Swot, Tows, Internal & External Evaluation of Fashion and Apparel Companies

NATIONAL INSTITUTE OF FASHION TECHNOLOGY

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STRATEGIC MANAGEMENT

ASSIGNMENT 1:

SWOT, TOWS, INTERNAL & EXTERNAL EVALUATION OF FASHION AND APPAREL COMPANIES

SUBMITTED TO: PROF. G.H.S. PRASAD

SUBMITTED BY: BATHULA MEGHANA

                           NAMITHA

                           GEETANJALI SINGH

                           RITU MAHESHWARI

                           TRISHA

SUBMITTED ON: 30TH OCTOBER 2017

TABLE OF CONTENTS

INTRODUCTION: 6THSTREET.COM

ABOUT APPAREL GROUP

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, the Apparel Group caters to thousands of eager shoppers through its more than 1750+ stores and 75+ brands, employing 12,000 multicultural staff covering four continents. Apparel group has carved its strong presence not only in the UAE, Kuwait, Qatar, Bahrain, Oman, and Saudi Arabia but opened thriving gateways to market in India, South Africa, Poland, Singapore, Jordan, Indonesia, Thailand and Malaysia. Additionally, clear strategies are in place to enter emerging markets such as Hungary, Pakistan, Egypt and Philippines. Apparel Group Operates Brands from around the world, originating from USA, Canada, Europe, Australia, Asia and include leading names in Fashion, Footwear & Lifestyle such as Tommy Hilfiger, Juicy Couture, Nautica, Aldo, Nine West, Aeropostale, to name a few and other key brands include Tim Hortons, Cold Stone Creamery, Inglot, Rituals etc.

The Apparel Group owes its amazing growth to the vision and guidance of its dynamic Chairman, Nilesh Ved, who has taken the company from strength to strength since its inception in the last two decades.

ABOUT 6THSTREET.COM

6THSTREET.COM is a place for premium online shopping. They bring online for the latest fashion for women, men and children. 6THSTREET.COM offers a large selection of shoes, bags and accessories from the world’s most coveted fashion brands including Aldo, New Balance, Nine West, Dune London, Skechers, Call It Spring and many more. 6THSTREET.COM provides customers the experience of shopping from the comfort of their own home with ease and convenience. Returns and delivery across the UAE are free on all orders (no minimum spend).

The reason why 6TH STREET came onto being is totally unique & different. The functioning of 6TH STREET is not like a normal e-commerce companies like Amazon, Myntra, Namshi.com. Generally, e-commerce companies have a website with a Shop-in-Shop concept with requisite infrastructure and a customer base where retailers can come and sell their products. It can be a market place as well. So, brands partner with the ecommerce site and then they decide the terms of sale and then accordingly the product is sold on the e-commerce website. At Apparel Group the concept is totally different. Apparel Group is a renowned company with over 75 brands under its umbrella. The brands of Apparel Group like Aldo, Juicy Couture, Call It Spring, Charles & Keith, Dune London, etc. are already well-established and widely known by customers across the world. The ecommerce in the region is growing at a very fast rate. Thus, to tap the online market with the vision of being the no. 1 retailer, Apparel Group founder planned to create an ecommerce website for selling the Apparel group’s brand merchandise online. Before the conception of 6TH STREET, all of these brands were majorly sold through the brick-&- motor stores and rarely through some e-retail sites like Souq.com & Namshi.com. In the long term, they do plan on selling brands apart from Apparel Group Brands and they are trying to bring different brands on board so that they can offer customers an eclectic range of products. Currently they have 4 websites namely with 6THSTREET domain name for UAE English (https://en-ae.6thstreet.com), UAE Arabic (https://ar-ae.6thstreet.com), KSA English (https://en-sa.6thstreet.com) and KSA Arabic (https://ar-sa.6thstreet.com).

MARKETING MIX

PRODUCT

Products which they sell are Clothing, Footwear, Bags, Makeup, Accessories and Jewellery for Men Women & Kids.

 PRICE

The Price starts from AED 10 and goes upto AED 1200.

PLACE

The company is based in UAE and it operates in United Arab Emirates (UAE) & Kingdom of Saudi Arabia (KSA).

PROMOTION  

The company does the promotion through social media marketing, through the Apparel Group stores with the help of promotional displays, through organizing marketing events at malls, and collaborating with the influencers, bloggers and celebrities.  

SEGMENTATION, TARGETING AND POSITIONING  

They only cater to the UAE & KSA market. They target Women & Men of the age group 17-45 years of age and can be a student, young professional, middle age person. The target customer is fashion oriented, likes shopping, is addicted to social media and uses mobile phone. They position 6THSTREET as a one stop solution for all the fashion needs for the customer with their wide variety of products.

COMPETITORS

The competitors for 6THSTREET are Namashi.com, Souq.com (acquired by Amazon), Ounass.com, Bysymphony.com, Sivvi.com, Farfetch.com, Net-a-porter.com, Levelshoes.com, Boutique1.com etc.