Autumn 2016
The Basics
In 1985, Canadians Joe Mimran, Saul Mimran and Alfred Sung opened the first store in Toronto on Queen Street West. This store, which still exists today, originally included a cafe below the sales floor. The first US store opened in Santa Monica in 1989. Until 1999, Club Monaco was a Canadian company and was based at Avenue Road and Bloor Street West along the Mink Mile in Toronto. It is now owned and operated by Polo Ralph Lauren, which acquired Club Monaco in 1999. Polo has allowed Club Monaco to exist as an independent entity within the group and has down played its ownership of the brand. Recently, Club Monaco has transitioned itself into an international lifestyle brand that offers affordable luxury with modern sensibility. Each store has its own unique concept and design as well as a mix of different products. Third-party brands carried in stores include RayBan sunglasses, Citizens of Humanity jeans, Mackage leather goods and can include a variety of vintage goods from high-end designers such as Chanel and Hermès. Club Monaco also contracts with outside designers to create an exclusive line of products such as jewelry designed by Erickson Beamon and handbags from Jane Mayle.
our story
Luxottica began distributing Club Monaco prescription frames and sunglasses in its retail outlets in 2007.
https://en.wikipedia.org/wiki/Club_Monaco
In August 2013, Club Monaco launched their first footwear line consisting of high-quality leather flats and heels made in Italy. In the same month, the brand also introduced a higher-end label simply titled ‘Collection’.
The Club Monaco customer is current and in-touch They range in age from mid-20’s to mid-50’s. They are sophisticated and educated. They are progressive in their thinking and vote liberal. Their careers are challenging and afford the finer things in life. Their decisions are decisive and considerate of logic. The Club Monaco customer aspires to some day have all the perks of the elite. They attend the theatre and networking activities. They travel to exotic locations for downtime. They gravitate to large city experiences and weekends amongst friends. The Club Monaco customer seek products that are both contemporary and timeless. They are inspired by classic dressing; but in a modern way. They desire for their clothing to serve a dual purposes and be on par with designer quality.
lifestyle
SVP of Women’s Designs, Caroline Belhumeur, says, “You’re getting something which is Balenciaga quality and fit but not at that price.” The Club Monaco customer will pay for quality, but not extra for the name.
product
Women’s
Men’s
• Clothing Dresses Jumpsuits and Rompers Sweaters Shirts Jackets and Vests Coats and Trenches Pants Jeans Knits and Tees Skirts Shorts Swim • Shoes • Accessories Jewelry Fine Jewelry Handbags Scarves and Wraps Hats and Hair Accessories Sunglasses Belts Home Gloves Socks and Tights
• Clothing Casual Shirts Dress Shirts Sweaters Outerwear Suits Blazers Tees and Polo Shirts Activewear Pants Chinos and Jeans Shorts Swim • Shoes • Accesories Bags Belts Socks Jewelry Grooming Tech Accessories Small Accessories Sunglasses Ties and Pocket Squares Hats, Gloves and Scarves
APPAREL
Women’s Dresses $450 $170
Shirts $400 $140
Sweaters $800 $150
Pants $800 $170
Skirts $330 $130
Men’s Blazers Shirts Sweaters Pants Jeans $1250 $240 $600 $400 $290 $225 $80 $100 $90 $100
price
ACCESSORIES
Women’s Shoes Jewelry Bag Eye Hosiery $400 $530 $1200 $450 $90 $120 $10 $85 $115 $15
Men’s Shoes Belts Bags Eye Hosiery $700 $450 $1100 $365 $90 $35 $55 $130 $120 $15
Club Monaco’s global business is conducted from its New York headquarters. It currently operates over a 140 retail sites worldwide, with plans to open an additional 100 stores in Europe. • • • • • • • • • •
place
Canada (23) United States (35) Great Britain Sweden China (6) Hong Kong (5) Korea (31) Singapore Taiwan Macau
Club Monaco’s promotional mix is varied and dependant upon season and marketing initiatives. • • • • • • • • • • • •
promote
Social Media Store Events Pop-up Shops Fashion Week Participation Public Relations & Publicity E-mail Campaigns Visual Merchandising Product Collaborations Collection Look Books Customer Appreciation Sales Advertising Campaigns Word-of-Mouth