Escada: A presentation

Résumé du document

This presentation is based on the Escada Group and will help us understan the company better. The trend followed by the document is that the very first thing presented is a short introduction of the company. From there the presentation moves onto the time line of the company from 1976 to 2006. After the time line comes the section where an overview of the company will be presented to the reader followed by the global distribution structure which will be followed by information on the strategy for growth. The presentation will then examine the Difficulties in production, the failure in collections, the lack of focus on the core business and the weakness of financial structure. The next points to be examined will be the strategy, communication and marketing, collection strategy, sport strategy and accessories strategy. Finally the concluding point will be a SWOT analysis of the company.

Extraits

[...] TODAY : Expansion of the design and design organisation. Event apparel and category articles. Optimization of the product design and material processing (cf : center in Slovenia). TOMORROW: Get closer to the target which is the young professional women with Escada Edition. TODAY Casual fashion, wide variety of different lifestyle segments and occasions. Adjusting delivery cycles (monthly deliveries of new goods. Optimization of the product design and material processing (cf : center in Slovenia). TOMORROW Expansion as lifestyle brand : special assortment packages Development of visual presentation in shops. [...]

[...] TODAY Improve quality and assurance systems Bolstering design and concentrate all activities in one location (Florence). Failed in meeting the expectations due to a reorganisation of the management structure. TOMORROW A new management team appointed for 2006. TODAY Partner is Wella New frangrance launched during 2nd semester 05. Sustain sales of the seasonal fragrance. Increase marketing and communication expenses. TOMORROW Increase visibily and the value of the product as a part of the luxury offer. Increase the benefit from P&G's distribution channel. [...]

[...] Consequences : *better intime deliveries *increase in gross margin *increase in cost cuts *improve and secure quality *increase service level and flexibility Center for wovn goods : Slovenia Sept 2003 New logistic center : Austria Sept 2004 Public Relations strategy : Own staff and agencies in all key markets and a central press and communication department journalists among the media receives the message conveyed by Escada times a year : collection presentations to the press times a year : chief designer and his team hilghlight in public the inspiration to journalist and editors. Fashion shows, events, sponsoring, celebrity dressing Ad campaigns Linda Evangelista is the ambassador of the 06 Spring/Summer ads. Worldwide window concept. Website, catalogs and events. Direct Marketing : catalogs and invitation to customers in key markets. Corporate design : new rules in 2005 to build and internationally uniform quality standard. Increase in Communication expenses . [...]

[...] TODAY Eyewear : Partner is De Rigo. 1rst eyewear collection launched in 2005. Kidswear : 8 shops in shops or free stores. Jewelry: was relaunched at the Basle trade show. TOMORROW Jewelry : will be distributed outside Escada's own distribution channel and a Bridal collection is to be prepared and launched in 2006/2007. [...]