was mentioned above. Also the ‘being as scarce as possible’ strategy enabled them to position as a legendary high-end luxury brand. You have to wait one or two years to get a specific model of Hermès bag, but Thomas the CEO Hermès says that it is worth the wait. “If people buy an Hermès bag, they know it is going to last them for 40 years. The bag isn’t an expense,
- Shortest turnaround time among the other brands
*Turnaround time : from the time of submission to the
time of completion - time that batch users must wait
for output
Customers
- Young, educated people who like fashion
and are sensitive to fashion
- From newborns to adults aged 45
(do not define their target by segmenting ages and lifestyles)
⇒ ZARA K
brand
- Modern man want Fashion, Acceptable price,
and Speed that can be provided by SPA brand
T
- Internal competition
- Threat of substitutes is large
- Increased raw material price
- Compared to yen(Japanese money) yuan’s (Chinese money) exchange rate revaluate
W
Low brand value
Lack of differentiation
UNIQLO provides good quality products with inexpensive price
Va
fashionable and stylish person!” or “If you get it, you get unique.”
Also, we can build ‘Looking glass self’ for the customer. ‘Looking-glass self’ means the process of imagining other’s reaction. Customers pattern their behavior on the perceived expectation of others. In other words, as a marketer, we can put this fact into the advertisement.
4. Brand Extension Strategy
1.4.1.2. Sincerity
특히 social media 마케팅을 통해 전달되는 Contents는 진실해야 한다. social media는 사회적 네트워크, 곧 인간적인 관계에 기반한 매체이기 때문에 social media를 통해 유통되는 Contents는 Contents 공급자인 기업과 소비자간의 관계에 영향을 미치게 된다. 진실성이 없는 Contents는 이내 외면을 받을 수
brand-conscious and less price-sensitive. Many of them are employees of multinational firms.
3. Increasing brand awareness
After decades of robust economic development and market opening, cosmetics market in China has undergone tremendous changes. It has evolved from an underdeveloped market to a market in which consumers have strong brand preference. Nowadays, decades after the reform prog
3. Cultural environment
1) Prevalence of Lookism
- Recently, a plastic surgery and an online recruit company conducted a survey on the importance of appearance to 1,264 people. 98% of the respondents said "Appearance influences the success in the interview," and 94% of interviewers confessed that they consider the appearance of the applicants during the interview.
2) New words for fashionable
homme fatale
# Brand History
Homme Fatale
거부할 수 없는 매력을 지닌 치명적인 남성.
동양적 체형에 적합한 European스타일 표현,
metro sexual 반영한 남성을 위한 must have item.
Target
21 ~ 25세의 fashion reader층 /
18 ~ 32세 까지 적극적인 fashion 수용층
Concept
심플함을 기본으로 절제된 디테일과 세련
About H&M
Hennes & Mauritz AB comprises five different independent brands
a total of approximately 2,600 stores all over the world.
From a single women wear store in 1947, to a global company offering fashion
introduce e-commerce in the US.
“H&M produces trendy fashion product and offer it for affordable price to consumer.“
- Rolph Erickson
.
.
4P - Product
H&
Brand Vision을 수립하고, Artistic, Fashionable, Innovative 3가지 전략을 집중 실행하였다. Artistic은 헤라뜰리에 이미지를 집중 홍보하고, 해외 아티스트와의 연계 및 패키징을 통한 아티스틱 터치감을 실현하는 아트 마케팅 전략이다. Fashionable은 브랜드의 Trendiness를 강화하여 젊은층의 문화와 접목시키며 Global Sen