Joseph Abboud is a global luxury lifestyle brand known for men's tailored clothing. Some key points:
1) Joseph Abboud is a top men's designer brand, ranking #1 in men's tailored clothing for Nordstrom and in the top 10 for brand awareness.
2) The brand has expanded beyond tailored clothing to become a $400M global lifestyle brand, including women's apparel, home goods, and hotel products.
3) Joseph Abboud has a unique positioning as a modern alternative that bridges European sophistication and American style at affordable price points.
The document provides an overview and analysis of different stores studied, including an artisan pizza place, brew pub, sports bar, gourmet market, and gourmet cupcake shop. Key dimensions like products, environment, customers, and personnel are explored for each store. A detailed template is used to analyze each store across these dimensions and provide supporting information and observations. The goal is to derive a tactical framework from the analysis to apply to design and align stores to consumers and brands.
This document discusses Yanjing Beer's entry into the US market and strategies for building its brand. It covers the company background, brand positioning as traditional and high-quality, and marketing approaches like events and pricing slightly higher than competitors. A SWOT analysis notes strengths in capital and base but weaknesses in taste and finding new channels. Recommendations include finding a niche first before expanding and using sports sponsorships to appear more American.
HGHR grnd is an urban sportswear brand for men ages 20-35 that focuses on fleece, plaid shirts, ripstop bottoms, and outerwear for activities like biking, snowboarding, and hiking. The brand aims to provide functional, fashion-forward apparel inspired by competitors like Nike and The Hundreds. Its slim-fit styles feature logo graphics and details like reversible zippers and pockets.
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data
A great presentation from John Marovino on how small businesses can get more out of their branding. The presentation provides a model and frame work for small businesses to build a brand essence and brand equity. Presentation originally given to the Waterloo Region Small Business Owner Association on Wednesday April 25th, 2012.
The document provides observations from visits to 6 different retail stores: Splash, Hamleys, Snog, E Max, Carrefour, and Baby Shop. For each store, details are given about the exterior appearance, interior environment, personnel, products, customers, and other observations. Some key highlights include Hamleys having a floor designed like a race track and ceiling decorated with creatures, Snog focusing on natural and chemical-free yogurt and ice cream products, and Baby Shop tending to be messy and loud during sales periods due to high customer volumes.
Chill towels are 100% cotton towels pre-moistened with a patent-pending cooling solution that provide instant cooling without refrigeration. They come in various sizes and can be customized with logos. The towels stay 20-30 degrees cooler than body temperature for up to 8 days of repeated use and refresh the user with their antibacterial properties. The company offers original Chill towels as well as semi-custom and fully-customizable CoolRagz towels for events, tournaments, and other promotions.
This document provides an analysis of the Jack Wills brand. It outlines the brand's history originating in 1999 in Salcombe, Devon. It describes key elements of the brand's design equation, promise, values, attributes, personality, essence, iconic products, heritage, positioning, consumers, competitors, and communication touchpoints. It then discusses opportunities for new concepts, including a potential collaboration collection with a famous British designer and university graduate. It proposes a launch event at Chatsworth House including polo, rowing, and evening events. Finally, it recommends advertising the new collection in high-end magazines and providing clothing to celebrity stylists for publicity.
The document provides an overview and analysis of different stores studied, including an artisan pizza place, brew pub, sports bar, gourmet market, and gourmet cupcake shop. Key dimensions like products, environment, customers, and personnel are explored for each store. A detailed template is used to analyze each store across these dimensions and provide supporting information and observations. The goal is to derive a tactical framework from the analysis to apply to design and align stores to consumers and brands.
This document discusses Yanjing Beer's entry into the US market and strategies for building its brand. It covers the company background, brand positioning as traditional and high-quality, and marketing approaches like events and pricing slightly higher than competitors. A SWOT analysis notes strengths in capital and base but weaknesses in taste and finding new channels. Recommendations include finding a niche first before expanding and using sports sponsorships to appear more American.
HGHR grnd is an urban sportswear brand for men ages 20-35 that focuses on fleece, plaid shirts, ripstop bottoms, and outerwear for activities like biking, snowboarding, and hiking. The brand aims to provide functional, fashion-forward apparel inspired by competitors like Nike and The Hundreds. Its slim-fit styles feature logo graphics and details like reversible zippers and pockets.
