Lollipops analysis

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Corporate and Business Strategy

The Lollipops Analysis

Words: 2O74

March 2O11

Lollipops is a French brand of fancy fashion accessories created in 1994 by two young dynamic executives: Yann Ducarouge and Marjorie Mathieu. He’s the commercial and she’s the designer. InFrance, the market of fancy fashion accessories is a real niche and Lollipops has a monopolistic position. Nowadays, Lollipops products are sold in 1OO shops under “Lollipops”, 12OO multi brand shops worldwide and online. To explain this phenomenon, I will cover the strategic positioning and the environment of Lollipops during this essay.

Thestrategic positioning

The strategic positioning is about the choice of elements giving to offers a credible, different and attractive position on the market and inside the customers’ mind. So, it has to consider the beliefs and needs of consumers, potential advantages of the product and the product positioning of competitors. The strategic positioning takes shape through the mix marketing: price,product, place and promotion. A good positioning must to be simple, desirable, original and credible. “Consumers, saturated with products and advertising, perceive and remember only simple positioning, articulated around a small number of distinctive features” (Lindon, 1994).

In a first time, Lollipops conceived fancy leather goods only, matching bags and wallets. With its success, foundersdecided to extend their products to fancy fashion accessories: shoes, jewellery, umbrella, bell, hat... In the niche of fancy fashion accessories, Lollipops is known to be the first and the only brand until now to sell products for which the core business is the accessory. Moreover, the brand is more and more known for the very good quality and the originality of its products. The brand managed tohave a real identity by adopting a strategy of differentiation.
Indeed, the Lollipops concept is a real innovation. The brand combines luxury and street codes. According to the founders, Lollipops is a generalist brand aimed at a large active urban feminine custom: 25-4O years-old. The essential point was to create a brand of accessories for which models would be accessible and renew all thetime (5OO new models per collection, two collections per year and updating every two weeks) in order to match with the consumption society in which we live. Marjorie Mathieu, the designer, compares a Lollipops product to a “beautiful handkerchief: we use it and we throw it out when we grow tired”. However, Lollipops offer middle-upmarket products, inspired by rare finds found around the world. Too,products wear the label “made in France” and are designed as luxury products: the company makes a point producing products with high quality finishes. And, in the manner of luxury brands, it capitalizes on an “image” communication. In addition, we perceive the positioning of Lollipops through its physical shops. First, it’s important to know that founders wanted to have atypical shops, lookinglike family shop. So, their stores are in town-centre in order to each is worked according to its architectural features. Inside, we can find lacquered wooden house furnishing of the style Louis XVI (dressing table, armchair...), wallpaper designer, floral carpet, mirrors, frieze and panelling, chandeliers from Murano... In short, a doll house spirit in an old-rose romantic-baroque atmosphere.This positioning was chosen by founders in order to convey some values dear to their eyes. The brand gets involved for a new feminism through a playful and shifted stance in favour of a free and uninhibited femininity and an activist and unusual speech of products to messages. Briefly, the Lollipops universe it’s a strong personality, a sense of self-deprecating and detail which shifts the point of...
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