Situational Report: Zimmermann by Hannah Reinehr

SITUATIONAL REPORT

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HANNAH REINEHR! FASHION MARKETING 1051!

PROFESSOR: EMILY HUGGARD!

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Contents

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• The ZIMMERMANN Story!

• Visual Board!

• Brand Values!

• Product & Retail Experience!

• Competitors!

• Consumer Profile!

• Consumer Mood board!

• Consumer Interview!

• Consumer Behavior!

• Fashion Industry!

• PESTEL Analysis!

• Visual Communication!

• Social Media Presence!

• Brand Saturation!

• SWOT Analysis!

• References!

The ZIMMERMANN Story

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The ZIMMERMANN story begins when a young Nicky Zimmermann began designing her own clothes and selling them at a local Sydney market in 1991. This gave Nicky the opportunity to refine her aesthetic and see how women reacted to fashion. Eventually Vogue Australia featured Nicky's designs in a two page spread which gave her exposure to many boutiques around Australia. As a result her designs were stocked in many boutiques and led to her opening her own store in Darlinghurst.!

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As a result, Nicky’s sister Simone joined her in opening her own store. Simon’s role was to work as the business mind behind the brand, while Nicky stayed as the creative director. Today both sisters credit their success to the closeness of their relationship.!

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“I could never have achieved what we have without Simone. Simone has been a voice of reason and a constant.”

The distinguishing element of the ZIMMERMANN brand is that early on both sisters decided to fuse fashion with swimwear. This was a gap in the market so ultimately they were able to capitalize from this concept. They created a well know brand that was able incorporated flattering, feminine and stylish components to the swimwear industry.!

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Today the brand is stocked in many boutiques in Australia. They have recently expanded their reach by opening stores in LA, New York and London. The overwhelming success in the Australian market has provided the ZIMMERMANN brand the opportunity to do the same overseas. They also sell to larger stockists including Barney’s, Saks 5th Avenue, Bloomingdales, Harrods, Harvey Nichols, David Jones, Net-A-Porter and Shopbop.!

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Visual Board

Brand Values

This iconic Australian brand has stayed true to its original vision: sophisticated femininity, a passion for detail and a love of color and print. In addition, the brand has remained constantly communicating that it is an Australian brand. This is a unique value as there are not many high-end brands that were born from Australian soil, therefore incorporating this element in the brand makes it unique and exotic. The brands main focus is to show the world what an Australian girl embodies. This derives from “our distance from the rest of the world which helps develop their own distinctive style. There’s definitely a certain flair (Spackman, 2015). The brand value is obtained from the personality each garment communicates whether thats a relaxed cool vibe or a natural sexiness, there is always a sense of fun and flirtiness. !

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The main purpose of the brands vision is to communicate the true brand value upon all aspects of the business, from collections, online platforms, in-store experience and core customers. All elements have been achieved however the greatest difficulty today is ensuring that the brand values are communicated correctly through the consumer.!

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The ZIMMERMANN brand embodies a distinctive style where sophisticated femininity, a passion for detail and love for color and print is at the forefront of the brands aesthetic. The personality of the brand can be accredited to the women who wear it. Typically, the ZIMMERMAnN woman has her own distinctive style, one with a certain flair.

Australian woman in particular are accustomed to the Australian way of life in that it is relaxed, cool, natural and laid back. The ZIMMERMANN brand personality is therefore reflective of that vision and have created a brand where the aesthetic is effortless while always maintaing a sense of fun. !

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The name, logo and color aesthetic all portray the brand values of being sophisticated, romantic and feminine. All branding aspects are consistent throughout consumer communications, whether thats store visual presentation, website layout and colors and social media feed. All communications remain consistent with floral, light and carefree visuals.!