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. The power of branding 2. Contents 3. Spinning test 4. Brands in your world 5. Brand examples 6. Examples 7. Average person 8. Obscurity 9. Brand 10. Whats a brand? 11. A brand is not 12. More than a product 13. Product 14. Brand 15. Brands as a clothes hook 16. Reality 17. Jeremy Bullmore 18. Distrust 19. Why do you need one? 20. Your money 21. Effective positioning 22. Most wanted man? 23. First solo air crossing? 24. First man on the moon? 25. Highest mountain in Australia? 26. Number 2 27. Market leader in a small market 28. Why is branding so hot? 29. Fusing functional and emotional benefits 30. Why bother? 31. If you get it right... 32. How do they work? 33. What's different 34. 1+1=11 35. Brain 36. Influencing consumers 37. Belief 38. Kirin 39. Blank 40. Kirin 41. How to create one 42. Selling appropriately 43. Relevancy and Remarkability 44. Relevancy 45. Regular 46. Remarkable 47. The Beatles 48. Marketing's evolution 49. The golden circle of success 50. What? 51. How? 52. Why? 53. Renew vs. Reinvent 54. Renew 55. Apple example 56. Apple example 57. Coca-cola 58. Open happiness 59. I'm lovin' it 60. Mc Donald's example 61. Mc Donald's example 62. Reinvent 63. fcuk 64. French connection 65. Domino's 66. Pizza turnaround 67. Dove 68. Dove example 69. How do you know which path to take? 70. Renew 71. Increase 72. Shifts 73. Communications 74. Core positioning 75. When to reinvent 76. Relevance 77. Current positioning 78. Untapped market 79. Risk of alienation 80. Overwhelm your position 81. Opportunity for competitors 82. Questions 83. Join us 84. Thank you 85. Appendix 86. Apple data 87. Coca cola data 88. Mc Donald's data 89. fcuk data 90. Domino's data 91. Dove data
A great presentation from John Marovino on how small businesses can get more out of their branding. The presentation provides a model and frame work for small businesses to build a brand essence and brand equity. Presentation originally given to the Waterloo Region Small Business Owner Association on Wednesday April 25th, 2012.
The document provides observations from visits to 6 different retail stores: Splash, Hamleys, Snog, E Max, Carrefour, and Baby Shop. For each store, details are given about the exterior appearance, interior environment, personnel, products, customers, and other observations. Some key highlights include Hamleys having a floor designed like a race track and ceiling decorated with creatures, Snog focusing on natural and chemical-free yogurt and ice cream products, and Baby Shop tending to be messy and loud during sales periods due to high customer volumes.
Chill towels are 100% cotton towels pre-moistened with a patent-pending cooling solution that provide instant cooling without refrigeration. They come in various sizes and can be customized with logos. The towels stay 20-30 degrees cooler than body temperature for up to 8 days of repeated use and refresh the user with their antibacterial properties. The company offers original Chill towels as well as semi-custom and fully-customizable CoolRagz towels for events, tournaments, and other promotions.
This document provides an analysis of the Jack Wills brand. It outlines the brand's history originating in 1999 in Salcombe, Devon. It describes key elements of the brand's design equation, promise, values, attributes, personality, essence, iconic products, heritage, positioning, consumers, competitors, and communication touchpoints. It then discusses opportunities for new concepts, including a potential collaboration collection with a famous British designer and university graduate. It proposes a launch event at Chatsworth House including polo, rowing, and evening events. Finally, it recommends advertising the new collection in high-end magazines and providing clothing to celebrity stylists for publicity.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
Levi's is a popular jeans brand that offers a wide range of fits and styles. It sells products through major retailers and its own stores located in various cities. Levi's targets customers of all ages and sizes through promotions, advertisements, and magazine placements. While it faces competition from other denim brands, Levi's maintains a strong market position through its classic styles and widespread availability.
This document provides an agenda and background information for a meeting to discuss strategies for Timberland brand. It introduces the team members and outlines the following agenda items: challenge, executive summary, brand analysis, market analysis, target consumer, idea, and main event. Key points include that Timberland needs to become relevant to new consumers, create meaningful awareness and affinity, and find insights to motivate consumers. It discusses how Timberland lost touch with its original target audience of American workers and was embraced by an urban consumer it did not understand. A competitor analysis and discussion of how Timberland is different in focusing on its heritage and iconic yellow boot conclude the document.
