The document discusses two target markets for Burberry's preppy girls brand: 16-19 year olds and 20-25 year olds. It provides details on their demographics, lifestyle, fashion preferences, and shopping behaviors. Both targets prefer classic, natural fabrics from brands like Burberry, Tommy Hilfiger, and Ralph Lauren. The 16-19 year olds focus on accessories while the 20-25 year olds buy more accessories and clothing.
The document profiles the target audience for an indie rock music magazine. It provides details on 7 individuals, including their name, age, location, music interests and preferences. They generally listen to indie, rock, and alternative genres and enjoy going to concerts. Most read music magazines like NME and Q and are interested in interviews, photos, and information on current artists. They are willing to pay £2-5 for a magazine and want it to feature their favorite bands.
The document profiles the target audience for two different music magazines - VIBE and Hip-Hop Convention.
The target audience for VIBE is typically young, male, working class individuals between 18-24 years old. They enjoy smoking, drinking, and materialistic displays of wealth. The magazine covers controversial topics like drugs, sex, and celebrities' personal lives. Images show off expensive clothing, jewelry, and tattoos.
In contrast, the target for Hip-Hop Convention is also young males but it focuses more on promoting artists and their music. Images emphasize looking at the camera to make readers feel important. It aims to portray the artists and what readers aspire to in a more serious, powerful way
This magazine targets young girls ages 6-10. It focuses on celebrities from the US and Australia as seen on the front cover. The magazine covers topics like celebrities, movies on the Disney Channel, and ballet, which would interest young students.
This document profiles the target audience for a marketing campaign. The target audience is 17-21 year old students, most likely still in education, who have disposable income from parents, jobs or loans. They are interested in fashion, music, social media, films and exploring new things. They are loyal to brands like Topshop, Urban Outfitters and Vans. Their hobbies include socializing, music and films. They seek an exploratory lifestyle of trying new things through education and relaxing while supported by parents.
The document defines a hipster as a young person aged 18-30 who listens to obscure musicians, wears thrifted clothing, and can discuss various topics they've read about online. Hipsters flock to gentrified neighborhoods and can be identified by wearing beanies, non-prescription glasses resembling a "hobo and rocker." The document provides tips for dressing like a hipster, including shopping at vintage stores, knowing popular indie labels, wearing ironic glasses even without a prescription, and accessorizing with items like flower headbands or animal lunchboxes. It clarifies that despite stereotypes, hipsters practice normal hygiene though prefer natural products over expensive treatments.
Vortex Creative is looking for a young apprentice with creative skills who knows their target audience and can sell magazines. The ideal candidate has excellent organizational abilities.
The document discusses the target demographics for a hip-hop magazine. It states that the target age range is 16-24 years old. The target audience would be 57% male and 43% female. The target social groups are people aged 16-24 who are interested in hip-hop music, fashion, and social media. The target readership mostly consists of students or those living with parents and not fully employed.
The anti-corporate momentum builds as recognised brands balance the safety of recognition and loyalty with the excitement of individual assortments, personal enhancements and store environments that look like they come off the back of a lorry rather than the end of the corporate conveyer belt. Pull & Bear, from the biggest brand house about, have a new store, urban and improvised, re-stressed and distressed.
The document profiles the target audience for an indie rock music magazine. It provides details on 7 individuals, including their name, age, location, music interests and preferences. They generally listen to indie, rock, and alternative genres and enjoy going to concerts. Most read music magazines like NME and Q and are interested in interviews, photos, and information on current artists. They are willing to pay £2-5 for a magazine and want it to feature their favorite bands.
The document profiles the target audience for two different music magazines - VIBE and Hip-Hop Convention.
The target audience for VIBE is typically young, male, working class individuals between 18-24 years old. They enjoy smoking, drinking, and materialistic displays of wealth. The magazine covers controversial topics like drugs, sex, and celebrities' personal lives. Images show off expensive clothing, jewelry, and tattoos.
In contrast, the target for Hip-Hop Convention is also young males but it focuses more on promoting artists and their music. Images emphasize looking at the camera to make readers feel important. It aims to portray the artists and what readers aspire to in a more serious, powerful way
This magazine targets young girls ages 6-10. It focuses on celebrities from the US and Australia as seen on the front cover. The magazine covers topics like celebrities, movies on the Disney Channel, and ballet, which would interest young students.
This document profiles the target audience for a marketing campaign. The target audience is 17-21 year old students, most likely still in education, who have disposable income from parents, jobs or loans. They are interested in fashion, music, social media, films and exploring new things. They are loyal to brands like Topshop, Urban Outfitters and Vans. Their hobbies include socializing, music and films. They seek an exploratory lifestyle of trying new things through education and relaxing while supported by parents.
