Case study Presentation MAD ABOUT PLAID

Topics: Burberry, Brand, Trademark Pages: 14 (1318 words) Published: March 12, 2015
MAD ABOUT
PLAID
Case Study Presented by Ms. Evangeline
C. Pamaos

Executive
Summary
Castlebridge and Company is a
high fashion brand that has
established themselves with
their staple plaid and
outerwear products.
Interestingly enough, the
British based company has
outsourcing to thank for their
success.

Executive
Summary

Currently, Castlebridge is
manufacturing in Malaysia, with
plans to shut down their last
domestic factory and replace it in
China.  Castlebridge has made an
effort to maintain their British image
in an attempt to target the domestic
market, but sales records have
shown that they appeal to the
Japanese market.

Executive
Summary

When considering these factors, it is
clear that Castlebridge is stuck with
an identity crisis. Although
Castlebridge has marketed themselves
as a British company in the past, it
has been diffi cult for them to continue
this strategy. This is because many
people argue that the only thing
British about Castlebridge is the
location of its headquarters.  

Executive
Summary
Additionally, all of the
company’s manufacturing
relies on outsourcing, and they
retail globally. On the other
hand, it can be argued that
“Britishness” is not necessarily
a geographical factor, but a
certain aesthetic quality.

Executive
Summary

Castlebridge can successfully
embrace   their British heritage by
playing up their classy appeal that
is often associated with
“Britishness” in their design and
marketing strategy.  Another
advantage of outsourcing is the
potential to broaden their target
market by making their products
more affordable.

Executive
Summary
When taking the Country of
Origin labeling into account,
another problem arises.  It was
found that the Japanese
customers tend to have
unsympathetic views towards
Malaysian products and prefer
the British made goods.

Executive

The article gives an agreeable
Summary

solution- to provide, “Designed in
England” as well as, “Made in
Malaysia/China” on the tag.  This will
foster their relationship with
Japanese people as well as Britons
by recognizing both aspects of the
brand. Even though Japan is proved
to be the primary source of profits,
the substantial financial gain of
outsourcing concludes it to be a

Executive
Summary

Although it is true that
Castlebridge must earn their
reputation, it is also essential to
analyze the company from a
Public Relations
standpoint.  Losing celebrity
endorsement is inevitably bad
publicity, but it is important to
know that models can be

Executive
Summary

As well, time will allow the
public to forgive Castlebridge’s
stance. Similarly, closing off
British production will displace
270 domestic workers, and it is
also likely to harvest resentment
towards the company among the
remaining British employees.

Executive
Summary
As a result, this should
dictate company morale as
the new toap priority
Castlebridge.  It is in the
company’s best interest to lay
low in the eyes of the media;
this will ensure Castlebridge’s
transition into success.

Executive
Summary
As a result, this should
dictate company morale as
the new toap priority
Castlebridge.  It is in the
company’s best interest to lay
low in the eyes of the media;
this will ensure Castlebridge’s
transition into success.

Executive
Summary
In the end, ‘Keeping
Castlebridge British’ in terms
of location would inhibit
growth and ultimately lead to
the demise of the
brand.  There is no need for
them to reposition
themselves entirely, because

Executive
Summary

Outsourcing is no taboo in
the fashion industry, and it is
no wonder why countless
apparel brands look to China
for inexpensive labor. When
weighing the outcomes,
Britain’s factory will have to
sink in order for Castlebridge

Central
Problem
 Brand image – to
maintain the
Britishness of the
brand.
 Risk of shifting...
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