Présentation FBE 2008 Eng

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Information about Présentation FBE 2008 Eng

Published on February 5, 2008

Author: chei


Slide1:  2008 Edition The european barometer to evaluate the image power of premium ready-to-wear Fashion Brand Equity Brands for men Casual Sportswear Urbain trendy Slide2:  3.000 buyers questioned in Europe 600 buyers in Deutschland 600 buyers in Italia 600 buyers in Spain 600 buyers in United Kingdom 600 buyers in France One or more countries « in your choice » Slide3:  Until 12 brands analysed per country Slide4:  45 asked questions for each brand Slide5:  Until 25 items proposed for each brand ==> 10 « functional » criterias “at the point of R&D”, “fashionable”, “reliable”, “comfortable”, “elegant”, “trendy”, “product design”, “can be worn in many situations”, “offers a wide range of products”; “offers products which can be adapted to many clothing needs”. ==> 15 « emotional » criterias “unique”, “leader”, “authentic”, “environmentally friendly”, “popular”, “audacious”, “young”, ”urbane”, “contemporary”, “happy”, “self-affirming”, ”masculine/feminine”, “carries ideas of freedom”, “a brand which is seen to be close to the people”, “fits in with the type of people I like”. Slide6:  *The sample consists of 3.000 men having bought during the last 12 months at least 1 brand among a list of 40 brands on the Casual Sportswear / Urbain trendy segment. *The questionnaire is self-administered by Internet (Net Survey) * The list of presented brands is not exhaustive *The choice of brands is flexible in each of 5 countries *The number of brands (of items) analysed depends on the number of items (of brands) to analyse (reserved). 12 brands = 16 items, 10 brands = 20 items, 8 brands = 25 items, etc. You validate the methodological choices All these elements are subjected to validation by the committee of piloting Slide7:  Buyers qualified in depth Frequented distribution networks, psychological prices. Attitudes – Opinions Sensibility in Ready-to-Wear for Men Media read / seen / listened, Internet, TV, Radios, Press Social and economic characteristics (Age, CSP, level of study, size of the municipality). Musics – Leisure activities – Sports Practical Culture Slide8:  10 modules to analyse in depth each brand Reputation and Purchase rate Score of the global image Functional and emotional dimensions evaluated Map of brand perception Differing criteria (Which gives you a competitive advantage) Score of recognition and expertise Ratio “Score of Brand Equity* / Price perception” Levers of priority action The Consumer segments (Purchasing Intentions / Score of Brand Equity Copy Strategy (to be transmitted to a communication agency) by the buyers and by people that are just simply aware of the brand itself, in each of the 5 countries See example in following page Slide9:  Operational results Levers of priority action of the Brand XXXX Example Slide10:  Customized Results To know better your buyers, specific sortings can be made : on an age bracket on a place of house (ex: urban) on a CSP, on educational level on a specific média according to the degree of knowledge or familiarity with your brand according to the wage level (annual budget or psychological price etc, … Here, on the segment of the European televiewers of MTV Levers of priority action of the Brand XXXX Example Slide11:  A strengthened report for Europe To know and compare your position in each of the countries The example given here concerned the European market of textile articles of Sportswear, ARCANE Institut, on 2005. Slide12:  A customizable questionnaire according to your needs : analyze the behavior of purchase understand and arrest the market Look for new axes of development Estimate new elements of a marketing mix (packaging, name, logo, structure of range) Follow by launch of a new product / concept Validate a mix finalized before launch In option The administration of the questionnaire by Internet gives you the possibility of testing images, logos, photos, packaging, … Slide13:  The study calendar Subscription opened until February 29th, 2008 Study carried out in March, April, May, 2008 Delivery of results on June 2008 1 2 3 Slide14:  Apparel Scope ®, Our panel of sporting articles in France Panel of 420 sport stores questioned 4 times a year about the sales of articles and textile accessories A regular tracking of the European market of textile articles of Sportswear References among the biggest brands of Sportswear Opt for a know-how recognized in the Textile industry Slide15:  … and any many others sectors References among most major accounts Slide16:  Your commercial contact : Hervé GUINGANT Tél direct : +33 (0) To know more about us and our references :  (in french)

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