The document defines a hipster as a young person aged 18-30 who listens to obscure musicians, wears thrifted clothing, and can discuss various topics they've read about online. Hipsters flock to gentrified neighborhoods and can be identified by wearing beanies, non-prescription glasses resembling a "hobo and rocker." The document provides tips for dressing like a hipster, including shopping at vintage stores, knowing popular indie labels, wearing ironic glasses even without a prescription, and accessorizing with items like flower headbands or animal lunchboxes. It clarifies that despite stereotypes, hipsters practice normal hygiene though prefer natural products over expensive treatments.
Vortex Creative is looking for a young apprentice with creative skills who knows their target audience and can sell magazines. The ideal candidate has excellent organizational abilities.
The document discusses the target demographics for a hip-hop magazine. It states that the target age range is 16-24 years old. The target audience would be 57% male and 43% female. The target social groups are people aged 16-24 who are interested in hip-hop music, fashion, and social media. The target readership mostly consists of students or those living with parents and not fully employed.
The anti-corporate momentum builds as recognised brands balance the safety of recognition and loyalty with the excitement of individual assortments, personal enhancements and store environments that look like they come off the back of a lorry rather than the end of the corporate conveyer belt. Pull & Bear, from the biggest brand house about, have a new store, urban and improvised, re-stressed and distressed.
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
This document discusses running an agile Fortune 500 company. It argues that the traditional view that revenue must exceed costs is incorrect, and that a more comprehensive view of costs is needed. It presents an alternative "Universal Cost Equation" where costs are much greater than benefits, which are greater than revenue and profits. The key is to maximize benefits by reducing all costs, including non-financial costs like employee disengagement and environmental damage. This reframes the purpose of organizations as optimizing universal costs and benefits through their vision and strategy.
Strategic human operations - Aditya YadavAditya Yadav
This document discusses running an agile Fortune 500 company. It recommends taking an analytical, data-driven approach to human resource policies and management. Specifically, it recommends (1) using basic statistical tools like Excel and R to analyze employee data, (2) gaining insights into topics like talent, culture and performance through quantitative research methods, and (3) making decisions based on facts and testing hypotheses rather than intuition.
Market segmentation involves dividing a market into distinct groups based on characteristics like demographics, benefits sought, or behaviors. The document outlines the main steps in segmentation, targeting, and positioning:
1. Segmenting the market by identifying distinct groups using variables like geography, demographics, psychographics, benefits, or behaviors.
2. Evaluating each segment's attractiveness and selecting target segments to focus on.
3. Positioning the product by creating a competitive positioning and tailored marketing mix for the target segments.
Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
The document analyzes a clothing brand's collection structure and sales data. It finds that jersey fabrics and tops like t-shirts performed best. Colors like bordeaux, dark blue, and dark grey sold well, while violet, blue and multi did not. It recommends the brand focus on basics in black, white, and darker colors made of plain fabrics. To improve, it suggests increasing elegant styles, underperforming categories like accessories, and colors and fabrics that did not sell as well. An additional line offering more colorful elegant pieces could potentially reach a wider audience.
This document provides background information on Caley Holmboe, a fashion design student, and outlines her plans for a public relations event called "Wonderland" to promote her upcoming spring/summer collection launch. The event will include a fashion show, art exhibition, food, drinks and interactive activities in Barcelona on June 19th. The goals are to get her name and designs exposure through media attention and word-of-mouth buzz generated by the unique multi-sensory experience.
Rachel Zoe has built a successful personal brand through her career as a celebrity stylist. She promotes herself through her styling work with celebrities, a clothing line, book, TV show, and collaborations. Zoe has defined her signature "boho chic" style and established herself as a tastemaker who influences fashion trends in Los Angeles and beyond. Her brand promotes an accessible yet luxurious aesthetic and she leverages various media platforms to maintain relevance.
This document provides a visual merchandising plan for a multi-brand boutique called "L'étoile" that carries 6 fashion brands targeting women ages 18-30. The store aims for an elegant yet vintage aesthetic. Key elements of the plan include dividing the 100sqm space into different "rooms" separated by racks and furniture, using mannequins and curated displays to showcase outfits, and engaging customers through social media, a blog, and a biweekly window display refresh. The store image is modeled after American actress and model Dree Hemingway to appeal to the target demographic.
This document discusses the relationship between technology, design, and lifestyles from the 1940s to the present. After World War II, mass production expanded in the Western world led by American companies like DuPont, GM, and GE. New synthetic materials like nylon were manufactured, fueling industries like automotive and appliances. In the 1950s and 60s, European companies aimed to provide luxury and sophistication to the American market. Plastics and other new materials became common in furniture and products in the 1960s. By the 1980s, new technological gadgets integrated into lifestyles and extended human capabilities. Designers began exploring how technology could enhance diversity and experiences through the end of the 20th century. Today, technology
The document describes a proposed store concept called Alkimia that would offer pharmacy products, general health products, beauty products, fresh products, and branded items like L'Oreal makeup. Alkimia aims to be a "drugstore" format common in Europe that provides various health, beauty, and convenience products in one location. The target demographics are described as women ages 25+ and students ages 17-24. Market research in the form of surveys was conducted to understand customer preferences and behaviors regarding beauty product purchases.
