Ben Sherman - Brand Marketing Report Macy Love
Who? ▸ Ben Sherman, a British heritage brand which was first stablished in 1963 ▸ A subculture favourite - adopted by many over the decades ▸ Known for it’s staple pieces of menswear clothing which have become the uniform for many ▸ Ben Sherman’s original legacy can still be witnessed ▸ The brand has always linked music culture and fashion together
Why? ▸ Shifts in sales over the years ▸ Licence extended to 2023 by Baired Group ▸ Wholesale revenue grew by £6m, online sales remained static at about £10.5m in 2017 ▸ Behind in technology - need to grow in e-commerce and social media presence
Current and potential customers Opinions on the brand
The Rebrand Making Ben Sherman relevant again.
SWOT Strengths •
Strong British heritage
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Innovative culture
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Established brand name
Weaknesses •
Product life is low
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Lack of customer service
Opportunities •
Rise of technology
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Update the brand
Threats •
Competition intensifies
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Change in taste
Promoting the rebrand •
Use the music/art to fashion link in order to promote the brand
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Endorse musicians, artists, poets and skaters who influence male fashion to advertise Ben Sherman
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Put on events in-store / at venues with these creatives by the brand
2011
Today