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Introduction to Marketing the Arts, Fashion
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Kathleen McEntire
NINE WEST -World-renowned fashion leader
-Established in 1978
-Nine West is a trusted fashion advisor in every category.
-“Sold in 60 countries, recognized as a total lifestyle brand offering runway looks interpreted into real life fashion.” – Nine West Mission Statement
-Footwear -Handbags -Eyewear -Sunglasses
-Suits -Luggage -Scarves -Wraps
-Jewelry -Belts -Hats -Cold weather accessories
-Kids footwear -Sportswear -Dresses -Legwear -Outwear
NINE WEST Product Mix
NINE WEST Jones Apparel Group
• AK Anne Klein • Jones New York Collections • Nine West • Easy Spirit • Enzo Angiolini • Gloria Vanderbuilt • Energie • GLO Jeans • l.e.i.
Licensed Divisions
•Dockers •J.G. Hook
NINE WEST SWOT
External Factors
Competition
O: Expand into new markets to better compete with competitors (Brown Shoe Company, Kenneth Cole New York).
T: Products in department stores are displayed next to competitors in the footwear section.
NINE WEST SWOT
External Factors
Economics
O: Retail sales up 1.6% in October 2010.
T: Consumers are projected to spend less during the 2010 Holiday season that previous years.
NINE WEST SWOT
External Factors
Nature
O: Recycle old shoes into other products.
T: Killing animals for their hides hurts the ecosystem.
NINE WEST SWOT
External Factors
Technology
O: Build footwear that is supports the foot and body.
T: Nike came out with a running shoe that tracks distance.
NINE WEST SWOT
Internal Factors
Customer
O: Shoe prices are reasonable for the average business women.
T: Males are left out in the Nine West company losing ½ of the market by limiting their products to females.
NINE WEST SWOT
Internal Factors
Behavioral Buying Traits
O:Consumers buy more accessories than apparel during a recession.
T: Customers are less loyal to brands purchasing products from other retailers.
NINE WEST SWOT
Internal Factors
Promotion
O:Sales are clearly advertised in window displays and on merchandise.
T: Lack of awareness due to minimal promotion focused on Nine West’s apparel line including jeans, sportswear and dresses.
NINE WEST SWOT
Internal Factors
Product Mix
O:Athletic shoes were recently added in collaboration with New Balance, incorporating a new customer with Nine West.
T: The boots are more fashionable than functional.
Footwear
Weston Footwear is timeless, redefining the
American classic.
The vision of the brand incorporates unique
style with comfortable footwear.
Product/Service Objective:
Weston Footwear will expand Nine West’s presence
in the footwear market with the addition of a men’s
brand.
Footwear will be engineered to fit comfortably and
support the body.
Product/Service Objective:
•Sandals
•Athletic shoes
•Boots
•Casual
•Dress shoes
Marketing Objective:
•Bring awareness to Weston Footwear
•Focus on quality and effortless style
•Print adverting : magazines and newspapers
•Personal selling: in store
•Sales promotion :coupons and give a ways
•Direct marketing : communicating through mass
email and mail address lists
Innovative and timeless men’s footwear.
Materials
•Suede
•Leather
•Canvas
•Metal closures
Price:
Dress Shoes
Casual $60-$240
Formal $170-$450
Boots
Riding $210-$400
Hiking $170-$300
Ankle $150-$340
Price:
Casual Shoes
Canvas $60-$180
Boat $90-$180
Slip-ons $60-$180
Loafers $80-$220
Sandals $30-$110
Slippers $40-$120
WESTON
Available Retailers
June 2011
•Macy’s
•Nordstrom
•Lord & Taylor
•Von Maur
Geographic
Locations
•Los Angles
•San Francisco
•Houston
•Dallas
•Chicago
•Boston
•Philadelphia
•Miami
Promotion: Sell lifestyle:
The Weston male is sophisticated,
confident and strong.
Emphasize four styles:
•Casual
•Fashion Forward
•Professional
•Special Occasions
Promotion:
Print Advertising - June 2011/October 2011
Chicago Tribune
New York Times
LA Times
Newsweek
Rolling Stone
GQ
New York Times Style
Details