TABLE OF CONTENTS
Catalogue & Internet
Product design and origination
Product development and sourcing
Marketing & communication of brand values
Our case assignment is about the New Zealand Retail Company Pumpkin Patch Ltd which combine retail, online, and wholesale / franchise. We focused on the Company’s history, brands, 5 Porter’s forces, value chain, SWOT analysis, location and Financial situation to expose their problems and issues related to the market and industry in the last few years, as well as changes in their relations and closure of stores overseas last year.
Pumpkin Patch is a chain store based in New Zealand, which has expansion itself over Australia, the United States and the United Kingdom. Its founder was Sally Synott. She was a childrendswear buyer and looked everywhere for quality clothing for kids, and not being able to find it she decided to create the company to provide quality, design-drive kidswear. It initially began as a mail-order business, soon followed by the opening of their first store in Auckland in 1990.(Pumpkin Patch – Our company)
Its Chairperson is Jane Freeman, and Nell Cowie as its CEO. Currently,the company has 2200 staff members. (Pumpkin Patch – Our people)
Pumpkin Patch has had its ups and downs in the industry and market in the past 22 years. Because of the underperforming on the UK and the closure of the US operation, its earnings were downgraded to $12m - $14m (from $16m - $18m previously). The reason was because of the continuing challenging and volatile conditions intensified by rising input costs. The company’s main competitors are Witchery Kids, Levis Kids, Motion, EllieB, Papoose, Le Bon, among others. In 2010, PPL launched the brand “Charlie and Me”, seen as an opportunity to enter the “everyday” market (including Cotton On for Kids, JK Kids gear, The Baby Factory, Kmart and the Warehouse) that encompasses 75% of the global childrenwear sales.(New Zealand Institute of Chartered Accountants 2011).
They also launched Pumpkin Patch General, focused on lowering costs, which is why it is an online shop currently. (New Zealand Institute of Chartered Accountants 2011).
In order to don’t been stuck in the kidwear industry, Pumpkin Patch has created: Patch Maternity for Mums-to-be with a stylish maternity collection; Urban Angel for teenage girls; Charlie & me for the young male teenagers and toddlers; and its always recognized brand Pumpkin Patch for babies and toddlers.
Pumpkin Patch Retail Stores
It currently has 190 stores in New Zealand, Australia and Ireland, employing 2200 staff (including full time and part time staff). It used to have some stores in the US, but they were closed in 2012 because of unprofitability. The design of its stores is to give the sense of passion that the company puts into the clothes. It is designed to be inviting and exciting, showing the Pumpkin Patch collections, giving the customer the pleasure of purchasing a creative and innovative product. (Pumpkin Patch – Our channels) They are actually trying new business operations such as:
- Rolling click and collect out across all of the Australian and New Zealand stores. This allows customers to buy online but get the product delivered to one of the stores where the customer...
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