The Fashion brand (re- branding the high street)

The Fashion brand (re- branding the high street) Essay example
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Name: Instructor name: Subject: Date of subject: Introduction Rebranding is the creation of new look for an established product. The aim is to differentiate the product from its competitors. Rebranding can also be defined as remarking a product or company in order to change its grade.


The company has stores in United Kingdom and other countries. Karen Millen was founded in the year 1981 through the partnership between Kevin Stanford and Karen Millen. The brand continued to expand through acquisitions and partnerships. The company trades from 46 concessions and 84 standalone stores in the United Kingdom and Ireland. The company has spread to 23 countries and has 16 international stores and 57 franchise stores. The company majors in clothing accessories, shoes and clothing. Karen Millen has encountered stiff competition from major rivals like Reiss and French Connection. The French Connection has developed a strong brand identity through heavy embellished eveningwear and dresses. The target market includes young professional women aged 25-35. French Connection has been increasing the product range to include stylish outwears, shoes and dresses. The company has proved to be a major competitor for the Karen Miller brand. Both companies seem to have the same target market, necessitating Karen Miller to have differentiated products. French connection offers competitive products, coupled with intensive advertising and promotion campaigns. The brand has turned to internet marketing as it widens its scope of influence in the fashion market. ...
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