Harrington Collection Case Study
Harrington Collection: Sizing Up the active-wear Market
Introduction
Harrington Collection was established in 1960 by Ella and Steven Harrington as a manufacturer and marketer of designer women’s clothing. Today, it appears as a large manufacturer and retailer that specializes in woman clothing.
Harrington collection is essentially focused on two core segments: The manufacturing Group, dedicated to designing, producing, and marketing upscale women’s apparel, accounted for 50.3% of company profits in 2007; and the Retail Group, focused on retail-based operations for company-owned stores, accounted for 49.7% of profits in 2007.
The manufacturing group supplied apparel for company-owned stores and also sold products to upscale department …show more content…
Targets (ages 25-60)
Professional
Fashionable
Educated woman.
Each manufacturing division was broken off into their own specialized division of either “sophisticated elegance’, “status seeker” or “trend setter”. (Exhibit7)
Competition
Leading companies such as Jones Apparel Group and Liz Claiborne captured significant market share with their diverse brand portfolios. They were both involved in the design, marketing, wholesaling, and retailing of women’s apparel. Jones operated 396 specialty retail stores and Claiborne 338 retail stores around the world.
Companies compete on six categories of clothing: haute couture, designer, bridge, better, moderate, and budget.
The active wear market opportunity and its …show more content…
Harrington Collection estimated that over seven and a half million active-wear units had been sold in 2007, and this estimated number is expecting to double by 2009 (7.5 million * 2 = 15 million units). The size of the market is expecting to grow tremendously during the upcoming two years.
According to the surveys and focused group results commissioned by Harrington collection, 95% of purchasers were satisfied with the products’ durability, feel, fit, and look. The research also shows that 10% of the customers from price category range from $100 -$200 would buy a “better quality” active wear set if one with superior styling, fabric, and fit was available.
Other studies show that customers are now interested in something fresh and comfortable that fits with their active lifestyle, and doesn’t make them feel old. Consequently, the estimated market size for “better quality” active wear is estimated at 22.22 million units (222.2 million units, year 2007 * 10% = 22.22 million units). Exhibit 2.
Vigor Active Wear Product Line
Introduction
Harrington Collection was established in 1960 by Ella and Steven Harrington as a manufacturer and marketer of designer women’s clothing. Today, it appears as a large manufacturer and retailer that specializes in woman clothing.
Harrington collection is essentially focused on two core segments: The manufacturing Group, dedicated to designing, producing, and marketing upscale women’s apparel, accounted for 50.3% of company profits in 2007; and the Retail Group, focused on retail-based operations for company-owned stores, accounted for 49.7% of profits in 2007.
The manufacturing group supplied apparel for company-owned stores and also sold products to upscale department …show more content…
Targets (ages 25-60)
Professional
Fashionable
Educated woman.
Each manufacturing division was broken off into their own specialized division of either “sophisticated elegance’, “status seeker” or “trend setter”. (Exhibit7)
Competition
Leading companies such as Jones Apparel Group and Liz Claiborne captured significant market share with their diverse brand portfolios. They were both involved in the design, marketing, wholesaling, and retailing of women’s apparel. Jones operated 396 specialty retail stores and Claiborne 338 retail stores around the world.
Companies compete on six categories of clothing: haute couture, designer, bridge, better, moderate, and budget.
The active wear market opportunity and its …show more content…
Harrington Collection estimated that over seven and a half million active-wear units had been sold in 2007, and this estimated number is expecting to double by 2009 (7.5 million * 2 = 15 million units). The size of the market is expecting to grow tremendously during the upcoming two years.
According to the surveys and focused group results commissioned by Harrington collection, 95% of purchasers were satisfied with the products’ durability, feel, fit, and look. The research also shows that 10% of the customers from price category range from $100 -$200 would buy a “better quality” active wear set if one with superior styling, fabric, and fit was available.
Other studies show that customers are now interested in something fresh and comfortable that fits with their active lifestyle, and doesn’t make them feel old. Consequently, the estimated market size for “better quality” active wear is estimated at 22.22 million units (222.2 million units, year 2007 * 10% = 22.22 million units). Exhibit 2.
Vigor Active Wear Product Line