Launching a designer clothes line. Firm: Fashion Designer Isabelle Beaumenay Joannet
Summary :
Table of Contents
- Executive summary
- Isabelle's label and her approach to fabrics
- Zadig et Voltaire and Vanessa Bruno type
- The Marc by Marc Jacobs model
- The Joseph and Dries Van Noten type
- Antoine et Lili
- Competitive analysis
- Pieces of advice given by shop assistants
- Quality: Where the true competition lies
- Price: Not really a problem
- Merchandising
- Trustworthy environment
- Merchandising techniques: Relation with the customer
- Merchandising techniques: Colours and clothes display
- Conclusions and recommendations
- Limitations
Abstract
The marketing problem we aim to deal with is that of targeting the segment of customers isabelle should focus on. Then we will have to define how to reach this segment. How should isabelle beaumenay-joannet place her brand on the market? We will determine for her what kind of selling spot she should go for and how she should try to attract customers to that spot. First, we went through the data available at HEC and then we went on to observe and interview decision-makers of the fashion industry: Espace Créateurs du Printemps, Antoine et Lili, L'Orchidée... The targeted customers are women from age 23 and up to age 55 mainly. These are the women who are ready to spend the most money on clothes. Certainly chain shopping is very popular, particularly among young women who frequently make the rounds of the leading chains as a sort of social outing. On the other hand, department stores have the advantage of offering a much wider selection in one outlet.
Independents are meanwhile having a difficult time keeping up with chains and department stores.
Independents are meanwhile having a difficult time keeping up with chains and department stores.
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