MARKETING & STRATEGY
Retailers can get obsessed with market positioning. I know of one fashion retailer that has changed its positioning strategy no less than six times in the last ten years, and is reviewing it again now.
Periodically, it is well worth while for a retailer to review whether its organisation and overhead costs are “in line” with its market position and gross margin achievement.
An Organisational Effectiveness review should start with an analysis of sales, initial gross margin, mark-downs and achieved gross margin. It can then assess these against the main elements of a retailer’s overheads.
For clothing brands, there is also a need to regularly look at their
• positioning
• competitors
• channels of distribution
MARKETING + STRATEGY PROJECTS
1 Brand (Glenaden), UK
Brand strategy review [2002]
Alan Paine, UK
German and Italian market positioning for UK knitwear brand [1993]
Alexandra PLC, UK
European market overview [2006]
Armani, Italy
UK position study for upmarket Italian brand Armani [1988]
Bain & Company, UK
Subcontract research into a particular clothing market in UK [2006]
Clubman, UK
Update of business plan for shirt manufacturer [2000]
Cotton Council International, USA
Promoting the advantages of using US cotton in clothing [2018]
Day Spa [Personal client], UK
Business start-up assistance to a day spa beauty venture [2013]
Delta Galil, Israel
Company strategic review [2006]
Elvi, UK
Multi-channel strategy and implementation for a womenswear brand selling retail, wholesale and to consumers online [2016]
Fisher Price, USA
Franchise and licence study for US toy company Fisher Price [1991]
Fruit of the Loom, USA
European marketing study for US sportswear brand [1991]
GIA, Pakistan
Market entry project for a Pakistan wholesale brand seeking to expand sales in the UK [2016]
Hannah + Tiff, UK
Retail business start-up in the UK for a Vietnamese supplier of gifts and childrenswear [2016]
International Trade Centre [United Nations]
Export marketing of Cambodian silk for the United Nations [2006]
IPT, UK
Research on specialist protective fabrics in Europe [1999]
Johnstons of Elgin, UK
Export marketing to Europe, USA and Japan of cashmere knitwear [1998]
Kasiet, Kazakhstan
Export marketing of spinning yarns from Asia to Europe [1999]
KPMG, UK
Subcontract research into a particular clothing market in Eastern Europe [2007]
Kurt Salmon Associates, UK
Subcontract research into a particular clothing market in Eastern Europe [2011]
Locum Consulting, UK
Evaluation of requirements for an incubator business unit within a textile museum [2004]
Louise Kennedy, Ireland
Retail concessions study for this Irish designer [2002]
Magee, Ireland
Brand marketing study for Irish menswear company [2000]
Monet, UK
European marketing study for US jewellery brand Monet [1988]
Mulberry, UK
Retail, franchise and licence strategy for upmarket international brand Mulberry (1993)
Peerless Rugs, Ireland
Competitiveness analysis for Irish carpet tufter Peerless Rugs [1997]
Prym, China
Market research into global lingerie markets for a supplier of lingerie accessories [2016]
Schway, UK
Marketing start-up of bolt-on social networking front end to web marketing systems [2008]
Slumberdown, UK
Work on acquisition of Peerless Rug, Ireland [1997]
Sunbeam, Ireland
Company rescue study for clothing manufacturer Sunbeam, Cork, Ireland [1994]
Toray Textiles Europe Ltd.
Marketing studies to identify potential customers in Europe and USA for cotton and poly/cotton fabrics [2011 and 2012]
YKK, Far East
Market positioning project for an internationally recognised clothing accessories brand from the Far East [2014]
Zandra Rhodes, UK
Company review of UK designer label Zandra Rhodes [1986]
