Team Members

ArthurChauvin

History Brand DNA Brand strategy Marketing Mix Positioning Target consumer CBBE Pyramid SWOT Analysis Competitors Competitor mapping Competitor results Recommendations References

Outline

2002

1974

1929

1771

History

2011

2012

Brand DNA

o Oldest house on the Row

o Bespoke tailoring o Century-old craftsmanship

o British Heritage

o By Royal Appointment

“With 450 years of combined tailoringexpertise, at Gieves & Hawkes we are proud tobe internationally recognised as the purveyorsof quintessential English style.”

Brand Strategyo Unique, custom-made products for selective

clientele

o Expansion into ready-to-wear and accessories o Targetting a new wealthy customer base: China,

Hong Kong and Taiwan

o Modernising the brand heritage through innovative design and promotion

Marketing Mix

PRODUCT

o Bespoke tailoring o Private tailoring o Ready-to-wear

Suits (Formal, Business, Casual) Shirts Shoes Accessories (cufflinks, ties…)

Marketing Mix

PRICEo Bespoke

Two-piece suit from £3,100 Three-piece suit from £3,800

o Private tailoring Two-piece suit from £2,000 Three-piece suit from £2,350

o Ready-to-wear Shirts: £95 to £125 Shoes: £350 to £420 Accessories: £30 to £225

PROMOTION

o Printed ads in targeted magazines and papers e.g. The Wall Street Journal, The Economist

o Product placement o Celebrity endorsement o Eventso Social media

Facebook & Twitter

Kevin Spacey wears Gieves & Hawkes in House Of Cards

Gieves & Hawkes and Flammarion for the publication of Power & Style

Marketing Mix

Marketing Mix

PLACE

• 14 stores in the UK • E-commerce platform• 92 stores and concession in China, Hong Kong

and Taiwan

Positioning

o High-luxury niche market with Bespoke services Unique products created by true experts

o Premium to luxury market with ready-to-wear Affordable line based on brand’s prestige

o British style and expertise brought to China

Target Consumer

o Affluent and HNWi consumers

o Men between 25 and 65

o From Father to Son o Royal familieso Nouveaux riches

Differentiation

o Dandies

Salience

Imagery Performance

Judgments Feelings

ResonanceSALIENCE

• Low breadth of brand awareness• Medium depth of brand awareness

IMAGERY

• British Heritage • Tailor’s expert hands • Craftsmen to the military and

the Royal family

PERFORMANCE

• Impeccable service and CRM • Worldwide reputation • Successful expansion • Strong identity

FEELINGS

• Unique• Prestigious• Social status

Part of the Elite• Invincible and credible

(Rockfeller)

JUDGMENTS

• Exclusive •  Finest quality • Incredible service • Elite clientele• Endless possibilities

RESONANCE

• High customer loyalty • High credibility in home

market • Authentic brand experience

SWOT Analysis

STRENGTHS

o Strong reputationo Part of Li & Fung group improved sourcing o Loyal customer baseo Diversification: ready-to-wear and accessorieso E-commerce platform

SWOT Analysis

WEAKNESSES

o No profit since 2008o Ageing customer baseo Decreasing number of tailors and apprenticeso Low production capacity (60 hours / suit) o Unfashionable image

SWOT Analysis

OPPORTUNITIES

o Broaden brand experience beyond tailoringo Fragrance and other accessories o Expansion into China and HK with Li & Fung o Brand rejuvenation through online and social

media Become known to young adult consumers

o Foreign trips with master tailors

SWOT Analysis

THREATS

o Direct competitors in the same areao High competition from luxury RTW brands o Skyrocketing rent prices on Savile Row o High prices of raw materials o Tailoring inadequate with online business

Competitors

Competitor mapping

Reputation

Price

Innovation

Product range

Price1.

2.

3.

4.

Reputation

Innovation

Product range1.

1.

1.

2.

2.

2.

3.

3.

3.

4.

4.

4.

Results

Recommendations

o Broaden brand experience New product lines: fragrance, eyewear Fashionable image + customer engagement

o Targeted advertising in China Daily newspaper

o Create brand pages on Chinese social networks Sina Weibo, Kaixin001, RenRen, WeChat

o Advertise using young, iconic celebrity Ed Westwick

Referenceso http://www.gievesandhawkes.com/o http://discover.gievesandhawkes.com/o http://www.anderson-sheppard.co.uk/o http://www.nortonandsons.co.uk/o http://www.henrypoole.com/o http

://www.luxurydaily.com/savile-row-hops-the-pond-to-expand-customer-reach/

o http://www.ft.com/intl/cms/s/0/83a54be2-6f96-11e2-956b-00144feab49a.html#axzz2P2fkohHp

o http://luxurysociety.com/articles/2011/02/luxurys-coming-of-ageo http://www.independent.co.uk/news/business/news/gieves--hawkes-bo

ws-to-chinese-buyer-7637564.html

o http://techrice.com/2011/03/08/chinas-top-15-social-networks/

Referenceso http://tmagazine.blogs.nytimes.com/2012/02/22/tailor-made-gieves-and

-hawkes/

o http://en.wikipedia.org/wiki/Gieves_%26_Hawkeso http://www.gq-magazine.co.uk/style/articles/2012-08/06/gieves-and-ha

wkes-savile-row-history

o http://parisiangentleman.fr/2012/08/26/savile-row-par-yoshimi-hasegawa/

o http://discover.gievesandhawkes.com/discover-gieves-and-hawkes-tailoring/faces

o http://www.wwd.com/fashion-news/fashion-scoops/gieves-hawkes-celebrates-power-style-book-6864032

o http://www.just-style.com/interview/spotlight-ontrinity-reveals-ambitions-for-gieves-hawkes_id114969.aspx