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.
Table of Contents
- Strategic Audit of the Mexx brand
- Client profile
- 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
- 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
Objectives and Key Themes
The objective of this brand rejuvenation plan is to answer the central question: "How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?" This involves improving the already strong brand image, re-increasing sales, and defining new branding strategies. The plan analyzes the current state of the MEXX brand, identifies its strengths and weaknesses, and proposes new strategies for achieving its desired future state.
- Brand repositioning within the fashion market
- Analysis of MEXX's current target audience and brand perception
- Development and evaluation of potential new branding strategies
- Identification of key challenges and opportunities for MEXX
- Creating a renewed value proposition for the brand
Chapter Summaries
Strategic Audit of the Mexx brand: This chapter provides a comprehensive overview of the MEXX brand, including its history, current market position, and key characteristics. It details the brand's origins, significant milestones, and the role of its founder, Rattan Chadha. The chapter also includes an overview of MEXX's global presence, its retail operations, and its target audience. Despite the initial attempt to interview MEXX employees for further insight, the request was declined. This section lays the foundation for understanding the brand's current state and identifying areas for improvement.
The Mexx Brand's Core Strategy: This chapter delves into the core strategic elements of the MEXX brand. It defines the brand's mission, vision, and values, providing insights into its overall brand identity and aspirations. The chapter also examines the target market, outlining the demographics and psychographics of the ideal MEXX customer. A critical component is the analysis of MEXX's brand positioning within the competitive landscape of the fashion industry, assessing its strengths, weaknesses, and competitive advantages. The chapter concludes with a detailed SWOT analysis that identifies opportunities for growth and potential threats to the brand's success.
Proposed new strategies: This chapter presents a vision for the desired future state of the MEXX brand and proposes several new strategic directions. It acknowledges a mismatch between the current brand perception, as evidenced on Instagram, and the intended target audience. A crucial element is the shift in brand messaging from "enjoy life" to "dress for success," reflecting a strategic repositioning towards a more professional and aspirational image. The chapter outlines specific strategies, including those themed around heritage, the "Mexx Moustache" and "Mexx Emmanuelle" lines, providing a framework for achieving the brand's redefined goals. Finally, potential challenges are identified and discussed, providing a realistic perspective on the challenges inherent in implementing these significant changes.
Keywords
Mexx, brand rejuvenation, branding strategy, fashion market, target audience, brand positioning, SWOT analysis, competitor analysis, value proposition, mission, vision, values, market repositioning, heritage, contemporary lifestyle, luxury brand.
Mexx Brand Rejuvenation Plan: Frequently Asked Questions
What is the main objective of this brand rejuvenation plan?
The primary goal is to determine how MEXX can redefine its brand to achieve a more unique position within the fashion market. This involves enhancing its existing brand image, boosting sales, and creating new branding strategies.
What key themes are explored in this plan?
The plan focuses on brand repositioning within the fashion market, analyzing MEXX's current target audience and brand perception, developing and evaluating potential new branding strategies, identifying key challenges and opportunities, and creating a renewed value proposition for the brand.
What aspects of the MEXX brand are analyzed in the "Strategic Audit" chapter?
This chapter offers a comprehensive overview of the MEXX brand, including its history, current market standing, key features, origins, significant milestones, global presence, retail operations, and target audience. It also notes the unsuccessful attempt to interview MEXX employees for further insights.
What does the "Core Strategy" chapter cover?
This chapter examines the core strategic elements of the MEXX brand, such as its mission, vision, values, target market demographics and psychographics, and brand positioning within the fashion industry. It includes a SWOT analysis to identify opportunities and threats.
What new strategies are proposed in the plan?
The plan proposes several new strategic directions, acknowledging a discrepancy between current brand perception (as seen on Instagram) and the intended target audience. A key element is shifting the brand messaging from "enjoy life" to "dress for success." Specific strategies include those themed around heritage, the "Mexx Moustache," and "Mexx Emmanuelle" lines.
What are the key challenges identified in the plan?
The plan identifies and discusses potential challenges associated with implementing the proposed significant brand changes.
What is the overall structure of the document?
The document includes a table of contents, objectives and key themes, chapter summaries, and keywords. The main sections are a strategic audit of the Mexx brand, an analysis of the brand's core strategy, and a presentation of proposed new strategies, including potential challenges.
What keywords are associated with this brand rejuvenation plan?
Keywords include Mexx, brand rejuvenation, branding strategy, fashion market, target audience, brand positioning, SWOT analysis, competitor analysis, value proposition, mission, vision, values, market repositioning, heritage, contemporary lifestyle, and luxury brand.
- Citar trabajo
- Karina Oborune (Autor), 2014, The "Mexx" Brand. Strategic Audit, SWOT Analysis and Brand Rejuvenation Strategy, Múnich, GRIN Verlag, https://www.grin.com/document/316787
