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Creating a Diffusion Line (Youth Women Fashion) For the Stella McCartney Brand in UK
Pages 5 (1255 words)
Fashion Business-Marketing subject: Creating a diffusion line (Youth Women Fashion) for the Stella McCartney brand in UK. The business benefit to Stella McCartney brand by having defined brand personalities and organized value chains Aaker (1997) defines brand personality as a set of human traits associated with brand like masculine/feminine, old/young, trendier/old-fashioned, conservative…
Chung et al (2001) and Malhotra (1986) explain that brand personality can also be helpful in creating customer loyalty in the saturated domestic market, and this has been true of Stella McCartney. This is achieved through interaction with positive associations with the personalities of the consumers. Abedania (2010) states that this interaction helps a company to gain deeper understanding of the perception of consumers towards the brand. Stella McCartney has been able to tap into the value of its organized value chains to increase its profit margins, and reduce its expenses like transportation. A retail structure should enable a company to reach more target customers with the product and give an insight to their perceptions. An analysis of the company’s retail organizational structure indicates that it serves the needs of the organization. The company operates 17 freestanding McCartney stores situated in Milan, New York, Los Angeles and London’s Mayfair, Manhattan’s Soho, Paris’ Palais Royal, LA’s West Hollywood, Rome and Miami. Currently, her collections are distributed in more than 50 countries through a network of 600 wholesale accounts including department stores and specialty shops. ...
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