The document provides information about Benetton Group and its operations in India. Some key points:
- Benetton is an Italian clothing company operating in over 120 countries with over 6000 stores worldwide. In India, it has over 400 employees and 130 retail stores.
- The company produces clothing under several brands like United Colors of Benetton, Sisley, Playlife and Killer Loop. It focuses on quality, style and passion in its products.
- In India, Benetton follows strategies like visual merchandising, theme-based purchasing, retail marketing initiatives and training programs to engage customers and employees.
- The company aims to create a sense of belonging for employees through various celebration,
The document discusses strategies for marketing the Ugg brand, including maintaining strong sales growth in the United States, targeting women ages 25 to 45, and positioning Uggs as a luxury outdoor sheepskin boot. It also outlines plans to introduce more affordable product lines, limited edition seasonal styles, and expand the men's line to attract more customers and increase revenue while preserving the brand's premium image.
Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.
Levi Strauss & Co. is a privately held clothing company known worldwide for its Levi's brand of denim jeans. It began producing denim overalls in the 1870s and modern jeans in the 1920s. Today it has over 70,000 employees worldwide and sells its products through over 2,000 retail stores as well as department stores and online retailers. Levi's targets upper and upper middle class customers with its jeans, casual pants, and accessories advertising campaigns.
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
My Special Book transforms personal stories and memories into luxury books as gifts. They work with clients around the world to produce over 250 private books annually. The company prides itself on offering total flexibility in topics and formats while ensuring high quality luxury finishes and standards. My Special Book is seeking entrepreneurs to join their international sales team and representative network.
- Burberry was founded in 1856 in England and grew throughout the 19th century offering outerwear. In 1901, Burberry designed uniforms for the British army. The invention of gabardine, a waterproof and breathable fabric, helped establish Burberry's reputation.
- In recent decades, Burberry's iconic check pattern became popular among the working class "chav" subculture in Britain, hurting its luxury image. Its global strategy also did not align with its desired upscale brand positioning.
- Burberry faced challenges in maintaining a consistent brand image and quality across its retail stores, wholesale distribution, and licensed products which accounted for a significant portion of its business.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through marketing and campaigns promoting its heritage as a supplier to explorers and soldiers. It faces competition in global markets but has found success through a standardized approach to products while maintaining distinctive design. Burberry caters to upper-class customers through its mix of high-quality, expensive fashion items sold worldwide through an extensive network of stores.
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Procter & Gamble (P&G) is a large multinational consumer goods company founded in 1837. It has over 300 brands, 127,000+ employees, and annual sales of about $83.6 billion across 80+ countries. P&G's portfolio includes well-known brands in beauty, grooming, health, hygiene, and cleaning products. The company focuses on research and development, and has strong brand recognition globally due to its diverse product lines and extensive marketing. P&G aims to provide high-quality, valued products that improve customers' lives through its mission and vision statements.
Product Life Cycle of Brands- Shoes, Smartphones, Shaving BladesSachin S Kumar
The document discusses the product life cycle of various brands and products. It describes the typical stages a product goes through from introduction to growth, maturity, and decline. It provides examples of different companies and how they have navigated each stage of the product life cycle, including the marketing strategies used. Specific companies and products mentioned include Nike, Adidas, Converse, Apple iPhone, Blackberry, Samsung, and shaving blades.
Woodland is an Indian shoe brand known for its outdoor and adventure footwear. It was launched in 1960 and has since expanded to over 550 exclusive stores and 3000 multi-brand outlets globally. Woodland focuses on innovation and design inspired by nature to help customers face outdoor challenges. It has grown over the years from a small manufacturing unit to a national leader with production facilities in 10 countries. While Woodland is a market leader, it faces threats from established brands and cheaper substitutes but also opportunities to expand its global market penetration.
This document compares Levi's and Breakout brands. Levi's is one of the largest apparel brands founded in 1873 and headquartered in San Francisco. Breakout emerged in 2010 in Pakistan and is known for trendy streetwear. Both conduct segmentation, targeting, positioning and have product mixes that include jeans, shirts, accessories. They use similar marketing strategies like advertising, promotions and have competitors like Pepe Jeans, GAP, Outfitters. The document provides SWOT analyses and strategies for both brands.
- HUGO BOSS is a leading global luxury apparel brand known for its premium men's suits and fashion. It generates over €2 billion in annual sales.
