Christian Audigier created the Ed Hardy brand based on the tattoo art of Don Ed Hardy. The brand has 72 stores worldwide, with 33 in the US. Ed Hardy's main competitors are Affliction and TapOut in the US. In Dubai Mall, other competitors include Harley Davidson, Jack & Jones, and Billabong. Ed Hardy targets young adults aged 18-25 with high incomes who enjoy clubbing, drinking, and gambling. The brand promotes a rock and roll lifestyle through its tattoo-inspired apparel, accessories, and celebrity endorsements. Ed Hardy stores curate an experience showcasing the brand's culture through decor, music, and staff attire.

1. Group 8
Amitav
Balaji
Chetan
Jemi
Johnson

2. Brand Ed Hardy
• Christian Audigier is a French fashion designer and entrepreneur, who
created a new brand called Ed Hardy based on the work of Don Ed
Hardy.
• Don Ed Hardy is an American well known tattoo collector.
• IT has 72 stores worldwide with maximum stores in US (around 33).
• In 2004, Christian Audigier licensed the rights to produce the Ed Hardy
clothing line, which is based on Hardy's imagery.
• Audigier’s marketing techniques is to market directly to celebrity
clients and by opening stores in high profile fashion districts.

3. Competitors
• Main competitor
• Affliction in the US
• TapOut
• Affliction and TapOut not present in UAE
• Other Competitors at Dubai Mall
• Harley Davidson
• Jack & Jones
• Billabong
• Desigual
• Cheap imitations of its own brand
Competition

4. Marketing Mix
• Incredibly
expensive ‘Special
edition-like’ prices
• Apparel starts at
154 AED
Price
Tattoo-art inspired genre
• Designer Apparel
• Lifestyle Accessories
• Watches
• Bags
• Rock and Roll theme
• Celebrity gallery
• Don Ed Hardy – Kids
• 50% - 60% Part Sale
•Strategic location
•Close to an ATM kiosk
•High mobility
Increased foot-falls
Product
Promotion Place

5. Market Segmentation
• Young elite 18-25 years, High Income
• Clubbing, Drinking and Gambling
• Like minded friends who grab latest fashion
• VIP Parties to diffuse latest trends
• 18- 30 years , High Income, Rock-n-Roll lifestyles
• Adore all things ‘Vintage’ , invest to look ‘CooL’
• Look up to Don Ed Hardy for its artistic tattoos.
• Anyone who wants to have such a look.

6. • Nicely stocked store, segmented in to men, women,
kids and accessories
• Store presentation shows off the Ed hardy culture
• The colors and tattoo art in the store symbolizes what
the brand stands for
• Celebrities in Ed Hardy gear show brand association
• Sales personnel – 3 Men & 2 Women in Ed Hardy gear
• The Cruise bike at the entrance shows the customer
they cater to
• Rock and Roll music in the store to appeal to
customers
Shopping experience

7. Thank You !!