raoul & massimo dutti brand comparison and analysis report
DESCRIPTION
Marketing Group Project. Brand Analysis Report, 2011. Group Members Names on Cover page. Year 1 BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts. 2011.TRANSCRIPT
VSFashion Marketing Group Project
Mayshella Clara W. - 11786Ng Shi Hui – 12838Teo Jia En - 12565
Yao Qiong (Bini) - 11621
1. Introduction
2. Background History
3. Targeting Group and Segmentation
4. Products / Customers
5. Price / Cost
6. Promotion / Communication
7. Place / Convenience
8. 5th P Comparison
9. Conclusion
Content Content
BackgroundBackground
RAOUL
• Raoul - the French name for Ralph
• Singapore born global brand under FJ Benjamin
• First store opened in 2007
• In 2003 Mr. Benjamin bought some shirts from some expensive stores and after three to four months he was wearing shirt and the cuffs were fraying, buttons coming off. So they decided to develop a men’s shirt label. They’d get the best quality material and make it in Asia and if you give a man a choice, he will buy.
• It started with just a menswear range, but four years ago added womenswear - because women shoppers were buying smaller sized men’s shirts to wear themselves.
BackgroundBackground
RAOUL
• Raoul - the French name for Ralph
• Singapore born global brand under FJ Benjamin
• First store opened in 2007
• In 2003 Mr. Benjamin bought some shirts from some expensive stores and after three to four months he was wearing shirt and the cuffs were fraying, buttons coming off. So they decided to develop a men’s shirt label. They’d get the best quality material and make it in Asia and if you give a man a choice, he will buy.
• It started with just a menswear range, but four years ago added womenswear - because women shoppers were buying smaller sized men’s shirts to wear themselves.
MASSIMO DUTTI
Spanish brand
Founded in 1985
Acquired by Inditex in 1991
The brand originally focused on men’s fashions, yet 1992 saw the launch of its collections for women, ranging from uber-urban to casual lines.
In 2003 Massimo Dutti launched its kids fashion range under the name Massimo Dutti Boys & Girls.
RAOUL
•Benjamin describes the range as “good fashion at an affordable price point”. •“We like the phrase ‘elevated essentials’.”
Brand Values
•“Total dedication, top quality materials and a clever mix of textures and styles are the keystones of the Massimo Dutti world and reflected in all its collections. •Taking its own unique creative concept as the base, Massimo Dutti designs for urban, elegant and contemporary customers. Customers that are not only looking for the very latest trends, but are also loyal to our label and share our pride in its values. “
MASSIMO DUTTIRAOUL
•Benjamin describes the range as “good fashion at an affordable price point”. •“We like the phrase ‘elevated essentials’.”
Brand Values
The aspirers
Group: Men in their 20s to late 30s
Demographic factors: Professionals or run their own businesses Psychographic factors: Non-narcissists, they live for others rather than themselves
Behavior factors: Health consciousAwareness of healthy lifestyle Keep up with trends
RAOUL
Targeting Group and Segmentation
The aspirers
Group: Men in their 20s to late 30s
Demographic factors: Professionals or run their own businesses Psychographic factors: Non-narcissists, they live for others rather than themselves
Behavior factors: Health consciousAwareness of healthy lifestyle Keep up with trends
RAOUL MASSIMO DUTTI
New Age family-oriented
Group: Young married men/women in
their late 20s to early 40s
Demographic factors: Professionals or white-collar workers,
earn more than 3000$ /month
Psychographic factors: Not status conscious
Free time is more important than money
Behavior factors: Green products
Not sensitive to promotions
Targeting Group and Segmentation
ProductProductMen’s Wear SS-2011Men’s Wear SS-2011
www.Raoul.com www.MassimoDutti.com
ProductProductWomen’s Wear SS-2011Women’s Wear SS-2011
www.Raoul.com www.MassimoDutti.com
ProductProductCruise-2011Cruise-2011
www.Raoul.com
Raoul more specific with their collection
Similarities
Quality
Emphasis on office wear
Classic silhouettes
Personal style yet also following international runway trends
Versatile
Differences
Range of collection – Kids & Fragrances
Fabrics used
Raoul Massimo Dutti
ProductProduct
ConsumerConsumer
Raoul
Confident
Independent
A RAOUL shirt can give a myriad of looks – from corporate sophistication, to smart casual to cocktail chic
Massimo Dutti
Urban, elegant and contemporary customers.
Loyal to label and share pride in their values.
