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Four Aces. A Comparison of Two Retail Clothing Stores. Presentation Outline. Company History Overview – Adriane Samaan Four Aces – Dyani Berman Wet Seal SWOT – Lisa McGarry Store Atmospherics – Viola Smith Clothing – Viola Smith Target Market – Mirela Bazaj

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four aces

Four Aces

A Comparison of Two Retail Clothing Stores

slide2

Presentation Outline

  • Company History Overview – Adriane Samaan
  • Four Aces – Dyani Berman
  • Wet Seal
  • SWOT – Lisa McGarry
  • Store Atmospherics – Viola Smith
  • Clothing – Viola Smith
  • Target Market – Mirela Bazaj
  • Advertising/Promotions – Mirela Bazaj
  • Arden B
  • Intro – Dyani Berman
  • Strengths – Adriane Samaan
  • Weaknesses – Dyani Berman
  • Opportunities – Adriane Samaan
  • Threats – Dyani Berman
  • Atmospherics/Advertising – Sarah Groth
  • Financial Overview-Viola Smith
  • Conclusion – Adriane Samaan
company history overview
Company History Overview
  • Mid 60’s, Tiny bikini Shack in Newport Beach, CA
  • Privately Owned by Lorne Huycke and His Wife
  • Swimwear Show Motivated Owners to a New Name and New IdentityWet Seal
  • 70’s, Product Offering Expands to Meet Demands and Tastes of Young Fashion Savvy Women
  • 70’s, Location Expansion to a Dozen Retail Locations
  • 80’s, Group of Management Employees Collaborate and Purchased Wet Seal and Added Six New Locations
  • 1984, Sold 18 Prime Locations to Suzy Shier, Inc. to Raise Capital for Future Growth
company history overview cont
Company History Overview (Cont.)
  • 1990, Wet Seal Completed an Initial Stock Offering That raised the Funding Necessary for Expansion
  • 1995, Wet Seal Acquired 237 Contempo Casual Stores from Neiman Marcus Group
  • 1996, Secondary Public Offering of 5,347,500 Shares at $13.33 per Share
  • 1998, Wet Seal Acquired Leases, Furniture and Fixtures for 19 Stores from Mother’s Work
  • 1998, Arden B. Introduced
  • 1999, Websites Launched
    • Acquired Leases, Furniture and Fixtures for 18 Zutopia Stores from Gymboree, Inc.
  • 2001, Contempo Casual Stores Converted to Wet Seal
  • 2002, Venture Into Cosmetics
slide5

Four Aces

Zūtopia

Contempo Casuals

Wet Seal

Arden B.

slide6

Zūtopia

  • Who Are Tweens?
    • 5-12 Girls Stuck Between Finally Fitting Into Older, Hip Clothes and Moms Who Still Want Them to Wear Pink Bows.
  • Zūtopia is the Trump Card for Fashion-Savvy Pre-Teen Girls Who Want to Play it Cool.
slide7

Contempo Casuals

  • As Wet Seal’s Fun and Forward Sister Store.
  • Our 19-35 Yr. Old Customers Will Continue to be in Their Element With Dressy to Casual, Business to Funky and Basic to Trendy.
slide8

Wet Seal

  • Become the Dominant Fashion Brand for Girls 13-25, Wet Seal is Counted on to Offer Everything From Elegant to Comfy and Everything Edgy in Between.
slide9

Arden B.

  • Fashion-Driven, Lifestyle-Orientated Shopping Destination for Contemporary Young Women 20-35.
slide10

Wet Seal – S.W.O.T.

  • Strengths
    • Fashion Savvy Affordable Pricing
    • One Stop Shop
    • Private Label and Branded
    • 456 Stores
  • Weaknesses
    • Clothing May Be Risky and Parents May Not Encourage Purchases.
    • Successful Company, Not Too Many Weaknesses
slide11

Wet Seal – S.W.O.T. (Cont.)

