J.m. weston and the graphic line - communication and advertising

Pages: 14 (3389 mots) Publié le: 23 février 2011

Launching of the Graphic Line


The J.M. Weston seller, major actor of the success of the brand

Major actor of the J.M. Weston universe, ambassador of the brand for the buyers, his role is to develop the numbers of clients through his formation.

J.M. Weston selling, a bespoke act

The J.M. Weston seller knows everything about shoes, from the sole to the upper. He knowshow to give advices to all clients, considering his knowledge about lasts of shoes and feet.

He knows how to put shoes on, as well as promoting his product.

But he must also perfectly manage relation with customers of experts defecated in the manifold motivations of purchase.

The adviser of sale J.M. Weston promotes his advice according to the sales talk appropriated to every customer. Hefits to his interlocutor and communicates with appropriate words.

The “good” and the “bad” turnover

The good turnover is constituted by the purchases the customers of which are satisfied in length.
Every satisfied customer becomes an active ambassador of the brand.

The bad turnover that is acquired to the detriment of the customer.

Every disappointed customer, in his relation withthe adviser of sale or by the unsuitability of the product, risks becoming a detractor of the brand.

It is better to disadvise a purchase officially, that to serve badly a customer.

Develop potential continuously …

Every customer represents a potential of important turnover, in every visit, and on the group of these.

The objective of the adviser of sale is to sell always more, respectinghis customer.

It promotes collections to accomplish the turnover of day, but also prepare that of tomorrow


Title 1: Precise topic

1.1 Why this topic
1.2 Importance of the topic
1.3 Presentation of the study

Title2: Brand study

2.1 History of J.M. Weston
2.2 Implementation
2.3 Positioning
2.4 Strategy
2.5 The existing collection

Title 3: Competitors3.1 Benchmarking
3.2 Countries
3.3 Strategic tools

Title 4: Launching of the product

4.1 Communication
4.2 Countries
4.3 Marketing Mix
4.4 Creativity
4.5 Graphic models

Title 1: Precise topic

1. Why this topic

We wanted to explain and develop a launching concerning a luxury good, because we are both fond of shoes, especially of J.M. Weston ones.
Moreover, the entireworldwide fashion industry represent more than 30 billion dollars a year and we cannot ignore it.
Then we wanted to study more precisely the launching of a pair of J.M. Weston shoes, from the factory in Limoges to the flagship store at Champs-Elysées.

1.2 Importance of the topic

Studying that kind of product is very interesting because the environment is very competitive.
J.M. Weston iscompeting with some brands we will see later in this project. Customers are very involved in the product itself.
For most of the clients, shoes are a passion then the product must be perfect, such as the after sale services.

J.M. Weston is a part of the EPI group and it is very interesting to see how the brand is positioned inside the group in terms of profitability.

Furthermore, the historyof J.M. Weston is very rich; they have a very special positioning and strategy focusing on an evolution in a more modern way, focusing on contemporary shoes more than classic ones for the future.

The base of the launching of these new products is a reaction to competitors’ innovations and trends.
Very close competitors seem to focus on contemporary shoes rather than classic ones, that’s whythe Graphic line was created, a big part of the study is dedicated to competition as it is a key point of the launching.

Another key point of the topic is: how to make a contemporary shoe without loosing classic clients?

1.3 Presentation of the study

We will first try to learn more about the brand itself, including the history of J.M. Weston, the positioning, the strategy and the...
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