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Operation: Dude

Dana Anger, Priyan Rajdev,

Jennifer Schlossberg, Nilofer Timol

Began his work in Los Angeles

1994 – created his own label, selling exclusively to Charles Gallay

Early 2000s – gains global recognition

2001 – began international distribution, moved production to Italy

Industry go-to for leather

jackets, flowing drapery

and fierce footwear

In a market of high-end goods with excessive logos embellishments, his understated luxury stands out

Best described as

“glamour meets grunge”

Holt Renfrew Rick Owens

Age 20-60 20-60

Socioeconomic

Status

Middle-Higher Middle-Higher

Lifestyle Classic, fashion

conscious,

conservative

Trendsetter, fashion

forward, risk-taker

VALS Category Innovator, Achiever Innovator,

Experiencer

Brand Loyalty Brand loyal Very brand loyal

$52,925 $2,910 $410 $830

Product:

Men’s Apparel –

Jackets, Pants, Shorts,

Shirts

High-quality, high-price

Price:

High-end, luxury goods

Range: approximately

$80 - $3,500 CDN

Place:

Canadian Market – Holt

Renfrew as the top luxury

brand retailer in Canada is

comparable with:

US Market – Saks Fifth

Avenue, Nordstrom,

Bloomingdales

UK Market – Selfridges,

Harvey Nichols

Promotion:

Word-of-mouth

Exclusivity

Celebrity Promotions

• Gen X and Gen Y - instant gratification

• “We see, we want, we get” mantra

Demographic:

• Competitive job market - spending to stand out

• Desire to “look the part”

• Consumers think they deserve instant gratification

Socio-Cultural

• Economic health of Canada explains the recent frenzy of foreign interest

• Ex. Nordstrom, Saks Fifth Avenue

• The Canadian male clothing market rose by 3% in 2011

• Grew by 4% from 2011 to 2012

Economic:

• E-Commerce and social media are large players when it comes to marketing today

Technological

• Direct Competitors: Harry Rosen, Top Man

• Indirect Competitors: The Bay, Nordstrom, Barney’s, Bloomingdales

• Derbyshire’s bold strategy paid off, and the company banked record profits in 2010

• Spending will hit an all-time high, Holts needs to do is stand out- this capsule collection will do that

Competitive

Exclusivity

Affordability

Mass

Market

Prestige

Price

Menswear

• Equal parts glamour and grunge

“Glunge”

• Wearable luxury with a rock-n-roll feel

Attitude

• Dark basics of the Rick Owens brand

Signature

Rick Owens signature leather revamped

The signature capsule collection that would be sold

exclusively at Holt Renfrew will involve no other than

Rick’s signature leather jacket

With inspiration

from Holt’s

signature colour, a

hot pink lining will

be added to the

inside of Owen’s

signature jackets

“What makes punk so modern now is democracy, what was

once a rebellious anti-fashion look is now a popular trend

that can be worn by all ages from work to weekend.”

– Lisa Tant, vice-president and fashion editor for Holt

Renfrew

The return Of Punk:

“You always thought it would go on sale, and it wouldn’t,

because people would buy it at full price.”

– “Elegant Monsters,” by John Colapinto. The New Yorker,

Customer Value:

Adding a world-renowned

designer option to

assortment

One-stop shopping

Convenience

Satisfaction:

Reached when an experience meets or

exceeds a customers’ expectations.

The Rick Owens offering will meet Holt

Renfrew’s customer expectations

Loyalty: Align Rick Owens with Holt Renfrew in

preparation for new to market stores

CRM collaboration with the exclusive Holt Renfrew American Express credit card

Target Customer:

In-line with Holt Renfrew’s target market

A fashion-forward, innovative risk taker

DRKSHDW by Rick Owens offered at a lower price point

Market Segments:

Holt Renfrew: high-end luxury niche market

Rick Owens: high-end luxury niche market

Consumer: Innovative, Achiever and

Experiencer

“The Rick Owens customer would definitely be

at home here at Holt Renfrew. Our Yorkdale

location alone has seen a tremendous spike in

sales in recent years with brands closely aligned

with Rick Owens. Without giving actual sales

figures in my department, the spike in sales seen

in brands such as Dries Van Noten, Maison

Martin Margiela, Alexander Wang, Alexander

McQueen, Givenchy and Balenciaga, would

indicate to me that Rick Owens mainline and

DRKSHDW would do amazing here!”

-Daniel Sinniah, Director of Group Sales, Holt

Renfrew

The unique style, design and attitude Rick Owens

will bring to Holt Renfrew will give Operation:

Dude the fresh and different take on men’s

fashion it is looking for