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Impacts of department stores
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4. SEGMENTATION, TARGETING AND POSITIONING 4.1. Segmentation The growth of the Mexican swimwear market, as with the global swimwear market, is driven by the desire of both women and men to look fashionable by the pool and at the beach. As men become more conscious about their looks, they care how they are dressed and how others perceive them. As a result, the way men think of swimwear has changed over the years. Before, men do not have particular preference over designs, colors, and shapes of the swimwear when they consider buying swim trunks. Recently, with an increasing popularity in complementary products such as skin care products for men, swimwear with polished designs and more sporting silhouettes are in high demand. Young and middle-aged …show more content…
Positioning Paola Amador Swimwear differentiates itself from other swimwear brands in Mexico as a young, playful and fun yet premium swimwear brand. Each piece of swimwear is hand-made in Mexico with premium quality materials sourced from Los Angeles and Mexico. Within its existing line of swimwear for women, there is an extensive selection of styles and a wide range of colors within each style. The designer posts the catalogue of her latest collection on Facebook and Instagram where there are tens of thousands of fans. Apart from the promotion of the brand’s swimwear on social media, it also features mini campaigns such as “bikini of the day”, “outfit by Paola Amador”, “beauty tips” and “which is your style?” For men’s swimwear, the “young”, “playful” and “fun” features of the brand apply perfectly. The male customers of Paola Amador Swimwear want to feel young and playful when wearing the swim trunks. They need well-designed swimwear to feel confident and look attractive on the beach. If their partners and friends are also wearing swimsuits from Paola Amador Swimwear, they will pick out the perfect match of styles between …show more content…
Customers with loyalty card will also receive a special rate for their purchases. Paola Amador will also offer a bundle of products with a special price. Couple swimwear is one of the bundles. Since 70% of the sale channels are from department stores and local retailers, the company will offer special price for them to get the products on the aisles. 5.3. Place The product of male swimwear will be distributed to 10 local retailers and department stores in Mexico. The product is also available at the company’s online store. It is projected that the sales volume by these channels accounts for 70% of the total sales. This is because the people in Mexico usually go to department stores for shopping, not a particular stand-alone store. They prefer to have a one-stop-shop. By having our products present at those department stores, it gives the company a high touch point rate with the customers. With the success from Paola Amador’s female swimwear, the partnering department stores are demanding for more swimwear from the designers. This is a good opportunity to offer a new product line of male swimwear. The ordering and logistics model of the female swimwear will be applied to this new male swimwear. The order will take place months before the product is shipped and delivered. Usually, the product is being ordered in winter for the spring
The purpose of this article is to analyze a commercial and to inform about how that commercial was effective. Gray states that the audience of the Hanes underwear commercial is middle-class women, aged 12 and up. I think that the audience of Gray’s essay is also the same, because if men are not particularly interested at a
Rushin, S. (2014, 07 13). History of the Bikini Bathing Suit. Retrieved from Bikini Atoll: http://www.bikiniatoll.com
The first Lululemon store was initially created as a place for people to gather to learn and share ideas about a healthy lifestyle. As the company expanded, Lulu could no longer target every individual walking into the store with knowledge of healthy living. At this point, the company shifted its focus to educating their employees who could positively influence everyone who walked into the stores. The thought and reasoning that went into the first Lulu store has continued as the company has grown. It has continued to target active people while pushing everyone towards a healthy lifestyle. Its main target market is young woman, between 15 and 34 years old, in the middle to upper classes. One of Lulu’s top products is its yoga pants, which along with a majority of the products Lulu creates, are made to wear during exercise. The style and fit of this clothing helps men and women alike to look good while working out, this leads to a boost in self-confidence and self-esteem. On the other hand, the close fitting material incentivizes people to stay active and eat healthy in order to fit into the clothing that is offered by Lululemon. In the past few years Lulu has expanded its target market to include active males as well. The same material is used in the male products, so the male consumers benefit in similar ways as the woman consumers.
This year, Runologie launched their first item of clothes, the Boylan short for men. Francese and his team spent a year working on the design of the pair of shorts. Many prototypes were made and tested by themselves, friends and loyal customers. Two weeks after the launch of the short, they were sold out. Francese was overwhelmed with the positive feedback with the shorts and it made him excited to expand their brand. He told me that the short was more of a lifestyle short, rather than having its sole use for running. “One comment that we got was that someone went swimming in our short which is so cool,” said
(Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997). Wanting to test this theory, Gladwell analyzed multiple other advertising campaigns based on the same concept; men respond well to the idea of accidentally looking fashionable or falling into the currents trends. While analyzing other advertisements provided Gladwell’s theory of the Dockers’ campaign more plausible, due to the fact that the multiple advertisements were not addressed in the introduction to the paper, to the close reader the paper seems unfocused and full of tangents. Gladwell analyzed the Dockers’ campaign in paragraphs 1-14, 29-37, while the other paragraphs were focused on advertisements ranging from other male fashion campaigns to bottled water advertiseme... ...
