Strategic Brand Marketing
In The Über Competitive
Global Denim Market

Case Study: “Joe’s Jeans”



         copyright 200...
moda360°
Global Brand Marketing Analysis:

I.     Luxury Category & Consumer
II.    Denim Market
III.   Case Study: Joe’s ...
moda360°


I. GLOBAL LUXURY MARKET
   “21st Century Realities”




        copyright 2007 moda360 worldwide ltd.
         ...
moda360°
Market Statistics
 Luxury market is stronger than ever;
 expected to grow to $2TN USD by 2010
 Luxury fashion mar...
moda360°
Projected Market Growths
 3.5

  3

 2.5

  2                                                     Luxury Category...
moda360°
Market Statistics - continued
 Western markets (US & Europe) are less brand
 loyal vs. Eastern countries; seek th...
moda360°
Market Statistics - continued
 Luxury goods are very selectively distributed
 by geography in limited quantities ...
moda360°
Market Statistics - continued
 Less than 1% of global luxury market goods
 are the extremely rich
 In fact, 20% o...
moda360°
Market Statistics - continued
 Consumers look to luxury for differentiation,
 innovation, & customization to sati...
moda360°
Market Statistics - continued
  Luxury consumers are increasingly more savvy,
  smarter, fickle, decisive, & prod...
moda360°
Market Statistics - continued:
 Today’s luxury is tomorrow’s necessity;
 markets are always in motion &
 becoming...
moda360°
Market Statistics - continued
 Number of global millionaires & wealthy elite
 continue to increase, with an expec...
moda360°
Market Statistics – continued
 Emerging markets (Asia, India, Russia,
 Australia, & Middle East) are expected to ...
moda360°


   II. DENIM MARKET
        “The Facts”




       copyright 2007 moda360 worldwide ltd.
                  all ...
moda360°
Denim Facts
 $49 billion USD industry worldwide
 according to 2004 figures, estimated to
 increase by 8.9% over t...
moda360°
Denim Facts – continued
 Worldwide phenomenon worn by both
 sexes of all ages across all cultures and
 socio-econ...
moda360°
Denim Facts – continued
 High profit, low-overhead, easy-entry
 industry with literally hundreds of brands
 in th...
moda360°
Denim Facts – continued
 Denim can be divided into 3 buyer
 categories from POV of today’s savvy
 consumer:
   Ut...
moda360°
Denim Facts - continued
 Graphically, the denim market is
 divided as follows:

                                 ...
moda360°
Denim Facts – continued
 Premium denim (defined as jeans with prices of
 at least $70 USD wholesale) is fueling t...
moda360°
Denim Facts – continued
 Premium denim sub-category has
 ballooned from $14 billion USD in 2004
 to $15.8 billion...
moda360°
Denim Facts – continued
 Though only accountable for a tiny
 fraction of denim sales worldwide,
 premium denim ha...
moda360°
Denim Facts – continued
 So what of the “Denim Bubble” theory??
   Competitive shake-up already evidenced
   Cont...
moda360°
Denim Facts – continued
 Revolution to Evolution: No longer
 regarded simply as a textile, denim
 manufacturers c...
moda360°
Denim Facts – continued
 The capsule history of the premium
 denim market has aggressively evolved
 from “product...
moda360°
Denim Facts – continued
 Decide & commit:
   Mass market (high volume @ discount)
   Midrange (mid-volume @ selec...
moda360°
Denim Facts – continued
 So, you think you’re ready for the major
 leagues??
 Let’s take a step-step study of how...
moda360°


