Sep 20th, 2014
Analysis of Ann Taylor
Target: 30’s married working mother, 2 children combined income $75~150K. Formal suit and blouse. Need: The capital of appropriate attire for professional women in the big city. Retails: There are 261 Ann Taylor stores and 113 Ann Taylor Factory stores in US as of August 2, 2014. Retail Channels: Customers can get information through Internet, official website, direct email, advertisement at the store, coupon, catalog, magazine etc. Need & preference change: the cloth is also for women who out of grad school or out of the Peace Corps or returning from the maternity leave that was going to last four months and somehow lasted five years. Trends: Due to the US economic uncertainty, people still looking for a good cloth but a low price. However, more and more companies are recruiting women at work, making more working women need professional attire. This is the future customer’s need that Ann Taylor could satisfy it.
Company (SWOT Analysis)
Geographical Advantage: Stores in 47 US states + Reliance on China’s Brand Image: the capital of appropriate attire. Professional & succeeding. Reputation: Strong brand identity and well established within the USA. Celebrity attention through Kate Middleton. Human Resource: Hire a full management staff (Marketing, Operations, Design, Finance) to monitor the metrics. II. Weakness
High management turnover: Challenge in upper management retention. Limited capacity: always shortage to supply to 1050 stores.
Product limitation: Womenswear only.
Employment trend: more women in the workforce and women with higher education & upper management positions. Technological development: more and better technological environment developed recently, making E-commerce sales growth. Overseas markets: Open stores in more of EU and Asia.
US economic uncertainty: High unemployment rate...
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