Fashion Management of Giuseppe Zanotti - Case Study Example

Institute: Fashion Management Executive Summary This report mainly highlights the popularity and position of Giuseppe Zanotti in the market of United States among other competitors. Apart from designed products, Giuseppe Zanotti deals in sports products such as apparels, coats and accessories for both men and women. Therefore, in order to evaluate the effectiveness of Giuseppe Zanotti in sports wear segment, its market size, advertising and promotional activities, SWOT analysis and Boston Matrix analysis is presented. After that, it might be revealed that Giuseppe Zanotti holds a significant position in the market of US in sports wear among others. Contents Executive Summary 2 1.Introduction 4 2.Analysing the Sportswear Market Sector in US 4 2.1Market Size of the contenders in US market 5 3. Target Consumers of the Apparel Market 5 3.1 Demographics of the market 5 4. Advertising and Promotion within the market 6 5. Giuseppe-Zanotti within Sport-wear market 7 5.2 Competitors of Giuseppe-Zanotti 8 5.3 Boston Matrix of Giuseppe-Zanotti 9 5.4 SWOT analysis of Giuseppe-Zanotti 10 6. Conclusion 11 References 12 Bibliography 13 Appendices 14 1. Introduction Giuseppe Zanotti is one of the renowned Italian VICINI luxury conglomerate designers brand that introduced an online store comprising of varied types of fashionable men and women sport-shoes, sport-coats, attractive athletic apparels, designer jeans, hoodies and sweats and many other designer accessories. He mainly tried to use imitation stones in the shapes of snakes, dragons presents an attractive look to the shoes. Such type of designed articles proved effective for the designer thereby enhancing his image and reputation in the market of United States. And then within a very small period of time, he created a well-known position in this segment of Sportswear in the entire globe among others. This report was written with the aim to analyse and evaluate the reputation and importance of Giuseppe Zanotti in the segment of Sportswear. Along with this, it also highlights the market size and demographics of the sportswear market. All of this relevant information is obtained from the online sources of Giuseppe Zanotti. Otherwise, this information might present wrong minutiae and facts about the brand. The report comprises of six sections such as introduction, market sector analysis, demographics of the market, adverting methods, a brand within the sportswear market and conclusion. 2. Analysing the Sportswear Market Sector in US The Sportswear market (athletic apparels) of United States is extremely competitive due to the presence of large number of contenders. In spite, of such stiff competition, all the competing brands hold a significant range of market share among others. The prime reason behind such success is innovation as well as sponsorship events. Due to which, these competitors significantly resists the entry of other new entrants in this segment. 2.1 Market Size of the contenders in US market The noteworthy competitors in athletic apparel market of US are Nike, Adidas, Reebok, Puma and Giuseppe Zanotti. Among them, Nike holds the maximum extent of market share as compared to other competitors. It is mainly due to its innovative products along with attractive designs. Similarly, Giuseppe Zanotti also tried to present extremely fashionable athletic coats, apparels, T-shirts at a quite competitive cost as compared to its rivals. This proved extremely beneficial for Giuseppe Zanotti to enhance its market share and equity in the market of US among others. Side by side, the total revenue of Giuseppe Zanotti also enhanced from US $ 3.4 billion in 2011 to US $ 3.6 billion in 2012 (Giuseppe-Zanotti, 2013). 3. Target Consumers of the Apparel Market 3.1 Demographics of the market Giuseppe-Zanotti mainly targets the young generations of the country, highly enthusiastic towards sports events such as football, baseball, soccer and others. The graph clearly describes that the sports apparels selling companies like Nike or Giuseppe-Zanotti targets the sports enthusiastic individual(male and female) of age-groups within 15 -35. The income level of target groups needs to be high along with a high life style. This is because; Giuseppe-Zanotti mainly targets the premium segment of the society with a proposition of ‘competition with style’, as compared to others. 