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Product & Retail Experience The internal brand is focused heavily on the dedicated customer service and experience. The ZIMMERMANN stores are an important aspect of portraying the ZIMMERMANN brand. Regardless of the trend towards e-commerce, it is essential to have a physical presence for consumers to interact with the brand and product for touch and feel purposes. Employees are told to offer a high-end experience to customers with service and store presentation being the main priority. The layout of the stores also replicate that of high-end competitors. The garments are placed throughout the store in sequence of a story. There is only one garment for each style and different sizes are located at the back of the store and are available upon request from a staff member. The physical branding in-store also represents the summery, laid back aesthetic that reflects the brand values. All stores feature archways reminiscent of buildings in Santorini, walls are always white to emphasize the colors of the garments which are located against them.

Most stores will also feature furniture for resting, this is in an attempt to create an experience and atmosphere of effortless luxury.

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The product range carried out by ZIMMERMANN originally started with dresses. However today the products range from ready-to-wear clothing, swim and resort, accessories and childrenswear. The most most well known products from ZIMMERMANN are the dresses and swimwear. Currently ZIMMERMANN does 60% of all its clothing manufacturing in China with predictions that in the near future around 70% of production will be carried out off-shore from Australia (Wells, 2009). All products are designed inhouse in Sydney Australia. In an attempt to break into the US market, ZIMMERMANN also showed at New York Fashion Week for the third time. Previously, every fashion week was carried out in Sydney, Australia, however the amount of exposure is incomparable in New York to that in Sydney (Brown, 2017).!

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There is potential to expand the ZIMMERMANN product range, whether that being menswear, activewear or placing a heavier importance on accessories like other labels.

The product growth opportunities are vast.

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Competitors

Price Chloe

Sass & Bide

ZIMMERMANN

Camilla Quality Manning Cartell!

Alice Mccall

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A fellow Australian Label, Sass & Bide are considered a competitor of ZIMMERMANN due to the origin and price point.

Although the style of both brands vary in aesthetic, the story of the brands are surprisingly very similar. Sass & Bide collections are focused on textures from metallic, patterns and glitter rather than the soft and romantic personality that ZIMMERMANN embodies. Price points for Sass & Bide begin at $200 to $3,000 with target markets for women aged between 24 - 45 years old.

Competition is high for Australian labels and Camilla represents the Australian summer lifestyle through loud and colorful prints. A key determinant as to why Camilla is considered a competitor is due to the lifestyle and brand it embodies. Both Camila and ZIMMERMANN aim to communicate the carefree, warm and exciting image of an Australian summer lifestyle, both having collections in clothing and swimwear. Although the style is very distinguishable from ZIMMERMANN, it’s customers are very similar. The Camilla label alongside ZIMMERMANN is over saturated in the Australian market in particular, with target markets being women aged between 20 - 35 years old. The price point for Camilla is also similar ranging from $500 - $1,000.!

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Chloe is considered a competitor of ZIMMERMANN based on the style aesthetic. Both brands portray a romantic, soft and pretty image. Chloe has a long history and is therefore better established enabling many different products in its range. Distinguishing aspects of both brands is that Chloe focus heavily on its accessories range, with that being its main focus. While ZIMMERMANN is known mostly for its swimwear and soft summer dresses. Regardless both have a very similar style which enables the comparison between the two. Price points for Chloe begin at $600 - $7,000. !

Consumer Profile

Personal Information!

Aspirations!

Name: Kate Hodge!

Age: 24!

Gender: Female!

Occupation: Marketing Executive!

Salary: $70,000!

Education Level: Undergraduate!

Address: 21 Hargrave Street, Paddington, Sydney Australia !

Favorite Color: Baby Pink!

Career oriented and driven. Traveling is a high priority in life. Passion to remain with whats trending in fashion. Has a fashion blog.

Value materialistic things. Conscious about social acceptance.!

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Lifestyle! !

Marital Status: In a relationship!

Family Cycle: No children!

Household Size: 1 bedroom apartment!