  • Opportunities
    • Focus On Increasing Traffic In Stores and Brand Awareness
    • Expand to Free Standing Stores (Outside of Malls)
    • Become Destination Stores With Exclusive Brands
    • Strive to Reduce Customer Dissonance
  • Threat
    • Other Mall Specialty Stores That Offer Similar Clothing Types
slide12

Wet Seal - Store Atmospherics

  • Fun, Youthful Feeling In Stores
  • Three TVs With Pop Concert
  • Bright Track Lighting
  • Loud Music
  • Industrial Look
slide13

Wet Seal - Clothing

  • Trendy, Affordable, Youthful
  • Branded and Private Label
  • Complete Ensemble Coordination
slide14

Wet Seal - Target Market

  • Generation Y
    • 13-25
  • Mainstream Malls
  • Trendy, Fashion Forward Consumers
  • Affordable For the Budget Conscious Young Woman
slide15

Wet Seal

Advertising and Promotions

  • Magazine, Website Advertising
    • Seventeen
  • Inside Store Sale promotions
    • BOGOs
  • Customer Loyalty Program
    • $10 Fee
    • 15% Off Purchases for a Year
    • 20% on Your Birthday
slide17

Arden B.

  • Introduced as a Retail Concept by the Company in November 1998
  • Arden B. Stores Open in the “A” Malls
  • Arden B. Offer a Collection of Fashion Separates and Accessories for all parts of Their Customer’s Lifestyle; Everyday, wear-to-Work, Special Occasion and Casual, all Under the Arden B. Brand Name
slide18

Arden B. - Strengths

  • Multiple Unit Sales/One Stop Shop
  • Fashion Savvy and Affordable Pricing to Target Market
  • Capitalized on Market Niche Otherwise Limited to Department Stores
  • Corporate Owned, No Franchising
  • Small Screen Endorsements
    • Will and Grace
    • Entertainment Tonight
  • European Designs/Custom Arden B. Private Label
  • Develop a Fashion Information Exchange With Buyers, Designers and Sales Staff to Provide a Communication Infrastructure
  • Separate Buying Teams
slide19

Arden B. - Weaknesses

  • Limited Locations
  • 82 Stores
  • No Customer Loyalty Programs
slide20

Arden B. - Opportunities

  • Debt Free
    • Could Invest in Test Stores
  • Contests and Sponsored Events Bring About Notoriety and Increase Brand Equity and Loyalty
  • Become Destination Stores With Exclusive Brands
slide21

Arden B. - Threats

  • Other Mall Specialty Stores With Loyalty Programs
    • Express
  • “A” Malls Have Intense Comparable Competition
slide22

Arden B. – Store Atmospherics

  • Overall Atmospherics
    • Soft, Feminine, Flirty, Fun, Sophisticated, Exclusivity
  • They Achieved This By:
    • Color
    • Lighting
    • Music
    • Layout
slide23

Arden B. - Advertising

  • Market Strategy
    • Market Follower-plus-Product Category is Late in the Life Cycle = “Market Share Strategy”
  • Promotional Strategy
    • Pull Strategy
  • Advertising Strategy
    • Frame-of Mind
    • Target Behavior
    • Brand Preferences
    • Brand Perceptions
  • Creative Strategy
    • “Holistic Information Processing” Theory
    • Transformational Ads
slide24

Financial Overview

(In Millions)

  • Net Sales
    • 1998/$485
    • 1999/$524
    • 2000/$580
  • Net Income
    • 1998/$26
    • 1999/$14.2
    • 2000/$19.5
  • Net Income per Share
    • 1998/$1.91
    • 1999/$1.11
    • 2000/$1.54
slide25

Conclusion

  • In EST Retailing
    • Hot-EST – Fashion
    • Easy-EST – Service
  • Customer For Life
    • Establish Brand Loyalty/Store Loyalty
      • ZūtopiaWet Seat/Contempo CasualsArden B.

http://www.wetseal.com

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