...Marketing Plan * 1.0 Executive Summary * Highlights * Objectives * Mission * Keys to Success * 2.0 Company Summary * Company Ownership * Start-up Summary * Start-up * Start-up Funding * Start-up * Company Locations and Facilities * 3.0 Products * Product Description * Competitive Comparison * Sales Literature * Sourcing * Technology * Future Products * 4.0 Market Analysis Summary * Market Segmentation * Market Analysis * Market Analysis (Pie) * Target Market Segment Strategy * Market Needs * Market Trends * Market Growth * Industry Analysis * Main Competitors * 5.0 Strategy and Implementation Summary * Competitive Edge * Marketing Strategy * Positioning Statement * Pricing Strategy * Promotion Strategy * Distribution Strategy * Marketing Programs * Sales Strategy * Sales Forecast * Milestones * Milestones * 6.0 Management Summary * Organizational Structure * Management Team * Personnel Plan * Personnel * 7.0 Financial Plan * Important Assumptions * Key Financial Indicators * Benchmarks * General Assumptions * Break-Even Analysis * Break-Even Analysis * Break-Even Analysis ...
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...tech, super light wool and bra-tops. The heat tech can let consumers get warm all the time, the super light wool can let the apparel of Uniqlo become lightest. This kind of things will get the interest of consumers. Uniqlo always have attractive campaigns when they will be open at some complex/shopping mall. For example, they will have a offer price when they opened at somewhere in 1 month. Sometimes, they will have a campaigns for 1 man’s underwear in RM10.All of this campaigns will let every gender ,every generation can find your own apparel at Uniqlo. Introduction On “Uniqlo” Uniqlo is the Japanese largest apparel brand owned by fast retailing, apparel is a fast moving consumer goods, include Uniqlo. Consumers will not high loyalty in a brands, the apparel company will get some attractive way to interest their consumers. Uniqlo advocate “low price, good quality”, the consumers always love the way you can get the cheapest things with high quality. That’s why Uniqlo can be success. The apparel of Uniqlo become popular among every generation since the introduction of their fleece jackets, they made the apparel for everyone. Uniqlo is using SPA (Specialty store retailer of Private label Apparel) business model to encompassing all stages of the business--from design and production to final sale. The SPA (Specialty store retailer of Private label Apparel) business model incorporates the entire clothes-making process from procurement of materials, product planning, development...
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...KreNative Kreations Global Marketing Plan Western Governors University Company Background KreNative Kreations was opened in 2012; it is a Limited Liability Company. The retail business has a storefront is located in Spokane, WA it also has an internet base of suppliers and customers. The business partners buy and resale 100% Native American goods and services. The owners themselves are Native American and produce their own unique apparel products and beaded jewelry and accessories. Most products produced are one of kind, handmade and display unique cultural aspects of the individuals Tribe. The company verifies that all products are 100% Native American; this is done by requiring the individual to provide documentation from their Tribe or the Bureau of Indian Affairs. The current market is domestic they because the items are one of a kind, and hand-made, the price is higher than mass produced items. The on-line sales are 60% of the company’s revenues, with trade-shows at 30%, and in store 10%. Global Products The two products that will be promoted to the global market are the owner’s apparel and beaded jewelry and accessories. Although there are many global markets that are fascinated with the Native Americans of the United States this product will target the Japanese customer. “The Japanese market offers numerous opportunities for U.S. companies in a wide variety of sectors. Japan imports $30.9 billion of Clothing and Accessories.” (Retrieved from www. export.gov/japan/doingbusinessinjapan/index...
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...ABERCROMBIE AND FITCH OVERVIEW Abercrombie and Fitch Co. (ANF) is a specialty retailer that operates stores selling casual apparel, sportswear apparel, personal care products and accessories for men, women and kids under the Abercrombie and Fitch, Abercrombie, Hollister and RUEHL brands. With a customer base that is primarily under thirty years old, ANF was established in 1892 by David Abercrombie and Ezra Fitch. ANF operates in the US, the UK and Canada and is headquartered I New Albany, Ohio with over 20,000 employees. As a “near to luxury” retailer, ANF operates in an apparel industry which straddles high to low end merchandise. Its’ main competitors include : American Eagle, Aeropostale, Gap and J- Crew. Their focus on capturing a young market has created a rivalry, which forces them to be innovative and creative in delivering fashionable mechandise. As a result, their competitive strategy involves not only marketing their products through stores, but via catalogs and e- commerce activites. SWOT ANALYSIS, ABERCROMBIE AND FITCH A scan of the internal and external environment is essential in any firm’s strategic planning process. A SWOT analysis defines the internal and external environmental issues with which a firm must address in its strategic planning process. This type of analysis specifies the internal and external factors that are favourable and or unfavourable to the firm achieving its business objectives. It guides the firm in matching its resources and other...
