2
Production
Wide Range of
Products In house staff of designers and creative professionals
accessories
Inspiration from emerging style trends among youth living in LA, London
• Wide range of colors & New York
inspired pieces
4
Distribution
5
Target Markets
Young Urbanites
• Aged 20 to 32
• Progressive Thinkers
• Full-figured
• Culturally Sophisticated
• Creative, Independent-minded
• Tech-savvy
• Fashion Conscious
• Shop online
• Looking for well designed , high quality
fashion essentials
6
Competitors
7
SWOT Analysis
8
Marketing & Social Responsibility
• Striking Advertisements
Advertisements
• More like facebook photos rather than ads
Senior Management .
• Marty staff, Thomas Casey and John Lutterell were appointed in June 2011 on senior positions
• 2 of them left within a year
Store closure .
• No. of stores worldwide reduced from 281 to 249 after their review of performance and prospects
Refinancing .
• To restore their liquidity position, they borrowed $80 million from Crystal Finance at 9% above LIBOR
• Raising $21.7 million from issuing common stock
Cost cutting
• Reduced corporate expenses, improving merchandizing and rationalizing staffing levels
Increase in sales
• Initiative taken to expand its wholesale business to increase sales
• Increased promotional offers, especially through groupon
• By improving website, their net sales increased by 14.5% to $24.3 million 10
Difficulties & Risk
11
Future Outlook
With broadening product range, there was more complexity in all of its operations
But still there is a doubt in effectiveness of its strategy of international expansion because Dov Charney was the key
12
Recommendation