Leisure Activities: Yoga, Soul Cycle, Traveling, Shopping, Eating Out, Wineries, Spring Racing Carnival.!

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Behavior!

Purchase Behavior: Social status is a high priority, brand recognition is valuable, quality is of high value. Cost barriers are of concern and high.!

Celebrity/Peer Reference Group: Miranda Kerr, Kourtney Kardashian, Kendall Jenner, Emily Ratajkowski.!

Favorite Fashion Designers: Chloe, Miu Miu, Thurley, Manning Cartel, Sass & Bide.!

MEET KATE HODGE

Consumer Mood board

LOVES TRAVEL! MARKETING EXECUTIVE! ORGANIZED

GOES TO MARKETS! LIVES AT BEACH IN SUMMER! EFFORTLESS & SOPHISTICATED STYLE

Consumer Interview

#1 !

Consumer Interview #1!

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What attracts you to the ZIMMERMANN brand?!

The feminine yet structured pieces, the unique designs, and the fact that it's a cult Australian label with humble beginnings. It's an empowering label that doesn't follow trends, instead it creates their own. !

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What inspires you to wear ZIMMERMANN clothing?!

It's unfortunate that Zimmermann is saturating my newsfeed on social media, purely because I hate wearing what everyone else wears. So what inspires me is seeing a beautiful piece, that doesn't look like Zimmermann, and then being surprised when I learn that it is. !

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Do you prefer to purchase online or in store?!

I prefer to purchase in store as I prefer to try on a whole bunch of pieces before choosing the right one. Also because the in-store experience is of high-standard. !

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Is the ZIMMERMANN brand important for you in identifying your individual style?!

Not that important. I don't like to be wearing a piece and it be instantly recognizable to people that it's Zimmermann, so I tend to buy other brands that don't have such a obvious look. But I like Zimmermann's good quality denim, and limited runway pieces.!

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#2 !

Consumer Interview #2!

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What attracts you to the ZIMMERMANN brand?!

The unique and identifiable characteristics that all of their pieces encompass. Each piece has a sense of timeless elegance and style that you know will not date after one season, but rather will have a place in your wardrobe for years and years.!

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What inspires you to wear ZIMMERMANN clothing?!

All of their feminine designs are extremely flattering for women, and look great on anyone from a size 6 to a size 14. They are not restrictive Like other designer brands which I admire in a label. Their pieces are all whimsical in a sense and their subtle design details make a huge statement to the overall piece.!

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Do you prefer to purchase online or in store?!

I would choose to purchase in store, as I see their pieces as invest pieces so I would want to try before I buy. I also think the in store experience is magical and I wouldn't want to miss out on that by purchasing online.!

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Is the ZIMMERMANN brand important for you in identifying your individual style?!

I would not say I have a very distinctive individual style, however I always seem to find something I adore when visiting a Zimmermann store. I think this is because I can appreciate the attention to detail, the quality of each piece and the thought that goes into how each piece looks on the body rather than just on a hanger.!

Consumer Behavior

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Ultimately, the value of the product is what drives consumers to the brand. Through a consumer analysis, it is the appeal of an Australian brand and products that are timeless, while creating their own trend which attracts consumers to the brand. The psychology of how consumers think of the brand is the main contributing factor to their behavior (Perner, 2017). Customers portray the brand as a luxury, with quality, flattering and unique designs. In addition, the consumers behavior can also be attributed to the exposure of the brand online. It is well known among the target demographic and is associated with a higher class and social status. This drives consumers to purchase from the brand in an attempt to fulfill that perceived social status that is correlated with the brand. !

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Consumers prefer to purchase in-store due to the high price tags associated with the garments. Buying a ZIMMERMANN dress requires a higher level of purchase involvement. From seeking value in the quality of the garments and brand to evaluating alternative brands that can fit the same standard as the ZIMMERMANN brand. The purchase involvement is high for ZIMMERMANN consumers. In addition, ZIMMERMANN customers are generally loyal due to the consistent style that is generated each season.

