BCBG Maxazria: Retail Analysis Project

RETAIL ANAYSIS PROJECT

BCBG MAXAZRIA FASM 410 I LEAH JEON

History 1989 - Max and Lubov Azria launches BCBG MAXAZRIA Bon Chic Bon Genr'e 1992 - Opens first boutique in LA 1998 - Max inducted into CFDA 2006 - Expand stores worldwide (about 500 stores) 2017 - Bankrupt, sold BCBG

BCBG NOW After bankrupt -Â Marquee Brands bought BCBG and Global Brands bought licensing rights Total 265 stores Creative director : Bernd Kroeber Launching new line of Children's and Fragrance

SWOT ANALYSIS STRENGTH Strong brand presence with Hollywood celebrities Good product quality and availability

OPPORTUNITIES Can expand their new stores worldwide Launching new lines (kids & fragrance) Can get new customers

WEAKNESS Too many competitors which makes easy for consumers to brand switch New start after Azria family left the brand

THREATS Competition in all fashion segment Customer expects better one Growing Fast fashion

TARGET CUSTOMER Gender : Female

Occupaton : Fashion Industry, Public Relations, Models, Actresses, Stay-at-home mom, working mom, and students

Age : 23 - 45 Income : $2,000 - $8,500+

Lifestyle : Â Career driven, Active, Stylish, Modern woman, Avid shopper, Confident, Fashion forward, chic, refined, luxurious, elegant, and timeless

CUSTOMER PROFILE 1 Name : Katrina Age : Â 26 Income : $ 4,500 Occupation : Working in PR company Want : A bright dress for Launching party Buy : Maria Asymmetrical Capelet Dress Price : $178

CUSTOMER PROFILE 2 Name : Rayna Age : 30 Income : $ 6,500 Occupation : Fashion blogger Want : Bomer jacket that makes her cool Buy : Gibson Quilted-Jacquard Camo Bomber Price : $ 298

DIRECT & INDIRECT COMPETITORS

COMPETITIVE SHOPPING ANALYSIS

Women's, bags, shoes, acc

Women's, Swim wear, fitness wear

$100 - 800

$80 - 500

 Feminine dress focus

Printed feminine dress

More strong brand image

New and fresh brand image

COMPETITIVE ADVANTAGE Luxury  at affordable price Personal shopper/stylist Good quality and design Online promotion

PRODUCT ASSORTMENT Skirt 6%

Shoes 3%

Outer wear 6%

Dress 35%

Pants 6%

Acc 20%

Tops 23%

BCBGMAXAZRIA

at Lenox mall

Current : Located between Fendi and Tory burch

Change : Location between Michael Kors and Marmi Change : the display to be memorable.

THE END THANK YOU

WORK CITED Lieber, Chavie. “BCBG Is Back for Round Two.” Racked, Racked, 18 Sept. 2017, www.racked.com/2017/9/18/16309298/bcbg-marquee-brands.

Lutz, E. (n.d.). BCBGMAXAZRIA Selects Aptos Retail Solutions in the Cloud.

Retrieved from https://www.aptos.com/aptos-news/bcbgmaxazria-selects-aptosretail-solutions-in-the-cloud-2/ Butler-Young, S. (2017, July 26). Bankrupt BCBG to be Sold to Global Brands & Marquee Brands. Retrieved from http://footwearnews.com/2017/business/mergersacquisitions/bcbg-bankruptcy-global-brands-marquee-restructuring-370383/ Retail Analysis. (2015, March 09). Retrieved from https://allisoncervera.wordpress.com/portfolio/buying-merchandising/retailanalysis/#jp-carousel-236 Max Azria. (2018, April 11). Retrieved from https://en.wikipedia.org/wiki/Max_Azria

WORK CITED BCBGMAXAZRIA S/S 2017 Campaign. (n.d.). Retrieved from http://www.mikaelkangas.com/portfolio/bcbgmaxazria-ss-2017-campaign/ BCBGMAXAZRIA Spring 2018 Ad Campaign. (2018, March 21). Retrieved from https://theimpression.com/bcbgmaxazria-spring-2018-ad-campaign/ BCBG Max Azria Spring Summer 2018 Ad Campaign. (2018, March 26). Retrieved from http://mrjcstudios.com/bcbg-max-azria-spring-summer-2018-ad-campaign/ Katrina Hill on Instagram: "The most beautiful wedding ever! Congratulations @chauncybobauncy and @dantitcomb! #bcbgmaxazria #curlsforthegirls #vaca #plussizemodel..." (n.d.). Retrieved from https://www.instagram.com/p/Bh9qbf7jAKf/?tagged=bcbgmaxazria Promotions. (n.d.). Retrieved from https://www.bcbg.com/ N. (n.d.). Retrieved from http://www.nice.mn/news/more/565/