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Differentiation Strategies

I have chosen the three brands of Apparel & Clothing for this assignment.

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Brioni is an Italian fashion house founded in 1945. It specializes in the sale of hand-made suits. Brioni's first fashion show was held in 1952 at the Pitti Palace, Florence. The show gave the company exposure to clients worldwide. In 1954, Brioni held a fashion show in New York City, followed by shows in eight other American cities. That year, Brioni opened new shops on both sides of the Atlantic.

Product Differentiation:

Brioni is currently producing handmade complete suits, pant, shirts, tie and shoes also in different sizes for the selective customers worldwide.

The foremost feature of Brioni is that mostly garments and accessories are handmade. It specializes in the sale of hand-made suits, ties and other products. Each garment needs at least 30-35 hours of work, and there are more than 5,000 different fabrics to choose from. They are working on the basis of Single Needle Tailoring which made the products long lasting and helps to retain its original form.

Performance Quality:
All Brioni products are high quality and all are in the line of luxury goods. Only the rich people can afford. I’ve written above that each garment requires more than 24 hours of work. It creates too much cost but don’t compromise on quality and performance.

Conformance Quality:
Brioni is applying the concept of customization. More than 60% sales of Brioni are based on customized products. So they don’t have a clash on the conformance quality as they fulfill what they say. Customers are satisfied. Shirts are assembled with what is known as SINGLE NEEDLE TAILORING, the most expensive method, involving as many as 21 stitches per inch. Not only does this make the stitching almost invisible but it enables the shirt to retain its original shape through many more washings.

All the Brioni products are durable. Stitching is very good as the suits are being made by hands. Hands are better than machine works. Even the company doesn’t compromise on buttons too. Australian Mother of Pearl buttons are cut from the thick center of the pearl which has given Brioni dress shirt buttons an incredible reputation for strength and durability.

Brioni is applying the concept of customization...
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