Chic porn in the communication strategy of luxury houses
Case study - 19 pages - Management
Today, luxury is not only for the elite but also for the elitist part of each of us. The shockvertising stream has helped luxury brands to touch more consumers regarding the new idea of consuming luxury. But before luxury brands realised that they needed to communicate to obtain new consumers,...
Gap: A research on the company
Case study - 7 pages - Services marketing
We decided to conduct an IMC campaign for Gap because it is a very large and well-known retailer that has not been successful in capturing the student market in the last few years. Gap appeals to us with contemporary designs but the plain style that resulted from a new team of lead designers...
E -Business Model -La Redoute
Case study - 11 pages - Business strategy
With 80-years of catalog experience, La Redoute has long been a household name in France, trusted for its quality, style and selection. Indeed, as a part of PPR's home-shopping division, Redcats, a global retail leader, the company is a Fashion and Home decoration multi-specialist (the...
Caroll in China: strategic marketing plan
Case study - 22 pages - Services marketing
With an economic growth of nearly 10%, China looks very attractive to a lot of companies today. The emergence of a strong middle class characterized by a high purchasing power makes opportunities plentiful. However, China's huge market is much more complex and specific than western ones. That...
E business : Zara
Case study - 9 pages - Economy general
The market of Ready-to-wear has its origin in the 60s and it has created a revolution in the textile industry. Since the 70s, it has shown talent in Italian, English, Chinese and American clothing, and the 70s was also the beginning of internationalization of fashion. In our current...
Launch of a masculine lingerie brand
Case study - 13 pages - Services marketing
In the last few years, we find some new products for men. They are based on a new trend: men are taking care of themselves more than ever. Traditionally, women took care of them. Because of that, these products are copied from the women ones. Now, every man in Occidental countries does sport,...
Female Beauty in Japan: perceptions and evolutions
Thesis - 7 pages - Sociology
Japan, is widely known for origami, the art of folding a kimono, ikebana and many such arts that require patience and discipline and seek to "beautify" the environment. However, in this document we will study the Japanese notion of beauty as it is applied to women. What does it mean to be...
Evaluating a business plan for Dior - establishment of a store in China
Business plan - 14 pages - Business strategy
A business plan was created as part of an establishment of an outlet for Dior products in China. It contains a market analysis to determine strengths, weaknesses, opportunities and threats of the Chinese market. It consists of an analysis of the Dior group, and the whole city to determine how the...
Dolce&Gabbana and its communication strategies
Case study - 11 pages - Management
Dolce&Gabbana sells ready made clothes and is a brand based in Legnano, Milan. It was launched in 1985 by two designers, Domenico Dolce and Stefano Gabbana. In 1980, both were working in the same workshop in Venice. By 1982, they began working together to carve a niche for themselves in the...
Comparison between H&M and Mango
Case study - 8 pages - Services marketing
H & M and Mango are brand names that are quite popular, and have emerged in the market of fashion. They concentrate on marketing through stores, and distribute their clothing, cosmetics and accessories in large urban areas and in smaller ones. Both companies are on the same sector and are...
Strategy and marketing of Christian Dior
Case study - 16 pages - Services marketing
Dior or the House of Dior was established in 1947 by Christian Diorwho controlled and managed the house for ten years. After his death in 1957, Christian Dior's young assistant, Yves Saint Laurent became the art director of the House of Dior. His “Spring 1958 collection” saved the...
Tom Ford vs Marc Jacobs
Case study - 52 pages - Business strategy
Jacobs launched his name sake line in 1986 and then in 2001 debuted another critically acclaimed collection, Marc by Marc Jacobs, a collection of comparatively affordable edgy and retro mass-market pieces. His accompanying accessory lines—bags loaded with pockets or buckles, round-toed...
Analysing the advertisements of Adidas and Reebok
Case study - 13 pages - Services marketing
This document presents the advertisement campaigns of Reebok and Adidas. Perhaps the most important reason for choosing these brands is that both companies target the same segment of the sportswear market; they aim to sell their products to young, urban and modern followers of fashion and...
Louis Vuitton Moet Hennessy (LVMH) in the luxury market
Case study - 7 pages - Business strategy
Louis Vuitton Moët Hennessy, or LVMH, is currently the world leader in the luxury market. LVMH had recorded high profits in 2006, thus making it the best performer in the fashion and luxury industry. This achievement was acknowledged by the present CEO of the group, Bernard Arnault, who...
General policy of the Dior group
Thesis - 8 pages - Business strategy
To achieve its growth target, the Dior Group implemented several strategies both internally and externally for each of its strategic business areas: Dior couture, fashion and leather goods, wines and spirits, perfumes and cosmetics, watches and jewelry. Internally, the group plays on...
