PRACTICE_07 DAIC
07/02/2022
GROUP REPRESENTANT:
Carmen Magariños Blanco- [email protected]
GROUP MEMBERS:
Alba López Fernández- [email protected]
ERRORS:
From the threats, we consider that having no typical
consumers is an internal factor so, it should be placed
on the weaknesses.
From the opportunities, the collaborations with luxury
designers is a fact that already exists on the company
H&M has collaborated for instance with Karl Lagerfeld, AGREEMENTS:
Jimmy Choo, Roberto Cavalli... We remark its strong brand image as its best
differentiated factor from its potencial competitors.
Also, we consider a great opportunity the online
shopping since, nowadays is growing a lot
DISAGREEMENTS:
We do not say that the low quality is a weakness
because we can not expect a good quality in a fast
fashion brand, you are not paying for the quality.
Continuing, with the weaknesses we do not
consider the fact of following the trends of the
luxury brands because what fast fashion brands do,
it is help people to look trendy in a cheaper way.
ERROR:
The high price on their items is not a weakness, it
is actually a strenght because thanks to that they
are creating a certain status on the brand and a
loyal customer base
AGREEMENTS:
The opportunity of new products could be a good
opportunity to expand their product selection
DISSAGREEMENTS:
The opportunity of new markets it may be not an
actual opportunity because their target is on a
specific market segment and moving onto a new
one is not of interest
AGREEMENTS:
It´s true that ZARA doen´t have a lot of Marketing
or advertising and probably here in Spain it doesnt
need this promotion but it could be an opportunity
DISSAGREEMENTS:
for growth abroad the fact of implementing more
In this case there are several things that we
brand advertising.
disagree with, or that have changed over time. The
The lawsuits related to sweatshops for ZARA is one
first one would be to consider fast-changing
of its biggest problems today, since in recent years
collections as a strength since ZARA is a brand
many data have come to light that corroborate this
considered fast-fashion at the moment.
type of activities.
On the other hand, it is true that the demand for
high-fashion at affordable prices can be an
ERROR: opportunity for the brand, however ZARA is
ZARA has a very comfortable position in the market, increasing the prices of its garments when in fact it
and making a transition to something closer to offers a product quite similar to the one it offered
high-fashion may be a good thing if it is done only before, however, it is considerably above its
on certain items, but changing the brand competitors, and we do not consider that there is a
completely would be a mistake, at least in Spain. threat when it comes to the appearance of
imitation products as they have quite affordable
prices.
DISAGREES:
From the opportunities we find that franchises,
AGREEMENTS:
digital market and outsourcing production could
From the weaknesses we think that the
not be opportunities for a luxury brand as it is
sustainability is something that Prada has to
PRADA because they sell an exclusive image and
improve a lot. It is not just to arrive to a new public
the prices are very expensice since, the production
concern with the environment, it is a necessity for
is made all by them.
the planetary boundaries
From the weaknesses we consider that weak
ecommerce participation and private company are
not weaknesses.
From the threats, we do not take brands like Zara
or H&M as a competitor of Prada as we do not
think that they have the same type of clients.
Luxury brands seek exlusivity and quality and fast
fashion brand search to adapt trends to all the
budgets.
ERROR:
DISSAGREEMENTS:
Focusing on women clothes it is not an
It is true that levis has a wide range of products
opportunity at all as the brand sells almost the
but not many people know it so they would have to
same for both genders and for the type of brand
work on that
that they are wouldn´t make sense to focus on one
Also talking about their weaknesses, it is true that
AGREEMENTS:
they do not offer a lot of discounts but that is kind
It is true that levis do not invest a lot in having
of an strategy for keeping the company with a
many advertising. They only do one marketing
certain type of price range customers
campaing a year, few ads but they do promote
themselves in social media eventhough they do not
use CTAs
Fast fashion companies suppose a big threat to the
company for the affordable prices of denim clothes
eventhough they do have a strong client base and
they do sell a lot during christmas and sales
AGREEMENTS: DISAGREEMENTS:
The presence of DIESEL on the Internet has a great With the arrival in 2021 of Glenn Martens as
figure and they have been able to take advantage creative director, the brand has ceased to be known
of it very well, which has made the brand has made only for jeans and has been completely renovated,
a huge resurgence after a few years of decline. changing for example the logo and giving much
The industry is very fragmented and diesel does not importance to accessories, which are triumphing.
have a brand image with a very loyal customer Diesel is not conceived as a fast-fashion brand and
base. sells products with a great design and high quality
The brand is currently facing a large number of for a public looking for an exclusive product for
copies and counterfeit products. everyday life, so the high prices in this case are not
a disadvantage.
DISAGREEMENTS: AGREEMENTS:
We believe that counterfeit products are not a Of the strengths, we think that it is right about
threat to the brand since Nike's target customer is "superior marketing capabilities" since this brand
committed to value for money when making a is based on a marketing mix strategy (4 PS):
purchase from the brand. product, price, point of sale and promotion and its
strategy is a one of the most successful in the
Also, we believe that the fact that Nike aimed for industry, marking a strong influence on many other
sustainability is also an opportunity since today brands.
the consumer is more informed when purchasing a
product and looking for a series of characteristics,
so this will give the brand the opportunity to
position itself and grow. in the market.
ERROR:
We think that diversity in segmentation is an
opportunity and not a weakness, since it can
achieve numerous advantages, such as reaching
the company's target audience more efficiently.
Also, we think that "focus on a certain segment to AGREEMENTS:
have a superior grouping" is not an opportunity to At strengths we agree on the brand image and
the brand. established brand name since Gucci is one of the
most famous brands in the fashion sector.
Furthermore, when we think of Gucci we think of a
luxury brand that is characteristic for its logo, its
DISAGREEMENTS: quality and exclusivity, its aesthetics or its
We do not agree that the fast-paced clothing characteristic designs.
lifestyle is a threat to a luxury brand like Gucci,
since these are characterized by offering products
that allow quality and exclusivity differentiation.
ERROR:
The fact of low employee turnover is placed both
in weaknesses and strengths. The correct place is in
strengths since, that means a positive work
environment and allows the company have more AGREEMENTS:
experienced workers in its functions. From the opportunities, we find that the increase
of online spending is something useful for the
company to follow the actual trends in
DISAGREES: digitalization.
From the weaknesses, we think that the purpose
of patagonia clothing is not to be fashionable, it is
being confortable and warm.
In addition, we think about price of Patagonia´s
garments is not a weakness since, other brands
which offer similar products are much expensive.
For instance, North Face , a brand that we can
consider a strong competitor.
THANKS
FOR YOUR
ATTENTION
