By: Olivia Llagostera - Business Management II - 08.06.2010

Monday, 7 June 2010

• Founded by French Fashion Designer Pierre Balmain in 1945• Known for it’s classic, luxurious designs• Since 2006 it is led by Christophe Decarnin who has given the brand a more modern and edgy look

“Dressmaking is the architecture of movement”- Pierre Balmain

History

Monday, 7 June 2010

SWOT

Strengths• Heritage• Strong representation of brand through design• High recognition• Exclusivity & Luxury• Established in “Paris” therefore high impression• Fitting• Consistent design• International Brand

Weaknesses• Very trend forward, not many willing to wear exaggerated “shoulder pads”• Big focus on sexy and very “showy” garments, therefore diminishing the target

Monday, 7 June 2010

SWOT

Opportunities• Creating a more “affordable” line • Creating a line or collection which has a more basic look, although still keeping to the Balmain consistency.

Threats• Competition within the luxury industry• Financial crisis• Consumers seeking more conservative looks• Christopher Decarnin (the designer) leaving the brand, therefore undergoing a big change for the label• Many mainstream brands copying the Balmain looks

Monday, 7 June 2010

PositioningDesign

Exclusivity

Monday, 7 June 2010

The Product

Balmain Military Jacket

• Season - Spring Summer 2010• Collection - Women’s Wear

Monday, 7 June 2010

The ProductMilitary Jacket

Garment Description • Colour - Khaki Green• Fabric - 75% Cotton 25% Cordura

• Military button down front• Zip trimmed fringes hag from the shoulders• Long sleeves with braided trim on the cuffs• Pockets on both sides of the hip• Hemline falls above the knee

Monday, 7 June 2010

Technical Sheet

Monday, 7 June 2010

Variable Costs

Monday, 7 June 2010

Cost Break-Down

• Final price is 1.677,14€• Mark up is 2.32

Monday, 7 June 2010

Analysis

• The garment chosen is a very luxurious product which takes a lot of work and time to do it.• The fabrics are of high quality and very carefully treated.• The trimmings are extremely expensive details which are carefully sewn onto the garment.

• The final price 1,677.14€ is consistent with the work and price of the fabrics, the trimmings and the façon.

•The pricing Strategy used is within the Psychological pricing strategy - Prestige pricing or within the Competitive pricing strategy - Meeting competition.

Monday, 7 June 2010