4. Advertising and Promotion within the market In this age of competitiveness, advertising or promotion acts as the main weapon for any organization to increase its total sale and revenue of the products. This is because, by promotion or advertising, the level of awareness enhances resulting in amplification of the demand of the products in the market among other rival players. So, most of these organizations try to organise varied types of events or sponsorships in order to market its products among its target customers at diverse regions of the globe. Similarly, Giuseppe-Zanotti also organised varied types of events to promote its products such as ‘Fall winter collections for both men and women’, ‘luxurious collections of 2012-2013’, ‘ New Arrivals’, ‘Products of all designers- Giuseppe-Zanotti’, ‘Saks Fifth Avenue’ and many others. With the help of these events, Giuseppe-Zanotti tried to attract large array of interested and sports lovable customers. 5. Giuseppe-Zanotti within Sport-wear market In Sport-wear market, Giuseppe-Zanotti is a reputed name that generated a strong position and market value in a very small period of time. It is mainly due to the presentation of varied types of luxurious and stylish products for the sports enthusiastic individual as compared to Nike, Reebok and others. 5.1 Marketing Mix of Giuseppe-Zanotti Giuseppe-Zanotti is recognised as one of the pioneer brands in the field of sports-wear and comprises of the strongest marketing mix. It created a strong position in the market among other competitors like Reebok, Nike and others, mainly due to its pull strategy that might be evaluated from the marketing mix strategy. Product- Giuseppe-Zanotti comprises of a wide range of products such as designed shoes, apparels, T-shirts, coats and many others. Along with this, it also includes varied types of bags, jewelleries, sandals, sneakers and boots for both men and women. Other than this, Giuseppe-Zanotti also includes the section of sport apparels, coats, suits, vests and many others, since 2000. Apart from men and women, Giuseppe-Zanotti also designs the products for the kids sections as well. All the products are designed according to the current trends and demands of the customers so as to make them attracted towards the brand. Price- the pricing policy used by Giuseppe-Zanotti is competitive pricing. It is done to create a sustainable position in the industry of sportswear among other rivals. Other than this, the prices of the products are designed, keeping in mind the income levels of the premium groups. So that Giuseppe-Zanotti might easily enhance its range of sales and revenues in this segment as compared to others (Barneys, 2013). Place- the products of Giuseppe-Zanotti are sold through its exclusive online stores. Along with this, it also includes approximately 50 boutiques in the entire globe in cities like New York, Milan, Paris, London, Moscow, Dubai, San Francisco and others. The number of stores of Giuseppe-Zanotti is increasing day by day due to its excellent customer service and other operational processes (Nancybatchelor.com, 2013). Promotion- promotion is essential in this age in order to enhance its sale and profit margin. Similarly, Giuseppe-Zanotti also takes part in varied types of fashion events that help in attracting numerous customers. Other than this, the strong brand image and trade mark of Giuseppe-Zanotti helps in enhancing its recognition in the entire globe. Moreover, the high quality designed products, loyal customer base and competitive pricing techniques contribute heavily for the success of the designed shoe brand (BOP, 2013). The brand Image of the companies 5.2 Competitors of Giuseppe-Zanotti The prime competitors of Giuseppe-Zanotti in the segment of Sportswear are Nike, Reebok, Adidas and Puma. The logos of each and every competitor mentioned above are presented in appendices. 