Brand

 The fashion war: who leads the show? Luxury Fashion Brand VS Fashion Chain Stores TABLE OF CONTENT Table of Contents I. Introduction 3 1.1. Contexte 4 1.2. L’histoire 5 1.3. Les objectifs de l’étude 6 II. Analyse du marché de la mode de luxe 7 2.1. Situation actuelle du marché de la mode 7 2.2. Les changements de l’industrie de la mode de luxe 9 2.3. Les profiles de consommateurs 10 III. The Marketing Mix of the fashion market 12 3.1. Produit 12 3.2. Distribution 13 3.3. Communication

of over 1,000 naturally inspired skin and hair care products and has developed into an international group with 2,133 stores in 54 countries across the globe. 3) The Body Shop idea and the branding ethics The Body Shop is one of most famous brands in the world, noted for its range of naturally inspired skin and hair care products and ethical values. The aim of the founders (Anita Roddick and her husband) was to make the world a better place to live by returning more than they get to society

bought a large number of local perfume retailers and independent outlets. By 1996, it owned 48 outlets and then acquired the Bernard Marionnaud SA chain, immediately doubling its site. In 1997, the entire network adopted the Marionnaud Perfumeries brand. Based on this success, Marionnaud went ahead with an IPO to raise funds for development and, as a result, has acquired more than 1,100 outlets in five years. In 2002, Marionnaud continued its expansion in Europe, particularly in Italy, Spain and Portugal

small to medium sized enterprises. Key countries include Germany, France, the United Kingdom, Italy and Spain in terms of volume consumed. Consisting of 850 establishments involved in the manufacture/marketing of over 20,000 cosmetic and toiletry brands, the US Cosmetics and Toiletries industry has enjoyed moderate growth over the past decade fueled by favorable demographic trends and an ever increasing level of consumer desire to offset the effects of aging. In 2008 the industry generated an estimated

(antibacterial soap). The plan is to introduce a new soap to contribute to consumer safety through hygiene. By introducing Protex the company tries to increase its profit, stick to the market, and finally counter the bad results of Cadum: the brand cash cow. History and context The company has a long and rich history. In 1806, William Colgate created the first factory in New York City. After Colgate toothpaste, the company begun to diversify, selling candle, soap and perfumed soap… For

fact, Dunkin’ Donuts has been ranked No. 1 for customer loyalty in the “Coffee and Doughnuts” category in Brand Keys Customer Loyalty Engagement Index for 2007, 2008 and 2009. For millions of people, grabbing a cup of Dunkin’ Donuts coffee is a daily ritual. In 2004, our company conducted a study in which customers were asked to substitute their daily Dunkin’ Donuts coffee with another brand for one week. The results disclosed regular Dunkin’ Donuts patrons felt their lives were more difficult because

1°) Key Success Factors in the cosmetics industry : an attractive brand image. focusing on giving good services ( counseling). the ability to innovate and develop new products with new raw materials ( clé de peau beauté). a large product’s choice. good distribution channels adapted to the target customer good promotion/marketing strategy. being able to adapt to new markets/cultures.( cosmetics ) good understanding of needs and trends. 2. Analyse Shiseido's competitive advantage

maintained an image of luxury and high class product around the world, and its brand name is already globally recognized; also, the company’s factory is in Brussels, so it is near from France which is the principal European market, therefore, 65% of total sales are made in Europe, and they sell in more than twenty airport duty-free shops throughout the world, Godiva holds a very strong position in this market what helps the brand to maintain it. Also, Godiva, as a part of Campbell Soup Company, has a

Schueller in 1907. It was then known as "Aureole". Established in 1909 100 year old company Worldwide leader in cosmetics Distribution: 130 countries 23 global brands Slide 4: 5 Key expertise: Hair care, Skin, Hair color, Make up & Fragrance 67,662 employees worldwide 17.5 billion Euros consolidated sales in the year 2008 Mass-market luxury brand image Mission : Mission The company’s mission is to promote an approach to beauty that is fun, affordable, fulfilling, genuine and generous while meeting

fondée sur des valeurs tangibles et intangibles (émotionnelles) en vue de créer de la différenciation et de la fidélité 2. Le branding management : discipline stratégique pour l’entreprise POURQUOI ? Notion de marque actif de l’entreprise (brand equity) = nécessité d’avoir une vision stratégique, sur le long terme de la gestion de la marque qui dépasse le marketing opérationnel. Nécessité de devenir une marque « absolue » (incontournable, choisie) Ne pas être une marque « transparente »