- The brand sells a wide range of products including suits, sportswear, accessories through over 7,100 points of sale in 127 countries.
- The brand's strategy is to strengthen its positioning in the luxury segment and drive growth in Asia through retail expansion of its Boss Black, Boss Orange, Boss Green, and Hugo lines.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
Levi's is a popular jeans brand that offers a wide range of fits and styles. It sells products through major retailers and its own stores located in various cities. Levi's targets customers of all ages and sizes through promotions, advertisements, and magazine placements. While it faces competition from other denim brands, Levi's maintains a strong market position through its classic styles and widespread availability.
This document provides an agenda and background information for a meeting to discuss strategies for Timberland brand. It introduces the team members and outlines the following agenda items: challenge, executive summary, brand analysis, market analysis, target consumer, idea, and main event. Key points include that Timberland needs to become relevant to new consumers, create meaningful awareness and affinity, and find insights to motivate consumers. It discusses how Timberland lost touch with its original target audience of American workers and was embraced by an urban consumer it did not understand. A competitor analysis and discussion of how Timberland is different in focusing on its heritage and iconic yellow boot conclude the document.
The document provides information about Benetton Group and its operations in India. Some key points:
- Benetton is an Italian clothing company operating in over 120 countries with over 6000 stores worldwide. In India, it has over 400 employees and 130 retail stores.
- The company produces clothing under several brands like United Colors of Benetton, Sisley, Playlife and Killer Loop. It focuses on quality, style and passion in its products.
- In India, Benetton follows strategies like visual merchandising, theme-based purchasing, retail marketing initiatives and training programs to engage customers and employees.
- The company aims to create a sense of belonging for employees through various celebration,
The document discusses strategies for marketing the Ugg brand, including maintaining strong sales growth in the United States, targeting women ages 25 to 45, and positioning Uggs as a luxury outdoor sheepskin boot. It also outlines plans to introduce more affordable product lines, limited edition seasonal styles, and expand the men's line to attract more customers and increase revenue while preserving the brand's premium image.
Sterling Kane aims to become the Warby Parker of men's leather goods by eliminating middlemen costs. The founders have extensive experience in leather supply chains. They plan to source high-quality materials directly from suppliers and manufacturers to produce luxury goods at 40-60% lower prices than competitors. By selling online and making products to order, they can cut costs while maintaining quality. Projections show Sterling Kane reaching $10M in revenue and $4.2M in profits by 2017 with an initial $350k investment. The founders are seeking angel funding and introductions to scale e-commerce companies.
Levi Strauss & Co. is a privately held clothing company known worldwide for its Levi's brand of denim jeans. It began producing denim overalls in the 1870s and modern jeans in the 1920s. Today it has over 70,000 employees worldwide and sells its products through over 2,000 retail stores as well as department stores and online retailers. Levi's targets upper and upper middle class customers with its jeans, casual pants, and accessories advertising campaigns.
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
My Special Book transforms personal stories and memories into luxury books as gifts. They work with clients around the world to produce over 250 private books annually. The company prides itself on offering total flexibility in topics and formats while ensuring high quality luxury finishes and standards. My Special Book is seeking entrepreneurs to join their international sales team and representative network.
- Burberry was founded in 1856 in England and grew throughout the 19th century offering outerwear. In 1901, Burberry designed uniforms for the British army. The invention of gabardine, a waterproof and breathable fabric, helped establish Burberry's reputation.
- In recent decades, Burberry's iconic check pattern became popular among the working class "chav" subculture in Britain, hurting its luxury image. Its global strategy also did not align with its desired upscale brand positioning.
- Burberry faced challenges in maintaining a consistent brand image and quality across its retail stores, wholesale distribution, and licensed products which accounted for a significant portion of its business.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through marketing and campaigns promoting its heritage as a supplier to explorers and soldiers. It faces competition in global markets but has found success through a standardized approach to products while maintaining distinctive design. Burberry caters to upper-class customers through its mix of high-quality, expensive fashion items sold worldwide through an extensive network of stores.
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
Procter & Gamble (P&G) is a large multinational consumer goods company founded in 1837. It has over 300 brands, 127,000+ employees, and annual sales of about $83.6 billion across 80+ countries. P&G's portfolio includes well-known brands in beauty, grooming, health, hygiene, and cleaning products. The company focuses on research and development, and has strong brand recognition globally due to its diverse product lines and extensive marketing. P&G aims to provide high-quality, valued products that improve customers' lives through its mission and vision statements.