Under Armor is viewed as a designer company for athletic wear. The company makes higher quality merchandise, which comes with a higher price tag. Under Armor’s line appeals to a wide variety of people, from upper class to lower class consumers. While it is easier for consumers in upper class society to purchase this high-end workout gear, it may not be reasonable to consumers in the lower class or even middle class markets. Companies such as Wal-Mart and Target can make a very similar product for almost half the price. To prevent losing these customers, Under Armor should consider a mor...
... However, it stands to reason that while the existence of such weighty components has reduced greatly, their concepts have set an indisputable model that remains relevant and continues to influence today’s fashion. In conclusion, it is significant to recognize the revolution of the female silhouette throughout history along with women’s roles in today’s society and also, the physical restrictions imposed on them. The silhouette of women’s fashion has changed as the idea of the perfect female figure has reformed. Nevertheless, in the early twentieth century the concept of women leading more active and lively life meant that fashion also needed to become more cooperative to physical action and less limiting.
Due to the good establishment of the business, it has huge market national. The company has therefore opened many retail shops and stores all over the country to ensure that their products are accessible to the customers. The entity provides a favorable environment, and many clients view the place as a fun shopping place to be. The retailer has targeted a big pool of customer because of the variety of products it sells. The stores products vary from kitchen goods, jewelry, and electronics clothes to hardware
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
Harley-Davidson is the largest market share holder of motorcycles over 750cc in the United States. After the expansion of our production and distribution capacity, we will be in the position to meet the increasing demand for our motorcycles and other products, including a new line of clothing specially design for women. Growth potential appears very good especially in the overseas market and the young and mature women and younger market. Gaining a larger market share in this area may require a further increase in production and distribution capacities. We must plan for expansion and build new strategies how to target the woman, younger market, as well as the already HD owners and continue to grow as a company.
For the past several decades, globalization has been a hot topic and it also anticipates every aspect of the world to connect each other. Likewise, globalization also allows consumers to have more access to catch up with updated fashion. The advantages of globalization bring a new philosophy called fast fashion, which holds quick response time and enhanced design in fashion apparel industry. In this paper, I will deliver By exploring all the aspects of each system, I will conclude the reason why fast fashion becomes the mainstream of the fashion apparel industry, and use one particular brand, Zara, as an example to discover the impact on consumer behavior in detail. Finally I will make some comments on the future of fast fashion and what luxury brands will react to this circumstance……..
The questionnaire encompassed five sections. The first section was introduction. The aim of the research and the completing time of the questionnaire were introduced in the section and make sure the respondents know the security of the information they offered. The second section included only two demographic questions, which are ‘What is your gender?’ and ‘How old are you?’ The two questions were design to select useful information. The respondents who are female and age between 18-24 or 25-35 were contributed to the research. Others were seen as invalid questionnaires. The third section was the most important section of the questionnaire. There were ten closed questions in the third section which follow an easy to hard order, but eight of them were single answer question whereas the rest two were multiple choices questions. The first question ‘Are you interested in fashion br...
AMERICAIN INTELLIGENCE in behalf of better health and pure enjoyment sponsors the fashion of sensible swimming attire.” delineates the background of the ad. In other words, the phrase “false modesty” refers to the women who are fully dressed on the beach; those who are still attached to the old prejudice against the light swimwear then against smoking overtly. In contrary, ”AMERICAN INTELLIGENCE” used as an ethos in the ad, had at that time many commercial organizations that helped in promoting American society. As a result, it sponsored a sensible swimsuit for “better health” and “pure enjoyment”. The words “better” and “pure” along with “false modesty” were used to prove that the old moral prohibitions are simply wrong; the new swimsuit is pure and the enjoyment is more intense once “false modesty” about the female body is banished. In addition, drawing a male hand represents a pathos. It highlights the strength and power used by the American intelligence to omit social narrow-minded
Less dressy than a button-up, but more formal than a graphic tee, polo shirts are possibly the most versatile clothing option for women. Because of the high demand, many different retailers produce polo shirts. A retailer’s aspiration is to create a polo with appealing characteristics to make their polo shirt look better than their competition’s. Creating an appealing, simple color scheme, as well as a colorful tag containing all the great features their polo has makes a good impression on their target audience. A flashy price is also used to snag the customer’s attention. Riders® by Lee® appeals to potential customers by producing a comfortable, inexpensive polo shirt with the slimming qualities which makes women think that this shirt is “The Ultimate Polo.”
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.