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Fashion Notes - M anagement of fashion companies key...

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Management of fashion companies. key learnings: • STRUCTURAL SEGMENTATION OF THE FASHION INDUSTRY • ROLE OF THE FASHION PIPELINE • BUSINESS MODELS • COMPETITIVENESS OF NATIONAL MODELS • CUSTOMER SEGMENTATION • BRAND POSITIONING • BUILDING BRAND IDENTITY THROUGH PRODUCT, COMMUNICATION AND DISTRIBUTION STRATEGIES Line extension – same name in dif brand (zegna &Zzegna) Brand extension – different product same brand (just cavalla café) BENETTON (fast fashion) Historical o Started with the classic wool sweater - colorful and cheap o Grew through franchising, used technology to speed up creation- production-distribution flow o Used shocking ads alluding to sensitive social issues build up brand image and awareness Current o Had to reorganize to survive invasion of fast fashion Revision of collection structure and timing Get total look to stores within preset timeframe Clarification of stylistic identity of UCB and Sisley Development of new licensing agreements CALVIN KLEIN (licensing) historical o building brand through licensing
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o use of sexual ambiguity of X generation in design and very effective ads o built a successful young brand based on jeans, underwear, and perfumes current o difficulty repositioning themselves as a high-end brand (now viewed as mass) TODS (brand identity) Historical Challenges o Transforming from midsized family business to first tier player in global luxury market o Expanded through licensing and creating new brands (Hogan, Fay) o Went public in 2000, invested in location and advertising to build brand image o Offered diverse portfolio between classic and fashion & focused on quality Allows them to reach different clients with different occasion of use needs o Expanding DOC network here and abroad o Focus on quality customers and extending product range Current Challenges o Product positioning for the different brands o Retail management (formats variety) o Shift from being a specialist (focus on accessories and handbags) to establishing as a designer brand (total look) o Sustaining growth abroad o Method of growth. New brand from within or acquisition? (may dilute brand)
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INDUSTRY SEGMENTATION What segments of the industry should we serve/compete in and how? Fashion industries: textiles, clothing, knitwear, leather, accessories o Luxury --> segment define by price within an industry Segmenting the clothing industry 1. Product end uses occasions of use, technology 2. Customer Group Intermediate clients - Direct/retail (mono-brand store, boutique) vs. indirect/wholesale (department stores) channels End consumers - Demographics, geographical, socio-economic, Womenswear (tradeoff between "dream factors" and price/efficiency) Designer brand I (Versace) Designer brand II (DKNY, Just Cavalli) Qualified industrial brands (Max Mary, Hugo Boss) Mass Brands KSF Creativity, quality, image, dream factor Used to follow brand I & focus on quality but now: Autonomous personality, creativity price Time to market, brand loyalty,
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