Club Monaco - Retail Analysis
-
Upload
ricky-joe-giaffreda -
Category
Documents
-
view
214 -
download
0
description
Transcript of Club Monaco - Retail Analysis
Ricky Joe Giaffreda
Kathryn Sopuck
Workshop #1
Wednesday, 14 September, 11
Club Monaco was founded in 1985, by partners Joe Mimran and Alfred Sung, with the mission to provide quality, fashionable basics to women and
men of all ages.
With the strong yet classic black and white branding, Club Monaco was able to establish themselves as a leader in fashionable workwear and
casual-wear.
In 1999, the fashion powerhouse, Polo Ralph Lauren Group, acquired the company .
With the use of a clear and concise integrated marketing communication strategy, this fashion label has successfully identified themselves as an urban
yet elegant lifestyle brand.
Company History
Providing the necessary funding to expand not only geographically, but within the company’s product lines as well, Club Monaco has successfully
grown into the well-known specialty retailer it is today.
Wednesday, 14 September, 11
Positioning
Club Monaco positions themselves in the marketplace as
a retailer that provides consistent, high quality, private
label garments.
From season to season, customers can be sure to find a
balance of pieces that are classic, yet on trend. Never striving
away from their timeless image, Club Monaco will adapt each trend to fit their own brands
personality.
Wednesday, 14 September, 11
Urban
Elegance
Target Market
This retailer aims to satisfy the needs and wants of men and women, aged 25 to
50.
Firstly, many of their consumers are transitioning from students to working women or men and are looking for professional wardrobes, with a fresh,
youthful twist. Secondly, a large portion of their target market have already established themselves in the workforce and
want age-appropriate garments, without compromising their fashionability.
Wednesday, 14 September, 11
Direct Competitors Include:
Banana RepublicMangoAmerican ApparelZARAJCrewTommy HilfigerThe GapJacobMexxBCBGBedo Femme de Carrière Indirect Competitors Include:
Harry RosenDynamite
Ralph LaurenSSENSE
Urban OutfittersH&M
Brooks BrothersGant by Michael Bastian
The Hudson Bay CompanyCalvin Klein
Michael Kors
Competitors
Wednesday, 14 September, 11
Store Brands
Private Label&
Club Monaco only offers one private label brand.
With the use of the multi-branding strategy, Club Monaco now offers national brands such as: Levi’s, Ray-Ban, Timex, Havaiana, Barbour and Clarks Originals.
Similar national brands as Club Monaco would include: Gant, Calvin Klein, Ralph Lauren, Tommy Hilfiger and
Michael Kors.
From casual-wear to work-wear and cocktail-wear to evening-wear, this retailer ensures it’s clientele are able to transition their outfits from
day to evening.
Club Monaco manufactures a small portion of their own clothing, but is not vertically integrated as much of their production is outsourced to a variety of overseas factories in
China, India, Thailand and Korea.
Wednesday, 14 September, 11
Marketing
Visual Display&
Club Monaco sells a culture and a lifestyle with their advertising and promotional activities using a clear and concise marketing strategy.
Not only do they use print and ad campaigns, but they also
capitalize on the recent trend of social media with a Facebook
page, their own blog, The Culture Club and online
advertisements and sponsorships with popular
fashion blogs. Wednesday, 14 September, 11
Marketing
Visual Display&
The interior decor is meant to compliment the clothing and kept classic yet modern with the use of
neutral colours, crown mouldings, marble display tables and
hardwood flooring.
As for the visual display, the clothing is merchandised throughout four different zones in the store; the newest garments are showcased at
the main entrance and older collections and basic or sale items are
kept on rotation in the remaining three zones.
Wednesday, 14 September, 11
In order to remain consistent with Club
Monaco’s clean and polished image, the product
is displayed in a very simple manner in order to
ease the shopping experience. The customer is left
feeling relaxed and satisfied, insuring they will
return time and time again.
Wednesday, 14 September, 11