Escada - Business Strategy
ESCADA Group
Fashion Business Strategy Assignment
Unit Leader: Anna Watson
MA Strategic Fashion Marketing
Assem Ospanova – OSP10309007
DEC 2010
Fashion Business Strategy Assignment
Choose a fashion company, which is currently underperforming. Using the frameworks, models or concepts discussed in class, analyse why the company is struggling and suggest a strategy for the company that will help overcome its current difficulties. Consider the current and future implications of the macro and microenvironment.
Paper structure
Introduction
Escada case analysis * Opportunities and Threats through PESTEL analysis * Strength and Weaknesses through RBV
Strategic choices * Strategic clock * Ansoff
Conclusion
Bibliography
Appendix
Introduction
Escada Group is a fashion company operating on the international luxury good market. It comprises two brand lines Escada and Escada Sport. The product offer consists of women’s apparel and accessories such as bags, shoes and small leather goods targeted to a high-end segment. Escada line is characterized by sensuality and modern elegance, meanwhile Escada Sport represents urban chic and young femininity. Both are synonymous of colours, distinctive details and refined quality. Escada Group has licensed products for eyewear, fragrances and kidswear (www.escada.com, 2010).
The market presence covers more than 80 countries with around 1.260 points of sales. The products are sold in the company-owned stores, franchised stores as well as in selected multi-brand department stores.
After declaring insolvency in August 2009 Escada Group was acquired by Mittal Family Trusts in November of the same year. Escada’s collapse follows years of management switches, design flops and a contracting luxury market that hastened the decline of the brand known for its bright colors and elegant evening robes.
Today the company suffers from lack of brand identity among its core target (Mintel, 2008). The products are
Fashion Business Strategy Assignment
Unit Leader: Anna Watson
MA Strategic Fashion Marketing
Assem Ospanova – OSP10309007
DEC 2010
Fashion Business Strategy Assignment
Choose a fashion company, which is currently underperforming. Using the frameworks, models or concepts discussed in class, analyse why the company is struggling and suggest a strategy for the company that will help overcome its current difficulties. Consider the current and future implications of the macro and microenvironment.
Paper structure
Introduction
Escada case analysis * Opportunities and Threats through PESTEL analysis * Strength and Weaknesses through RBV
Strategic choices * Strategic clock * Ansoff
Conclusion
Bibliography
Appendix
Introduction
Escada Group is a fashion company operating on the international luxury good market. It comprises two brand lines Escada and Escada Sport. The product offer consists of women’s apparel and accessories such as bags, shoes and small leather goods targeted to a high-end segment. Escada line is characterized by sensuality and modern elegance, meanwhile Escada Sport represents urban chic and young femininity. Both are synonymous of colours, distinctive details and refined quality. Escada Group has licensed products for eyewear, fragrances and kidswear (www.escada.com, 2010).
The market presence covers more than 80 countries with around 1.260 points of sales. The products are sold in the company-owned stores, franchised stores as well as in selected multi-brand department stores.
After declaring insolvency in August 2009 Escada Group was acquired by Mittal Family Trusts in November of the same year. Escada’s collapse follows years of management switches, design flops and a contracting luxury market that hastened the decline of the brand known for its bright colors and elegant evening robes.
Today the company suffers from lack of brand identity among its core target (Mintel, 2008). The products are
Bibliography: Johnson, G., Scholes, K. and Whittingen, R. (2008) Exploring corporate strategy: text & cases. 8th ed, Harlow: Financial Times Prentice Hall. Curram, L., Zignago, S. (2010) The financial crisis: impact on key clothing markets and suppliers. Journal of Fashion Marketing and Management Vol. 14 No. 4, 2010 pp. 530-545 Porter, M.E Tammy, R.K., Bharath, M.J., and Fallon, L. (2009) Shopping behavior and the involvement construct. Journal of Fashion Marketing and Management Vol. 14 No. 4, 2010 pp. 562-575 Walsh P