The document outlines plans for a capsule collection between Holt Renfrew and designer Rick Owens, called "Operation: Dude". Holt Renfrew will sell Rick Owens' signature leather jackets exclusively with a hot pink lining added. The collection aims to bring Rick Owens' glamour/grunge aesthetic to Holt Renfrew's customers. Market research shows Rick Owens' customers are a good fit for Holt Renfrew and similar brands have seen sales increases, indicating the collection could be very successful.

1. Operation: Dude
{
Dana Anger, Priyan Rajdev,
Jennifer Schlossberg, Nilofer Timol

2. Began his work in Los
Angeles
 1994 – created his own
label, selling exclusively
to Charles Gallay
 Early 2000s – gains
global recognition
 2001 – began
international
distribution, moved
production to Italy


3. 
In a market of high-end
goods with excessive
logos embellishments, his
understated luxury stands
out

Industry go-to for leather
jackets, flowing drapery
and fierce footwear

Best described as
“glamour meets grunge”

4. Holt Renfrew
Rick Owens
Age
20-60
20-60
Socioeconomic
Status
Middle-Higher
Middle-Higher
Lifestyle
Classic, fashion
conscious,
conservative
Trendsetter, fashion
forward, risk-taker
VALS Category
Innovator, Achiever
Innovator,
Experiencer
Brand Loyalty
Brand loyal
Very brand loyal

5. Product:


Price:
Men’s Apparel –
Jackets, Pants, Shorts,
Shirts
High-quality, high-price
$52,925


$2,910
High-end, luxury goods
Range: approximately
$80 - $3,500 CDN
$410
$830

6. Promotion:


Place:

Canadian Market – Holt
Renfrew as the top luxury
brand retailer in Canada is
comparable with:


US Market – Saks Fifth
Avenue, Nordstrom,
Bloomingdales
UK Market – Selfridges,
Harvey Nichols

Word-of-mouth
Exclusivity
Celebrity Promotions

7. Demographic:
• Gen X and Gen Y - instant gratification
• “We see, we want, we get” mantra
Socio-Cultural
• Competitive job market - spending to stand out
• Desire to “look the part”
• Consumers think they deserve instant
gratification

8. Economic:
• Economic health of Canada
explains the recent frenzy of
foreign interest
• Ex. Nordstrom, Saks Fifth
Avenue
• The Canadian male clothing
market rose by 3% in 2011
• Grew by 4% from 2011 to 2012

9. Technological
• E-Commerce and social media are large
players when it comes to marketing today
Competitive
• Direct Competitors: Harry Rosen, Top Man
• Indirect Competitors: The Bay, Nordstrom,
Barney’s, Bloomingdales
• Derbyshire’s bold strategy paid off, and the
company banked record profits in 2010
• Spending will hit an all-time high, Holts
needs to do is stand out- this capsule
collection will do that

10. Menswear
Prestige
Price
Mass
Market
Exclusivity
Affordability

11. “Glunge”
Attitude
Signature
• Equal parts
glamour and
grunge
• Wearable luxury
with a rock-n-roll
feel
• Dark basics of the
Rick Owens brand

12. Rick Owens signature leather revamped

The signature capsule collection that would be sold
exclusively at Holt Renfrew will involve no other than
Rick’s signature leather jacket

With inspiration
from Holt’s
signature colour, a
hot pink lining will
be added to the
inside of Owen’s
signature jackets

13. The return Of Punk:
“What makes punk so modern now is democracy, what was
once a rebellious anti-fashion look is now a popular trend
that can be worn by all ages from work to weekend.”
– Lisa Tant, vice-president and fashion editor for Holt
Renfrew
“You always thought it would go on sale, and it wouldn’t,
because people would buy it at full price.”
– “Elegant Monsters,” by John Colapinto. The New Yorker,

14. Customer Value:



Adding a world-renowned
designer option to
assortment
One-stop shopping
Convenience
Satisfaction:


Reached when an experience meets or
exceeds a customers’ expectations.
The Rick Owens offering will meet Holt
Renfrew’s customer expectations
Loyalty:


Align Rick Owens with Holt Renfrew in
preparation for new to market stores
CRM collaboration with the exclusive
Holt Renfrew American Express credit
card

15. Market Segments:



Holt Renfrew: high-end luxury niche market
Rick Owens: high-end luxury niche market
Consumer: Innovative, Achiever and
Experiencer
Target Customer:



In-line with Holt Renfrew’s target market
A fashion-forward, innovative risk taker
DRKSHDW by Rick Owens offered at a lower price point

16. “The Rick Owens customer would definitely be
at home here at Holt Renfrew. Our Yorkdale
location alone has seen a tremendous spike in
sales in recent years with brands closely aligned
with Rick Owens. Without giving actual sales
figures in my department, the spike in sales seen
in brands such as Dries Van Noten, Maison
Martin Margiela, Alexander Wang, Alexander
McQueen, Givenchy and Balenciaga, would
indicate to me that Rick Owens mainline and
DRKSHDW would do amazing here!”
-Daniel Sinniah, Director of Group Sales, Holt
Renfrew

17. The unique style, design and attitude Rick Owens
will bring to Holt Renfrew will give Operation:
Dude the fresh and different take on men’s
fashion it is looking for