    III. Case Study:
     “Joe’s Jeans”




      copyright 2007 moda360 worldwide ltd.
                 all ri...
moda360°
Joe’s Jeans: Brief History
  L.A. denim brand founded in 2000 by
  Joe Dahan
  Launched first collection of women...
moda360°
Joe’s Jeans: Brief History
  Early competition: 7, Citizens, Blue Cult,
  Habitual, & Paper Denim & Cloth
  Distr...
moda360°
Joe’s Jeans: Brief History
 Early challenges:
    Brand identity
    Niche market
    Differentiation
    Capital...
moda360°
Joe’s Jeans: Brief History
  Early efforts to meet challenges:
    Creative
    Press
    Advertising
    Promoti...
moda360°
Joe’s Jeans: Brief History
  Early stumbling blocks:
    Rapid market saturation
    Slow or incapable of respond...
moda360°
Joe’s Jeans: Brief History
  Inept corporate structure & culture:
    Lack of strong management & leadership
    ...
moda360°
Joe’s Jeans: Brief History
 Solution …
    Reinvent
    Relaunch & Revitalize
    Restructure
    Redefine
    Re...
moda360°
Joe’s Jeans: Brief History
  Close inspection of competition
    Highly identifiable product
    Quality construc...
moda360°
Joe’s Jeans: Brief History
  “Man in the mirror”
    Retail & buyer feedback
    Consumer thoughts
    Media POV
...
moda360°
Joe’s Jeans: Brief History
  “Do or die”
    Retract outsourcing of creative & press efforts
    Focus on consume...
moda360°
Joe’s Jeans: Brief History
 Sound marketing directive:
    Initiate “pull strategy”
    Create awareness
    Cons...
moda360°
Joe’s Jeans: Brief History
 “Judgment day”
    Spring 2004 marked the re-launch of the
    women’s premium collec...
moda360°
Joe’s Jeans: Brief History
  “Forest from the trees”
    Brand emphasis
    New category possibilities
    Lesson...
moda360°
Joe’s Jeans: Brief History
  “Back to the basics”
    Acquire media placement
    Forge alliances with the trade
...
moda360°
Joe’s Jeans: Brief History
 “Clean up your act”
    Damage control
    Restore relations & acquire new ones
    N...
moda360°
Joe’s Jeans: Milestones
 “Dawn of a new era”
    Media blitz
    L.A. Fashion Week runway show
    Publicity!!
  ...
moda360°
Joe’s Jeans: Milestones
 Strong product foundation for growth
    Calculated line expansion
     • From 6 Fits in...
moda360°
Joe’s Jeans: Milestones
  Revisit the competition
    Top brands: True Religion, AG, Chip &
    Pepper, Earnest S...
moda360°
Joe’s Jeans: Milestones
 Qualify & quantify success of the newly
 installed “pull strategy:”
    Increased sales ...
moda360°
Joe’s Jeans: Milestones
  And who says you cannot quantify
  marketing efforts?
 90
 80
 70
 60
 50              ...
moda360°
Joe’s Jeans: Milestones
 Strong brand foundation for growth
    Women’s RTW
    Kids expansion
    Handbags & oth...
moda360°
WWD, May 2006




                copyright 2007 moda360 worldwide ltd.
                           all rights res...
moda360°
DNR, October 2007




                    copyright 2007 moda360 worldwide ltd.
                               al...
moda360°
Joe’s Jeans: Milestones
 Reaffirm brand image against newcomers:
 J Brand, Siwwy, Kasil, Rich & Skinny, …
 Innova...
moda360°


 IV. EXECUTIVE SUMMARY
  “Take Heed & Follow Thru”




        copyright 2007 moda360 worldwide ltd.
          ...
moda360°
Recap: Luxurious Future
    Premium (or luxury) products and
    services require more sophisticated
    marketin...
moda360°
Recap: Luxurious Future
 Entry into the luxury industry or category
 requires exhaustive planning and
 cohesive m...
moda360°
Recap: Luxurious Future
 Fostering of trade relations is vital to success &
 longevity of any business
 No amount...
moda360°
Recap: Luxurious Future
 Quality is in the details
 Modern consumer is brand “emotion” oriented
 vs. product “cat...
moda360°
Recap: Luxurious Future
 Strategy must be well planned &
 executed to take advantage of
 quintessential momentum ...
moda360°
Recap: Luxurious Future
 Apply similar methodology to internal corporate
 functioning; departmental collaboration...
moda360°
Recap: Luxurious Future
 Strong, well-defined brand messages;
 emotionally stimulate & engage consumer
 Flexibili...
moda360°

