Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Kirkcaldie & Stains Ltd

Transforming a Traditional Wellington Icon (department store)
by

Sophie Carden-Horton

on 28 September 2013

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Kirkcaldie & Stains Ltd

TRANSFORMING A TRADITIONAL
WELLINGTON ICON






Sophie Carden-Horton
300232157
Presented to: Kane Landers

About


Traditional and prestigious Wellington department store.
Celebrating the 150th birthday in 2013.
Wide range of premium products: clothing, cosmetics, children's clothing and toys, homeware, and gifts.
Trendy females who are quick to purchase the latest trends.
18 to 26 years old.
Purchase from a few rented spaces such as: Mac, Mecca, and Kiel’s cosmetic counters.

CURRENT CUSTOMERS
2) The New Breed
1) The Well-to-Do
Loyalists
Upper-class females with a high spending ability.
Enjoy shopping and the fine things in life.
Within this segment are males with discerning taste, dressing to project their current and past successes.
Modify brand position to realign with the modern consumers.
WHERE TO NEXT?

Objective: extend product offering to cater for The New Breed segment, in order to increase market share by 50% within this market.

Penetrate the New Breed segment

(via product development)
While retaining loyal current customers

Objective: focus on customer retention, in order to gain a 60% repeat purchases rate from the Well-to-do Loyalists.


Continue differentiation strategy

(maintain prestige brand image)


Focus on offering what online cannot.




HERITAGE
MEETS
CONTEMPORARY


2012 = $1,760,000
pre tax loss

2007 = $1,661,000
pre tax profit
FIVE YEAR PLAN
YEAR 1
Develop customer database.
Product line pruning.
Start store revamp (atmospherics).
Create awareness of Zara launch.
Launch Zara – event night.
Create awareness of Jack Wills launch.
Launch Jack Wills.

YEAR 2
New IMC plan: integration of digital and offline platforms.
Database marketing implemented (relationship focused and targeted marketing).
Loyalty scheme upgraded.
Create awareness for French Connection launch.
Launch French Connection.


YEAR 3
Café revamp – cater for high teas and other events.
Create awareness for Lululemon Launch.
Launch Lululemon.
Store revamp complete.
Coincide with modify of Logo and other promotional material.



YEAR 4
Weakening financial position:
CURRENT SITUATION
MARKET
Threat of specialist stores.
Identical products increasingly available online or from local retailers.

STUCK IN THE PAST
Kirks focus on heritage has allowed its product and brand image to become out of touch with changing tastes and preferences of today’s consumers.
No longer dictate seasons trends as it did in that past.

TECHNOLOGY LAGGARD
The way customers search and purchase is evolving.
Competitors are adopting new technologies to improve distribution, communicate with customers in a more targeted way and improve inventory management.


THANK YOU!
Create awareness for ACNE.
Launch ACNE.
Fully functional transactional website.
Website update, product visibility.




YEAR 5
Evaluate results and modify accordingly.
Look for new brands.




Full transcript