Strategy of Chanel
Thesis - 10 pages - Business strategy
Created during the reign of Louis XIV in the seventeenth century, the luxury industry has grown over the years. Under the leadership of the Sun King and his minister Jean Baptiste Colbert, the best artists and craftsmen of Paris were assembled to produce premium quality goods. Over the decades,...
The Eyewear Industry- Analysis and Recommendations
Thesis - 15 pages - Business strategy
The eyewear industry began during the 18th century, in France (Pays de Morez, in Jura - North East) inspired from the invention of Roger Bacon of two convex lenses inserted in wooden rims joined together by a nail. In France, Jura is still the main geographic point of this industry where, all...
Segmentation and Target Marketing - CALVIN KLEIN INC
Case study - 5 pages - Human resources
Calvin Klein Inc is a fashion label that was established in 1968 and is headquartered in Madison Avenue New York (Sutjiono, 2013). The Calvin Klein brand is currently owned by Philip Van Heusen Corporation and offers a wide variety of products in the luxury apparel retail industry. These...
Company Analysis: Burberry
Case study - 5 pages - Management
"The cachet of almost zero” the brand image had become old fashioned and the product the domain “of middle aged, fashion conservative men”(2004). It was the successful positioning and segmentation of Burberry that kept it alive for over hundred and fifty years. However,...
Case study: Hugo Boss
Case study - 40 pages - Business strategy
Hugo Boss, which offers products ranging from women's wear, children's and men's wear to accessories for casual and formal wear, has over 287 shops and 5,700 points of sale worldwide. The company is currently planning a joint venture with Chinese fashion retailer Rainbow Group to increase...
Extension of the Nike brand to Nikewomen
Case study - 13 pages - Services marketing
Nike is an American company founded in 1972. It is a limited company, whose slogan is "Just Do It." It is involved in the business of sports equipment and its major competitors are Adidas, Puma, Le Coq Sportif, which sell other brands of sports equipment. It should be noted that Nike is an...
Men's luxury ready to wear clothes in France
Market study - 6 pages - Services marketing
The Haute Couture and the luxury ready to wear clothes account for a worldwide turnover of €20 billion. This activity is characterized by a multiplicity of actors and strategies. The weight of the fashion industry in the French economy represents a sales turnover of € 10 billion...
Design a marketing plan for Lise Charmel in China
Case study - 11 pages - Services marketing
Compared to lingerie brands for men and women such as Athéna, Triumph, Hom, Chantelle, Well, or Princesse Tam Tam, Lise Charmel is a real reference. In terms of fashion, the Lise Charmel product line fits the market perfectly, and emphasizes on the silhouette and the forms of the women,...
Entry market plan: the case of Havaianas
Case study - 8 pages - Services marketing
We chose to conduct our study on the case of the Brazilian company: Havaianas. The famous flip flop producer, who sells sandals for beach-wear, with the Brazilian flag on it. We will create a marketing plan to understand where we can export our product profitably outside Brazil. The Havaianas...
Feasibility study of the Primark company in the French market
Case study - 10 pages - Business strategy
Primark, subsidiary of Associated British Foods, is a well known retailing Brand in clothing founded by Arthur Ryan, actual chairman.First headquarters were located in Ireland, where the brand was born as Penneys. The first store opened in 1969 in Dublin. 1973 opened the first store in UK....
Management report: The Clarins group
Case study - 16 pages - Management
In 1954, Jacques Courting opened beauty salons in France under the name of Clarins. To complement the activities of these institutions and to benefit all women with his long experience, Jacques Courting decided to create effective products to be used at home in the early 1960s. The team included...
Case study: Zara
Case study - 5 pages - Business strategy
Created in 1975, Zara is now the third largest company in the world of ready-to-wear garments. The idea of the Spanish designer, Amancio Ortega, was to sell designs copied from luxury clothes at half the price. The latter is now a billionaire and the head of the holding company Inditex, which...
Operational marketing: Converse All Star and the return of a myth
Case study - 8 pages - Services marketing
Today, Converse All Star is one of the most worn shoes in the world. It is the most visible brand of shoes when one looks down slightly towards the feet of people to realize that many of them wear these shoes. This shoe is indeed very fashionable, yet it is almost a hundred years old. First, we...
Chanel global strategy: Mix marketing
Case study - 10 pages - Services marketing
The Chanel fashion house, more commonly known as Chanel, is a French fashion house founded by Gabrielle Chanel (1883-1971) called "Coco Chanel". At a time when many famous and luxury fashion houses were created, Chanel has maintained its independence. Since 1924, Chanel has...
Zara's US Operations
Market study - 10 pages - Business strategy
Zara, a flagship venture of Spain-based Inditex, started its US operations in 1988. Zara USA Inc. is based out of New York and retails men's and women's clothing. The company has now grown to own 49 stores spread across the east and west coast of USA. The once labor-intensive US apparel...
