Professional Documents
Culture Documents
ORIGIN
French Connection was started in London by Stephen Marks in 1969. Womens wear. Favorite movie French Connection. Nicole Farhi
PHYSICAL PRESENCE
Region Location Territories Retail operations UK/ Europe London Paris UK, Ireland, Europe Retail stores and concessions, e-commerce Department stores, multi-brand stores, franchise operators. French Connection, , Toast, YMC. Wholesale customers Brands
USA
Toronto
Canada
Rest of World
Retail stores and concessions through joint ventures Australia, Asia, South Africa etc. Brand licensees, department stores
French Connection.
French Connection.
SALES TURNOVER
2008 2009 2010 2011
236.1
213.6
215.5
117.8
124.2 109.2
110.5
63.8
SWOT ANALYSIS
Strength
Advertising campaign Customization Quality and Design Company performance in 2009 Advertising in India
Weakness
Threat
Competitors
TARGET CUSTOMERS
Fashion-oriented upper end of the Demographics mass market typically aged 18 35.
SCALE MATERIALISM
Product
Price
Place
Promotion
FCUK
Womens wear, mens wear, kids wear, Innerwear, Bags Footwear, Make-up Toiletries Condoms, Alcoholic drinks, Eyewear , Radio, Jewellery, Watches,
Value pricing Generally fairly priced. Basic shirt: Rs. 1500 Dress: Rs 4500 Trouser: Rs 3500 Coats: Rs. 13000
More than 200 franchised outlets in 20 different coRetail outlets : Franchise Mail order Concession stores Internet Brand licensing Around 1000 stores across the globe.
DKNY
Womens wear, Menswear, Fragrance, Home furnishings, Footwear, Bags, Watches, Eyewear, Hats, Scarves, Belts, Jewellery Womens wear, mens wear, sports wear, innerwear, accessories, footwear, swimwear, eyewear, fragrances, home furnishings Menswear, Womens Wear, Kids wear, Innerwear, Footwear , Bags, Watches, Bicycle, Helmet Fragrance, Home furnishings, Jewellery,
CK
Shirts: Rs.3000 Dress: Rs. 6000 Trouser: Rs.5500 Coats: Rs. 20000 Shirts: Rs.8000 Dress: Rs. 9500 Coats: Rs. 60000
Celebrity Endorsements T.V. Ads, Magazines, online Celebrity Endorsements, magazines and social sites
DIESEL
MERCHANDISE MIX
Hooded Jackets Mens Cardigan (buttoned)
Fads
PERCEPTUAL MAPPING
High Price
Diesel DKNY
Calvin Klein
FCUK
Formal
Casual
Low Price
LINE DIAGRAM
IGOR-ANSOFF MODEL
MARKET Existing New
Existing P R O D U C T
I Am marketing campaign.
New
Q u a l i t y
FCUK
Super Value
Medium
Overcharging
Medium Value
Good Value
Low
Rip Off
False Economy
Economy
STORE LAYOUT
Shelf(W) Stock Room Fitting Room Fitting Room Fixture Fixture Womens New Arrivals Shelf(W) Mens New Arrivals
Fixture (W)
Shelf
Fixture
Shelf
Fixture
Fixture (M)
Fixture (M)
Mirror
10 foot
Shelf
Fixture
Fixture(M)
Shelf
Shelf(M)
Display Window
Entrance
Display Window
REFERENCES
http://www.coursework4you.co.uk/essays-and-