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...most famous apparel retail industry that have done a wonderful job to stay in the market position despite the changing trends and lifestyles that generations have nowadays. It’s hard to keep intact with fashion trends because once you cannot cope up with the changing lifestyle of your consumers, you can expect to have a decrease in your sales and market share in other countries. The industry offers a lot of new and existing potential competitors especially in the fashion industry; you’re not just competing within the U.S. brands but also with European brands that are getting popular in all over the world. They are also products that can substitute with branded apparel, some teenagers who are experiencing financial problems can just buy an imitation one just for a cheap price and even the quality’s great, no one will notice that it was a fake one. Young generations nowadays are conscious of what they have and what things they don’t have, especially with apparel, because the trend nowadays is when you are wearing that kind of shirt and it is a high class brand, you’re in with the trend and you are considered one of the coolest kids in your school. While the organization culture of A&F is very different from other brands because they are the only company who hires people based on their looks and how they act and not with the skills. They are always saying that they don’t treat them as salespeople; they are the image that represents the brand. Their marketing strategy is very objective;...
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...Executive Summary Olat Western Wear is a new apparel store that caters to the African cowboy community in Lagos, Nigeria. As our name suggests our focus is to provide western wear apparel and accessories, and position us as the top retail store servicing this particular market. We are the first and only African owned western apparel store in the city of Lagos. Our intentions are to obtain 80% market share and become a central hub of shopping activity for the local African cowboy population as well others who enjoy wearing western apparel. Olat Western Wear will be located at 20 Niran Ojo streets, Lagos in Nigeria . Olat Western Wear has centralized itself directly in position to the residental location and social activities of our target market. We believe that this is critical to our initial success and long-term growth. Objectives 1. To create a shopping environment that caters to the apparel needs of the urban African cowboy and cowgirl. 2. To earn 80% market share and become the number one ethnic western wear apparel store in 20 Niran Ojo streets, Lagos Nigeria and achieve name recognition in the local cowboy community. 3. To receive a 50% profit margin within the first year. 4. To have a customer base of 1,000 by the end of the first operating year. 5. To achieve a net profit of $75,000 by year two and $100,000 by year three. 6. To be an active and vocal member in the community supporting agricultural events, and equestrian organizations work ...
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...Company’s Background American Apparel is a clothing manufacturer, wholesaler, and retailer in the United State Found in1998 by Dov Charney under the name “Old American Apparel” The company started out as a wholesale business selling undecorated t-shirts, and after its successful, its expand to retailing business, open its first store in L.A in 2003, and expand more to Canada, Europe and Asia. And also h ave its own online retail store. It currently has more than 270 retailer stores in 20 countries. Its retail business offer products for men, women, children, babies and even household pet, targeting at all age. Its wholesale business consists of producing from undecorated apparel to military uniform. And company oftenly promote itself as “Made in the USA" and “Sweatshop Free” product. Company Strategy Vertical integration: In the past decades, it has become the norm amongst the majority of US apparel co mpanies to outsource their manufacturing operations abroad to third vendors. But American apparel ha s kept it local. it had made both backward and forward vertical integration as a central part of its strateg y. It bases its operation and manufacturing in this building 800,000 sq. ft. factory in downtown L.A. In t his building it does fabric cutting, sewing, knitting, dyeing , as well as distribution and wholesale operat ion. And it also does its own clothing design, marketing, and advertising, which often using its employee s as photographers and clothing models. As the...
