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Alex and Ani
Transcript of Alex and Ani
Financial and Portfolio Analysis
Alex and Ani
Strong Brand Identity in East Coast Regions
Eco- Friendly Products
Charity By Donation Campaigns
Internal Volatile Structure
Unexpected leave of CEO
Pandora Radio Advertisement
No real target market because it is a lifestyle -> not just a product
No non-patent agreement for products
Inadequate CEO replacement candidates
"Made in America" slogan could hinder external US consumers from buying, thus negatively impacting global sales.
Consumer bias- towards the "Positive Energy" appeal
: Brand has strong focus on consumers' lifestyles, values and self concepts.
"Made in America"
"Charity by Design"
Recycled, sustainable products
Main Street mentality
: Brand focuses on the consumers' behaviors especially in terms of occasion.
Special occasions and milestones
Inc 500 Company ( Ranked number 94)
Light and Ignite
Increased sales by 3, 569 % over the last three years
Christmas sales increased by 300% between 2011 and 2013
Workforce has increased from 20 to more than 600 since its time of inception
Charity by Design sets aside 20% of sales to give to Hasbro's Children Hospital
Market Development Strategy
Alex and Ani's Affinity Program builds relationships with world-class companies, creates co-branded exclusive pieces for consumers, and encourages innovative partnerships. It honors a legacy of American tradition and culture with influential licensed partners, in alignment with our positive brand mission, across a broad array of institutions - from Major League Baseball® and the United States Olympic Committee to the five military branches. Affinity recognizes the power of the spirit and the importance of community. Shop Affinity to participate in our global message of positive energy as we join forces with like-minded organizations.
Founder, Creative Director and CEO
Strategic Competitive Advantage
Find a fresh new CEO replacement
Find alternative ways to market a males line successfully through polling consumers.
New Product Categories
Global Retail Expansion & growth in the U.S.
The Power of Alex and Ani
11 Caribbean islands
Main Street= part of the cultural fabric of America
"Made in America with love, peace and positive energy"
encouraging growth in local economies