The document proposes developing iPad and iPhone applications to extend Givenchy's luxury experience online, build relationships with users, and gain added promotional benefits. It analyzes Givenchy's brand identity and competitors' mobile strategies. The selected strategy is to create an exclusive, invitation-only application providing a personalized experience through customized profiles, mood boards, and event calendars. This aims to increase interactivity, sales and brand awareness while maintaining exclusivity amongst Givenchy's target audience.
The document discusses a flagship store strategy for the Fila brand to target younger consumers aged 16-25. It analyzes the brand's market position, identifies target consumer segments, and proposes a product and communication strategy centered around an online store and partnership with Nintendo Wii Sports to create a fun, interactive shopping experience and position Fila as a young, trendy brand.
The document provides an overview of the Chinese fashion industry. It discusses the growth of the Chinese clothing market to $40 billion and 7% annual growth. Global brands are using a multichannel approach in China through franchising, own stores, and department stores. The middle class is growing, driving more domestic consumption. Major local companies like Guo Pei and He Yan are emerging, as are global brands founded by Chinese designers like Vera Wang and Alexander Wang. Major events like Beijing and Shanghai Fashion Weeks promote the industry. The large population and growing middle class represent opportunities for both Chinese and global fashion brands.
The document provides information about Stanley Kubrick's 1971 film "A Clockwork Orange". It describes the plot, which follows a young man named Alex and his "droogs" as they engage in "ultra-violence". It also gives technical details about the film's production, locations, and Kubrick's directorial style. It discusses the novel the film is based on and provides historical context of youth culture and politics in 1960s England. Key themes of the film like order vs. freedom and human nature are also summarized.
The document provides information about the fashion and lifestyle magazine Vogue Paris from 1995 and 2009. It discusses the magazine's target audience, sections, cover designs, and sample articles from those time periods. The target audience was 30-55 year old wealthy Parisian women interested in beauty, fashion, and design in 1995, and 20-40 year old women interested in the latest trends in 2009. Sample articles focused on seduction, perfume, fashion designers, and the history of Coco Chanel. Advertisements included luxury fashion brands and cosmetic companies.
This document provides information for branding the Cup-à-la-Cake café concept, which specializes in cupcakes, teas, coffees, and smoothies. It outlines the brand vision, including goals, objectives, benefits, SWOT analysis, and target profiles. Competitors are identified as Hoffman, Starbucks, Buenas Migas, Paul, and Tête-à-Tête cafés. The brand position focuses on quality, variety, service, and atmosphere. Brand communication strategies include guides, magazines, promotions, a client card, and recipe book. The brand can extend through additional cafés in Barcelona and franchises internationally, introducing new cupcake products monthly and an annual cupcake book.
The document summarizes a production process and final presentation for a casual lifestyle women's clothing brand called ODESSA. It outlines details of the brand concept, including the style, name origin, target market, and competitors. Product categories include tops, bottoms, dresses, and accessories. Pricing and distribution channels are also summarized. The brand aims to position itself as a casual, comfortable alternative to surf lifestyle brands by focusing on basics and affordability.
This document provides information about Andorra and a proposed communication campaign to promote the country's seven peaks to the English market. Some key points:
- Andorra is a small country located in the Pyrenees mountains between France and Spain, with a population of 80,000. Its main industries are tourism and duty-free shopping.
- The communication campaign aims to enhance Andorra's image as a nature destination and introduce a new activity - hiking the seven highest mountains in each of Andorra's parishes.
- A press trip is outlined to invite journalists from travel publications to experience the seven peak hike over seven days and promote the activity in their articles and blogs.
- 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
Pull & Bear was established in 1991 as a result of a market diversification initiated by the Inditex Group to provide a strategic response to its direct competitors.
The Brand initially catered to a younger generation between the age group of 15 to 30years, who demanded a fashion influenced by international trends that quickly adapted
to their needs, while maintaining the quality and price.
The fashion industry has traditionally met the growing demand of women’s fashion and has ignored men’s need of style and comfort. In early 2011, Pull&Bear launched the Heritage collection, a range which catered to men in thirties.
In order to gain market share in the mens wear segment and to maintain the increasing demand of men’s collection from our younger brand loyal customers, a two step medium
term marketing plan is formulated which focuses on:
The Marketing Audit, which analyses current organisation and marketing objectives,strategy, tactics, implementation targets. (The tool used in this step is SOSTAC to
give some structure to the plan).
The evaluation report, which details with the feasibility of the marketing plan in regards to segmentation, targeting, positioning (STP) and providing recommendation
This document discusses running an agile Fortune 500 company. It argues that the traditional view that revenue must exceed costs is incorrect, and that a more comprehensive view of costs is needed. It presents an alternative "Universal Cost Equation" where costs are much greater than benefits, which are greater than revenue and profits. The key is to maximize benefits by reducing all costs, including non-financial costs like employee disengagement and environmental damage. This reframes the purpose of organizations as optimizing universal costs and benefits through their vision and strategy.
