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Acne Studios:

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by

siobhan creal

on 9 September 2013

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Transcript of Acne Studios:

Acne Studios:
Marketing mix

Acne Studios is a Swedish based fashion company with a global reach. Acne Studios sells its products through 650 retailers in more than 40 countries and more than 30 concept stores in Paris, London, New York, Tokyo, Stockholm, Oslo, Copenhagen, among others
Introduction in Acne studios
Product strategies
Core product - affluence and stylish apparel
Total product - product offers a more unique design dossier, exclusivity through the ownership of the product
Augmented product- garunteed quality

Pricing strategies
Apparel pricing
Tops $400-$700
Dresses $400-$1200
Denim $300-$550
Leather bags $300- $1000
Shoes $600 - $800
Acne Studios Product
COATS & JACKETS
SHOES
JEANS
DRESSES
KNITWEAR
TOPS
BLOUSES
SWEATSHIRTS
SUIT JACKETS
TROUSERS
SKIRTS
ACCESSORIES
BAGS
SMALL LEATHER GOODS
UNDERWEAR
MENS AND WOMENS READY TO WEAR:

COATS & JACKETS, SHOES, JEANS, DRESSES, KNITWEAR, TOPS, BLOUSES, SWEATSHIRTS, SUIT, JACKETS, TROUSERS, SKIRTS, ACCESSORIES, BAGS, SMALL LEATHER GOODS, UNDERWEAR.
Acne price methodology
Competition Pricing
Setting a price in comparison with competitors. Really a firm has three options and these are to price lower, price the same or price higher

Some firms offer a price matching service to match what their competitors are offering
Result
High quality garments priced at comparative amounts in regards to other brand competing in the bridge market of fashion apparel. Apparel and Brand are therefore seen as "exclusive".
Premium Pricing
The price set is high to reflect the exclusiveness of the product.

An example of products using this strategy would be Harrods, first class airline services, Porsche etc
Acne Studios Pricing factors
Fixed and variable costs
Fixed
store front rent
wages
Variable
Production rates
Wages
Competition
Helmut Lang pricing = Slightly higher with higher quality perception
A.P.C= Slightly lower with lower quality perception
Company objectives
To Create product that is-
Simple
High quality
Design orientated
Appeals to art mined people

Proposed Positioning strategies
-Bridge market Brand
-Not as expensive as luxury brands
-Product seen as affordable quality
-Pricing reflective of that
Target market and willingness to pay
Target market age: 25-50
Gender: Female and Male
Location: Cosmopolitan and upper class suburban areas
Socio-economic position: Middle to upper class earners
Above the line- Acne paper
Acne produces a biannual paper that contains editorials on the latest product as well as exclusive interviews with artists, idealists, politicians, the paper can be purchased online.
Interviews include; Mikhail Baryshnikov (Dancer), Fran Leibovitz (writer) and Richard Serra (artists)

Below the line advertising
PR- Bloggers, editorials
Internet- twitter, facebook, instagram
Events- fashion shows, client shows
Media cooperation- editorials
Brand communication- packaging and branding
Acne studios at Paris fashion week 2013
Place
-Acne uses direct and indirect distribution channels


Target market
Direct
Indirect
Acne online store
Acne storefronts
38 worldwide
Online distributors
Boutique stockists
SWOT analysis
Threats
-Fluctuation in exchange rates
-Market barriers
-Competitors

-Strengths
-Brand loyalty
-Extensive e-commerce
-High fashion for comparative Price
-Distinct Brand image
-Weaknesses
-Brand awareness
-Limited distribution levels
-New in this segment
Opportunities
-Brand expansion
-More store fronts
-Opportunity to increase sales via production
-Higher involvement in print media
Full transcript