Prada is an Italian luxury fashion house founded in 1913 known for leather goods, fashion accessories, shoes, luggage, perfumes, watches and phones. It has manufacturing concentrated in 11 plants and distribution through 461 directly operated stores in over 70 countries. Prada targets a modern, sophisticated customer seeking high quality craftsmanship. It segments markets based on demographics like age and gender, geography, psychographics like lifestyle and behavior or benefits sought. As a defender, Prada focuses on improving efficiency in its narrow luxury goods domain rather than searching widely for new opportunities.
Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand.
Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.
Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand.
Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
The Apparel Group is a global fashion and lifestyle brand conglomerate residing on the crossroads of a modern economy - Dubai, UAE. The mercurial growth in the last 10 years has been by acquiring a host of world class fashion labels from around the world - Nine West, Tommy Hilfiger, Kenneth Cole, Aldo & Tim Hortons just to name a few.
Today the group caters to thousands of eager shoppers through its 700 & more stores, employing over 6500 multi cultural staff in over 4 continents. Apparel believes in turning dreams in to reality and we give everyone - our customers, our stakeholders, our employees - an equal opportunity to do so.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
The Apparel Group is a global fashion and lifestyle brand conglomerate residing on the crossroads of a modern economy - Dubai, UAE. The mercurial growth in the last 10 years has been by acquiring a host of world class fashion labels from around the world - Nine West, Tommy Hilfiger, Kenneth Cole, Aldo & Tim Hortons just to name a few.
Today the group caters to thousands of eager shoppers through its 700 & more stores, employing over 6500 multi cultural staff in over 4 continents. Apparel believes in turning dreams in to reality and we give everyone - our customers, our stakeholders, our employees - an equal opportunity to do so.
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
Gucci- Social Media Marketing Strategies using Internet & social networking s...Kriti Sangar
This ppt describes the usage of social networking sites being used by Gucci worldwide to market it self. Gucci is present on almost all the social networking sites like Twitter, Facebook, LinkedIn, eBlogger & what not! This ppt has been made with a lot of detailed & extensive research & I hope this helps other researchers as well & provides valuable Information to all. Cheers!
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College
Course
Tutor
Date
introduction
Companies can effectively compete within an industry through innovative models.
Zara is an example, and its competitors are such as Gap, Southwest airlines, Wal-Mart and Dell among others.
Business model and key disruptive elements
Model Innovation disrupted market
-Deliver styles while still hot -marketing to convince buyers
-Reduce marketing cost and increase- -Increase marketing cost
layout cost.
-Hasten shift to customer demand -clearing the stock
Disruptive business model
The disruptive business model reduces the performance of the competitors by introducing new technologies that disrupt the normal activities in the industry.
4
most demanding use 1 2 3 4 3 4 5 6 30 1 2 3 4 2 3 4 5 low qu ality use 1 2 3 4 1 2 3 4
Ordering- orders are made on time and regulation made to ensure that the order is not late.
Fulfillment-the order is fulfilled by the La Coruna team.
Design and manufacturing- Design is made so as to meet the customers taste and ever changing desires.
Operations
The disruptive models change the way the operations are done. It introduces new operation models such as Zara’s the process of ordering, fulfillment and design.
5
Approaches and organization-consistent with the preference for speed and decentralized decision making.
Application development and other IT activities were the responsibility of an Is department of approximately 50 people
Information Technology(IT)
In side the factories,, relatively simple applications were used to plan production.
Most sophisticated ones were large computer controlled equipment that cut cloth into patterns.
Factories
Automated distribution centres e.g miles of automated conveyer belts facilitated the ongoing task of receiving bulk quantities of each garment from factories then recombining the garments into shipment for each store.
Distribution centres
Personal digital assistants(PDAs) and POS systems. Allows redundancy and division of labor.
Constantly upgrades PDAs to meet technological advancement.
POS terminals remained unchanged since they are remarkably stable, effective and easy to roll out and maintain over time.
stores
Zara leads in the profit margins and growth rate due to unique business model within the industry.
conclusion
Work sheet 4
What business is Zara in?
Worksheet#4
Core Competencies & Competitive Advantages
Learning Task#8
Zara Competencies
There are essentially business results and primary business measures which are reflective of Zara’s competitive advantages and core competencies. These are financial and operational. Write them down in the space provided on Worksheet #4
Zara’s core Competencies and how Zara has built them to execute the behavior drivers.
· To create a timely and accurate “one-number plan” that drives all the business functions and enables planning initial assortment at the store level.
· To develop a synchronized supply chain.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
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With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
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Applications of 3D and AR in Digital Commerce,
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Tools to create, manage and publish 3D and AR in Digital Commerce.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
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The Old Oak - Press Kit - Cannes Film Festival 2023
PRADA
1.
2. PRADA COMPANY HISTORY
Prada is an Italian Luxury Fashion House,
specializing in ready-to-wear leather
and fashion accessories, shoes, luggage,
perfumes, watches, phones etc.,
founded in 1913 by Mario Prada.
Today Prada was recognized as one of
the 100brands with the most value in
the world.
