Harrington Collection
Harrington Case Annabel Mckenzie 21220899 Sue Davidson 2pm Monday
Target Customers:
The Vigor division was introduced to the Harrington Collection in 1984. At the time, its target audience was younger, fashion conscious customers that wanted professional and stylish attire for the workplace. This new division was synonymous with Harrington Collection’s preeminent brand name and values, although it was less traditional and its specific target consumer was considered to be a ‘trend setter’ between 25 to 50 years old and had an average household income of $75, 000. Therefore over 30 years later when Harrington Collection’s general manager, Blake Myer’s proposes the idea of expanding into a new product line consisting of stylish, …show more content…
Although Harrington Collection’s market research conveyed that less than 2% of respondents believed this would occur. Thus, in order for Vigor’s expansion to be successful, they must continue to underpin the core values of their brand and provide customers with a consistent and reliable experience in relation with previous products. In the past Harrington Collection has been well known for its top in-house design staff, extensive national advertising campaigns, and its exceptional quality and styling. Therefore the quality of the new collection must be synonymous with the rest of the Vigor products. In turn it is important that Harrington Collection continues to in-house produce as superior quality is one of their competitive advantages and furthermore this allows the company to have adequate control over quality. This is an imperative factor, because if an unacceptable piece of clothing made it out into the public the ramifications would be irreparable to the Harrington Collection’s brand name and value. Lastly, it is important to have fast turn around time within the fashion industry due to the constant changes in demand for particular designs and …show more content…
Therefore it is important that Harrington Collection continue to employ their cutting edge technology to track inventory and sales information, as this allows the manufacturing group to quickly react to market demands, improve productivity and shorten manufacturing cycles. Furthermore it is important that they maintain their significant channel marketing budget and excellent relationships with the retail trade.
In addition Vigor is likely to also offer their new active wear line online, which could also cause potential channel conflict issues. To avoid a channel conflict in a click-and-mortar business, it is necessary to ensure that both traditional and online channels are fully integrated. In turn, this reduces possible confusion with customers while providing the business benefits of two channels
Target Customers:
The Vigor division was introduced to the Harrington Collection in 1984. At the time, its target audience was younger, fashion conscious customers that wanted professional and stylish attire for the workplace. This new division was synonymous with Harrington Collection’s preeminent brand name and values, although it was less traditional and its specific target consumer was considered to be a ‘trend setter’ between 25 to 50 years old and had an average household income of $75, 000. Therefore over 30 years later when Harrington Collection’s general manager, Blake Myer’s proposes the idea of expanding into a new product line consisting of stylish, …show more content…
Although Harrington Collection’s market research conveyed that less than 2% of respondents believed this would occur. Thus, in order for Vigor’s expansion to be successful, they must continue to underpin the core values of their brand and provide customers with a consistent and reliable experience in relation with previous products. In the past Harrington Collection has been well known for its top in-house design staff, extensive national advertising campaigns, and its exceptional quality and styling. Therefore the quality of the new collection must be synonymous with the rest of the Vigor products. In turn it is important that Harrington Collection continues to in-house produce as superior quality is one of their competitive advantages and furthermore this allows the company to have adequate control over quality. This is an imperative factor, because if an unacceptable piece of clothing made it out into the public the ramifications would be irreparable to the Harrington Collection’s brand name and value. Lastly, it is important to have fast turn around time within the fashion industry due to the constant changes in demand for particular designs and …show more content…
Therefore it is important that Harrington Collection continue to employ their cutting edge technology to track inventory and sales information, as this allows the manufacturing group to quickly react to market demands, improve productivity and shorten manufacturing cycles. Furthermore it is important that they maintain their significant channel marketing budget and excellent relationships with the retail trade.
In addition Vigor is likely to also offer their new active wear line online, which could also cause potential channel conflict issues. To avoid a channel conflict in a click-and-mortar business, it is necessary to ensure that both traditional and online channels are fully integrated. In turn, this reduces possible confusion with customers while providing the business benefits of two channels