FASH 290 Chapter Notes - Chapter 5: Store Brand, Armani, Vertical Integration
Document Summary
Mass market: mass produced, low to high priced. More for less , markdowns are taken, bargain shopping, repricing or markdowns. Location: central, downtown, malls, traffic , strong on-line presence, demographics is important to location within mall. Service: varies with segment but service is limited, competitive strategy. Identity: visual: (logo)greater variation than luxury (ie heritage is unimportant) and lots of made up names ie. massimo dutti, less emotional but aspirational often, examples? (don"t go premium brands) Personality: usually build around friendliness, warmth, excitement, cool, young, outgoing, contemporary, competence. Focus of message and content varies from luxury: compete on basis of functionality, product features, lifestyle, convenience, markdowns/price & special promotions. Growth strategies: brand extensions: gap to br, licensing: most fragrances, rely on overseas production to maintain price, knock offs, cost/price/size/style differ globally, more culturally based (flipflops) 2 family incomes, and single career folks. Middle class that is educated, traveled, sophisticated. Higher than other brands but lower than luxury.