Customers also value the brand because the styles are not necessarily trend driven by whats happening in the market, but rather creating its own trends which are distinctive to the brand. The motivation for consumers in repeat purchasing can be attributed to the fit of each garment, as it is flattering which is an important aspect to maintaining the quality.!

PESTEL Analysis

Fashion Industry The biggest change in the fashion industry today is simply the broad array of differentiation among fashion labels. Every label is trying to incorporate something different to make them stand out from every other brand.

The problem in doing so however is that there is so much diversity, choice and differences in consumer preferences. In an attempt to cater to the every changing market place it is crucial that labels can adapt quickly and integrate methods and practices that work for their target market. !

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Consumers on average only hold their attention in fashion for 6 months (D’Souza, 2016). Due to the overexposure of clothes on celebrities and social media causes fatigue in the appeals of brands. When clothes ultimately come in store they look stale because they have all been seen before. This is an issue that is consistent with ZIMMERMANN as they have a grave degree of over saturation on social media.!

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In addition the way in which consumers buy is completely different from one to another. What motivates a consumer varies and therefore it is difficult to track and communicate with the target market. It is essential that brands can cater to the variety in consumer habits such as having a in-store presence, to social media, to ecommerce etc. !

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"I think it's akin to how we all receive music today—my mother still buys CDs; 16-year-olds now think it's cool to only Spotify or buy Vinyl; I download everything.

Everyone is getting their music in different ways, and I think everyone is going to get their fashion in different ways." -Michael Kors!

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Political and Legal Factors!

Zimmermann currently manufactures around 60% of its clothing in China (Press, 2017). As a result they are subject to fair workers rights and child labor laws in China. The regulations in regards to these laws are not as enforceable as in Australia therefore ensuring that suitable standards such as wages, medical benefits are favorable to workers in the fashion industry. In China, the legal minimum wage for workers in the fashion industry sit at $155USD per month (Lu, 2016). !

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Import laws in the US are very similar to Australia however do vary slightly. The US Imports and Exports of Textiles and Apparel laws require labels specifying content and instructions for care (Lu, 2016). Labels must also state the country of origin, yarn, thread and be “packaged in such a way that country of origin is discernible to the ultimate purchaser" (Lu, 2016). !

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Australia has a Free Trade Agreement with the United States (AUSFTA) as opposed to the considerably strained U.S.- China relationship in regards to trade as a result to the presidency of Donald Trump (Lu, 2016). Therefore organizing goods to be shipped directly from Australia to the US is a smart idea for ZIMMERMANN to bypass issues in regards to directly trading from China to the U.S. (Shuttle, 2017).!

Environment!

PESTEL Analysis

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There are multiple concerning issues surrounding the fashion industry today. The number one being the issue of the fashion industry on the environment.

The harrowing juxtaposition of mass polluted rivers frothing with chemicals in India against our insatiable appetite as consumers highlight how out of touch we are with the reality we live in. The value of clothing has become so inconsequential to consumers that throwing away a t-shirt impetuously has become second nature. This distressing truth presents the dilemma in how we can reduce the flooding pollution plaguing our world. The world today consumes 80 billion pieces of clothing each year (Ross, 2015). Only 10% of donated clothes actually get sold (Ross, 2015). This is an area in which there is a substantial amount of room for improvement, in particular, through a collaborative approach from retail leaders, sustainable practices in resource management is achievable.

Technology !

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The increasing demand for technology creates a pressure for businesses to keep up with consumer trends. The implementation of technology to differentiate businesses with competitors is a trend that is seeing the fashion industry reach a new level of consumer engagement and experience.

Reformation; an LA based retailer has created an exceptional in-store experience providing consumers the benefit of having clothes and sizes selected personally and placed in a fitting room, preventing the consumer from even lifting a finger. An added trend in technology is having ecommerce stores that are formatted and laid out based on the consumers preferences. This is tracked through cookies, when consumers have previously viewed the website.!