It offers a wide variety of collections, ranging from sophisticated high-end fashion to easygoing casual wear. (inditex.com)
Price RangePrice Range
Female:Business Shirt S$99Pants S$199
RAOULMen:Shirt S$109Pants S$159
Female:Shirt S$115Pants S$169
Massimo DuttiMen:Shirt S$115Pants S$149
PricePrice
Similarities
Massimo Dutti Shirt:S$115
Raoul Shirt:S$109
Massimo Dutti Pants:S$149
Raoul Pants:S$159
Cost (Effectiveness)Cost (Effectiveness)
Raoul
“The group’s fashion retail business surged 45% from Q2 2006 due to double-digit comparable store growth of existing brands such as GUESS, La Senza and RAOUL, new regional store openings and the launch of Gap.”
- FJ Benjamin 2007 Financial Report
Massimo Dutti
Gross profit rose to Euros 6,328 million, 7% higher than the previous year.
- Inditex 2009 Financial Report
Massimo Dutti: More outlets and more countries because they older and mature brandRaoul: younger brand on the upswing – earlier on its PLCTherefore Raoul might be catching up and is a worthy threat for M.D.
Price
Quality
Raoul Zara
HUGO Boss
PREMIUM – quality goods which are of good valueA look will reveal at which quarters local and int. brands are positioned because people will judge firstly on how a brand present their image.
Massimo Dutti
PositioninPositioningg
G2000
Regional Brand
International Brand
PromotionPromotion
Raoul Massimo Dutti
Have a campaign with Top model on it
Have a campaign with Top model on it
Telling us both brand want to make a good image, look more high end with having TOP model in their campaign.
www.Raoul.com www.MassimoDutti.com
PromotionPromotion
Raoul Massimo Dutti
www.Raoul.com www.MassimoDutti.com
Fall Winter 2010
Spring Summer 2010 Spring Summer 2011
Spring Summer 2011
PromotionPromotion
Raoul Massimo Dutti
Advertisement campaign and products appear in local and international editorial.
Advertisement campaign appear in international editorial only. But product appear in local and international editorial.
OPRAH MAGAZINE VOGUE BAZAAR
PromotionPromotion
Raoul Massimo Dutti
Updated website and social network. Such as Facebook, what they did:• Having lucky draw• FB brings customer to their store because they keep updating if there’s any magazine/celebrities wearing their clothes•Word of mouth
Updated website and social network. Such as Facebook & Twitter.• Mix & match their stuff• Giving news about their store like :new arrival or opening new store
PromotionPromotion
Raoul Massimo Dutti
Have they on runway every new season in Fashion city, like Milan and New York.•More effective with runways, Raoul positions itself as a high end brandTherefore people will perceive it as a more glamorous and expensive brand.•It will be cover up by many media
Only did twice fashion show, and it’s not regularly being done. They did some event in their store, for eg VOGUE fashion night out & celebrating 25th years of Massimo Dutti
www.Raoul.com Massimo Dutti Facebook
PromotionPromotion
Raoul Massimo Dutti
Nokia N95 Raoul Limited Edition 2009
Have an iPad application
PromotionPromotion
Raoul
Good PR strategic by giving sponsorship to celebrities, just like any high end brand did.
Appear in Style.com and Vogue.comReport after their fashion show, which is means fashion world already accepted and realize that Raoul brand is exsist.
Raoul Facebook VOGUE & STYLE.COM
PromotionPromotion
Massimo Dutti
Have affinity card that can be use to all Inditex stores. (only in limited places in Europe)
www.MassimoDutti.com
CommunicationCommunicationWindow DisplayWindow Display
Raoul Massimo Dutti
Not appealing window display, not suit the image that they are trying to be
More appealing window display(more exclusive and giving more high end feeling)
Raoul Takashimaya Massimo Dutti Takashimaya
CommunicationCommunicationWindow DisplayWindow Display
Raoul Massimo Dutti
Not appealing window display, not suit the image that they are trying to be.
More appealing window display(more exclusive and giving more high end feeling).
Raoul Takashimaya Massimo Dutti TakashimayaPrada ION
CommunicationCommunicationStore InteriorStore Interior
Raoul
Asian practical, bright, minimalism store interior.They have screen that plays video of their latest runway.
Raoul MBS LV Pacific Place Jakarta
CommunicationCommunicationStore InteriorStore Interior
Raoul Massimo Dutti
Asian practical, bright, minimalism store interior, and high end feeling because of the warm lighting.They have screen that plays video of their latest runway.