Strategic human operations - Aditya YadavAditya Yadav
This document discusses running an agile Fortune 500 company. It recommends taking an analytical, data-driven approach to human resource policies and management. Specifically, it recommends (1) using basic statistical tools like Excel and R to analyze employee data, (2) gaining insights into topics like talent, culture and performance through quantitative research methods, and (3) making decisions based on facts and testing hypotheses rather than intuition.
Market segmentation involves dividing a market into distinct groups based on characteristics like demographics, benefits sought, or behaviors. The document outlines the main steps in segmentation, targeting, and positioning:
1. Segmenting the market by identifying distinct groups using variables like geography, demographics, psychographics, benefits, or behaviors.
2. Evaluating each segment's attractiveness and selecting target segments to focus on.
3. Positioning the product by creating a competitive positioning and tailored marketing mix for the target segments.
Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
Brand positioning refers to differentiating a product or service from competitors by fitting it to a specific market segment based on benefits. An effective brand position is unique, credible, and sustainable in the consumer's mind. It clearly communicates the key benefit the brand provides. Developing a strong position requires relevance, clarity, distinctiveness, coherence, commitment, patience, and courage from management over time. Successful positioning strategies can target attributes like size, shape, price, quality, intended user demographic, or cultural symbols.
The document analyzes a clothing brand's collection structure and sales data. It finds that jersey fabrics and tops like t-shirts performed best. Colors like bordeaux, dark blue, and dark grey sold well, while violet, blue and multi did not. It recommends the brand focus on basics in black, white, and darker colors made of plain fabrics. To improve, it suggests increasing elegant styles, underperforming categories like accessories, and colors and fabrics that did not sell as well. An additional line offering more colorful elegant pieces could potentially reach a wider audience.
This document provides background information on Caley Holmboe, a fashion design student, and outlines her plans for a public relations event called "Wonderland" to promote her upcoming spring/summer collection launch. The event will include a fashion show, art exhibition, food, drinks and interactive activities in Barcelona on June 19th. The goals are to get her name and designs exposure through media attention and word-of-mouth buzz generated by the unique multi-sensory experience.
Rachel Zoe has built a successful personal brand through her career as a celebrity stylist. She promotes herself through her styling work with celebrities, a clothing line, book, TV show, and collaborations. Zoe has defined her signature "boho chic" style and established herself as a tastemaker who influences fashion trends in Los Angeles and beyond. Her brand promotes an accessible yet luxurious aesthetic and she leverages various media platforms to maintain relevance.
This document provides a visual merchandising plan for a multi-brand boutique called "L'étoile" that carries 6 fashion brands targeting women ages 18-30. The store aims for an elegant yet vintage aesthetic. Key elements of the plan include dividing the 100sqm space into different "rooms" separated by racks and furniture, using mannequins and curated displays to showcase outfits, and engaging customers through social media, a blog, and a biweekly window display refresh. The store image is modeled after American actress and model Dree Hemingway to appeal to the target demographic.
This document discusses the relationship between technology, design, and lifestyles from the 1940s to the present. After World War II, mass production expanded in the Western world led by American companies like DuPont, GM, and GE. New synthetic materials like nylon were manufactured, fueling industries like automotive and appliances. In the 1950s and 60s, European companies aimed to provide luxury and sophistication to the American market. Plastics and other new materials became common in furniture and products in the 1960s. By the 1980s, new technological gadgets integrated into lifestyles and extended human capabilities. Designers began exploring how technology could enhance diversity and experiences through the end of the 20th century. Today, technology
The document describes a proposed store concept called Alkimia that would offer pharmacy products, general health products, beauty products, fresh products, and branded items like L'Oreal makeup. Alkimia aims to be a "drugstore" format common in Europe that provides various health, beauty, and convenience products in one location. The target demographics are described as women ages 25+ and students ages 17-24. Market research in the form of surveys was conducted to understand customer preferences and behaviors regarding beauty product purchases.
The document proposes developing iPad and iPhone applications to extend Givenchy's luxury experience online, build relationships with users, and gain added promotional benefits. It analyzes Givenchy's brand identity and competitors' mobile strategies. The selected strategy is to create an exclusive, invitation-only application providing a personalized experience through customized profiles, mood boards, and event calendars. This aims to increase interactivity, sales and brand awareness while maintaining exclusivity amongst Givenchy's target audience.
The document discusses a flagship store strategy for the Fila brand to target younger consumers aged 16-25. It analyzes the brand's market position, identifies target consumer segments, and proposes a product and communication strategy centered around an online store and partnership with Nintendo Wii Sports to create a fun, interactive shopping experience and position Fila as a young, trendy brand.