PESTEL Analysis

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Social! !

The main change in the social realm of retail is the differences in preferences between different generation groups (Keiser, 2015). Personalization of products and services has created an opportunity for retailers to provide a special experience for consumers (Keiser, 2015). The success of high-end brands such as Louis Vuitton including monograms on accessories to Nike allowing consumers to design their own sneakers encourages other brands to follow in these trends to differentiate themselves!

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Customers today are expecting more from brands and in an attempt to keep loyal customers, its paramount that brands exceed consumer expectations. Designing unique experiences are essential to lure in milenials in todays market. Through technology and the internet, the availability of competition to consumers is infinite. There are many other brands who design clothes with similar aesthetics to ZIMMERMANN. !

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In addition, knock-offs of ZIMMERMANN dresses and swimwear are high in lower-end retailers. This therefore reemphasizes the importance of creating a brand that encourages brand loyalty. This can be achieved through multiple avenues, loyalty programs, experiences, high quality products and high consumer engagement and understanding.!

Economic!

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The US economy today has grown substantially in the past few years. Today the US economy has returned to its prerecession size in 2011 however has been slower to recover than previous recessions. The annual GDP growth is at 3% and the total economic growth is predicted to surpass the Eurozone and UK in the next 3 years (Fleming, 2017). This is beneficial to ZIMMERMANN as there is opportunity to capitalize on the economic growth in the US by opening more stores and growing the brand presence. !

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In addition, the US retail sales have increased in recent months suggesting that “hesitancy is dissipating� (Fleming, 2017). Comfort in spending for US consumers has also jumped even further since the US election which is comfortably higher than recent years (Fleming, 2017). !

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E-commerce sales account for 9% of retail sales in 2016 in the US therefore the availability of ZIMMERMANN products online and in-store are crucial to take advantage of (Pane, 2017).

Visual Communication The visual identity and communication is a strong aspect of the ZIMMERMANN brand. Fortunately the brand is easily recognizable; simply from the determination of a ZIMMERMANN dress to what the brand as a whole is aiming to portray. All visual communications follow the brand personality of being fun, sophisticated and romantic. In addition the Australian way of life is constantly represented in its visuals from photos of Bondi Beach to the Sydney Harbor Bridge, this communicates the relaxed, cool, natural and laid back lifestyle. This is an important aspect as the origin of the brand being Australian is not lost and rather adds value as a whole.

The visual aesthetic on Instagram is cohesive which is again a strong benefit to the professionalism and visual appeal the brand illustrates.

Social Media Presence

ZIMMERMANN’S social media platform presence is unique in comparison to its competitors in the market. In that, the social media platforms in which it operates include the typical Instagram, Facebook and Twitter. However the distinguishing difference between ZIMMERMANN and its competitors is the amount of influencer presence the brand has on this platform. A key advantage ZIMMERMANN has had in its social media marketing strategy is by incorporating influencers in creating a distinctive online presence. In comparison to other designers, ZIMMERMANN has been able to ensure that consumers are constantly being exposed to the brand through the use of bloggers and influencers constantly featuring the brand and its designs. This aspect is heavily incorporated through Instagram. The risks associated with this however, is that due to the high exposure and over saturation of the brand on Instagram, the concept of exclusivity is ruined.

Social

Instagram

Facebook

Twitter

Followers

836,000

341,000

22,000

Posts Per Day

2

2

1

Average Consumer Engagement

12,000 likes; 100 comments

Locations

AUS (Melbourne, Sydney) U.S. (LA & NYC), U.K.

1,000 likes; 20 1 like; 0 comments comments AUS (Melbourne, Sydney)!

U.S., U.K.

AUS (Melbourne, Sydney)!

U.S., U.K.

