E L I E

S A A B

CASE FACTS

Elie Saab started the company at the age of 18 with the opening of one atelier having 10 employees in Beirut.

His product line at that time included luxurious evening gowns and wedding dresses.

The vision of Elie Saab was to become a fashion designer for high end consumers

Used different forms of alliances for their expansion i.e. strategic alliance with Tatweer properties to develop signature hotels in Dubai, Oceanic to design three big yachts

Strengthen his position as the premier luxury brand for celebrities and royalty

Used niche market for their expansion

As of 2010 ES employed 150 employees at three locations i.e. Beirut, Paris and London.

WHAT IS ELIE SAAB BUSINESS?

TOTAL PRODUCT VIEW

EXCLUSIVITYAPPAERAL

ACCESORIES

PERSONALISED

SERVICE

LIFETIME MAINTENANCE

CORE PRODUCT

ACTUAL PRODUCT

AUGUMENTED

STRENGHTS

BRAND IMAGE CREATIVITY PERSONALISED

SERVICE PRODUCT

CUSTOMISATION SOPHISTICATION STORE AMBIENCE

WEAKNESSES

LESS GLOBAL PENETRATION

LEGAL ASPECTS FOR HAUTE COUTURE

LESS ADVERTISEMENT BUDGET

OPPORTUNITIES

IN ASIAN MARKETS LIKE, INDIA, CHINA & MIDDLE EAST.

TRENDY PRODUCTS IN RTW CATEGORIES.

THREATS

SHIFT IN CULTURAL TRENDS

ARISING COMPETITION OTHER SUBSTITUTES

FOR RTW CATEGORY.

SHOULD ES TARGET A NEW MARKET ?

YES

As there is less competition in the luxury industry

• The primary goal was to grow the brand in new and existing markets while maintaining the brand exclusivity and position as one of the few remaining established brands in haute couture.

• Over time, the number of haute couture’s were declined from 106 in 1946 to 15 in 2012 (source from spring summer 2012) and the market share of RTW increases from 40% to 59% in the period of 2006-2008.

• They have to concentrate on the RWL and flagship companies who are well established in their particular segments.

Marketing mix:

Products:

As they all well diversified into the women collectionThey should diversifies it in to the men’s RTW collection.

They should be diversified their brands into different segments to increase their global presence.Price:As we know the target market is wealthy people, their price is affordable to the high class people.

Promotions:

Actually they need to invest more in the new market areas to create their brand presence

Place:

There are many high end fashion areas in which their presence has to be increased.• Need for more global market presence .

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