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...Nike Case Analysis Nike is a world's leading supplier of athletic shoes and apparel. The company was founded in 1964, when it was selling shoes to athletes. It grow rapidly through the 1970’s, and expanded its product lines to produce footwear in the categories of running, training, basketball, casual shoes, and kids shoes. As the bloom faded from the domestic athletic footwear market, the company entered active apparel market in 1978. Nike made a series of strategic decisions in 1970’s and early 1980’s, which made it one of the most successful sportswear and equipment suppliers in the world. The Company’s strategic goal was to maximize its profit in a long run. It was successful because it was able to identify, develop and match its resources and its capability by taking the following strategies: Marketing Strategy Branding Strategy: Nike managed to establish its brand name by attracting top athletes for promotional campaigns. Nike viewed the footwear market as a pyramid, with a small peak -serious athletes, and a broad base – the millions of Americans who wore athletic footwear casually, and believed that by maintaining a strong position at the top, it would extend its presence downward. This was very crucial to Nike’s success. So Nike spent 3% of its revenues on promotion including contracts with professional players and coaches, agreements with amateur athletes and teams, sponsorship of numerous prominent sporting events and the underwriting of a world-class...
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...purpose of this research was to analyze how a niche strategy can be used by US textile and apparel companies to compete with lower priced imports. With the increasing globalization of the industry, it has been suggested that companies focus on products that offer a competitive advantage over commodity products (Standard and Poor’s, 2003). One way of doing this is to focus on specialized, or niche, products. The conceptual models used in this study provided a framework for specialization within trade. The trade theories examined were 1) Ricardo’s Comparative Advantage Theory (Ricardo, 1817), 2) Heckscher-Ohlin Trade Theory of Factor Proportions (Heckscher & Ohlin, 1991), 3) Posner’s Technology Trade Gap Theory (Posner, 1961), 4) Vernon’s Theory of the Product Life Cycle of Trade (Vernon, 1966), and 5) Porter’s Model of Competitive Advantage (Porter, 1998). Each of these trade theories predicts specialization as a result of trade. This means that as trade barriers decrease, a country’s resources will focus on those processes in which it has a competitive advantage. For the US textile and apparel industry, this means moving away from basic textile items used in apparel production, such as basic fabrics, and moving towards more focused and specialty products, which includes niche products. The methodology used in this study consisted of two phases. Phase I used a deductive research design with an aim to clarify niche strategy issues and provide breadth on the topic (quantitative...
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...Apparel Industry Definition Apparel Industry is represented by the companies that create and sell clothing, accessories, and footgear. Nowadays, majority of the Apparel Companies have both types of operations: wholesale and retail through which they reach their consumer. For our group, we chose ANF Inc. (Abercrombie & Fitch), American Apparel Inc. (APP), GES (Guess), GPS Inc. (Gap), NKE Inc. (Nike), and URBN Inc. (Urban Outfitters), which are under the category of Apparel Store and Textile - Apparel Footwear & Accessories. Since apparel companies are mostly under the category of Apparel Store, except for NKE, we calculate the percentage of the industry that our group of companies represent by using the sum of the market capital of the chosen apparel companies plus NKE’s market cap divided by the total market capital of Apparel Store plus NKE’s market cap. The result turned out to be 32.07%, which means apparel companies that we chose represent 32.07% of the apparel industry. Wholesale Business Apparel Companies that have wholesale operations, design and manufacture products, which they then sell to either external retailers such as department stores, discounters, and small shops or through their own stores. Wholesalers often have licenses to produce certain items under a specific brand, for which they do marketing and advertisement. Apparel companies that own many licenses of well-known established brands have a competitive advantage. However, during the economic slowdown...
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...| Canadian Apparel Federation | Exploratory Research Assignment | Owner June 2, 2012 | Introduction The Canadian Apparel Federation is facing numerous challenges as the apparel industry is very competitive and consumer tastes and preferences are constantly changing. Our study will present some of the major trends developing in the apparel industry and what companies can do to capitalize on the market and distinguish themselves from the competitors. Research Objectives The purpose of study is to identify what a company must do to separate themselves from their competition and how to best retain and attract customers. We will examine what actions are required by companies to become successful in the market. We will compare what qualities and traits successful companies possessed which provided them with a competitive advantage in the marketplace and kept their customers satisfied. We will compare three companies; Lululemon, American Apparel, and Roots Canada and report on what separates them from their competition and mistakes they have made in the past. Research Method Our research consisted primarily of exploratory research which will focus on the industry’s background to help us determine key industry trends, customer preferences and keys for success. We will collect background information from articles, industry data, companies internal data, competitors data and consumers opinions which will be gathered from online social media. Secondary data will...
