John Smedley brand analysis
Brand Background:
Content:
Brand strategy
Brand Identity &
Image
Brand Architecture
Reference
QI YU
14024137
founded in 1784 muslin and spinning cotton end of 18 century knitting and hosier
1819
finest quality raw materials
1893
a limilited company
1960's
signature knitwear line
After
fine gauge knitwear products
(Whoson, 2013)
Brand Strategy
5 forces influencing brand potential (De Chernatony and McDonald)
Macro-environment:
Corporation:
-Long pround and established
-John Smedley Limited company history based in UK textile
-Family-owned business industry -230 years historic brand
-Great competition pressure
(Whoson, 2013)
Corporation
for the knite industry
-Long term decline in Birtish textile industry
Macro-environment
Distributors
Distributors:
(Pure London, nd)
Brand
-Boutiques, department stores and retailers acorss the world
Competitors:
Competitors
Consumers
(Japan, France, Italy and
-John Smedley
China)
-Harris Tweed
Consumers:
-Online store
-Pringle
-Online shopping customers
(Derby Telegraph, 2009)
-Lyle and Scott
-Flagship Store customers
-Burberry
-Fashion customers
(Pure London, nd)
-Luxury products
- people beyond wealth average (Moules, 2012)
Brand Strategy
Cost driven or value added brand strategy? (Porter)
Competitive Scope:
- Wide product range
- Kintwear for men and women and product care
- Knitting accessories
- Other fashion products from collaboration with other brands
(John Smedley, 2014)
Brand cost
Brand differentiation Focus cost
Focus differentiation Competitive scope Broad
Narrow
Low cost Competitive Value-added advantage Competitive advantages:
- High quality and costs for garments
- Special and expensive raw materials
→sea island cotton is lighter weight, whcih is special materials for summer garments →merino wool is shipped from specific New Zealand farm
- Costs of each piece of wool add the value of the brand
(Moules, 2012)
Basic Branding Strategies (Kotler)
Product Category
New
Line extension
Brand extension
Content:
Brand strategy
Brand Identity &
Image
Brand Architecture
Reference
QI YU
14024137
founded in 1784 muslin and spinning cotton end of 18 century knitting and hosier
1819
finest quality raw materials
1893
a limilited company
1960's
signature knitwear line
After
fine gauge knitwear products
(Whoson, 2013)
Brand Strategy
5 forces influencing brand potential (De Chernatony and McDonald)
Macro-environment:
Corporation:
-Long pround and established
-John Smedley Limited company history based in UK textile
-Family-owned business industry -230 years historic brand
-Great competition pressure
(Whoson, 2013)
Corporation
for the knite industry
-Long term decline in Birtish textile industry
Macro-environment
Distributors
Distributors:
(Pure London, nd)
Brand
-Boutiques, department stores and retailers acorss the world
Competitors:
Competitors
Consumers
(Japan, France, Italy and
-John Smedley
China)
-Harris Tweed
Consumers:
-Online store
-Pringle
-Online shopping customers
(Derby Telegraph, 2009)
-Lyle and Scott
-Flagship Store customers
-Burberry
-Fashion customers
(Pure London, nd)
-Luxury products
- people beyond wealth average (Moules, 2012)
Brand Strategy
Cost driven or value added brand strategy? (Porter)
Competitive Scope:
- Wide product range
- Kintwear for men and women and product care
- Knitting accessories
- Other fashion products from collaboration with other brands
(John Smedley, 2014)
Brand cost
Brand differentiation Focus cost
Focus differentiation Competitive scope Broad
Narrow
Low cost Competitive Value-added advantage Competitive advantages:
- High quality and costs for garments
- Special and expensive raw materials
→sea island cotton is lighter weight, whcih is special materials for summer garments →merino wool is shipped from specific New Zealand farm
- Costs of each piece of wool add the value of the brand
(Moules, 2012)
Basic Branding Strategies (Kotler)
Product Category
New
Line extension
Brand extension