Case study Presentation MAD ABOUT PLAID
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
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