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...American Apparel American Apparel, founded in 1997, began its business strategy differently than most other companies. The founder, Dov Charney, believed in the philosophy of being a vertically integrated company. This means they manufacture, produce and sell their own products. Sales were slowly decreasing over the years because of poor fiscal management. To remain the largest U.S. apparel store they needed to tighten the reins on their financial management. Synopsis of the Case American Apparel is the largest clothing manufacturer located in the U.S that is sweat-shop free. They are infamous for selling their sexually explicit t-shirts as well as other clothing. All American Apparel operations are done within their facilities located in downtown LA. They enjoy high retention rates through generous benefits packages and other incentives. American Apparel strives to grow to be the most recognized clothing line in the U.S. by properly managing their finances. Relevant Factual Information about the Problem or Decision the Organization Faced American Apparel offers a comfortable environment for their employees. They offer incentives such as health care for employees and families, free parking, bus passes, low auto insurance, health and wellness centers, subsidized lunches and training to improve their job and management skills (Grant, 2010, p.259). Charney realizes that the benefits he offers are costly but they ensure continuity amongst his employees. Since...
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...http://essays24.com/Business/Strategy-Ikea/16542.html Nike was established in 1972 by Bill Bowerman and Phil Knight with a mission to bring innovation and inspiration to every athlete in the world. The company started out as an American based footware distributor and evolved globally overtime to include not only footwear, but also apparel and equipment. Nike is one of the most recognized brands in the world and many are extremely familiar with their tag line “Just Do It”. Nike has capitalized on first mover advantage over the years and led the market in innovation. Nike competes in a saturated market with many traditional and potential competitors. To maintain future success Nike needs to focus on new strategies. Nike, who also owns Hurley, Converse, Bauer, and Umbro has several traditional competitors including Reebok, Adidas, UnderArmor, New Balance and Puma. Any company that produces athletic footwear or athletic apparel is a competitor to Nike. Nike also sells sunglasses and fitness equipment. Nike also faces potential competition with other shoe or apparel manufacturers. Sketchers had traditionally produced more fashionable everyday footware but has been extremely focused in the last few years on athletic footware. Their Shaper brand is now widely popular for consumers who like to walk for exercise and their cross-training and running shoes are gaining popularity. It takes little effort for a current shoe manufacturer to change designs and molds to make new...
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...Nike Case Analysis 1 Nike Case Analysis Contents I. Introduction............................................................................................................................................................3 II. Conclusions of Nike Core Marketing Strategy .......................................................................................................3 2.1. Pros: ............................................................................................................................................................3 2.2. Cons: ...........................................................................................................................................................3 2.3. Risks: ...........................................................................................................................................................3 III. Nike Core Marketing Strategy ...........................................................................................................................4 3.1. IV. Core marketing strategies .........................................................................................................................4 SWOT analysis .................................................................................................................................................6 4.1. 4.2. Weakness ..................................................................
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...James Borda Retail Marketing 10/5/12 Case 10 Case Study 1. Over the last decade, American Eagle and Abercrombie and Fitch have been two of the main clothing retailers competing for the affection of young adult shoppers, specifically within the teen-college age range of 18-22 years. While both companies carry a similar assortment of clothing apparel and try to cater to the same demographic, each company’s retail strategy does differ in various ways. A retail strategy is defined as the way in which a firm plans to focus its resources to accomplish its objectives. Being that both companies have the same target market and nature of merchandise, they both attempt to look for ways to gain a competitive advantage through their retail strategies. One main difference in their strategies is that American Eagle attempts to gain an advantage by selling their products at lower prices. By offering apparel that is equivalent to that of Abercrombie and selling it at a cheaper price they are able to attract the consumer who is looking to save money. On the other hand, Abercrombie keeps their prices a little bit higher to give off the appearance of higher quality in hopes to attract the consumer who looks to buy name brand, higher end clothing. Moreover, though it is incredibly important to gain a competitive advantage over other retailers in your market, it is even more crucial to sustain that advantage. Abercrombie has positioned itself strictly within the market of 18-22 year olds; to...
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