The document provides an overview of the Chinese fashion industry. It discusses the growth of the Chinese clothing market to $40 billion and 7% annual growth. Global brands are using a multichannel approach in China through franchising, own stores, and department stores. The middle class is growing, driving more domestic consumption. Major local companies like Guo Pei and He Yan are emerging, as are global brands founded by Chinese designers like Vera Wang and Alexander Wang. Major events like Beijing and Shanghai Fashion Weeks promote the industry. The large population and growing middle class represent opportunities for both Chinese and global fashion brands.
The document provides information about Stanley Kubrick's 1971 film "A Clockwork Orange". It describes the plot, which follows a young man named Alex and his "droogs" as they engage in "ultra-violence". It also gives technical details about the film's production, locations, and Kubrick's directorial style. It discusses the novel the film is based on and provides historical context of youth culture and politics in 1960s England. Key themes of the film like order vs. freedom and human nature are also summarized.
The document provides information about the fashion and lifestyle magazine Vogue Paris from 1995 and 2009. It discusses the magazine's target audience, sections, cover designs, and sample articles from those time periods. The target audience was 30-55 year old wealthy Parisian women interested in beauty, fashion, and design in 1995, and 20-40 year old women interested in the latest trends in 2009. Sample articles focused on seduction, perfume, fashion designers, and the history of Coco Chanel. Advertisements included luxury fashion brands and cosmetic companies.
This document provides information for branding the Cup-à-la-Cake café concept, which specializes in cupcakes, teas, coffees, and smoothies. It outlines the brand vision, including goals, objectives, benefits, SWOT analysis, and target profiles. Competitors are identified as Hoffman, Starbucks, Buenas Migas, Paul, and Tête-à-Tête cafés. The brand position focuses on quality, variety, service, and atmosphere. Brand communication strategies include guides, magazines, promotions, a client card, and recipe book. The brand can extend through additional cafés in Barcelona and franchises internationally, introducing new cupcake products monthly and an annual cupcake book.
The document summarizes a production process and final presentation for a casual lifestyle women's clothing brand called ODESSA. It outlines details of the brand concept, including the style, name origin, target market, and competitors. Product categories include tops, bottoms, dresses, and accessories. Pricing and distribution channels are also summarized. The brand aims to position itself as a casual, comfortable alternative to surf lifestyle brands by focusing on basics and affordability.
This document provides information about Andorra and a proposed communication campaign to promote the country's seven peaks to the English market. Some key points:
- Andorra is a small country located in the Pyrenees mountains between France and Spain, with a population of 80,000. Its main industries are tourism and duty-free shopping.
- The communication campaign aims to enhance Andorra's image as a nature destination and introduce a new activity - hiking the seven highest mountains in each of Andorra's parishes.
- A press trip is outlined to invite journalists from travel publications to experience the seven peak hike over seven days and promote the activity in their articles and blogs.
- 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
4. PREPPY GIRLS
Two Main Targets For Preppy Girls:
Both Buying from Burberry
1. Accessories (16-19 years old)
2. Accessories & Clothing (20-25 years old)
There is a difference in their shopping drivers
and preferences and slight differences in their
wearing style.
Friday, 5 February 2010
5. Life Stage
Target 1
Age: 16 - 19
Gender: Female
Occupation: Students
Income: Depend on Family (Mid High)
Responsibilities: None, solely to do
homework
Spends Money On: Cinema, Starbucks
& Clothing
Personality: Classic, Feminine, Happy,
Studious, Fun.
Friday, 5 February 2010
6. Life Style
Target 1
Books: Carefree Chick lit such as
Confessions of a Shopaholic as well as
classics such as Jane Austen.
Music: New pop bands. Commercial
Music such as Lilly Allen
Hobbies: Being with friends, sports,
eating out, watching TV series.
Interests: Fashion, Literature, Movies,
Gossip
Activities: Tennis, Sailing, Horse Back
Riding, Polo, Swimming
Friday, 5 February 2010
7. Wearing Style
Target 1
Fabrics: Natural Fabrics such as Linen, Silk,
Cotton, Wool.
Colours: Beige, White, Navy Blue, Grey, Green,
Red, Brown & Grey. Their day wear clothing is
often very very colourful
Types of Clothing: More conservative and casual.
Nothing too revealing.
Brands Worn: Tommy Hilfiger, Ralph Lauren,
Burberry, Louis Vuitton, Diesel, Converse.
Models, Prints & Cuts; Tweed, Pin Stripe,
Quilted, Oxford, classic models, prints and cuts.
Friday, 5 February 2010
8. Fashion Target 1
Dependance
A mix of Classic and Mainstream.
They don’t depend on fashion.
However, like to look stylish and trendy so they follow main trends
Friday, 5 February 2010
9. Fashion Target 1
Preferences
Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as
Main Streets such as Passeig de Gracia and Rambla Catalunya.
