John Smedley brand analysis

Topics: Brand, Branding, Brand management Pages: 10 (827 words) Published: December 13, 2014
Brand Background:
Content:
Brand strategy
Brand Identity &
Image
Brand Architecture
Reference

QI YU
14024137

founded in 1784
muslin and spinning cotton
end of 18 century
knitting and hosier
1819
finest quality raw materials
1893
a limilited company
1960's
signature knitwear line
After
fine gauge knitwear products
(Whoson, 2013)

Brand Strategy
5 forces influencing brand potential (De Chernatony and McDonald) Macro-environment:
Corporation:
-Long pround and established
-John Smedley Limited company
history based in UK textile
-Family-owned business
industry
-230 years historic brand
-Great competition pressure
(Whoson, 2013)
Corporation
for the knite industry
-Long term decline in Birtish
textile industry
Macro-environment
Distributors
Distributors:
(Pure London, nd)
Brand
-Boutiques, department
stores and retailers
acorss the world
Competitors:
Competitors
Consumers
(Japan, France, Italy and
-John Smedley
China)
-Harris Tweed
Consumers:
-Online store
-Pringle
-Online shopping customers
(Derby Telegraph, 2009)
-Lyle and Scott
-Flagship Store customers
-Burberry
-Fashion customers
(Pure London, nd)
-Luxury products
- people beyond wealth
average (Moules, 2012)

Brand Strategy
Cost driven or value added brand strategy? (Porter)
Competitive Scope:
- Wide product range
- Kintwear for men and women and product care
- Knitting accessories
- Other fashion products from collaboration with other brands (John Smedley, 2014)

Brand cost

Brand
differentiation

Focus cost

Focus
differentiation

Competitive
scope

Broad

Narrow

Low cost Competitive Value-added
advantage

Competitive advantages:
- High quality and costs for garments
- Special and expensive raw materials
→sea island cotton is lighter weight,
whcih is special materials for summer
garments
→merino wool is shipped from
specific New Zealand farm
- Costs of each piece of wool add the
value of the brand
(Moules, 2012)

Basic Branding Strategies (Kotler)
Product Category
New

Line extension

Brand extension

Multibrands

New brands

Existing
New

Brand Name

Existing

Line extention:
John Smedley
-Fine gauge knitsear products for
menswear, womenswear and
childrenswear
- knitting accessories
(John Smedley, 2014)
Multibrands Brand :
Comme Des Garcons X John
Smedley Exclusive
-Combining the two British
knitwear brand's fashion and
classic designs
-Woven by merino wool in navy or
slate grey and finished off with
plaid Union Jack
(John Smedley, 2014)
New Brand :
John Smedley & Cherchbi
Three item:
-a roomy overnight bag
-a sleek soft briefcase
-a commute-friendly iPad cover
(Cherchbi, 2012 )

Brand Identity & Image
Kapferer (2003) Brand Identity Prism

1.PHYSIQUE
Black color
Iconic
Label the “MADE IN GREAT BRITAIN”
Easy text form in capital
4.RELATIONSHIP
High quality
Trust
Comfortable
Influential
Wealthy

2. PERSONALITY
Prestigious
British
Elegant
Competence
Innovative
Quality orientation
3.CULTURE
Centuried
International
British heritage
knitwear brand

5.REFLECTION
6.SELF-IMAGERoyal Warrant
Self-confident
Unique
Luxury
Premium
Fashion
Authenticity
Stylish
Fashionable
Reliable PICTURE OF RECIPIENT

INTERNALISATION

EXTERNALISATION

PICTURE OF SENDER

Brand Identity & Image

Brand Image
Brand Identity

Vision:
-Modernizing and expanding
the company intend to become
one of the most iconic knitwear
brands in the world
Values:
-Delivering a first class
customer service experience
-High quality
Personality:
-Prestigious
-British
-Elegant
-Quality orientation
-Innovative
Positioning:
-Luxury products
-Prestige
-Average price is 100 pounds
puls
( John Smedley, 2014)

Brand Identity & Image
Exquisitely
Luxury

Innovative

John
Smedley

British

Unique

High quality

Sustainable
Royal Warrant

John Smedley

Menswear

Womenswear...
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