Product Life Cycle of Brands- Shoes, Smartphones, Shaving BladesSachin S Kumar
The document discusses the product life cycle of various brands and products. It describes the typical stages a product goes through from introduction to growth, maturity, and decline. It provides examples of different companies and how they have navigated each stage of the product life cycle, including the marketing strategies used. Specific companies and products mentioned include Nike, Adidas, Converse, Apple iPhone, Blackberry, Samsung, and shaving blades.
Woodland is an Indian shoe brand known for its outdoor and adventure footwear. It was launched in 1960 and has since expanded to over 550 exclusive stores and 3000 multi-brand outlets globally. Woodland focuses on innovation and design inspired by nature to help customers face outdoor challenges. It has grown over the years from a small manufacturing unit to a national leader with production facilities in 10 countries. While Woodland is a market leader, it faces threats from established brands and cheaper substitutes but also opportunities to expand its global market penetration.
This document compares Levi's and Breakout brands. Levi's is one of the largest apparel brands founded in 1873 and headquartered in San Francisco. Breakout emerged in 2010 in Pakistan and is known for trendy streetwear. Both conduct segmentation, targeting, positioning and have product mixes that include jeans, shirts, accessories. They use similar marketing strategies like advertising, promotions and have competitors like Pepe Jeans, GAP, Outfitters. The document provides SWOT analyses and strategies for both brands.
- HUGO BOSS is a leading global luxury apparel brand known for its premium men's suits and fashion. It generates over €2 billion in annual sales.
- The brand sells a wide range of products including suits, sportswear, accessories through over 7,100 points of sale in 127 countries.
- The brand's strategy is to strengthen its positioning in the luxury segment and drive growth in Asia through retail expansion of its Boss Black, Boss Orange, Boss Green, and Hugo lines.
3. By The Numbers
#1 menswear designer for wholesale tailored clothing
#1 market share in men’s tailored clothing in Nordstrom
Top 10 brand in awareness among competitive set in clothing
250,000 Joseph Abboud shoulder garments sold per year
#2 in designer menswear market share to Hugo Boss in the
U.S. market
#3 Tailored Clothing resource at Bloomingdales behind Hugo
Boss and Armani
48 international territories expanding to over; expanding to over
75 by 2009
Joseph Abboud has been a successful men’s apparel brand
since 1986 and is a $400M Global Lifestyle Brand
Approximately 400 stores sell Joseph Abboud Tailored Clothing
in the U.S., making us one of the most pure brands in the
market (Polo is approximately 3000 points of sale; Hugo Boss is
approximately 1000 points of sale)
In 2004 we had only 1 brand focused on 35-54 year old male.
In 2006 6 brands in the Joseph Abboud lifestyle family focused
on demographics ranging from 6 months to 99 years old,
women and men, a more global audience tiered at multiple
price points.
4. Luxury Brand
Joseph Abboud is a luxury brand that has recognized the changing
retail landscape and adjusted its strategy accordingly.
• Lifestyle Brand
– Joseph Abboud is an “updated traditional” lifestyle design
company that has had a successful brand since 1987
• Resonates with men and women
• Encompass a range of demographics
• Lifestyle brand collection with industry leading
licensed partners
• Global Product
– Joseph Abboud designs, manufactures, merchandises,
markets, and distributes a wide range of products
including suits, sportcoats, trousers, sportswear, dress
shirts and neckwear under our master label with a globally
diverse sourcing platform.
– Owning our own suit and sportcoat factory, we have a
competitive advantage over other apparel companies
• Upscale Distribution
– Products are sold at better department and specialty
stores, in addition to our own stores internationally, with
great presentations and excellent relationships with store
management and buyer.
– Our prime positioning in stores such as Nordstrom, Lord &
Taylor, Bloomingdale’s, Belk, Von Maur and Saks Fifth
Avenue in the U.S. has been the key to our success with
goods flowing in accordance with the retailer’s needs.