Especially Prepared For The Cotton Inc
   1st Annual “Global Denim Event”
           Shanghai, China
        Nov...
moda360°
Resources:
 Trades (WWD, DNR, Sportswear Int’l)

 Market Researchers (Boston Consulting, Brand
 Keys, Donegar Gro...
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21 C Luxury Consumer

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Featured Panel Speaker @ Cotton Inc "Global Denim Event" - Shanghai, China - Nov 13 & 14, 2007

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21 C Luxury Consumer

  1. 1. Strategic Brand Marketing In The Über Competitive Global Denim Market Case Study: “Joe’s Jeans” copyright 2007 moda360 worldwide ltd. all rights reserved
  2. 2. moda360° Global Brand Marketing Analysis: I. Luxury Category & Consumer II. Denim Market III. Case Study: Joe’s Jeans IV. Presentation Summary V. Q&A + Joe’s Jeans Pictorial copyright 2007 moda360 worldwide ltd. all rights reserved
  3. 3. moda360° I. GLOBAL LUXURY MARKET “21st Century Realities” copyright 2007 moda360 worldwide ltd. all rights reserved
  4. 4. moda360° Market Statistics Luxury market is stronger than ever; expected to grow to $2TN USD by 2010 Luxury fashion market represents about 5% of total luxury market by 2010, estimated to be $100BN USD At current growth rate (10-15% annually), luxury market will reach $2.4TN USD by 2012 and $3.22TN USD by 2017 copyright 2007 moda360 worldwide ltd. all rights reserved
  5. 5. moda360° Projected Market Growths 3.5 3 2.5 2 Luxury Category (in $ USD trillions) 1.5 Luxury Fashion (in $ USD trillions) 1 0.5 0 2010 2012 2017 copyright 2007 moda360 worldwide ltd. all rights reserved
  6. 6. moda360° Market Statistics - continued Western markets (US & Europe) are less brand loyal vs. Eastern countries; seek the “best” US & European consumer demand a luxury “experience” at all touch points that resonates Eastern consumers desire “status symbols”; flashier, ostentatious, & more iconic the better Consumers are willing to pay any price for “quality, service, design, & cachet” copyright 2007 moda360 worldwide ltd. all rights reserved
  7. 7. moda360° Market Statistics - continued Luxury goods are very selectively distributed by geography in limited quantities to control brand image The unattainable & exclusivity is what consumers want, and will allocate income for it fantasy and dream fulfillment Consumers want an “ego-boost”; women especially are compliment-seeking when deciding luxury purchases copyright 2007 moda360 worldwide ltd. all rights reserved
  8. 8. moda360° Market Statistics - continued Less than 1% of global luxury market goods are the extremely rich In fact, 20% of shoppers account for 80% of revenues in upscale market; in some cities, the ration is 10:90 Consumers want an “all things luxury haute lifestyle” and will budget to attain and be connected with it copyright 2007 moda360 worldwide ltd. all rights reserved
  9. 9. moda360° Market Statistics - continued Consumers look to luxury for differentiation, innovation, & customization to satisfy their desire to be perceived as inventive & unique Luxe purchases justified as “investments” Luxury consumer is found across all ethnic, age, cultural, socio-economic, and class groups for both genders around the globe The luxe life is no longer reserved just for celebrities & the über-wealthy copyright 2007 moda360 worldwide ltd. all rights reserved
  10. 10. moda360° Market Statistics - continued Luxury consumers are increasingly more savvy, smarter, fickle, decisive, & product educated 90% of them come from middle class, not trust fund families; common denominator is psychographics In the usual “serious” luxury categories, the rare quotients of “pleasure” embedded in branding & marketing can lure and retain consumers greater sales & profitability Don’t confuse “fun” with “fads”; luxury consumer expects consistent, consummate execution in all areas (product quality, service, overall value, customer relationships) copyright 2007 moda360 worldwide ltd. all rights reserved