Brand Saturation The cultural branding that has arisen from the use of social media has created an image for ZIMMERMANN that can negatively affect its exclusivity. Many high-end brands struggle with the concept of keeping their brand exclusive against marketing to increase profits. For ZIMMERMANN the conception of “rent a dress” businesses has given the brand even more exposure than previously. Young girls who were not originally considered the target market and otherwise can’t afford to own a ZIMMERMANN dress now have the opportunities to rent them and appear to live the ZIMMERMANN lifestyle when in reality it is just a facade. As a result, this has created an image that associates the ZIMMERMANN brand with young girls rather than a classic woman who actually lives the ZIMMERMANN life. This can be damaging to the brand as there is less control on the target consumer and what image they are portraying for the brand. In the Australian market, ZIMMERMANN is also substantially more affordable than the UK market, suggesting that the brand image is considered much more high-end than in Australia.

Perhaps this is a change in approach that the brand is incorporating as they open their stores in other markets. Michael Kors is an example where oversaturation ruined the brand image and demand for the products. As Michael Kors gained more traction in the market the “distribution was extended to more and more wholesale partners” (Rexaline, 2017). This is an area in which the over saturation can greatly affect the brand image and ultimate success. !

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SWOT Analysis

Strengths!

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Weaknesses!

• Well known!

• Broad Market!

• Profits aren’t seasonal!

• Consistent Designs!

• Easily distinguishable!

• Strong brand presence and identity!

• Strong following in Australian market!

Trend driven!

• Influences in store!

• Distinct consumer target!

• Transparent!

• Relatable!

• Active social media!

• Customer engagement!

• Only offered in store in 3 countries Australia, US & England.!

• Small global market share!

• Same style every season, difficult to gain new customers!

• Limited retail store experience!

• Brand loyalty!

• Target consumer is top fixed or specific

Opportunities!

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Threats!

Only specific products are offered!

Global expansion is possible!

Changes is production and manufacturing!

Collaborations!

Similar brand!

Events and experiences!

Popularity and importance of using influences!

• Consumers values sustainability !

• Social impact!

• Consumer priorities change due to online retailers offering more options!

• Difficult to attract young audience due to higher price point.!

• Amazon!

• Trends in design!

• Economic!

• Price of raw materials!

• Production

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SWOT Analysis Strengths!

Opportunities!

The most noticeable strengths for ZIMMERMANN derive from the strong brand presence is has in particularly in the Australian market. This can be attributed to the distinguishable designs and silhouettes that are produced each season. There is a cult following in the Australian market with loyal customers each season. This enables ZIMMERMANN to understand their consumers on a more intimate level as the consumers each season are continual and not one-off purchases. There is an extremely strong social media presence with a majority of the marketing and promotion of the brand achieved through influencer and celebrity marketing. This is a strength as the brand has a strong social media following which is reflective on the continual growth in brand image and sales.!

Global expansion is the largest opportunity available for the ZIMMERMANN brand. They have exceeded their brand presence in the Australian market and been very successful at that. They now can replicate that success in the global market and expand the business. Although there is also a degree of international presence, the main opportunity for ZIMMERMANN is to continue in that international expansion. In conjunction, ZIMMERMANN has opportunities to cater to a larger target market by expanding their product range into other areas to reflect social trends such as activewear or menswear.!

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Weaknesses!

Threats!

The biggest weaknesses for the ZIMMERMANN brand is the availability. The brand currently only has stores operating in 3 countries. Although there are plans to expand in the U.S. and European market, in particular in the south of France. In addition, the style and aesthetic of designs are very similar each season. There is little room for variation which is a weakness as the brand becomes very predicable and gets boring for consumers. !

The availability of e-commerce has enabled a higher degree of competition. As ZIMMERMANN begin to grow their international presence, it also opens up the threat of higher competition. The brand has been successful in Australia as on a scale the market is much smaller than the U.S. or Europe. The higher price point also causes a barrier for many consumers who can’t afford the brand.

