There is a necessity to improve already strong, well-known brand image giving the world taste of something new. In order to re-increase sales, MEXX needs to define a new branding strategy/ies, so the central question “How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?” will be answered in this brand rejuvenation plan.
MEXX started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10’000 selling points (Mexx Marketing and Communication Plan, 2013). Mexx clothing embodies the essence of living the European lifestyles. Mexx is headquartered in Amsterdam, the Netherlands. European business has a direct retail offering combined with various wholesale channels and focuses on Germany, Netherlands, Belgium, France and Russia (The Gores Group, 2011). There were launched two lines of clothing in 1980, "Moustache" for men, and "Emanuelle" for women, which merged in 1986 to Mexx. In 2001, most of the company was sold for several 100 million dollars to Liz Claiborne Inc. and afterwards the Gores Group.
Inhaltsverzeichnis (Table of Contents)
- Strategic Audit of the Mexx brand
- Client profil
- Key milestones
- Icon
- The Mexx Brand's Core Strategy
- Value Proposition
- Mission
- Vision
- Values
- Target market
- Target Audience
- Psychographics
- Brand positioning
- Industry
- Strengths and Core Competences
- Niche
- Competitor Analysis
- SWOT analysis
- Value Proposition
- Proposed new strategies
- A vision of a desired state of the Mexx brand
- Description of new strategies
- Strategy No. 1 Heritage
- Strategy No. 2 Mexx Moustache
- Strategy No. 3 Mexx Emmanuelle
- Challenges
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This brand rejuvenation plan aims to answer the question: "How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?" The plan seeks to improve the already strong, well-known brand image by introducing a fresh perspective. It focuses on defining a new branding strategy to boost sales.
- Redefining MEXX's target audience and brand positioning in the fashion market.
- Developing strategies to revitalize the brand image and appeal to a new generation of customers.
- Analyzing the strengths and weaknesses of the current brand strategy and identifying potential opportunities and threats.
- Exploring new branding strategies that focus on heritage, brand identity, and customer engagement.
- Addressing the challenges of competing in a highly competitive fashion market.
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides a comprehensive strategic audit of the Mexx brand, encompassing its client profile, key milestones, and iconic figure. It delves into the brand's core strategy, including its value proposition, mission, vision, and values. The target market analysis examines the target audience and psychographics, while brand positioning is analyzed across industry, strengths, niche, competitor analysis, and SWOT analysis.
The second chapter outlines proposed new strategies for the Mexx brand. It begins with a vision of the desired state of the brand, highlighting the need for a renewed focus on "dress for success." The chapter then presents a description of three new strategies: "Heritage," "Mexx Moustache," and "Mexx Emmanuelle." Finally, it addresses the challenges associated with implementing these strategies.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this brand rejuvenation plan include: brand rejuvenation, brand strategy, target audience, brand positioning, competitor analysis, SWOT analysis, heritage, brand identity, customer engagement, fashion market, and global lifestyle brand.
- Quote paper
- Karina Oborune (Author), 2014, The "Mexx" Brand. Strategic Audit, SWOT Analysis and Brand Rejuvenation Strategy, Munich, GRIN Verlag, https://www.grin.com/document/316787