5. Unique Positioning
Modern Alternative to Traditional American Dressing
Updated traditional styling has broad demographic appeal
Higher level of sophistication than other American brands
European construction at more affordable prices
American European
6. Joseph Abboud Brand Perception
As studied vs. other brands
Unparalleled Brand Perception
• Joseph Abboud outranks Hugo Boss, Polo/Ralph and Calvin
Klein in categories of
•European
•Exclusive
•Expensive
•Prestigious
•Sophisticated
Bridge Between Europe and America
• Joseph Abboud is seen as more European (even
though we are an American company) due to our
‘bridge’ styling
The Competition
• Our competitors are viewed as “post peak” and overly
distributed
Research Conducted by NPD (June 2007)
7. Target Customer Profile
• 35–54 year old men and women shopping for
the men in their lives
• $90,000 single; $150,000 household
• Style is primary shopping motivator, rather than
replenishment*
• Tailored clothing plays a significant role in and
out of the office*
• “Dressy casual” is emerging trend
• Retail merchandising impacts what gets
noticed and purchased*
• Same taste, style interest, sophistication and
knowledge as non-buyers or those who wear
Armani, Hugo Boss, Polo and Zegna*
– Actively seek insight on men’s style
issues*
UPSCALE DISTRIBUTION:
Nordstrom, Bloomingdale’s ,
Saks Fifth Avenue, Lord & Taylor,
Neiman Marcus, Von Maur, Specialty Stores
*Source: Kanter International JA Focus Groups (2005).
8. Joseph Abboud Home
Joseph Abboud Home attributes:
Comfort
Aspirational
Exclusive Prints
Accessible Luxury
Natural Fibers and Fabrics
Designs follow neo-traditional heritage of our brand,
the interplay of natural elements and textures with
modern luxury and refinement
•Sold through better department stores
•Bed,Bath & Beyond, Bloomingdales and direct to
consumer through interior decorators
•Provides a natural bridge to our women’s apparel
business and the success of Home shows positive
receptivity to the brand by women
•Licensee list comprised of dominant players in
each category
9. Home by the numbers
• Kravet sells over 100,000 yards of
designer fabric to a group of 40,000
interior designers annually
• 1000 sets of 1 tabletop design sold in 1
Bloomingdales in 1 day
• Home products are available in over
2500 points of sale in the United States
• 15% of the Basic bedding line is
organic as a part of our growing
Naturals program
10. Luxury Hotel Collection
The value we add to hotel chains:
• Our perception among business
travelers as a style authority
• Ability for hotels to cross market
with our retail partners
• One stop design solution
Joseph Abboud Licensees already sell
licensed products via their contract sales
divisions. Our licensees are industry
leaders in their categories
Hospitality products that we currently
license include:
•Uniforms
•Amenities
•Down Products
11. Brand Awareness among Women
Thirty percent of our target
consumers surveyed have heard of
Joseph Abboud and when thinking
about the brand, the following
attributes come top of mind :
High Quality 63%
•Expensive 55%
•Stylish 47%
•Sophisticated 38%
•European 37%
•Prestigious 34%
12. Brand Awareness among Women
Aided Brand Awareness by Brand Cluster Aided Brand Awareness by HH Income
39%
36% 29%
49% Elie Tahari
Elie Tahari 23%
32%
26%
29%
$100k+
Designer 33%
29% $60k - $99k
Bridge 23%
37% Joseph Abboud
Joseph Abboud 20% $35k - $59k
25% Better 15%
23% <$35k
Total
26%
28%
20%
34% Theory
Theory 15%
22%
16%
20%
Aided Brand Awareness by Age •Joseph Abboud has comparative brand
25% awareness as Theory and Elie Tahari among
26%
Elie Tahari 37% Bridge/Designer shoppers
39%
17%
55+ •Joseph Abboud has comparative brand
23% 45-54
Joseph Abboud
22%
30% 35-44
awareness as Theory and Elie Tahari among
25% women 35+ years of age
11% 25-34
18-24
12%
14%
•Joseph Abboud also has comparative brand
Theory 26%
38% awareness women of all income brackets,
24%
especially those with an income of $100K+
13. Label Positioning Graph
High Price
Canali
Zegna
John Varvatos
Tommy Bahama Tricot St. Raphael
Hugo Boss
Polo Ralph Lauren
DKNY
Low Fashion High Fashion
Nautica Kenneth Cole
CK
Tommy Hilfiger INC Lauren
Claiborne Perry Ellis
This brand positioning
allows each brand to
compete in different price
tiers for different
demographics against
distinct competition while
maintaining similar design
heritage
Low Price
14.
15. Shades of blue and
Grey in luggage,
bags, belts, &
footwear and onto
bedding & bath