Diagnosis of marketing of American Vintage
- Strategic analysis
- Marketing strategy
- Financial situation
- Operational Marketing
Michael Azoulay, who was self taught till his 31 years, has an iron will and a vision of fashion and trends that are his strengths. He described his clothes as products that are simple and sophisticated, crumpled and washed by the precious material.
The essential criteria of Michael Azoulay were a twisted neck that was imperfect but unique for each piece, a set of layers and colors that fit together in the sandstone of the personality of each type. Femininity, simplicity, sensuality, lightness, transparency, overlays, and romanticism are the concepts that are intertwined with the image of faded jeans under a blazing sun.
Claiming inheritance of the U.S. models of the mark, the themes are named after states or major U.S. cities. American Vintage responds to a desire for freedom and creativity in every woman seeking to take pleasure in itself. American Vintage offers collections based on current research and cutting material of original quality. The collections are divided into themes in the names of American cities, and also in baths of product categories.
Thus, the winter of 2009-2010 was defined around tank tops, t-shirts with short sleeves and long sleeves that are the most basic ones for each season. These are followed by dresses, sweaters, vests, shorts, wetsuits, pants, warm jackets and accessories. Each of these categories corresponds to a material of Massachusetts, Jacksonville or Wyoming.
The brand claims to be in love with this matter and directs its know-how as much as possible to natural materials derived from plant or animal fibers. The materials are thin and delicate which makes them lightweight and comfortable to wear. All fabrics are dyed in the traditional way, and each color requires a different reaction on the materials, making each design unique.
Research is being conducted by the brand that allows them to continually evolve its processes of knitting and weaving to get high quality clothing.
The brand has built its image and reputation around a flagship product, which is still today its DNA. This is the theme Massachusetts. T-shirts, short sleeves and long sleeves, tank tops and dresses of this material represents a great value and sales are virtually assured.
The collection includes some 120 models available in a varietyof colors In total the collection includes about 1200 references. Most of the models is produced in Tunisia and Portugal. The mesh cotton are produced in Cambodia, large mesh they are produced in China. The brand is responding to the demands of quantity and cost reduction.
Historically, American Vintage made its first success in France, but quickly expanded its market internationally. In France, the brand is partnering with three distributors cover most of the territory: 3 showrooms including one in Liverpool,birthplace of the brand, one in Paris and in Bordeaux.
The brand is expanding its network to 35% on French territory and therefore working around multiple distribution channelswhich also includes the own-name boutiques. These shops are not in a franchise and therefore are fully owned by the brand and under the teams control .
Tags: American Vintage, Marketing the brand, product distribution