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Re branding and market repositioning
Presented by :
Silia Aouane
Mathilde Feugeas
Juliette Favre
Table of Contents
I. Current Positioning
1. Target Audience
2. Advertisement
3. Logo
4. Previous success
II. Segmentation analysis
1. Market analysis
2. Positioning
3. Competitors
III. New Strategy
1. Target audience
2. Customer personas
INDUSTRY
1. Current Positioning of the brand
Average age of the buyer : 42 years old
Generation Z
Women more targeted than men
All seasons fashion
www.prezi.com
- Social Medias
- Exclusivity and Luxury
- #ThisIsUgg
Celebrity Endorsement
Out of 6, how many celebrities can you identify ?
Jeremy Scott x Ugg
Swarovski x Ugg
Moschino x Ugg
Bape x Ugg
Specialized in shoes
Various accessories
Typical product : Yellow boots
Price Range :€ 140 - €200
Brand Communication :
Target audience : 18-24
Specialized in shoes
Typical product : Black boots
Price Range :€ 140 - €300
Target audience : 18-35
Brand Communication :
"
Importance of keeping brand regulars and people who bought the product before
"
Who is the luxury fashion consumer ?
has disposable income
47% earn $100,000 or more
shops luxury on multiple devices
62% desktop
38% mobile