Joseph Abboud Bedding Powerpoint~
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Transcript of Joseph Abboud Bedding Powerpoint~
Brand Overview
Global luxury lifestyle
#1 menswear designer for wholesale tailored clothing
#1 market share in men’s tailored clothing in Nordstrom
Top 10 brand in awareness among competitive set in clothing
250,000 Joseph Abboud shoulder garments sold per year
#2 in designer menswear market share to Hugo Boss in the
U.S. market
#3 Tailored Clothing resource at Bloomingdales behind Hugo
Boss and Armani
48 international territories expanding to over; expanding to over
75 by 2009
Joseph Abboud has been a successful men’s apparel brand
since 1986 and is a $400M Global Lifestyle Brand
Approximately 400 stores sell Joseph Abboud Tailored Clothing
in the U.S., making us one of the most pure brands in the
market (Polo is approximately 3000 points of sale; Hugo Boss is
approximately 1000 points of sale)
In 2004 we had only 1 brand focused on 35-54 year old male.
In 2006 6 brands in the Joseph Abboud lifestyle family focused
on demographics ranging from 6 months to 99 years old,
women and men, a more global audience tiered at multiple
price points.
By The Numbers
Luxury Brand
• Lifestyle Brand
– Joseph Abboud is an “updated traditional” lifestyle design company that has had a successful brand since 1987
• Resonates with men and women
• Encompass a range of demographics
• Lifestyle brand collection with industry leading licensed partners
• Global Product
– Joseph Abboud designs, manufactures, merchandises, markets, and distributes a wide range of products including suits, sportcoats, trousers, sportswear, dress shirts and neckwear under our master label with a globally diverse sourcing platform.
– Owning our own suit and sportcoat factory, we have a competitive advantage over other apparel companies
• Upscale Distribution
– Products are sold at better department and specialty stores, in addition to our own stores internationally, with great presentations and excellent relationships with store management and buyer.
– Our prime positioning in stores such as Nordstrom, Lord & Taylor, Bloomingdale’s, Belk, Von Maur and Saks Fifth Avenue in the U.S. has been the key to our success with goods flowing in accordance with the retailer’s needs.
Joseph Abboud is a luxury brand that has recognized the changing
retail landscape and adjusted its strategy accordingly.
American European
Unique Positioning
Updated traditional styling has broad demographic appeal
Higher level of sophistication than other American brands
European construction at more affordable prices
Modern Alternative to Traditional American Dressing
Joseph Abboud Brand Perception
Unparalleled Brand Perception • Joseph Abboud outranks Hugo Boss, Polo/Ralph and Calvin
Klein in categories of
•European
•Exclusive
•Expensive
•Prestigious
•Sophisticated
Bridge Between Europe and America
• Joseph Abboud is seen as more European (even
though we are an American company) due to our
‘bridge’ styling
The Competition
• Our competitors are viewed as “post peak” and overly
distributed
Research Conducted by NPD (June 2007)
As studied vs. other brands
Target Customer Profile
• 35–54 year old men and women shopping for the men in their lives
• $90,000 single; $150,000 household
• Style is primary shopping motivator, rather than replenishment*
• Tailored clothing plays a significant role in and out of the office*
• “Dressy casual” is emerging trend
• Retail merchandising impacts what gets noticed and purchased*
• Same taste, style interest, sophistication and knowledge as non-buyers or those who wear Armani, Hugo Boss, Polo and Zegna*
– Actively seek insight on men’s style issues*
*Source: Kanter International JA Focus Groups (2005).
UPSCALE DISTRIBUTION:
Nordstrom, Bloomingdale’s ,
Saks Fifth Avenue, Lord & Taylor,
Neiman Marcus, Von Maur, Specialty Stores
Joseph Abboud Home
Joseph Abboud Home attributes:
Comfort
Aspirational
Exclusive Prints
Accessible Luxury
Natural Fibers and Fabrics
Designs follow neo-traditional heritage of our brand,
the interplay of natural elements and textures with
modern luxury and refinement
•Sold through better department stores
•Bed,Bath & Beyond, Bloomingdales and direct to
consumer through interior decorators
•Provides a natural bridge to our women’s apparel
business and the success of Home shows positive
receptivity to the brand by women
•Licensee list comprised of dominant players in
each category
Home by the numbers
• Kravet sells over 100,000 yards of designer fabric to a group of 40,000 interior designers annually
• 1000 sets of 1 tabletop design sold in 1 Bloomingdales in 1 day
• Home products are available in over 2500 points of sale in the United States
• 15% of the Basic bedding line is organic as a part of our growing Naturals program
Joseph Abboud Licensees already sell
licensed products via their contract sales
divisions. Our licensees are industry
leaders in their categories
Hospitality products that we currently
license include:
•Uniforms
•Amenities
•Down Products
The value we add to hotel chains:
• Our perception among business
travelers as a style authority
• Ability for hotels to cross market
with our retail partners
• One stop design solution
Luxury Hotel Collection
Thirty percent of our target consumers surveyed have heard of Joseph Abboud and when thinking
about the brand, the following attributes come top of mind :
High Quality 63%
•Expensive 55% •Stylish 47%
•Sophisticated 38%
•European 37%
•Prestigious 34%
Brand Awareness among Women
Brand Awareness among Women
•Joseph Abboud has comparative brand
awareness as Theory and Elie Tahari among
Bridge/Designer shoppers
•Joseph Abboud has comparative brand
awareness as Theory and Elie Tahari among
women 35+ years of age
•Joseph Abboud also has comparative brand
awareness women of all income brackets,
especially those with an income of $100K+
20%
23%
29%
22%
25%
32%
34%
37%
49%
28%
29%
36%
Theory
Joseph Abboud
Elie Tahari
Designer
Bridge
Better
Total
Aided Brand Awareness by Brand Cluster
16%
15%
26%
15%
20%
23%
20%
23%
29%
26%
33%
39%
Theory
Joseph Abboud
Elie Tahari
$100k+
$60k - $99k
$35k - $59k
<$35k
Aided Brand Awareness by HH Income
24%
11%
17%
38%
25%
39%
26%
30%
37%
14%
22%
26%
12%
23%
25%
Theory
Joseph Abboud
Elie Tahari
55+
45-54
35-44
25-34
18-24
Aided Brand Awareness by Age
Label Positioning Graph
Low Fashion High Fashion
High Price
Low Price
Hugo Boss
Tricot St. Raphael
Tommy Hilfiger
Polo Ralph Lauren
CK
Nautica
Tommy Bahama
Kenneth Cole
DKNY
Claiborne Perry Ellis
INC
This brand positioning
allows each brand to
compete in different price
tiers for different
demographics against
distinct competition while
maintaining similar design
heritage
Lauren
John Varvatos
Zegna
Canali
Shades of blue and Grey in luggage,
bags, belts, & footwear and onto
bedding & bath
Pattern mixing
Patchwork
COLOR
Ikat Looks