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Alexander McQueen

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Tanyarat Tri

on 25 November 2012

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Transcript of Alexander McQueen

- Founded by Lee Alexander McQueen in 1992
- Dramatic and theatrical garment
- The "Bad boy" - Currently owned by PPR
- Sarah Burton, the creative director
- Starts making profit in 2007 - 21 stores, 9 flagships
- Major market: UK&USA
- Emerging market:
Asia&Middle East Flagship Stores central to the internationalization strategy for luxury company
showcase the brand identity and prestige
provide experience
support and bolster the whole network within the respective market
"Rite of Passage" Italian fashion business model
Accessories and RTW into core lines
"Made in Italy" "It was always about feeling and telling a story" Sarah Burton 2012 Creativity and Innovation Social Media The Royal Wedding, Apr 11 The New York’s Metropolitan Museum of Art Retrospective Exhibition
‘Alexander McQueen: Savage Beauty’ Celebrity culture PEST Analysis Political and Legal Economic Socio and Cultural Technological * Trade barrier – tax and tariff

* Higher legal requirement for CSR, e.g.: concerns of sweatshops and health and safety of labour

* Protection of IPR * Pessimistic

* IMF downgrades the global growth

* High unemployment rate in McQueen’s major markets

* Euro zone crisis unsolved

* Emerging market, e.g.: China & India – relatively optimistic but under pressure * Change in consumers’ mindset – fewer items higher price

* Upward mobility of social class – 6% up in A&B from 2011 to 2016

* Higher demand for luxury fashion * Implementation of social network in the fashion industry

* E-commerce as new distribution channel London New York Shiang Hai Hong Kong SWOT analysis Strengths Weaknesses Opportunities Threats - Unique design
- Niche
- Exclusive style and brand position
- Established and strong brand image
- Strong market position
- Well known globally
- High financial status and support

- Not very accessible (Only 21 stores around the world)
- Unique designs attract customers but only a niche market would purchase them
- Not very affordable - A lot of opportunities to expand worldwide
- Further use of technology and social media
- Further expand the brand McQ to cover lower social class market - Overseas shop location choice may affect the growth of the company
- Different culture may affect the development of the brand around the world
Full transcript