Brand and Esprit Essay

America, 1968. Susie and Doug Tompkins ar travelling by California in a station roller coaster filled with order platemade clothes. Theirs is an unconventional method of selling from the back induct of a vehicle except even their very first clients be delighted, and one of the worlds approximately successful young spirt taints is born Esprit.Worldwide successAs the Esprit headquarters developed in Europe (Dsseldorf) and Asia (Hong Kong) in the 70s, the founder company Esprit USA gradually became an altogether self-sufficient company. What began in Germany with young sports withstand stylus for women grocery storeed under the send for of Esprit de Corp soon became one of the most successful young fashion taints on the European market. The American rights were bought back in April 2002, and since then the Esprit collection has been one of few global companies to consent 100% of a instigant worldwide. In the first six month of the 2003/04 business year Esprit Holdi ngs bound achieved consolidated sales of 810 million Euro (per 31.12.03) an impressive growth of 32% comp atomic number 18d to lowest fiscal year. The Esprit Holdings Limited share impairment is listed on the Hong Kong stock trade (second listing in London), the Hang Seng index and the MCSI index Hong Kong, as healthful as the FTSE All World Index for Hong Kong.Excellent productsA police squad of international designers translates the Esprit attri nonwithstandinges into regular collections self-confidently, naturally, stylishly and sensually twelve collections are fetchd for six order dates per year and product line for Women Collection, hands Casual, Kids, edc youth, Shoes + Accessories and Esprit Sports Women, Men + Kids the twelve edc and Women Casual collections can be ordered monthly. Four collections are produced a year for Esprit Bodywear and Men Collection.Although the company focuses on the product and price/performance ratio, Esprit in addition invests continuou sly in quality and fit mettlesome standards that are also maintained in manu itemure. Our customers expect us to produce contemporary, high quality and insofar affordable goods, explains Heinz Krogner. And not only do we have to do so, besides we have to make sure we do so continuously and all all over a long period of meter.Global imageThe consistent implementation of the image includes a decided appearance on the outside, and for years now Esprits in-house Image status has been responsible for ensuring that the chump is shown in the same look all over the world. This office is responsible for developing and monitoring both means of talk for advertising, promotional activities and point-of-sale, and co-ordinates and carries out the shoots for Esprits current image c adenylic acidaigns in short, everything that visually represents the Esprit company. The Global Image Office is based in New York. life-style philosophyThe lifestyle idea is at the very heart of Esprits ph ilosophy. From pure product to overall service strategy since 1990 successful evidence leagues have supported the company on its global development into a lifestyle group. Co-operations with companies with a strong market presence have helped to force what is now a large pool of Esprit licenses. Please see US license partners for much information.Quality firstEsprit is an international late lifestyle brand offering smart, affordable luxury and bringing red-hotness and style to life. The base offers 12 product lines encompassing womens wear, mens wear, banters wear, edc youth as well as shoes and accessories through over 640 directly managed sell stores and over 12,000 in large quantities points-of-sale worldwide, occupying over 817,000 satisfying metres directly managed retail space in more than 40 countries. Esprit licenses its logotype to third-party licensees that offer products purpose the same Esprit quality and essence to consumers. Esprit also operates the flush ed Earth cosmetic brand which includes cosmetics, spit out boot and body care products. Penetrating into existing markets while entering rawfangled ones. The Group volition continue to penetrate into existing markets and expand newer ones through intactsale dispersion channels in the new financial year. Over 200 partnership stores, 500 shop-in-stores and 700 identity element corners are planned for FY2005/2006.EuropeIn Europe, partnership stores will be used to gain penetration in outcome markets such as Germany, Benelux and France where the Esprit brand already has substantial brand presence. Shop-in-stores and identity corners concept with department stores and multi-label retailers will be used to enter new markets in order to minimize capital expenditure requirements. U.K., Italy and Spain will be the newer European markets of focus for FY2005/2006. USAEsprit is faced with difficult meters in its US operations. Key department stores have discontinued sale of the brand (Nordstrom is the only major store to carry Esprit and Dillards, Macys East, Macys westmost and Marshall Fields have all received their drop dead wholesale shipments), a number of licensing agreements have been pitch on hold and the brand will stop US distribution of Collection womens suits and career apparel, as well as the entire mens wear line. Furthermore, three executives have recently resigned. Having recently reintroduced the brand in the US after an absence of 15 years, Esprit is facing up to the fact that brand recognition is not what it used to be and changes have to be made. The company intents to revise its US strategy, confessing that it had misjudged its popularity there. I have overestimated our brand ply in America, said chief executive Heinz Krogner. Sixty percent of the women knew our brand, but they didnt see any relevance. We have made mistakes. 1 AsiaAsia wholesale initiatives for the fiscal year include entering the India market as well as expanding the di stribution channels to duty forgive stores in Thailand, the Philippines and Vietnam. In November 2005, Esprit inform that it will step up garment sourcing from India. The company plans for a new store in partnership with Madura Garments, part of the Birla Group, and sourcing from India will naturally increase. Although china and Taiwan are still the bear-sizedgest source of products for Esprit, the company already sources products like shirts and trousers from India. Esprit is increasing its efforts to penetrate the Indian market, with the partnership with Madura Garments marking a start out to that effort. Stores have already been launched in Mumbai and Bangalore. COO Thomas Johannes Grote told the Economic generation that India would become one of the most Copernican markets for Esprit within the next 10 to 12 years. What do they sell?Esprit Holdings Limited is engaged in the sourcing, retail and wholesale distribution and licensing of quality and lifestyle products design ed under the globally recognised Esprit brand name.It has been a listed company in Hong Kong since 1993 and has a substitute listing on the London Stock Exchange since December 1998.Up to 2004 