Type of Store: Mainly Multibrand, Luxury and Department Stores. They also shop at
massive chain stores but it isn’t their preference
Type of Service: Mixed
Loyalty to Brands: Yes, but it depends on what their friends wear.
Loyalty to Stores: None
Friday, 5 February 2010
10. Shopping Target 1
Drivers
Drivers: Self Confidence,
Brand Logo & Brand Status
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
Friday, 5 February 2010
11. Life Stage
Target 2
Age: 20-25
Gender: Female
Occupation: Student
Income: Depend on family (Mid-
High)
Responsibilities: Lives by herself,
basic responsibilities.
Spends Money On: Clothing &
Going Out.
Personality: Outgoing, Fun, Flirty,
Studious, Chic, Stylish, Conservative.
Friday, 5 February 2010
12. Life Style
Target 2
Books: Classics such as Jane Austen as
well as Romantic Novels such as
Nicholas Sparks
Music: Commercial Music.
Hobbies: Going Out, Dating, Shopping,
Be with their family and Friends.
Interests: Art & Design, Literature,
Fashion, The world, Gossip.
Activities: Dancing, Running,
Gym(fitness), Swimming
Celebrities: Olivia Palermo, Leighton
Meester, Charlotte Casiraghi, Kate
Middleton.
Friday, 5 February 2010
13. Wearing Style
Target 2
Fabrics: Natural Fabrics such as
Linen, Silk, Cotton, Wool and
Cashmere.
Colours: Beige, White, Navy Blue,
Grey, Green, Red, Brown & Grey.
Types of Clothing: More
conservative and casual. A very Chic
and Feminine style. Nothing too
revealing.
Brands Worn: Tommy Hilfiger, Ralph
Lauren, Burberry, Marc Jacobs,
Chloe
Models, Prints & Cuts; Tweed, Pin
Stripe, Quilted, Oxford, classic
models, prints and cuts.
Friday, 5 February 2010
14. Fashion Target 2
Dependance
Classic Mixed with Mainstream.
Is Influenced by trends but has
really got an established style.
Friday, 5 February 2010
15. Fashion Target 2
Preferences
Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as
Main Streets such as Passeig de Gracia and Rambla Catalunya.
Type of Store: Luxury and Department Stores. They also shop at massive chain
stores for basics. Luxury brands at Multi-Brand Stores
Type of Service: Mixed
Loyalty to Brands: Yes, but the fact whether the brand is fashionable at the
moment does influence them.
Loyalty to Stores: Yes, Slightly loyal.
Friday, 5 February 2010
16. Shopping Target 2
Drivers
Drivers: Self Confidence, Quality, Exclusivity,
Brand Status and Brand Logo for Accessories.
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
Friday, 5 February 2010
21. BURBERRY
“A luxury brand with a distinctive British
sensibility, strong international
recognition and different values that
resonate across a multi-generational
and dual-gender audience.”
Friday, 5 February 2010
22. Founded: Basingstoke, UK (1856)
Status: Public
HeadQuarters: London, UK
Main Employees: John Peace & Angela Ahrendts
Christopher Bailey (CD)
Products: Clothing, Accessories, Perfumes
Net Profit: 135.3 million pounds (2008)
Website: http://www.burberry.com
Friday, 5 February 2010
23. Burberry
Thomas Burberry at age 21
1880 - Gabardine invented by T.Burberry
1890s - Created army clothing for British Army and Aviators
1955 - Company taken over by Great Universal Stores
Burberry Check - Haymarket Check = the trademark of
Burberry
- 1st used in 1924 in the lining of the trenchcoats.
- HouseCheck is a modern bigger version of it by Christopher
Bailey (2006)
Brand with a Royal Warrent by Queen Elizabeth
Friday, 5 February 2010
25. Competitors
TARGET 1
General: Tommy Hilfiger, Ralph Lauren, Lacoste, La Martina
Shoes: Repetto, Marc by Marc Jacobs, Converse
Jeans: Diesel, Pepe jeans, Replay,
Accessories: Louis Vuitton, Longchamp, TOUS
Friday, 5 February 2010
26. Positioning
+ Brand Status
Burberry
Ralph Lauren
Tommy Hilfiger
- Fashionable
+ Fashionable
La Martina
Lacoste
- Brand Status
Friday, 5 February 2010
27. Competitors
TARGET 2
General: Ralph Lauren, Marc Jacobs, Chloe, Massimo Dutti
Shoes: Pedro del Hierro, Jaime Mascaro, Chloe, Chanel, Louis Vuitton
Jeans: Diesel, Seven, For All Man Kind, Citizens of Humanity
Accessories: Louis Vuitton, Longchamp, Chanel, Bimba & Lola
Friday, 5 February 2010
28. Positioning
+ Quality
Burberry
Chloe
Marc Jacobs
Ralph Lauren
- Fashionable
+ Fashionable
Massimo Dutti
- Quality
Friday, 5 February 2010
32. Target Observations
Target present at store:
Not many “young” girls at the store at all.
