gieves & hawkes
DESCRIPTION
A marketing analysis and strategy for Savile Row-based tailors Gieves & Hawkes.TRANSCRIPT
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Team Members
ArthurChauvin
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History Brand DNA Brand strategy Marketing Mix Positioning Target consumer CBBE Pyramid SWOT Analysis Competitors Competitor mapping Competitor results Recommendations References
Outline
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2002
1974
1929
1771
History
2011
2012
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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.”
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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
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Marketing Mix
PRODUCT
o Bespoke tailoring o Private tailoring o Ready-to-wear
Suits (Formal, Business, Casual) Shirts Shoes Accessories (cufflinks, ties…)
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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
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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
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Marketing Mix
PLACE
• 14 stores in the UK • E-commerce platform• 92 stores and concession in China, Hong Kong
and Taiwan
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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
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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
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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
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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
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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
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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
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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
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Competitors
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Competitor mapping
Reputation
Price
Innovation
Product range
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Price1.
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Reputation
Innovation
Product range1.
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Results
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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
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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/
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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