Bardot Reort
Holistic Report
By: Elizabeth Ricketson, Hayley Ashworth, Stephanie Smith & Rachel Louey
Group: M
Garment Category: Fashion Tops
Table of Contents 1.0 Executive Summary 5 2.0 Current Marketing Situation 7 2.1 Market Situation at a Glance 7 2.1.1 Industry Revenue 7 2.1.2 Product & Market Segmentation 8 2.1.4 Industry Costs and Average Sector Costs 9 2.1.6 Major Players 11 2.1.7 Consumer/Customer Profile 13 2.2 Product situation 13 2.3 Competitive situation 15 2.3.1 Sportsgirl 15 2.3.2 Dotti 16 2.3.3 Forever New 16 2.3.4 Cotton On 17 2.3.5 Competitor Perception Map 18 2.4 Distribution situation 19 2.4.1 Distribution of Bardot fashion tops 19 2.4.2 Retail Distribution Channel 19 2.4.3 Myer 19 2.4.4 Australian Wholesale Boutiques 20 2.4.5 International wholesalers 20 2.4.6 Bardot online 20 2.5 Macro environment situation 21 2.5.1 Economic Conditions 21 2.5.2 Political and Legal forces 21 2.5.3 Competition 22 2.5.4 Social and Cultural forces 22 2.5.5 Technology 22 3.0 SWOT & Issues Analysis 23 3.1 Strengths 23 3.1.1 Affiliation with Myer Department Stores 23 3.1.2 Bardot’s Subsidiaries 23 3.1.3 Encouragement of Customer Loyalty, Through Use of VIP Cards 23 3.1.5 Bardot has an online store 24 3.2 Weaknesses 24 3.2.1 Consumer Price Perception of Bardot Garments 24 3.2.2 Bardot Cater Primarily For Small Figured Women 24 3.2.3 Lack of Diversification in Product Lines 24 3.2.4 Difficulty Reaching an Overseas Market 25 3.2.5 Inconsistent Allocation of Bardot Stores within Australia 25 3.2.6 Limited Experience in the Market in Comparison to Competitors 25 3.3 Opportunities 26 3.3.1 Expansion of Online Sales Through affiliation with an Online Mecca 26 3.3.2 Offer a Larger Variety of Sizes, in Order to Cater For a Prevalent Segment of the Bardot Target Market 26 3.3.3 Expand the Bardot Product Breadth with the Addition of a “Basics” Line 27 3.3.4 Improve Brand Image and Market
By: Elizabeth Ricketson, Hayley Ashworth, Stephanie Smith & Rachel Louey
Group: M
Garment Category: Fashion Tops
Table of Contents 1.0 Executive Summary 5 2.0 Current Marketing Situation 7 2.1 Market Situation at a Glance 7 2.1.1 Industry Revenue 7 2.1.2 Product & Market Segmentation 8 2.1.4 Industry Costs and Average Sector Costs 9 2.1.6 Major Players 11 2.1.7 Consumer/Customer Profile 13 2.2 Product situation 13 2.3 Competitive situation 15 2.3.1 Sportsgirl 15 2.3.2 Dotti 16 2.3.3 Forever New 16 2.3.4 Cotton On 17 2.3.5 Competitor Perception Map 18 2.4 Distribution situation 19 2.4.1 Distribution of Bardot fashion tops 19 2.4.2 Retail Distribution Channel 19 2.4.3 Myer 19 2.4.4 Australian Wholesale Boutiques 20 2.4.5 International wholesalers 20 2.4.6 Bardot online 20 2.5 Macro environment situation 21 2.5.1 Economic Conditions 21 2.5.2 Political and Legal forces 21 2.5.3 Competition 22 2.5.4 Social and Cultural forces 22 2.5.5 Technology 22 3.0 SWOT & Issues Analysis 23 3.1 Strengths 23 3.1.1 Affiliation with Myer Department Stores 23 3.1.2 Bardot’s Subsidiaries 23 3.1.3 Encouragement of Customer Loyalty, Through Use of VIP Cards 23 3.1.5 Bardot has an online store 24 3.2 Weaknesses 24 3.2.1 Consumer Price Perception of Bardot Garments 24 3.2.2 Bardot Cater Primarily For Small Figured Women 24 3.2.3 Lack of Diversification in Product Lines 24 3.2.4 Difficulty Reaching an Overseas Market 25 3.2.5 Inconsistent Allocation of Bardot Stores within Australia 25 3.2.6 Limited Experience in the Market in Comparison to Competitors 25 3.3 Opportunities 26 3.3.1 Expansion of Online Sales Through affiliation with an Online Mecca 26 3.3.2 Offer a Larger Variety of Sizes, in Order to Cater For a Prevalent Segment of the Bardot Target Market 26 3.3.3 Expand the Bardot Product Breadth with the Addition of a “Basics” Line 27 3.3.4 Improve Brand Image and Market
Bibliography: ABS, 2004, Scenarios for Australia 's aging population, Australian Bureau of Statistics, viewed 26 August, 2011, 10.4 Bardot, 2011, find-a-store, Bardot website, viewed 28 August, 2011, 10.5 Myer, 2011, find-a-store, Myer website, viewed 28 August 2011, 10.6 Peter Rix, 2007, Marketing, a practical approach, McGraw Hill, viewed 28 September 2011. 10.10 Byrnes, H, 2004, Are women getting bigger or is fashion fooling us all?, Sydney Morning Herald Online, viewed 17 May, 2011, 10.11 Swinburne University, 2009, Online Shopping Statistics, Online Marketing Blog, viewed May 17, 2011, 10.12 Bird, J, 2010, Why Australians aren’t Spending, New Retail Blog, viewed 17 May, 2011, 10.15 Morgan, S, 2011, Bardot presentation, RMIT blackboard, Viewed May 17, 2011, 10.16 Bardot, 2011, Customer Service- VIP cards, Bardot website, viewed 17 May, 2011,