Mainly 30-60 year old classic women.
Japanese tourists.
Young girls/women seen in accessories side only
- In the weekends more families (mother with daughter) seen at
the store
- During the week hardly any one under the age of 30.
- People seemed to purchase mostly from the “sales” department
Friday, 5 February 2010
33. Target Observations
20 girls - Age 16-25:
Ever Purchased Burberry: 55% Yes
Clothing: 28% yes
Accesories: 68 % yes
Where Purchase Burberry: 25%
Burberry Store
Multibrand 55%
El Corte Ingles
20%
Friday, 5 February 2010
36. Market Segmentation
City Area: 1st areas (main shopping streets)
2nd Area (Madrid)
Markets: (Own Stores)
Strategic: Barcelona, Madrid
Main: Valencia, Sevilla
Secondary: Oviedo, Huelva, Almeria, Marbella
Department stores / Multi Brand Stores:
- Sell in all El Corte Ingles across Spain.
- Sell in Multi-Brand stores in all markets (including regional markets in Spain)
- Sell at Airports.
Friday, 5 February 2010
37. Location
• Barcelona - Passeig de Gràcia, 56
• Madrid - José Ortega y Gasset 8
• Sevilla Sierpes, 34
• Oviedo José Ortega y Gasset 8
• Huelva Jesús Nazareno 3
• Almeria - Pza Marques de Heredia
• Marbella - Muelle Ribera Casa H
Friday, 5 February 2010
46. FORCED CIRCUIT
No Sign explaining what products can be found upstairs at
Staircase B
- Only in Staircase A this is explained
A
B
Friday, 5 February 2010
48. Criteria used to manage categories
1. Clothing is organized by: Accessories & Clothing
2. Clothing has been organized by: Men - Women - Kids.
3. Lines:
- Burberry Prorsum
- Burberry Sports
- Burberry
4.Burberry Uses:
- Rain Wear
- Basics
- Formal
Total Looks = Easy to find
- Outerwear
Within the racks and Shelves
Friday, 5 February 2010
49. IN STORE
COMMUNICATION
Friday, 5 February 2010
50. Interior Design
FURNITURE:
- Seats without hanging part “Poufs”
- Tables: Round
Square
Rectangular (different heights can slide into each
other)
- Small rectangular tables
MATERIALS: all high quality and luxurious
Leather
Wood
Suede (pouffs and carpet)
Marble
Plastic
Glass
Mosaic Stone Floor (Red, Beige, White)
Friday, 5 February 2010
51. Interior Design
Lighting:
- By the mirrors on the side
- On the table there are lights with fabric around them which are soft.
- Ceiling “sets of 3 small lights” & “sets of 2 big lights”
Placed all over the ceiling creating an atmosphere and lighting
on the mannequins and garments (there are sets of bulbs at
every 10 centimeters)
Friday, 5 February 2010
52. Visual Merchandizing
Amount of Garments: 3-4 of each:
Small - Medium - Large - XL (36-38-40-22)
Folding: All garments are folded in three parts
Table Display: Used for basic Garments / Shoes / Bags but never mixed!
Tables with glass for accessories
Display: Lateral
Frontal - Very Little, only main garments from the Window Display
Friday, 5 February 2010
53. Windows
Window 1: Men & Women (Coats)
Window 2: Accessories + Opening Hours
Window 3: Accessories + Opening Hours
Window 4: Men & Women (Summer 2010)
Window 5: Women (Summer 2010)
Window 6: Kids (Summer 2010)
Window 7: Men & Women (Without advert backdrop)
Window 8: Men & Women (Without advert backdrop)
Passeig de
1
Gracia
2
3
4
5
6
7
Carrer d’Aragó 8
Friday, 5 February 2010
59. Window Mystery
Shopping
Cleanness
Interior
Brand Name
Backwall
Opening Hours
Credit Card
POS Material
Lighting
Prices
Concept
0 2 4 6 8 10
Clean, Clear & Interesting but lack of Concept
Friday, 5 February 2010
60. Other Communication
Elements
Bags: Thick carton bags, beige with Burberry name and Sign. Bag is closed using a
silk or organza ribbon, sometimes with the logo printed on the ribbon.
Catalogues: At the cashier they are there for take away
Look Book: In the “Burbery Prorsum” area, there is a look book on a table to look at.
Displays: Advertisements are used as “backdrops” and wall decoration in “Burberry
Sports”, “Burberry Prorsum” and around the stairs. These adverts are also used as
back wall in some windows.
