards programs, incentive programs are all part of Kohl’s everyday promotions. Additionally, they advertise with fliers in newspapers as well as online. A mobile application is also available for
Ron Johnson spent a great deal of time and money to promote his ideas of “stores-within-stores” by turning floor space into an area to house several branded boutiques. He did this in order to attract a target market of a wider demographic which includes age, gender, and generation. One of the m...
The Stefani B Collection should come up with a segmentation process. The following factors that should be in the process contain the following: sustainability, measurability, accessibility, serviceability. Sustainability is about ensuring a large enough customer base to make sufficient sales and profit. The brand should also consider the potential for future growth. It is important to connect with the customers, having a variety of merchandise that keep customers interested. Next, measurability is thinking of the store’s size and buying power. An example of this would be thinking of a high school coming in to match jewelry with their prom dresses; how many high school seniors attend that school or what is the average income of families
Although the report's frame contains a set of controllable and tactical marketing tools that Levi Strauss & Co. blends to produce the response required in the target market, it is a fact that they have been achieving their objectives by delivering value to its consumers. However, notice that these tools represent Levi's point of view of the marketing mix available to persuade its buyers. And from the customer's point of view, each marketing tool is designed to deliver the corresponding benefits.
Polo Ralph Lauren the brand has become one of successful brand in America and across the world, as a well-known player in the design and lifestyle industry, under bender Polo Ralph Lauren collection of product range from reasonably inexpensive to expensive brand in men’s, women’s and children wear, accessories, perfumes and home furnishings. Widely seen as the number one brand that symbolize the American Style, Polo Ralph Lauren has implemented to its marketing strategy, which has leaded they to become a strong brand equity since being set up. Also, the brand has been selling its goods internationally, while it has kept up with its 45 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. Ralph is a truly inspired and continuously aspiring designer. (Garvin, 2008)
For Mr. Lauren, the starting point is always his concern for quality and attention to detail, while the creative drama comes from his own romantic sense of elegance and reverence for authencity. Always true to his own purely American vision of fashion, his products are nearly as diverse as the country that inspires them. He designs a wide range of products, including menswear, womenswear, boyswear, girlswear, home furnishing, eyewear, scarves, shoes, hosiery, fragrances, handbag, luggage and leather goods. And the stores that carry his products are located across the United States and around the world.
The business model that sets Zara apart from other clothing retailers is how rapidly the company changes stocks and releases new product lineups. The company averages 12-16 collections annually which equates to more than one lineup a month. Due to stock being limited and the rapid production Zara brings forth, their items are viewed as exclusive promoting further business. Their customers are happy knowing that their specific article of clothing is more “rare” due to only having an average of a two-week window to purchase the clothing. The company specifically targets current trends and has them in the store within 30 days. This maintains the brand’s uniqueness and relativity in fashion.
Louis Vuitton, Coach, and Dior’s advertisements portray a picturesque scene consisting of simple, yet elegant, details (Coach; Dior; Louis Vuitton). Each ad displays similarly styled handbags with clean lines and only two handles, indicating each company’s desire to keep purses feminine and traditional. The handbags presented are similar to the more traditional style used in the early 20th century, perhaps to invoke a sense of timelessness and luxury. While each handbag advertised consists of differing aspects, it is evident Louis Vuitton, Coach, and Dior are
Miuccia Prada once said that “What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language”. Miuccia Prada and the Prada brand have grown from humble beginnings making quality leather goods to a public traded company with a current market capitalization of over $26 billion (USD) . With the development of Prada as one of the world’s premier luxury brands it provides an excellent case study to examine how strategy paved the way for the success of the Prada brand. First, an examination of Prada’s strategic positioning against luxury brand rivals Louis Vuitton Hennessey Moet (LVHM) and Kering (Gucci). The acquisition history of Prada will be reviewed, where some preliminary conclusions can be made about what has been contributing factors to both the successes and failures. Then finally, an evaluation of what the future holds for Prada and the sustainability of its competitive advantage.
Charles & Keith, a well-recognized women’s footwear brand was established in 1996 in Singapore Amara shopping centre by the two young brothers, Charles Wong and Keith Wong. The company began its foreign market venture in 2000. To date, Charles and Keith has a presence in more than 20 major cities around the world. The brand are well-known internationally today with the vision “to be the most admired fashion-forward company” and the mission “to offer high quality products and services, with a commitment to perfection” in mind all the time (Charles & Keith, 2013).
Nike was created around the late 50’s early 60’s(Page 3 Frisch, Aaron. The Story of Nike). The creator got the idea to make them because of a school project. It was about a business that they would run as they came out of highschool. His name was Phil Knight. It originated in Hillsboro Oregon. And this was the start of something great.
Moreover, many products were luxurious in the 80s because the economy recovered during that period. Modern fashion is meaningful; it brings many changes and has a huge influence on general life. Heskett (2002) mentioned that it not only changes the lifestyle, but also changes the minds of a generation.