Our mission is… …
Krystyna
Deanna
Stephanie
Christie
Samin
Marketing executive. Operation Dude
Marketing executive. Operation Dude
Marketing executive. Operation Dude
Marketing executive. Operation Dude
Marketing executive. Operation Dude
SWOT ANALYSIS
S
trengths: Known, reputable brand. Excellent quality fabrics and materials used. Shows concern for consumers wants and needs. Holt Renfrew already carries the women’s brand. Asian Influence, unique. Target Department stores exposed Lim’s exclusive line, which can direct customers to Holt’s and create brand loyalty. Vulnerable to negative shifts in the Weaknesses: economy and potential policy changes due to the company’s small size.
CORPORATE SOCIAL RESPONSIBILITY In today’s society, younger generations are increasingly putting their focus towards environmental awareness. Phillip Lim will take this into account by creating green eco-friendly shopping bags that will be provided to Holt Renfrew. This is expected to spread environmental awareness and attract Holt Renfrew’s customer base. It will also be a huge incentive for customers to not only buy the brand, but to also become loyal returning customers.
Opportunities:
Current shift in men's fashion; higher demand for higher quality. Capitalizing on this will increase market share, widen product mix, build new customer relationships and create brand loyalty. The Bay and Harry Rosen are strong Threats: competitors, competing for the same buying dollar.
ASIAN INFLUENCES On a demographic level, Phillip Lim offers something that many Canadian designers cannot. With 2/3 of Canada’s growing population attributed to immigration and a 50% visible minority in urban regions designs by Phillip Lim are hot commodities. (Kotler, Keller, et al 2013). As Asian Influence continues to take over globally, especially in NY, Los Angeles and San Francisco, now is the time for Holt Renfrew to capitalize on brands such as 3.1 Phillip Lim. (Sherman, 2003).
CUSTOMER VALUE AND SATISFACTION Phillip Lim provides customer value and satisfaction by offering well-made apparel with a designer-level quality at a contemporary-level price point. For example, a jacket from the Chanel collection sells for $1500 whereas a very similar jacket with equally high quality and fabric by Phillip Lim sells for $600. The target consumer will see this as an advantage since price is an important factor when it comes to purchasing luxury brands.
P P P P
MARKETING MIX
roduct: high quality well made designer clothing. rice: a perfect fit with brands currently carried by Holt Renfrew. lace: currently a more exclusive brand as it is not offered in brick and mortar in Toronto. romotion: women already brand loyal to Phillip Lim will recommend to boyfriends, husbands and friends once it is offered at Holt’s.
Group 1: Stephanie Reid, Deanna Pizzo, Samin , Christie Marroquin, Krystyna Leochko Bibliography 3.1 Phillip Lim Men's RTW Spring 2010 -‐ Runway, Fashion Week, Reviews and Slideshows -‐ WWD.com. (n.d.). Fashion, Beauty and Retail News -‐ WWD.com. Retrieved October 9, 2013, from http://www.wwd.com/runway/mens-‐ spring-‐collections-‐2010/review/31-‐phillip-‐lim 3.1 Phillip Lim Spring 2013 Men's Runway Show -‐ YouTube. (n.d.). YouTube. Retrieved October 9, 2013, from http://www.youtube.com/watch?v=MUDx30ML 9RE 3.1 Phillip Lim | The Men's Store -‐ Saks.com. (n.d.). Designer Women's Apparel, Men's Apparel, Shoes & Handbags -‐ Saks.com. Retrieved October 10, 2013, from http://www.saksfifthavenue.com/31-‐ Phillip-‐Lim/The-‐Men-‐s-‐Store/shop/_/N-‐ 1z12v9bZ52flokZ6lvnb8/Ne-‐6lvnb7 3.1 phillip lim | BLUEFLY . (n.d.). Bluefly . Retrieved October 10, 2013, from http://www.bluefly.com/designer/31-‐ phillip-‐lim Chang, B. (n.d.). Phillip Lim: "We Live By The Dress, We Die By The Dress" | Fast Company | Business + Innovation. Fast Company | Business + Innovation. Retrieved October 10, 2013, from http://www.fastcompany.com/1777619/ phillip-‐lim-‐we-‐live-‐dress-‐we-‐die-‐dress FALL 2013 TREND REPORT: Menswear – Holts Muse. (n.d.). Holts Muse -‐ Holt Renfrew Blog. Retrieved October 9, 2013, from http://www.holtsmuse.com/fashion/fall-‐2013-‐ trend-‐report-‐menswear/ Kotler, P., & Keller, K. L. (2013). Collection Information and Forecasting Demand. Marketing management ([4. vyd.]. ed., p. 73). Praha: Grada.
Sherman, L. (2009, August 28). Out on a Lim -‐ Forbes. Information for the World's Business Leaders -‐ Forbes.com. Retrieved October 10, 2013, from http://www.forbes.com/global/2009/09 07/entrepreneurs-‐fashion-‐china-‐out-‐on-‐lim.html The Design Philosophy of Phillip Lim – YouTube. (n.d.). YouTube. Retrieved October 9, 2013, from http://www.youtube.com/watch?v=hTKp B25OE_U