Meerza Fashion

Topics: Brand, Management, Fashion Pages: 3 (682 words) Published: January 21, 2013
I. The Summary
Meerza’s Tailoring Fashion house has been in the marketplace for more than 10 years. She started in Paris from “bricks and mortar” studio and has grown her business to gain an award for Best Female Entrepreneur in France. She offers specially made suits, mostly for senior executives, at €750 per suit, which is considered a fair price in Paris. As the business was growing, she employed staff in London, Paris and Brussels to facilitate fabrication and delivery. The online-service she’s providing should simplify and fasten the process of taking measures and making orders, however it often does not. The customers unsatisfied with the service and thinking their clothes are neither specially-made, nor made properly so they fit well, post complaints which hurt the image and the reputation of the retailer. II. The problem

An online tailored-clothing retailer wants to improve its business and brand reputation. III. The Cast of characters
* The Meerza Tailoring Fashions
* Complaining consumers
* Different organizations
V. The Issues
* Consumer trust is radically declining (more complaints) * Poor connection with labor union (some of the customers assume the clothes are being made in sweatshops) * Problems with online measuring system (the clothes still do not fit well) * Problems with uniqueness (the clothes are no longer considered to be specially-made) VI. The Options

There are several options to overtake the issues:
1) Partial repositioning with strong PR and social media support (Go a bit more mass-market, but with strong quality control and still holding balance with clothes specially made, which means that you can still order the clothes through online-service, but now some of the parameters are more standardized, but yet the quality is one of the highest + smartly dealing with complaints and making the customer understand that he or she is taken care of at the best rate. Giving more information to the public...
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