Ricky Joe Giaffreda

Kathryn Sopuck

Workshop #1

Wednesday, 14 September, 11

Club Monaco was founded in 1985, by partners Joe Mimran and Alfred Sung, with the mission to provide quality, fashionable basics to women and

men of all ages.

With the strong yet classic black and white branding, Club Monaco was able to establish themselves as a leader in fashionable workwear and

casual-wear.

In 1999, the fashion powerhouse, Polo Ralph Lauren Group, acquired the company .

With the use of a clear and concise integrated marketing communication strategy, this fashion label has successfully identified themselves as an urban

yet elegant lifestyle brand.

Company History

Providing the necessary funding to expand not only geographically, but within the company’s product lines as well, Club Monaco has successfully

grown into the well-known specialty retailer it is today.

Wednesday, 14 September, 11

Positioning

Club Monaco positions themselves in the marketplace as

a retailer that provides consistent, high quality, private

label garments.

From season to season, customers can be sure to find a

balance of pieces that are classic, yet on trend. Never striving

away from their timeless image, Club Monaco will adapt each trend to fit their own brands

personality.

Wednesday, 14 September, 11

Urban

Elegance

Target Market

This retailer aims to satisfy the needs and wants of men and women, aged 25 to

50.

Firstly, many of their consumers are transitioning from students to working women or men and are looking for professional wardrobes, with a fresh,

youthful twist. Secondly, a large portion of their target market have already established themselves in the workforce and

want age-appropriate garments, without compromising their fashionability.

Wednesday, 14 September, 11

Direct Competitors Include:

Banana RepublicMangoAmerican ApparelZARAJCrewTommy HilfigerThe GapJacobMexxBCBGBedo Femme de Carrière Indirect Competitors Include:

Harry RosenDynamite

Ralph LaurenSSENSE

Urban OutfittersH&M

Brooks BrothersGant by Michael Bastian

The Hudson Bay CompanyCalvin Klein

Michael Kors

Competitors

Wednesday, 14 September, 11

Store Brands

Private Label&

Club Monaco only offers one private label brand.

With the use of the multi-branding strategy, Club Monaco now offers national brands such as: Levi’s, Ray-Ban, Timex, Havaiana, Barbour and Clarks Originals.

Similar national brands as Club Monaco would include: Gant, Calvin Klein, Ralph Lauren, Tommy Hilfiger and

Michael Kors.

From casual-wear to work-wear and cocktail-wear to evening-wear, this retailer ensures it’s clientele are able to transition their outfits from

day to evening.

Club Monaco manufactures a small portion of their own clothing, but is not vertically integrated as much of their production is outsourced to a variety of overseas factories in

China, India, Thailand and Korea.

Wednesday, 14 September, 11

Marketing

Visual Display&

Club Monaco sells a culture and a lifestyle with their advertising and promotional activities using a clear and concise marketing strategy.

Not only do they use print and ad campaigns, but they also

capitalize on the recent trend of social media with a Facebook

page, their own blog, The Culture Club and online

advertisements and sponsorships with popular

fashion blogs. Wednesday, 14 September, 11

Marketing

Visual Display&

The interior decor is meant to compliment the clothing and kept classic yet modern with the use of

neutral colours, crown mouldings, marble display tables and

hardwood flooring.

As for the visual display, the clothing is merchandised throughout four different zones in the store; the newest garments are showcased at

the main entrance and older collections and basic or sale items are

kept on rotation in the remaining three zones.

Wednesday, 14 September, 11

In order to remain consistent with Club

Monaco’s clean and polished image, the product

is displayed in a very simple manner in order to

ease the shopping experience. The customer is left

feeling relaxed and satisfied, insuring they will

return time and time again.

Wednesday, 14 September, 11