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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

A Comparison of Two Retail Clothing Stores


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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


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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


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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


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Four Aces

Zūtopia

Contempo Casuals

Wet Seal

Arden B.


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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.


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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.


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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.


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Arden B.

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


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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


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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


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Wet Seal - Store Atmospherics

  • Fun, Youthful Feeling In Stores

  • Three TVs With Pop Concert

  • Bright Track Lighting

  • Loud Music

  • Industrial Look


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Wet Seal - Clothing

  • Trendy, Affordable, Youthful

  • Branded and Private Label

  • Complete Ensemble Coordination


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Wet Seal - Target Market

  • Generation Y

    • 13-25

  • Mainstream Malls

  • Trendy, Fashion Forward Consumers

  • Affordable For the Budget Conscious Young Woman


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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


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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


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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


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Arden B. - Weaknesses

  • Limited Locations

  • 82 Stores

  • No Customer Loyalty Programs


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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


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Arden B. - Threats

  • Other Mall Specialty Stores With Loyalty Programs

    • Express

  • “A” Malls Have Intense Comparable Competition


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Arden B. – Store Atmospherics

  • Overall Atmospherics

    • Soft, Feminine, Flirty, Fun, Sophisticated, Exclusivity

  • They Achieved This By:

    • Color

    • Lighting

    • Music

    • Layout


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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


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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


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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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