3. • Prada Group manufacturing is concentrated in 11 plants
• Prada Group products are sold in more than 70
countries and distribution network is composed of 461
directly operated stores.
4. MAREKET SEGMENTATION
Market segmentation is a marketing strategy that
involves in dividing a broad target market into
subsets of consumers who have common needs
and priorities
5. Criteria for segmenting
An ideal market segment meets all of the following criteria:
•It must be large enough to earn profit.
•It is possible to measure.
•It must be stable enough that it does not vanish after some
time.
•It is possible to reach potential customers via the
organization's promotion and distribution channel.
6. PRADA Demographic Segmentation
“Today the PRAD brand includes men’s and women’s leather goods……”
Demographic segmentation divides the market into groups based
on demographic variables including age, gender, family size and life
cycle.
7. PRADA Geographical Segmentation
Under geographical segmentation, product or service is
divided according to geographic units, such as nations, states,
regions, countries, cities, or neighborhoods.
“Directly operated stores, including the Epicentres, are designed,
constructed and managed in accordance with precise guidelines: location
chosen are among the most prestigious…..”
8. PRADA Psychographic Segmentation
Psychographic segmentation divides the market into groups based on social
class, lifestyle and personality characteristics.
“The PRADA brand targets an international customer base that is
modern, sophisticated, attuned to stylistic innovations, and expects
craftsmanship of the highest quality”
“Church’s, one of the world leaders in the men’s handmade luxury
footwear industry…”
9. PRADA Segmentation Based on Behaviour Or Benefit
Behavioral segmentation is dividing a population based on their behavior, usage
rates, by Loyalty and Occasions, the way the population respond to the product.
“Car Shoe is a symbol for exclusive lifestyle and luxury
driving”
“Car shoe products are targeted at a sporty
and elegant clientele”
10. Have PRADA focused on wrong segment or
in other words; Should PRADA satisfy all the
customers in the market rather than
satisfying only an exclusive group of
customers?
11. MILES & SNOW'S
Raymond Miles and Charles Snow suggest that business level strategies
generally fall into one of four categories
Prospector
Defender
Analyzer
Reactor
12. Defenders
Which have narrow product-market domains.
Top managers in this type organization are highly expert in their
organization’s limited area of operation
But do not tend to search outside their narrow domains for new
opportunities.
Methods of operation. Instead, they devote primary attention to improving
the efficiency of their existing operations.
“Patrizio Bertelli is the first in the Luxury industry to introduce a new
business model, applying uncompromised quality through the whole
production chain and a constant”
13. Prospectors
Which almost continually search for market opportunities, and
they regularly experiment with potential responses to emerging
environmental trends.
Thus, these organizations often are the creators of change and
uncertainty to which their competitors must respond.
Methods of operation. Instead, they devote primary attention to improving
the efficiency of their existing operations.
PRADA has produce Mobile phones, Eye wear, Fragrances
“In 2006 the PRADA group entered into an agreement with LG, electrical
one of the world leaders in mobile telecommunications technology to
develop an “innovative and iconic” mobile telephones”
14.
15. Analyzers
Which operate in two types of product-market domains, one
stable, the other changing.
In their stable areas, these organizations operate routinely and
efficiently through use of formalized structures and process
In their more turbulent areas, top managers watch their
competitors closely for new ideas, and then rapidly adopt those
which appear to be the most promising
16. Reactors
In which top mangers frequently perceive change and uncertainty occurring
in their organizational environment
But are unable to respond effectively.
Because this type of organization lacks a consistent strategy-structure
relationship, it seldom makes adjustments of any sort until forced to do so by
environmental pressures
17.
18. BURBERRY
Burberry Group plc. is a British luxury fashion
house, distributing clothing, fashion
accessories.
Burberry is most famous for its trench coat,
which was designed by founder Thomas
Burberry.
21. Stars:-
“In March 2001, it announced that its sales had nearly
doubled,to £425 milion,while profits had tripled to £69.5 milion.”
Cash Cows:-
“Check accesories such as scarves are burery’s cash cows.”
Question Marks:-
“Accessories are Burberry's question marks. “
Dogs:-
“The 1990s began badly for a weary and outmoded Burberry.
Its umbrellas & raincoats did well with Japanese businessmen who
admired Brtish style, but elsewhere its trademark check was no
longer considered a guarantee of quality.”
22. FIVE FORCES ANALYSIS
This model identifies and
analyzes 5 competitive
forces that shape every
industry, and helps
determine an industry's
weaknesses and strengths.
23. BARGAINING POWER OF SUPPLIERS(HIGH)
• This is normally rated as high, because Burberry has few
selected suppliers to deal with as they require higher
quality exclusive products.
24. BARGAINING POWER OF BUYERS(MODERATE)
• Due to relatively uniform product performance there is
an inverse relationship between brand loyalty and
buyer power.
26. THREATS OF NEW ENTRANCE(LOW)
• Due to the Brand loyalty & High-end of product most new
entrants will not be true competitors.
27. INTENSITY OF COMPETITIVE RIVALRY(MODERATE)
• At Burberry everything begins and ends with great product,
combining a focus on core categories with continuous
inovation.