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Marketing Analysis on Vivienne Westwood - Assignment Example

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There are various analytical tools incorporated so as to analyze strategic capabilities and competencies of the brand. The product lines, competitors, current market position, target…
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Marketing Analysis on Vivienne Westwood
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Download file to see previous pages Ansoff matrix serves as a tool to identify external and internal factors and this supports strategy formulation for future. The current strategy that has been adopted by Vivienne Westwood would be compared with proposed strategic options. A SFA framework is used to judge suitability, acceptability and feasibility of suggested strategies. Lastly it would highlight some recommendations for future growth and success of the brand.
Vivienne Westwood was founded in the year 1971. The brand started its journey with a punk style fashion. Westwood launch products are considered to be premium in the market place. Customer profile for this brand is high end customers who are more aligned towards fashionable items. Vivienne Westwood is the owner of company and even is the firm’s head designer. Brand’s image is based on her personality and ideas (Temporal, 2011).The product category ranges from shoes, clothing, bags, to accessories and perfumes. This can be further categorized under four distinct labels such as Gold Label, Man, Red Label and Anglo Mania (Kapferer, 2009). Gold Label targets those women who desire to be in upper mainline in terms of fashion. Man represents a classic design and is marketed for men who want to be fashionable. Red Label highlights segment of ready to wear which is majorly for women demanding to appear elegant but has less time. Anglo Mania classifies diffusion segment that targets women and men belonging to younger generation (Batey, 2012). The brand has overall six wholly owned stores and wide array of franchisees in New York, Manchester, Liverpool, Cardiff, Glasgow and Newcastle along with showrooms in Honolulu, Paris, Milan and Los Angeles.
The major strength of Vivienne Westwood is its brand recognition and iconic status. It is a global fashion brand known for its product’s reliability and quality. Vivienne Westwood enhances its strength through online stores ...Download file to see next pagesRead More
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