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Paul smith

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by

Paulina Pham

on 28 November 2014

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Transcript of Paul smith

Introduction
company analysis
First boutique in Nottingham in 1970
In 1976 he launched his first menswear collection
14 different collections & 6 Menswear Collections
Putting a twist on the classic British look
Wholesales to 66 countries
Every Paul Smith store is designed differently
strategic plan
Market penetration strategy
Increase distribution by offering 3 different lines: Paul Smith London, Paul Smith Mainline, and Red Ear
projected sales: $2,094,000
projected profits: $936,450

SWOT ANALYSIS
&
Competitors

Points of difference
&
Product & Price
marketing plan
marketing plan
Place (Distribution)
marketing plan
customer analysis/ target market
Elite fashion conscious consumers
Urban men
Catered to those who love and understand beauty and art
Not afraid of the classic suit and geometric & futuristic designs
Upper class men
Quirky and daring sense of style
positioning
Pro-forma Profit and Loss
marketing plan
marketing plan
marketing plan
Canadian Website/Social Media
Telephone Photo Booth
Billboards
Menswear is a $9.4 billion industry in Canada and outperformed Womenswear last year
Paul Smith is a British label with relatively little distribution in Canada
Small assortment at Holt Renfrew, Simon's, Gravity Pope, and ssense.com

Positioning in Canadian Market will remain consistent with the global positioning of the brand
Smith's creative input gives the brand a competitive advantage
9 strategic locations
equipped with a touch screen monitor and speakers
engages customer, expands marketing base, increases social media presence
total cost: $14,000
Sales.....................................................................

Cost of Goods Sold.............................

Marketing Expenses...........................

Profit......................................................................

$2,094,000

$837,600

$320,000

$936,450
Paul Smith London
key elements: suits, dress shirts, blazers, trousers
tailored pieces, professional look
price ranges from CDN$218 - CDN$2,200
Paul Smith Mainline
key elements: suits, dress shirts, blazers, trousers
streamlined shapes, conversational prints
price ranges from CDN$403 - CDN$2,867
Red Ear
key elements: knitwear, jeans, t-shirts, outerwear
young, edgy, hip
price ranges from CDN$84 - CDN$1,372
Increase Distribution
Paul Smith London- Holt Renfrew
Paul Smith Mainline- Simon's
Paul smith red ear- Gravity Pope

16 new retailers, totaling 25 locations
www.paulsmithcanada.com
Twitter/Instagram @paulsmithcanada
Facebook; Shop Paul Smith in Canada
Reach wide demographic
“Quickly building awareness and interest”
Low cost
Outdoor advertisements for Toronto, Montreal,Vancouver, Edmonton, and Calgary
Full transcript