Workshop #1
Ricky Joe Giaffreda Kathryn Sopuck
Wednesday, 14 September, 11
Company History 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 . 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. 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.
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
Target Market
Urban
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.
Elegance
Wednesday, 14 September, 11
Direct Competitors Include: Banana Republic Mango American Apparel ZARA JCrew Tommy Hilfiger The Gap Jacob Mexx BCBG Bedo Femme de Carrière
Indirect Competitors Include: Harry Rosen Dynamite Ralph Lauren SSENSE Urban Outfitters H&M Brooks Brothers Gant by Michael Bastian The Hudson Bay Company Calvin Klein Michael Kors
Competitors
Wednesday, 14 September, 11
Private Label &
Store Brands
Club Monaco only offers one private label brand. 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. 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. 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 &
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.
Visual Display 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