This has resulted in many “rent a dress” programs which is a threat to ZIMMERMANN’S control of the brand image and ideal consumer as the availability of dresses are much wider.!

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References Brown, Annie . "Zimmermann set to channel kitschy summer vibes at New York Fashion Week." Zimmermann set to channel kitschy summer vibes at New York Fashion Week, September 11, 2017. Accessed October 24, 2017. http://www.smh.com.au/lifestyle/fashion/zimmermann-set-to-channelkitschy-summer-vibes-at-new-york-fashion-week-20170908-gydjvw.html.!

Rexaline, Shanthi . "13% Downside Seen For Michael Kors As Market Saturation Persists." 13% Downside Seen For Michael Kors As Market Saturation Persists, September 12, 2017. Accessed October 26, 2017. https://www.benzinga.com/analyst-ratings/analyst-color/ 17/09/10046521/13-downside-seen-for-michael-kors-as-market-saturation-.!

D'Souza, Nandini . "Will the See Now/Buy Now Fashion Model Really Work?"

Will the See Now/Buy Now Fashion Model Really Work?, February 24, 2016.

Accessed October 24, 2017. http://www.harpersbazaar.com/fashion/fashionweek/a14343/fashion-industry-changes/.!

Spackman, Amanda. "ELLE interview: Nicky Zimmermann." ELLE interview: Nicky Zimmermann, July 25, 2015. Accessed October 20, 2017. https:// www.elle.com.au/culture/elle-interview-nicky-zimmermann-7638.!

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Fleming, Sam. "US economy: statistics at a glance." US economy: statistics at a glance. Accessed October 27, 2017. https://ig.ft.com/ sites/numbers/economies/us.!

(Fleming, 2017)!

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Keiser, Sandra J., and Myrna B. Garner. Beyond design: the synergy of apparel product development. New York: Fairchild, 2015. Accessed October 20, 2017.!

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Lu, Sheng . "Minimum Wage in the Apparel Industry Continues to Rise in Most Asian Countries in 2016." Minimum Wage in the Apparel Industry Continues to Rise in Most Asian Countries in 2016, January 28, 2016.

Accessed October 23, 2017. https://shenglufashion.wordpress.com/ 2016/01/28/minimum-wage-in-the-apparel-industry-continues-to-rise-inmost-asian-countries-in-2016/.!

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Pane, David. "Hurricane Recovery Pushes Up Sales." Hurricane Recovery Pushes Up Sales, October 13, 2017. Accessed October 20, 2017. https:// www.kiplinger.com/article/business/T019-C000-S010-retail-sales-consumerspending-forecast.html.!

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Perner, Lars. "Consumer Behavior: The Psychology of Marketing." Consumer Behavior: The Psychology of Marketing. Accessed October 31, 2017. https://www.consumerpsychologist.com/.!

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Press, Clare. "Sustainable Style: Do we care if our clothing was made in Australia?" Sustainable Style: Do we care if our clothing was made in Australia?, April 25, 2017. Accessed October 20, 2017. http:// www.smh.com.au/lifestyle/fashion/sustainable-style-do-we-care-if-ourclothing-was-made-in-australia-20170422-gvqhu3.html.!

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Suttle, Rick . "The Macroenvironmental Factors Affecting the Clothing Industry." Chron.com. Accessed October 31, 2017. http:// smallbusiness.chron.com/macroenvironmental-factors-affecting-clothingindustry-37254.html.!

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The True Cost. Produced by Michael Ross. Performed by Andrew Morgan. The True Cost. May 29, 2015. Accessed October 20, 2017. https:// truecostmovie.com.!

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Wells, Rachel . "Designers swim with tide as offshore siren sings."

Designers swim with tide as offshore siren sings, March 1, 2009.

Accessed October 23, 2017. http://www.theage.com.au/news/national/ designers-swim-with-tide-as-offshore-sirensings/ 2009/02/28/1235237990210.html.!

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