  11. 11. moda360° Market Statistics - continued: Today’s luxury is tomorrow’s necessity; markets are always in motion & becoming more luxurious Vital to remain fresh, current in luxe category; amplify & inflate qualities Remain stagnant & constant, you will become obsolete, left behind, forgotten copyright 2007 moda360 worldwide ltd. all rights reserved
  12. 12. moda360° Market Statistics - continued Number of global millionaires & wealthy elite continue to increase, with an expected rate of 7% in the next 3-5 years According to the 2005 U.S. census, 15.1 million HH earned $100K+ USD; analysts estimate 24.6 million HH for 2007 Increasing number empty nest, baby boomers households w/ discretionary monies Prevalence of aging singles; postponement of marriage & children copyright 2007 moda360 worldwide ltd. all rights reserved
  13. 13. moda360° Market Statistics – continued Emerging markets (Asia, India, Russia, Australia, & Middle East) are expected to have the fastest gains in demand for luxury goods, with China dominating the lead with estimates of a 10-fold rise over the next 5 years Demand for luxury grows despite economic concerns (downturns) & political uncertainties on a global scale copyright 2007 moda360 worldwide ltd. all rights reserved
  14. 14. moda360° II. DENIM MARKET “The Facts” copyright 2007 moda360 worldwide ltd. all rights reserved
  15. 15. moda360° Denim Facts $49 billion USD industry worldwide according to 2004 figures, estimated to increase by 8.9% over the next 7 years Projected retail market value by 2014? $52.2 billion USD copyright 2007 moda360 worldwide ltd. all rights reserved
  16. 16. moda360° Denim Facts – continued Worldwide phenomenon worn by both sexes of all ages across all cultures and socio-economic demographics Redefined as a wardrobe staple & fashion statement; readily acceptable at the workplace, evening functions, special events, & assorted “dressy” occasions copyright 2007 moda360 worldwide ltd. all rights reserved
  17. 17. moda360° Denim Facts – continued High profit, low-overhead, easy-entry industry with literally hundreds of brands in the global marketplace Youth-driven business, largely tweens, teens, and 20-year olds Professional & middle-age audiences are responding rapidly to new lifestyle copyright 2007 moda360 worldwide ltd. all rights reserved
  18. 18. moda360° Denim Facts – continued Denim can be divided into 3 buyer categories from POV of today’s savvy consumer: Utilitarian (eg. workmen's uniform) Wardrobe staple (eg. khakis, cargo, camo) Luxury statement (eg. haute couture, designer RTW, haute lifestyle) copyright 2007 moda360 worldwide ltd. all rights reserved
  19. 19. moda360° Denim Facts - continued Graphically, the denim market is divided as follows: Mass Midrange Premium copyright 2007 moda360 worldwide ltd. all rights reserved
  20. 20. moda360° Denim Facts – continued Premium denim (defined as jeans with prices of at least $70 USD wholesale) is fueling the denim & cotton categories; quality, fit, styling keeps improving drives the market With exponential growth in popularity (hence, sales) each year, denim is the new “blue chip” stock of the 21st century with no signs of market slow down or decline copyright 2007 moda360 worldwide ltd. all rights reserved
  21. 21. moda360° Denim Facts – continued Premium denim sub-category has ballooned from $14 billion USD in 2004 to $15.8 billion USD in 2006 Since the launch of the modern premium jean category in 2000, worldwide denim sales has steadily climbed to 3.5% in 2004, and is predicted to reflect double that ratio by year’s end 2007 copyright 2007 moda360 worldwide ltd. all rights reserved
  22. 22. moda360° Denim Facts – continued Though only accountable for a tiny fraction of denim sales worldwide, premium denim has ushered in the most significant fashion movement in history Economic forecasters predict longevity of this specialty market, entrenched in today’s lifestyle-oriented consumer copyright 2007 moda360 worldwide ltd. all rights reserved