Music: Lounge Pop, Radio type music on medium volume
Friday, 5 February 2010
61. Mystery Shopping
GENERAL IMAGE
General Image
Uniform
Brand Clothing
Clothing Image
Distraction
0 2 4 6 8 10
Look professional, fit in with the brand and concentrate on their jobs
Friday, 5 February 2010
62. Mystery Shopping
GREETING
Greeting
Waiting Time
1st name terms
0 2 4 6 8 10
Perfect timing to greet, a formal but welcoming greeting
Friday, 5 February 2010
63. Mystery Shopping
TECHNICAL INFORMATION
Technical Info
Product Knowledge
Brand Knowledge
Confidence
0 2 4 6 8 10
Know what Burberry is about, what they have to offer and what it entails
Friday, 5 February 2010
64. Mystery Shopping
CLIENT NEEDS
1st attitude
Options Given
Fitting Process
Needed Size Available
Hesistant Attitude
Advice Given
Substitute Product
Cross Sales
0 2 4 6 8 10
Accompany you to fitting rooms, advice you, bring you new products and give you advice while selling.
Friday, 5 February 2010
65. Mystery Shopping
CLOSING & GOODBYE
Accompany Cashier
Packaging
Distraction
Speed
Goodbye
0 2 4 6 8 10
Accompany you to cashier, then taken over by other employee, fast, professional experience.
Friday, 5 February 2010
66. Mystery Shopping
GENERAL
Proactivity
Availability
0 2 4 6 8 10
Employees walk around “happy”, are available for all your needs and see it when you might need help.
Friday, 5 February 2010
67. RETAIL COHERENCE
CONCLUSION
Store is very traditional and beautiful but:
- Does it show the young image they want to give off?
- Is the “Preppy Girl” Happy in this store?
Location of store in - Has Burberry gone “Off Limits”?
Barcelona is Perfect. - Target lost ?
It is seen as a - Worn by R&B and HipHop artists such as Nelly & Ja Rule
reference point.
- Bad image due to Chavs?
Overal Spain strategy
not coherent!
Friday, 5 February 2010
68. RETAIL COHERENCE
CONCLUSION
Do their windows
Does their in store
communicate:
communication.
- Brand Image - YES 100%
- Inform - 100%
- Collection Concept - 50%
- Differentiate - 80%
- Movement, Volume &
- Seduce - 90% (Convincing)
Dynamics - 75%
- See the concept / Brand Image - 100%
- Find what they are looking for?
- Recognize garments of window display?
Yes garments from window display are Depends on what you are looking for
hanged frontally 80%
- Move around with freedom? 80%
- Feel attracted by the product 100%
Friday, 5 February 2010
69. RETAIL COHERENCE
CONCLUSION
Store on Passeig de Gracia is perceived as:
“beautiful”, “amazing”, “a state of the art”
BUT “At times confusing” and “very big”
- Perhaps for an older target who has time to look through the
different rooms and is really looking for specific garments
unlike our target who isnt always buying rationally
Friday, 5 February 2010
70. RETAIL COHERENCE
STRATEGY
COHERENT WITH TARGET SHOPPING PREFERENCES:
- Intimidating and imposing store:
- Luxurious Materials used, Heigh Ceilings and the size of the store
- Amount of employees and the general sense of control.
- Atmosphere is cold due to the marble.
- Probably made for an older target
- Target feels more identified buying Burberry in El Corte Ingles or multibrand
- The store suits the brand values and brand strategy it simply doesn’t suit a
young preppy girl (they feel judged and intimidated)
Friday, 5 February 2010
71. RETAIL COHERENCE
STRATEGY
COHERENT WITH BRAND’s POSITIONING AND VALUES
yes, because:
- Brand Values are clear.
- Brand Status and Image are portrayed clearly
- Coherence between brand awareness and store size (everyone
knows about the store, small store would not suit).
- Products are given space, which matches the idea of quality.
- Burberry = Traditional, the store is in a traditional architectural state.
- Brand’s values are felt immediately when walking into the store.
- Cross Selling = Possible due to display of products it is easy to find
similar products around and often total look in easy reach.
Friday, 5 February 2010
72. IMPROVEMENT PROPOSAL 1
CATEGORY MANAGEMENT WOMEN
Unclear = The garments separation by moment of use is unclear and not well done.
Very clear = Prorsum, Sports, Rainwear
- Once looking for a specific garment (e.g. T-shirt), have to look through all collections
and rooms
Proposal:
- Within the different Collections clearer image of moment of use especially Burberry
main line
- Daywear, Casual, Formal, Eveningwear, spread out in a more clear way
Friday, 5 February 2010
73. Change in Area - Make it Warmer
Replacement of “Stopper”
PRORSUM
SCARVES
WOMEN BASICS
RAIN WEAR
Free Space
SPORTS
SHOES
Friday, 5 February 2010
74. IMPROVEMENT PROPOSAL 2
WINDOW DISPLAYS
- Show a Collection Concept
- Add Credit Card Details and make opening hours more clear
- Confusing by using advertisement as back wall (clothing are different)
--> A Plain Back wall with mannequins using a concept and furniture.
Perhaps something very English portraying their traditions.
Create a window with a younger and fresher image
Friday, 5 February 2010