2012 MKTG 675 (Advanced Marketing) Dr. Callow Harrington Collection “Sizing Up the Active-Wear arket” Final case study OLUWASEYI OMOKANYE [Type the company name] 1. Apply Porter’s five forces model to determine the overall attractiveness of the women’s apparel industry. Within the context of Porter’s model‚ how would you categorize the growth potential for the industry as a whole? What is the average pricing trend in women’s apparel‚ and what are the main factors that are leading
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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
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HARRINGTON COLLECTION CASE Although Harrington Collection is one of the biggest retailers of high-end women’s apparel market‚ sales and margins were the lowest level that they have ever seen. Therefore‚ creating a new product line that is active wear is one of options and also this helps to raise margin and sales. On the other hand‚ if the case examines in detail‚ it is clear that there is a dilemma since the company services high-end segment. This means that it addresses limited segment.
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Harrington Collection Sizing Up the Active-Wear Market Marketing Management 1. What is your evaluation of the women’s apparel industry and Harrington’s position? How has the average price of women’s apparel changed? What is your evaluation of their financial performance? The Women’s Apparel Industry The U.S. women’s apparel industry market is mature‚ given that the average growth rate from 2005 to 2007 was 4.66%. Within the industry‚ there are 6 categories of clothing in which
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Synopsis Harrington Collections is a high end apparel company that specializes in woman’s clothing. Harrington takes pride in having “top in-house design staff‚ extensive national advertising campaigns‚ and its exceptional quality and styling” (Becham & Tedlow‚ 2008). The company chooses not to sacrifice excellence for lower costs‚ differentiating Harrington’s in the clothing industry. Harrington focuses on two main segments‚ the first being manufacturing group which brings in 50.3% of the company’s
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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’
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is your evaluation of the women’s apparel industry and Harrington’s market position? How has the average price of women’s apparel changed? What is your analysis of Harrington’s financial performance? -The women’s apparel industry market is mature (avg. growth from 2006 to 2007 was only 4.2%) - Economic downturn beginning in the early 2000s significantly impacted the industry. -Imports dominated the U.S. women’s apparel market‚ accounting for 82% of total industry sales in 2005 (resulting from
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Case Assignment #2 – Harrington Collection Outlook for overall women’s apparel industry Since the downturn that began in the early 2000s significantly impacted the women’s apparel industry‚ the increasing rate on overall sales had presented a slight decrease from 2004. Although it came up from 3.5% to 5.7% in 2004‚ it began to come down from that year as well with a relatively stable dropping rate. However‚ it led to a significant fluctuation among units that sold in different price ranges
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not take advantage of this continually growing market. This market has seen a shift in price over the years. While the demand for cheaper athletic clothing has increased‚ the customer is still willing to pay a good deal of money for this active wear. For instance customers in this market will spend up to $100 on an athletic fitting hoodie. With all of this in mind I believe that Harrington is in prime position to take a swipe at this industry. Harrington is a well-respected company that has produced
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Harrington Collection case analysis COURSE: BUMK758Y Innovation Analytics STUDENT: Jiechao Chen DATE: 3/30/15 PLEDGE: I pledge on my honor that I have not given or received any unauthorized assistance on this assignment. EXECUTIVE SUMMARY This case is intended to identify opportunity for Harrington Collection’s new product line extension. It is suggested that Harrington Collection expend the stylish‚ sporty‚ casual attire under the Vigor priced at $99 to target the “moving beauty” segment‚ which
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