Harrington Case

Based on The Running Room’s current situation, Cisco considers a number of alternatives to her present marketing strategy. On one hand, she could continue to maintain a broad target market to appeal to both casual athletes--with more fashion-conscious products that aren’t necessarily running shoes--and serious runners, while attempting to tap into the growing market for women’s athletic shoes with expanded product lines for female athletes. This strategy would help her maintain her aging loyal customers, as she could offer athletic shoes that reflect the new exercise programs that they are becoming involved in instead of running. Conversely, she could narrow her target market to just serious runners, by investing in the high-end molded running shoes and the additional training and promotion that would be required to sell them. An analysis of The Running Room’s strengths and weaknesses can help her determine that the second strategy is the most worthwhile to pursue moving forward. As a former nationally-ranked runner herself, and with both a proven track record for catering to serious runners (who make up a majority of her sales) as well as the flexibility to switch product lines fairly easily, Cisco’s business strengths would support a shift to a more serious runner target market with relative

So in order to compete with other competitors in the market, companies should provide more diverse products to meet the customer needs.

Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules

With such high levels of product differentiation between products and an already concetrated industry, it would be difficult for Harrington Collection's to stand out and secure market share for the new active-wear line, without signifacnt costs towards an effective advertising and marketing campaign. Harrington would most likely need to build on the existing customer base and/or appeal to consumers in an untargeted market space. For example high-end quality active sports wear.

Although the market for separates is certainly viable given promising growth in test markets, it is not a market that makes sense for Hart, Schaffner & Marx (HSM) to compete in. The trend certainly shows a divergence in how some customers view their needs with regards to semi-formal clothing, but the firm runs the risk of diluting not only the perceived quality of its clothing, but also alienating its current client base that is partial to the experience HSM offers in its stores. This experience includes personalized expertise on new fashions, custom tailoring, and the status associated with purchasing and wearing the company’s clothes.

A company needs to create a series of programs to differentiate their product from those from its competitors and to appropriately price the product to achieve the maximum demand, in order to set up the dynamics of its competitive strategy (David, 2007). The competitive strategy of a company is also expected to offer better products or services to its customers, at a reasonable cost. Due to the mass influence of the external environmental on the customers’ preference, it is vital for the company to develop an available competitive strategy to be able to solve a series of problems, and ultimately to improve the company’s performance. Those problems include: how to differentiate its products or service from competitors, how to create market segments to maximize demands, and how to offer a wider range of products or services to better meet the customers’ needs at more acceptable costs (David, 2007).

This manager’s report provides a financial performance review of the business operations for athletic footwear industry’s Elite Feet for production Years 11 through 18. Included in the report are trends in company’s annual total revenues, earnings per share (EPS), return on equity (ROE), credit rating, stock price and image rating. Additionally reported are the strategic vision for the company, performance targets for the aforementioned production years plus the next two years, the company’s competitive strategy as well as production strategy, finance strategy and dividend policy. Also discussed is a look at the company’s closest competitors and the actions that could be

Thanks to a lucky series of events, Atomic Company has enjoyed a sharp increase in sales of their Tiger Pants line. The most obvious and immediate pains being felt by management is the inability to predict future sales and the high amount being paid out in sales commissions. While these are legitimate concerns, I believe deeper problems exist.

Interest in active-wear is growing and does not appear to be waning anytime soon. Active-wear is both stylish and comfortable, which are two of the qualities of Vigor’s clothing line. Harrington Collection could seize this opportunity and jump into the active-wear market and launch a new line of active-wear under the Vigor label. In order to do this successfully,

1. We chose to study Under Armour because of their explosive growth over the last five years in a very competitive industry. From a marketing standpoint, it is quite apparent that the company is doing well and one could assume that because the firm appears to have had great success in aggressively expanding their market share, they are by extension creating value for investors. By studying the financial information, we aimed to confirm or deny whether Under Armour is indeed creating value.

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

Clothing is essential for all members of the UK population, which creates a constant demand for clothing to be retailed in the UK. London is a leading fashion industries in the world, which makes fashion and clothing a key trend for English consumers with the UK being a fashion capital, London, tourists from all over the world visit the UK specifically for its clothing retailers; which has allowed the market to continuously do well. Consumers in Britain require different types of garments for various occasions, for example job related attire, gym attire and special occasions, the market has a wide range of segmentations for different trends and faces a constant demand for new products especially as consumers change fashion through seasonal

To remain competitive a company must consider who their biggest competitors are while considering its own size and position in the industry. The company should develop a strategic advantage over their competitors’

Competing companies are interested in general to maintain or to increase their market share, which means to gain more customers while retaining the existent ones, which would generate increased profitability and a higher competitive advantage (Plowman 25). However, as one company is obtaining an increased market share another one or more companies suffer a decreased market share, because the company that gained an increased market share practically attracted more customers from the customers of its competitive companies, activating on the same market. Therefore, the interest on market share is the one that creates the competitive markets’ dynamism, considering the significant benefits that more customers create for a company and the disadvantages that it can generate for the companies who lose market share in favor of their competitors.

The world’s leading brand in the ready-to-wear sector has been the Inditex Group with Spanish origin and 23 billion 74 million dollar turnovers. The Inditex Group has been ranked 43th on the world’s retail list. Hennes and Mauritz (H&M) from Sweden, followed Inditex with 21 billion 678 million dollars and H&M was ranked 47th on the list. If we consider the developments between 1998-2002, Inditex, the world’s fastest growing apparel company with