  23. 23. moda360° Denim Facts – continued So what of the “Denim Bubble” theory?? Competitive shake-up already evidenced Continuous stream of new brands vying for market share, status, influence, retail space Lifespan of a premium denim brand is short lived for the vast majority due to over- whelming market saturation Increasingly challenging to “sell” to the modern, intelligent consumer copyright 2007 moda360 worldwide ltd. all rights reserved
  24. 24. moda360° Denim Facts – continued Revolution to Evolution: No longer regarded simply as a textile, denim manufacturers continue to push the envelope on technological innovations, usages, & applications Premium jeans have defiantly conquered the khaki, cargo, black pant, & legging → quintessential wardrobe extension of today’s style conscious global society copyright 2007 moda360 worldwide ltd. all rights reserved
  25. 25. moda360° Denim Facts – continued The capsule history of the premium denim market has aggressively evolved from “product & category defining” to “brand & lifestyle positioning” Establishment of a new apparel genre Defining usage (the “5 W’s”) Convergence on differentiation & niche strategies copyright 2007 moda360 worldwide ltd. all rights reserved
  26. 26. moda360° Denim Facts – continued Decide & commit: Mass market (high volume @ discount) Midrange (mid-volume @ select price points) Premium (low volume @ luxury price points) Resources & competitive advantages Honest analysis of capital, distribution, talent, technology, market savvy, forecasting, exec management, timeliness, & commitment copyright 2007 moda360 worldwide ltd. all rights reserved
  27. 27. moda360° Denim Facts – continued So, you think you’re ready for the major leagues?? Let’s take a step-step study of how one aspiring designer defied the odds to launch a successful premium denim brand – its humble beginnings as a LA cult favorite to international acclaim copyright 2007 moda360 worldwide ltd. all rights reserved
  28. 28. moda360° III. Case Study: “Joe’s Jeans” copyright 2007 moda360 worldwide ltd. all rights reserved
  29. 29. moda360° Joe’s Jeans: Brief History L.A. denim brand founded in 2000 by Joe Dahan Launched first collection of women’s premium denim in S/S 2001 @ Magic Original inspiration: edgy, rocker chick Market strategy: “push effort” via independent sales showrooms copyright 2007 moda360 worldwide ltd. all rights reserved
  30. 30. moda360° Joe’s Jeans: Brief History Early competition: 7, Citizens, Blue Cult, Habitual, & Paper Denim & Cloth Distribution focus: specialty retailers and key influential department stores Pricing: competitive Sales points: sexy, edgy alternative copyright 2007 moda360 worldwide ltd. all rights reserved
  31. 31. moda360° Joe’s Jeans: Brief History Early challenges: Brand identity Niche market Differentiation Capital Exposure copyright 2007 moda360 worldwide ltd. all rights reserved
  32. 32. moda360° Joe’s Jeans: Brief History Early efforts to meet challenges: Creative Press Advertising Promotion Sales “push-thru” strategy copyright 2007 moda360 worldwide ltd. all rights reserved
  33. 33. moda360° Joe’s Jeans: Brief History Early stumbling blocks: Rapid market saturation Slow or incapable of responding to fast changing dynamics of industry Entrenched media darlings Distribution limitations Slumping sales; poor sell-thru results Inconsistencies Lack of marketing or branding direction copyright 2007 moda360 worldwide ltd. all rights reserved
  34. 34. moda360° Joe’s Jeans: Brief History Inept corporate structure & culture: Lack of strong management & leadership Understaffed, underdeveloped departments Vague areas of responsibility, duty & accountability; poor communications Lack of team & departmental cooperation Overall dysfunction & unpreparedness copyright 2007 moda360 worldwide ltd. all rights reserved
  35. 35. moda360° Joe’s Jeans: Brief History Solution … Reinvent Relaunch & Revitalize Restructure Redefine Regroup Reallocate resources copyright 2007 moda360 worldwide ltd. all rights reserved
