Rasurel Case Study
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RASUREL CASE STUDY
TABLE OF CONTENTS
1. Background - Rasurel’s decline – explanations 2. The swimwear market : segmentation, main competitors in the lingerie-like and mature women segments 3. Rasurel’s challenge : the need to reposition 4. Our repositioning strategy a. recommendations about price, product line b. recommendations about marketing, distribution channels
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1. Background - Rasurel’s decline – explanations
Rasurel originated in a family business created by Dr Rasurel in 1890, and whose core business was at the very beginning nightdresses and slippers. Then Rasurel started to sell swimwear during the second half of the 20th century.
In 1966, Lejaby (lingerie brand) bought Rasurel and transformed it in its swimwear division. Rasurel’s business has ever since remained focused on swimwear products.
During the 1970s and 1980s, Rasurel positioned itself as a fashion and trend-setting brand.
The new management team appointed in the mid 1980s had a bad impact on Rasurel’s business : the lack of innovation and a poor international strategy led to decreasing market shares and set up the switch in the perception of the brand.
In the mid 1990’s, Warnaco group (US) bought Lejaby and Rasurel (who were in a bad position at that time), but once more the new management team (especially the designers) didn’t follow the right strategy : they gave Rasurel a sporty style, thereby worsening the switch in the perception of the brand. So, what happened in 15 years ? The lack of innovation and creativity, the inability to update designs made Rasurel switch from a fashion and trendy brand in the 1980s to a mature woman brand at the beginning of the 21st century.
Rasurel conducted marketing research that confirmed the new perception of the brand : old-fashioned, lack of vibrancy, and matronly. The more surprising is the fact
RASUREL CASE STUDY
TABLE OF CONTENTS
1. Background - Rasurel’s decline – explanations 2. The swimwear market : segmentation, main competitors in the lingerie-like and mature women segments 3. Rasurel’s challenge : the need to reposition 4. Our repositioning strategy a. recommendations about price, product line b. recommendations about marketing, distribution channels
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1. Background - Rasurel’s decline – explanations
Rasurel originated in a family business created by Dr Rasurel in 1890, and whose core business was at the very beginning nightdresses and slippers. Then Rasurel started to sell swimwear during the second half of the 20th century.
In 1966, Lejaby (lingerie brand) bought Rasurel and transformed it in its swimwear division. Rasurel’s business has ever since remained focused on swimwear products.
During the 1970s and 1980s, Rasurel positioned itself as a fashion and trend-setting brand.
The new management team appointed in the mid 1980s had a bad impact on Rasurel’s business : the lack of innovation and a poor international strategy led to decreasing market shares and set up the switch in the perception of the brand.
In the mid 1990’s, Warnaco group (US) bought Lejaby and Rasurel (who were in a bad position at that time), but once more the new management team (especially the designers) didn’t follow the right strategy : they gave Rasurel a sporty style, thereby worsening the switch in the perception of the brand. So, what happened in 15 years ? The lack of innovation and creativity, the inability to update designs made Rasurel switch from a fashion and trendy brand in the 1980s to a mature woman brand at the beginning of the 21st century.
Rasurel conducted marketing research that confirmed the new perception of the brand : old-fashioned, lack of vibrancy, and matronly. The more surprising is the fact