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Brandy Melville

SWOT Analysis

Segmentation Analysis

STRENGTHS

WEAKNESSES

Agenda

• Hierarchical management reduces creative

freedom

• Small supply chain increases potential risks

• Highly seasonal product collections

• Lack of consumer diversification

• Limited store locations

internal factors

• Unique product concept coupled with strong

brand recognition

• Multi-channel operations stemming from a

stable online presence

• Establishes market hold in the increasingly

trending Generation Z

• Focused on assertive marketing

• Low employee turnover rate

- Highly Specific Target Market Segment

- Same set of consistent themes in all

advertising material; freedom, carelessness,

"Americana"

- The idea is that only the most beautiful and hip

women meet the prerequisites to wear Brandy Melville

  • Company Background

THREATS

OPPORTUNITIES

  • Marketing Issues

Secondary Target Market Segment

Primary Target Market Segment

• Competitors with a wider variety in styles,

sizes and prices

• Consumer backlash on social media

• Natural, economic, and regulatory

factors directly impact primary supplier

• Expand further into North America and

internationally

• Broaden target market

• Create a more welcoming and body

positive message

• Create an app to foster increased

accessibility for online purchasing

external factors

- 16-25 year old women

- One size clothing; limits potential customers to fit, "model" body type

  • Situation Analysis

- Girls younger than 16 aspiring to be like their older counterparts

- Parents; products have to appeal to them as well since they are likely main financers

- Boyfriends, significant others;

  • Segmentation Analysis
  • Strategic Alternatives
  • Recommendation

Marketing Issues

  • The goal is to expand the brands market without compromising brand exclusivity.
  • Diversifying products allow retailers to find new profit lines.
  • Consumers often change their purchasing habits so Brandy Melville would benefit by expanding their target market to have a bigger customer base.

Background

Strategic Alternatives

1) Create a men's section within the existing Brandy Melville stores.

  • Brandy Melville is an Italian based women's clothing brand that provides fashionable, high quality, clothing to the 15 to 25 year old demographic.
  • It open its doors in 1994 and since has become an international label.
  • They have 26 stores in the U.S., sold in more then a dozen Nordstrom locations, 10 stores in Canada, and stores all over Europe.

2) Expand the company into other provinces and states by opening more store locations.

Recommendation

3) Create a body positive line of clothing

(Men's clothing line)

Image by Tom Mooring

  • Based on target market, market share, exclusivity, revenue, implementation cost & speed

4 P's

  • aligns most with corporate strategy

Questions?

  • Place; men's sections added to some busy location. 1 in Toronto and 1 in California
  • Product; quality Brandy is known for.
  • Price; same affordable prices.
  • Promotion; in store deals during men's grand opening.

  • expand target market & market share while sustaining level of exclusivity
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