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Topics: LVMH, Louis Vuitton
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DKNY DONNA KARAN NEW YORK < Diya Diamonds.. | | Dockers.. > |
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DKNY Donna Karan New York | Parent Company | Louis Vuitton Moet Hennessy (LVMH) | Category | Apparel and accessories | Sector | Lifestyle and Retail | Tagline/ Slogan | Be Delicious | USP | Practical, comfortable, refined clothing | STP | Segment | Women and men who look for simple, casual clothing with affordable price | Target Group | Middle aged Women, men and kids from upper class | Positioning | Luxury Fashion retailer | SWOT Analysis | Strength | 1. Leading Fashion designer in America and creator of Donna Karan New york and DKNY2. Labeled as innovative and world-class fashion designer whose clothes worn by many famous personalities3. DKNY known for its excellent branding and advertising4. Global Presence including China, Canada, Dubai5. Provides Online Shopping with international fashion clothing6. Different product line range from jeans, accessories, shoes, underwear, baby clothing, Fragrancealso products for men7. Brand extension under the name DKNY like DKNY jeans, DKNY baby, DKNY kid, DKNY LIFE etc.8. Donna Karan won many awards like lifetime achievement, menswear, women-wear designer | Weakness | 1. Still trying to penetrate into the international market2. Controversy for using fur of animals for preparing fur coats
3. Fake imitations affect brand and sales | Opportunity | 1. Expansion of business in growing economies like Asia, Africa etc.2.Use of latest technology by spending more on it which gives digital presence3.Understanding the needs and doing penetration in emerging market | Threats | 1.Other retailers with similar patters who have many SKU2.Countries weakening economy affects the consumer spending on luxury brands3.Local market offers same clothing at lesser price with discounting on quality4.Ideas can be easily copied by other players | Competition | Competitors | 1.ANN INC.2. Giorgio

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