Escada - Business Strategy

ESCADA Group Fashion Business scheme Assignment Unit Leader: Anna Watson MA strategical Fashion Marketing Assem Ospanova OSP10309007 DEC 2010 Fashion Business Strategy Assignment Choose a fashion company, which is currently underperforming. Using the frameworks, models or concepts discussed in class, analyse why the company is struggling and draw out a strategy for the company that will help vanquish its current difficulties. Consider the current and future implications of the macro and microenvironment. make-up structure Introduction Escada case analysis * Opportunities and Threats through PESTEL analysis * Strength and Weaknesses through RBV Strategic choices * Strategic clock * Ansoff Conclusion Bibliography Appendix Introduction Escada Group is a fashion company operating on the international luxuriousness good market. It comprises two soft touch lines Escada and Escada Sport. The merchandise offer consists of womens apparel and accessories such as bags, topographic point and small leather goods targeted to a high-end segment. Escada line is characterized by sensualism and modern elegance, meanwhile Escada Sport represents urban chic and boylike femininity. Both are synonymous of colours, distinctive details and dressed quality.

Escada Group has licensed products for eyewear, fragrances and kidswear (www.escada.com, 2010). The market presence covers more than 80 countries with around 1.260 points of sales. The products are sold in the company-owned stores, franchised stores as soundly as in selected multi-brand department stores. After declaring insolvency in noble-minded 2009 Escada Group was acquired by Mittal Family Trusts in November of the same year. Escadas have follows years of management switches, design flops and a contracting luxury market that hastened the decline of the brand known for its bright color in and elegant evening robes. Today the company suffers from lack of brand identity among its core target (Mintel, 2008). The products are... If you want to get a full essay, order it on our website: Orderessay

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