- Founded in 1945 by French fashion designer Pierre Balmain, Balmain is known for its classic, luxurious designs and strong representation of the brand through its designs. - It has strengths in its heritage, exclusivity, luxury positioning and international recognition. Weaknesses include a focus on trendy styles and showy garments that may not appeal to all. - Opportunities exist in creating more affordable lines and basic collections while maintaining Balmain's consistency. Threats include competition, financial crises, and changes in consumer tastes or leadership. - The document analyzes a khaki military-style jacket from Balmain's 2010 spring/summer collection and breaks down its high quality materials, labor

1. By: Olivia Llagostera - Business Management II - 08.06.2010
Monday, 7 June 2010

2. History
• Founded by French Fashion Designer Pierre Balmain in 1945
• Known for it’s classic, luxurious designs
• Since 2006 it is led by Christophe Decarnin who has given the brand a more modern and edgy look
“Dressmaking is the architecture of movement”
- Pierre Balmain
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3. SWOT
Strengths
• Heritage
• Strong representation of brand through design
• High recognition
• Exclusivity & Luxury
• Established in “Paris” therefore high impression
• Fitting
• Consistent design
• International Brand
Weaknesses
• Very trend forward, not many willing to wear exaggerated “shoulder pads”
• Big focus on sexy and very “showy” garments, therefore diminishing the target
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4. SWOT
Opportunities
• Creating a more “affordable” line
• Creating a line or collection which has a more basic look, although still keeping to the Balmain
consistency.
Threats
• Competition within the luxury industry
• Financial crisis
• Consumers seeking more conservative looks
• Christopher Decarnin (the designer) leaving the brand, therefore undergoing a big change for the
label
• Many mainstream brands copying the Balmain looks
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5. Positioning
Design
Exclusivity
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6. The Product
Balmain Military Jacket
• Season - Spring Summer 2010
• Collection - Women’s Wear
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7. The Product
Military Jacket
Garment Description
• Colour - Khaki Green
• Fabric - 75% Cotton 25% Cordura
• Military button down front
• Zip trimmed fringes hag from the shoulders
• Long sleeves with braided trim on the cuffs
• Pockets on both sides of the hip
• Hemline falls above the knee
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8. T cal Sheet
echni
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9. Variable Costs
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10. Cost Break-Down
• Final price is 1.677,14€
• Mark up is 2.32
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11. Analysis
• The garment chosen is a very luxurious product which takes a lot of work and time to do it.
• The fabrics are of high quality and very carefully treated.
• The trimmings are extremely expensive details which are carefully sewn onto the garment.
• The final price 1,677.14€ is consistent with the work and price of the fabrics, the trimmings
and the façon.
•The pricing Strategy used is within the Psychological pricing strategy - Prestige pricing or
within the Competitive pricing strategy - Meeting competition.
Monday, 7 June 2010