5.3 Boston Matrix of Giuseppe-Zanotti Boston matrix is another analytical tool used to evaluate the current position of the organization in the US market among other competitors. Market share (? ) (star) Market Growth (Dog) (cow) In the question mark situation, market share is high but market growth of Giuseppe-Zanotti is low. Due to which, the total sale and revenue of the organization is also quite low in this time. Along with this, the reputation of the organization is also low and so the organization tried to implement varied types of innovative strategies in order to enhance its brand image. Similarly, Giuseppe-Zanotti also decided to offer varied types of designed products at a quite competitive cost so as to attract new customers (Saks Fifth Avenue, 2013). In the next part, i.e. the star position, both the market share and market growth of the organization is high. This is the best situation for the organization. Such type of situation is enjoyed by the organization of Giuseppe-Zanotti, after winning the awards in the year 2008-2009. At this time, the organizational revenue and profit margin enhanced by US S2.3 billion and US $ 3.5 billion in 2012-2013. The next position is dog. In this situation, both market share and market growth is low and the organization need to implement the strategy of divest. Such type of situation is also witnessed by Giuseppe-Zanotti at the initial days and so decided to present sports related products as well. The next position is cow. This is also a highly stable position for an organization in which, both reputation and revenues are growing significantly. Such type of situation is witnessed by Giuseppe-Zanotti in present time. 5.4 SWOT analysis of Giuseppe-Zanotti SWOT analysis is an analytical tool used to the internal environment of the organization of Giuseppe-Zanotti. Giuseppe-Zanotti is the giant brand in the segment of designed shoes and accessories selling sector, which is trying hard to restructure itself to cement its leadership in global market. Strengths- Giuseppe-Zanotti includes a wide range of products like apparels, shoes, accessories, bags and many others. Boutiques are present in more than 50 locations in the entire globe. High performance fabrics are used at the time of designing sports fabrics and apparels. Varied types of trendy designs are used so as to attract large number of customers. High market share as compared to other competitors. High level of brand image and reputation in the market among other contenders. Free shipping of the customers (Saks Fifth Avenue, 2013). Weakness- Targets mainly to the premium customers. Products are of high price. Presents products mainly through online sites. Opportunities- Market share and market capitalization of the competitors is lowered as compared to Giuseppe-Zanotti. Demands of the products in many new overseas markets. Vibrant and dynamic customer behaviour in case of designed products. Threats- Numerous competitors in this segment. Many new entrants are entering with low priced shoes and apparels. High competitive in nature. 6. Conclusion Conclusively, it might be stated that Giuseppe-Zanotti is renowned organization operating successfully in the market among other competitors. It is mainly due to its inventive products and competitive pricing that significantly enhanced its profit margin and revenues. References BOP. (2013). Designed Boutique. [Online] Available at: http://www.shopbop.com/giuseppe-zanotti/br/v=1/2534374302124537.htm [Accessed on 11 November, 2013]. Barneys. (2013). Barneys New York. [Online] Available at: http://www.barneys.com/on/demandware.store/Sites-BNY-Site/default/Search-Show?cgid=mens-clothing&prefn1=designer&prefv1=Prada%7CSalvatore%20Piccolo%7CGiuseppe%20Zanotti [Accessed on 11 November, 2013]. Giuseppe-Zanotti. (2013). The designed products. [Online] Available at: http://www.giuseppezanottidesign.com/ [Accessed on 11 November, 2013]. Nancybatchelor.com. (2013). Giuseppe Zanotti | Saks Event Benefiting YoungArts. [Online] Available at: http://www.nancybatchelor.com/charity/giuseppe-zanotti-saks-event/ [Accessed on 11 November, 2013]. Saks Fifth Avenue. (2013). Men-s Stores Apparels. [Online] Available at:http://www.saksfifthavenue.com/The-Men-s-Store/Apparel/Sportcoats-Suits-and-Vests/shop/_/N-52fqqn/Ne-6lvnb [Accessed on 11 November, 2013]. Saks Fifth Avenue. (2013). Giuseppe-Zanotti Designs. [Online] Available at: http://www.saksfifthavenue.com/Giuseppe-Zanotti/Shoes-and-Handbags/shop/_/N-1z12vg5Z52floh/Ne-6lvnb6 [Accessed on 11 November, 2013]. Bibliography Net a Porter. (2013). Giuseppe Zanotti. [Online] Available at: http://www.net-a-porter.com/Shop/Designers/Giuseppe_Zanotti/Shoes?sortBy=price-desc [Accessed on 11 November, 2013]. Appendices Nike – Reebok- Adidas- Puma- Read More