  36. 36. moda360° Joe’s Jeans: Brief History Close inspection of competition Highly identifiable product Quality construction & details Consistencies Performance Brand & consumer focused Emphasis on “pull strategy” copyright 2007 moda360 worldwide ltd. all rights reserved
  37. 37. moda360° Joe’s Jeans: Brief History “Man in the mirror” Retail & buyer feedback Consumer thoughts Media POV Product review Company organization copyright 2007 moda360 worldwide ltd. all rights reserved
  38. 38. moda360° Joe’s Jeans: Brief History “Do or die” Retract outsourcing of creative & press efforts Focus on consumer needs & wants Product redesign Develop market strategy Branding seminars & handbook guidelines copyright 2007 moda360 worldwide ltd. all rights reserved
  39. 39. moda360° Joe’s Jeans: Brief History Sound marketing directive: Initiate “pull strategy” Create awareness Consumer orientation Hone inconsistencies Media outreach Think outside the box copyright 2007 moda360 worldwide ltd. all rights reserved
  40. 40. moda360° Joe’s Jeans: Brief History “Judgment day” Spring 2004 marked the re-launch of the women’s premium collection @ Magic Introduction of new & differentiated product based on fits (first in industry to hedge on this strategy) Cohesive message established New moniker “JOE’S” copyright 2007 moda360 worldwide ltd. all rights reserved
  41. 41. moda360° Joe’s Jeans: Brief History “Forest from the trees” Brand emphasis New category possibilities Lessons from RTW & luxury empires Designer lifestyle vs. apparel garment focus Redefining; avoid commodization Engage target consumers copyright 2007 moda360 worldwide ltd. all rights reserved
  42. 42. moda360° Joe’s Jeans: Brief History “Back to the basics” Acquire media placement Forge alliances with the trade Create awareness Connect with the consumer Build celebrity & VIP following copyright 2007 moda360 worldwide ltd. all rights reserved
  43. 43. moda360° Joe’s Jeans: Brief History “Clean up your act” Damage control Restore relations & acquire new ones New & positive attitude Accommodation & availability (“service!!”) Explore grass roots efforts in conjunction with big ticket expenditures (“mix & match”) copyright 2007 moda360 worldwide ltd. all rights reserved
  44. 44. moda360° Joe’s Jeans: Milestones “Dawn of a new era” Media blitz L.A. Fashion Week runway show Publicity!! Strategic collaborations Strong, edited core designs Promotions Charitable causes copyright 2007 moda360 worldwide ltd. all rights reserved
  45. 45. moda360° Joe’s Jeans: Milestones Strong product foundation for growth Calculated line expansion • From 6 Fits in 2004 to 8 Fits in 2005 • Introduction of capsule sportswear group Exploration of product expansion • Men’s collection • “Gold Label” limited edition • International distribution (Japan & Europe) copyright 2007 moda360 worldwide ltd. all rights reserved
  46. 46. moda360° Joe’s Jeans: Milestones Revisit the competition Top brands: True Religion, AG, Chip & Pepper, Earnest Sewn, Rock & Republic, Hudson, Paige Premium, Rogan Embrace the trends Distressed to clean; plain to embellished; bootcut to skinny; exploration of proportions copyright 2007 moda360 worldwide ltd. all rights reserved
  47. 47. moda360° Joe’s Jeans: Milestones Qualify & quantify success of the newly installed “pull strategy:” Increased sales volume? Expanded distribution? Customer loyalty? Celebrity following? Brand & product recognition? Interests from foreign markets? Merchandising effect? Consistent across all customer touch points? copyright 2007 moda360 worldwide ltd. all rights reserved
  48. 48. moda360° Joe’s Jeans: Milestones And who says you cannot quantify marketing efforts? 90 80 70 60 50 Gross Revenues 40 (in millions) 30 20 10 0 05 06 07 02 03 04 20 20 20 20 20 20 copyright 2007 moda360 worldwide ltd. all rights reserved
  49. 49. moda360° Joe’s Jeans: Milestones Strong brand foundation for growth Women’s RTW Kids expansion Handbags & other accessories Flagship stores & retail outlets In-store vendor boutique R/E Licensing opportunities Lifestyle orientation build customer base copyright 2007 moda360 worldwide ltd. all rights reserved