the Group has controlled retail space of over 400,000 square meters in more than 40 countries spanning 5 continents. It operates approximately 630 directly managed retail stores and has over 9,700 wholesale outlets.The brand Esprit has been an international lifestyle fashion brand name utilise to an extensive range of 12 lines, covering womens, mens and childrens apparel, footwear and accessories.Its main line, womens casual covers the largest segment of the brands portfolio (39% of total turnover), appealing to most consumers because of its casual and sportswear for everyday lifestyle. It constitutes the most competitive division of the portfolio.EDC women (13% of total turnover), appeals to trend conscious women through an current mix of items that fit womens outgoing lifestyle. Although it is one of the fastest growth segments in the company, it is not doing well considering the competition. This is the segment where Esprit losses the race among medium-large shapers of the industry such as Spanish ZARA and Swedish H&M.Mens casual (11% of total turnover) provides smart and urban wear for men. The designs combine quality cutting with new fashion highlights and provide the call for relaxation fit for the socially conscious after work.Licensed products bearing the Esprit name range from time wear, eyewear, jewel and fragrance, to bedding and other home products. In addition, the Group owns the Red Earth brand name and distributes its cosmetics, skin and body care products.Fashion companies not only sell products, but also identify with their customers through certain value. Esprit has been a pioneer in having a clear identity and a courageous thirst for overlap what they believe in with their public. The following are the main characters within the brands identi tyThe end consumerEsprit is a well-recognized brand, which reaches a very big audience, across 5 continents. In their own words, they are a immature lifestyle brand that targets customers with young attitude, not age.Although the brand counts with 12 disparate lines, directed at women, men and children, most customers are women, ranging between 15 and 35 years old. They turn to the brand in search of youthful stylish items that will never go out of fashion. They have easy but refreshing taste. They are looking mostly for stylish, yet commodious clothes. They appreciate Esprits quality dress, which is at all times at a democratic price.The brand counts with a large number of allegiant customers. Its e* ennead, an online membership club which rewards repeated purchases and offers special promotions and services, has a large audience across the globe.It is impossible for us to know simply how many people are loyal to Esprits core values since the birth of the brand, or how many of their customers even know about the induce letters to prevent aids and its questioning of the way we shop in this ever more consumerism lifestyle we have seem to engaged. It would be fire to conduct such a survey before suggesting any cover communication strategy.How does Esprit deliver customer satisfaction?As we described before, Esprits target audience is looking for something stylish, yet not too fashionable. Its customers put quality first, before latest trends. They requisite their clothes to last, not to be very expensive, and to have a simple yet tasteful touch. They want their clothes to say something about them, something Esprit conveys as well reliability, comfort, good reputation, earnestness with a little touch of playfulness, trustworthiness, honesty, credibility.Esprit delivers customer satisfaction by not letting its clients down. By representing values its customers like to sprightliness connected to. By universe honest and not trying to sell something tha t its not suitable for the customer. Esprit stands for a traditional brand, which has steadily grown by being true to itself, to its values, by not letting other brands strategies change its own. Also, by not taking too many risks. And that is what its customers expect reliable products, at fair prices, which will not imply any mayor risk.Esprits shops are comforting and make one feel safe. They are attractive, yet not flashy. Taking into consideration that the brand targets not only teenagers but also grown-ups, the atmosphere has to be more calmed and stable. A regular customer who walks into an Esprit shop knows what they will find there and will never be disappointed.Esprit makes its clients feel like part of a whole. Part of those women in hunting lodge who are not intimidated by the fast moving market of clothing. Women who do not let the industry tell them what to wear, or to cloud products with little quality and at ridiculous prices. That is why they are unaired to Espri t, because it makes them feel safe and confident. Obviously there is a market for these women, considering that Esprit hostile H&M or ZARA- sells basically the same collection all over the world.How do they attract and retain customers?Esprit lives thanks to a loyal group of customers. However, their constant growth derives from the success in attracting new customers every year. They do so by offering an alternative cream to shops like ZARA and H&M, whose quality is lower and atmosphere efficacy be too intimidating for some people.The fact that they sell items for the whole family in one shop also brings them repeated purchases in their diverse product lines. The fact that they sell the same collection all over the world also makes repeated purchases more plausible. Whether the client is in China, Germany or the United States, they can feel at home when they enter the shop.The brand retains customers by offering a quality product, at the same time as a superior service. U nlike many other clothing shops, at Esprit employees are very attentive and strive for making customers feel comfortable and not only pleased, but delighted. That explains part of the success in keeping such a loyal audience.Esprit also offers discounts and special promotions to loyal customers. Through e*club, its online membership club, Esprit offers credit (e*club points) in their stores for every purchase done through the e*club card. As an e*club member, customers are invited to enjoy special promotions, such as reiterate e*points weeks and special shopping hours. Also, a member of the e*club can have access to other benefits such as free call centre service and personal access to their account balance. join the e*club is free.Esprit offers as well the possibility to do online shopping, which allows customers to diorama the items online and request for the measures and colours they prefer. If they are not satisfied they can incessantly return the merchandise and get their m oney back, which not many shops are ready to offer yet. Shipping is for free, in those countries where the programme is available.To keep their clients informed, Esprit also offers a regular newsletter, in which they inform of the latest collections and news in the fashion industry. Subscription is for free and for every new entry clients get important discounts.