European style. Warm lightning creating cozy atmosphere but the way they put their merchandise is too cramped.
Raoul MBS Massimo Dutti Marina Square
CommunicationCommunicationFacilityFacility
Raoul Massimo Dutti
Provide facility inside the store.Look book, an album full of Raoul’s products appear in magazine, and a computer.
Have news letter
www.MassimoDutti.com
CommunicationCommunicationStaffStaff
Raoul Massimo Dutti
Polite & friendly staff that smile and greet upon entrance
Professional dress and grooming but not very friendly. But helpful when requested
PAST
Raoul: Direct Selling Distribution StrategyRaoul: Direct Selling Distribution Strategy
RAOULFJ BENJAMIN IN-HOUSE
BRAND
SHOP FRONTSHOP FRONT
FINAL CUSTOMERFINAL CUSTOMER
NOW
Raoul: Direct Selling & Selective Raoul: Direct Selling & Selective Distribution StrategyDistribution Strategy
FINAL CUSTOMERFINAL CUSTOMER
POINT OF SALES (US & EUROPE)
POINT OF SALES (US & EUROPE)SHOP FRONTSHOP FRONT
RAOULFJ BENJAMIN IN-HOUSE
BRAND
FRANCHISE (B2B)PHILIPPINES
FRANCHISE (B2B)PHILIPPINES
PAST
M. Dutti: Direct Selling Distribution M. Dutti: Direct Selling Distribution StrategyStrategy
MASSIMO DUTTIINDITEX IN-HOUSE
BRAND
SHOP FRONTSHOP FRONT
FINAL CUSTOMERFINAL CUSTOMER
Distribution StrategiesDistribution Strategies
Raoul Shop Front :
South East Asia : Singapore, Indonesia, Malaysia, &Philippines
Oceania : Australia
Sales Point : United States United Kingdom : Harrods &
Matches Denmark Russia Italy Greece
Show Room : Singapore United States (just open
2010)
M. Dutti 525 Outlets Worldwide
Outlets in EuropeAsiaMiddle East
Raoul Massimo Dutti
LocationLocated in Prime shopping areas.
Located in Prime shopping areas.
Convenience of Targeted
Market
Convenience to suit the needs of working adult.
Convenience to suit the needs of working adult, especially family-
oriented.
Middlemen Involvement
?No involvement of middleman (own their own manufacturing
plant in Spain and China)
Place & ConveniencePlace & Convenience
ExpansionExpansion
Raoul
Shop Fronts > Point of Sales
Mr Benjamin said, ”The company could open it’s first Raoul stores in China in the autumn of next year or 2012, and would likely start out by opening its own stores first as its distribution channels are not as sophisticated.”
M. Dutti
Inditex opened 1st Massimo Dutti store in Macao in 2007
First Massimo Dutti shops in Beijing and Berlin in 2009
Product life cycle; Massimo Dutti at the Peak.
Not much room left for expansion.
Therefore what is left is to maintain their standard.
Best PointBest Point
Raoul: Positioning
Started from menswear
Segmentation: luxe for middle income
Good quality for good value
Massimo Dutti: People
People – knowing & meeting needs
Efficient & personalised customer service
Acting quickly
Thank you! Thank you!
Research ReferenceResearch Reference
Massimo Dutti Research:
http://www.inditex.es/en/who_we_are/concepts/massimo_dutti
http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article3633139.ece
http://www.luxemag.org/fashion-designers/massimo-dutti.html
Raoul:
http://www.asiaone.com/Business/News/Story/A1Story20101130-249919.html
http://www.divaasia.com/article/5724
http://www.fjbenjamin.com/pdf/pr_raoul2006_255117.pdf
Image ReferenceImage Reference
Massimo Dutti SS 2011: http://www.designscene.net/2011/01/massimo-dutti-spring-summer-2011-hunter-gatti.html
Massimo Dutti SS 2011: http://lookbooks.com/pearsonalexander/post_view/gandy-and-rubik-massimo-dutti-ss11-14-photos
Affinity card: http://www.affinitycard.gr/indexen.html
M.D. Thai Runway: http://thaicatwalk.com/wordpress/2009/09/massimo/
M.D. Singapore Runway: http://chicprinceb.wordpress.com/2010/09/18/massimo-dutti-liat-towers-singapore-officially-reopens-with-a-fall-winter-2010-runway-show/