  50. 50. moda360° WWD, May 2006 copyright 2007 moda360 worldwide ltd. all rights reserved
  51. 51. moda360° DNR, October 2007 copyright 2007 moda360 worldwide ltd. all rights reserved
  52. 52. moda360° Joe’s Jeans: Milestones Reaffirm brand image against newcomers: J Brand, Siwwy, Kasil, Rich & Skinny, … Innovate: colored jeans, new denim shapes, luxe hardware, custom handwork, classic bejeweled, coated denim, multihued dyes Low-rise to mid and high; skinny to flared and wide; 5-pocket basics to trouser styles copyright 2007 moda360 worldwide ltd. all rights reserved
  53. 53. moda360° IV. EXECUTIVE SUMMARY “Take Heed & Follow Thru” copyright 2007 moda360 worldwide ltd. all rights reserved
  54. 54. moda360° Recap: Luxurious Future Premium (or luxury) products and services require more sophisticated marketing & branding approaches vs. mass or midrange categories “Push strategy” cannot be the long- term focus of a business; the most successful companies create a “need” that the customer finds it “wants” copyright 2007 moda360 worldwide ltd. all rights reserved
  55. 55. moda360° Recap: Luxurious Future Entry into the luxury industry or category requires exhaustive planning and cohesive marketing & branding plans Company + designer + brand + products must all align as a parallel entity though distinctively separate Customer is king in the luxury kingdom copyright 2007 moda360 worldwide ltd. all rights reserved
  56. 56. moda360° Recap: Luxurious Future Fostering of trade relations is vital to success & longevity of any business No amount of advertising can compete with third party validations & word of mouth Realize proactivity in thought & action vs. reactivity to market changes Innovate, anticipate trends, set the pace, become an industry leader Be a stylemaker vs. uninspired follower copyright 2007 moda360 worldwide ltd. all rights reserved
  57. 57. moda360° Recap: Luxurious Future Quality is in the details Modern consumer is brand “emotion” oriented vs. product “category” focus Strive for perfection to maintain advantage in today’s overly competitive global marketplace Renew, refresh, revitalize, reinvent your “company” continuously evolve or become extinct, unnecessary, irrelevant copyright 2007 moda360 worldwide ltd. all rights reserved
  58. 58. moda360° Recap: Luxurious Future Strategy must be well planned & executed to take advantage of quintessential momentum & synergies Attune to cultural & socio-political movements (eg. eco-friendly, philanthropy, global harmony) copyright 2007 moda360 worldwide ltd. all rights reserved
  59. 59. moda360° Recap: Luxurious Future Apply similar methodology to internal corporate functioning; departmental collaborations, foster team involvement, establish strong & effective management Empower employees to view their jobs as careers & vital roles in the success of the company; build team with premium salaries, benefits, & incentives; employees & outside agents must be regarded as strategic partners copyright 2007 moda360 worldwide ltd. all rights reserved
  60. 60. moda360° Recap: Luxurious Future Strong, well-defined brand messages; emotionally stimulate & engage consumer Flexibility and quick responsiveness; adapt, evolve, embrace market change Stay true to brand’s POV - an incisive vision, world, lifestyle consumers can aspire and relate to copyright 2007 moda360 worldwide ltd. all rights reserved
  61. 61. moda360° Especially Prepared For The Cotton Inc 1st Annual “Global Denim Event” Shanghai, China November 13 – 14, 2007 By Adriana M. Joseph www.Moda360Worldwide.com copyright 2007 moda360 worldwide ltd. all rights reserved
  62. 62. moda360° Resources: Trades (WWD, DNR, Sportswear Int’l) Market Researchers (Boston Consulting, Brand Keys, Donegar Group, Luxury Institute) Newspapers (Fortune, Entrepreneur, Business Week, WSJ, The New York Times) Government Agencies (U.S. Census Bureau) copyright 2007 moda360 worldwide ltd. all rights reserved
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