A major increase in sales between 2000 and 2006 has made Hotel Chocolat’s competitors eager to find the key to the company’s success, leaving the founders to face the challenge of how to protect the business from plagiarism. Trademarking its name and all its products, although a widely-used defence mechanism, is not a satisfying solution here; with 30% of its products replaced by another annually in order to meet the demands of its customers and continuous product range expansions, it would become a burden, adding administrative costs and bureaucracy. Now a luxury provider, the company started in 1980s supplying mints, before moving to chocolate and, finally, rebranding in 2003 as Hotel Chocolat. With own cocoa plantation, 11 retail shops in popular tourist locations, a call centre and an online store, Hotel Chocolat is now reaching customers in the UK, USA and in Europe, with aspirations to become one of the world’s top chocolate brands. Despite these developments, Hotel Chocolat is not interested in offering department store concessions or own-label goods and wants to keep the number of its high street shops to the minimum in order to retain its premium brand image and uniqueness as well as keeping full control over staff training and storing conditions of its products.
Another reward program is named “the Sephora Beauty Insider” which in launched in 2007 to increase clients’ loyalty. It offers great discounts, special products, and free sample gifts for their birthday. That’s why Sephora is not only the leading cosmetics store, but also a powerful beauty presence around the world. Today, Sephora operates approximately more than 1500 stores in 27 different countries worldwide, with an expanding base of over 300 stores in France. Sephora opened its first store in New York in 1998 and began
Today, Victoria's Secret lingerie is the top performer for the conglomerate. Victoria's Secret, under Limited Brands, has a history of being sexy, youthful and romantic. Men and women have come to recognize Victoria's Secret as the place to buy a lingerie or perfume. Together, these three vehicles to market combined with Victoria's Secret aggressive marketing has made Victoria Secret the best known lingerie brand and brought greater attention to the lingerie industry. Pink that acts as a store within a store, inside Victoria Secret was founded on 2004 and marketed towards teens and college women, sub-brand PINK sells appropriate underwear, sleepwear, lounge wear, beauty products, and accessories, for this age segment, with the intent to transition buyers into more adult product lines,
In 1985, Cahn decided to sell the company to Sara Lee for roughly 30 million dollars. Sara Lee took this opportunity to develop Coach’s name by expanding production and designing more products and styles of handbags. After a decline in prices between the years of 1997 and 1999, Lee decided to take the company public by selling 17% of the firm. Even today, Coach is a well-known handbag designer and will continue their success as long as they keep producing new, fashion forward designs. Coach’s success is partly due to their successful marketing strategy.
London’s Carnaby Street was a new fashion wave described as modern in the 1960’s. Rapid growth and success came from the ability to bring key fashion trends to its store for the fashion forward consumers, both men and women. The firm’s product line became more “mainstream” in the 1980s, targeting a larger market, as a result of growth throughout Canada and the move to the United States. Le Chateau then found itself targeting young adventurous women under 21 who enjoyed a Saturday night out, before the reposition in the early 2000’s to market to soccer moms and career focused women who wanted upscale, high quality
Buy not only mimicking meyer wolfsheims fashion of gaining money, but also his style in articles of clothing, Jay is assuring himself that he can attain the same position of wealth and power. Though married to the woman of gatsby’s greatest desires, Tom Buchannan is one of gatsby’s greatest models. Gatsby grotesquely resembles Tom. Both tom and gastsby are brokers, only Gatsby is a phony broker. Tom has the rich family history and hasn’t come into wealth recently, but was born into it.
The influence of the campaign sparked controversy over outlandish End- zone celebrations, creating major buzz around the Sharpie brand. The overwhelming exposure allowed for subsequent advertising and innovative creative promotions to help drive product sales and expansion of the brand. By 2002, 200 million Sharpies had been sold worldwide and Sharpie became the leading permanent marker and highlighter brand in the United States. Although Sharpie had become the #1 permanent marker worldwide, they had become relatively flat in category sales for the past several years. In efforts to compete with its competitors, Sharpie sought out to expand its brand with new products.
Fred's son Gene, who was responsible for the plunge into women's wear, moved the women's area to a new top-level enclosure called The Penthouse the following year. Barney's also added house wares, cosmetics, and gifts to its inventory during this period, turning them into a formidable retail competitor in the Manhattan market. Barneys has held its own against their main competitors Bloomingdales and Saks, by maintaining a steady vision and carrying signature pieces not available outside their walls. In the years following Barneys expanded their reach both nationally and internationally, opening stores in Dallas, Beverly Hills, and Japan, making them the largest American retail establishment to set up shop in Asia. Upon the completion of the Barneys Manhattan flagship store in 1993, the store became the largest retail venture since the great depression.
The murder of fashion designer Gianni Versace committed by Andrew Philip Cunanan was one of the most publicized murders. Versace was one of the most original fashion designers of the 20th century; he startled the world with his clothes. Years of designing for the theater earned him a respectable reputation in the fashion industry, but it was his collaborations with American photographer Richard Avedon that helped Gianni Versace become one of the world's most influential designers. His 1982 collection introduced metallic garments that would become his trademark and his elaborate stage costumes for Elton John in the late '80s helped cement his reputation as one of the “beautiful people”. At the time of his murder in 1997, Versace had an extensive empire that included boutiques, fragrances, and household products.
Eileen Fisher - Repositioning the Brand Case Solutions Essay Below is a free essay on "Eileen Fisher - Repositioning the Brand Case Solutions" from Anti Essays, your source for free research papers, essays, and term paper examples. Case Summary * Eileen Fisher is an American clothing designer and founder of the American women's clothing retailer, Eileen Fisher, Inc * Eileen Fisher had enjoyed phenomenal success in its first quarter century: its growth in revenues and profits had been driven by both the strong brand loyalty of its core customers, and the opening of fifty retail stores dedicated to the brand. * The company was consistently recognized as one of the best companies to work for and had an impressive environmental sustainability and social responsibility record Main Issue * The median customer age of Eileen Fisher was currently at 59 and increasing each year, keeping pace with the age of the company’s visionary founder, Eileen Fisher * The company embarked on a strategic project to develop a new brand expression that would set the foundation for the future direction of the company. The project resulted in a brand repositioning Problem Statement * The company found itself stereotyped as a brand for older, and, to some extent, customers with larger body types * The brand could eventually become extinct if actions weren't taken to attract a new generation to the brand * The repositioning brand strategy has a risk to consumers who are loyal to Eileen Fisher Analysis Solutions * To sort the things out, the company hired IDEO - a leading design and innovation firm, to clarify the company’s brand vision and to apply those principles consistently across retail channels to reach new audiences, without alienating veteran devotees. * In the short term, Fisher wanted to communicate a strong and focused message to consumers