Due Saturday (tonight) 11pm Melbourne AUSTRALIA time.
1. Summarise ‘develop positioning strategy’ (answer: what is the positioning strategy?) and ‘statement’ separately, into dot points that will look good on a PowerPoint presentation. – Complete this on powerpoint so you know how much room is in each slide etc.
2. Make cue cards for this information, as it needs to be presented.
3. Summarise the positioning map - please check attachments for the map
Any questions please ask.
Eurotrash customers are not limited to choose from one particular brand. If Donatella Versace (chief creative officer of Versace), decided to sell her entire archive, Eurotrash would be the place she’d go. Eurotrash sells a large range of vintage high-end European labels from the luxurious Hermès Birkin bags to loved 90’s designer Jean Paul Gaultier mesh tops, the list is endless. Everything consigned is always high quality, authentic and luxurious.
Eurotrash not only sell items it also consigns; hence it is very easy for them to get a hold of old vintage items that are not readily available in the brand’s store itself, which brings much appeal to the store. Eurotrash has been operating in Melbourne for more than two decades and has a strong reputation for having authentic products therefore Eurotrash can be differentiated by the high-quality of its products. Additionally, they have also maintained the original packaging of most luxury brand items which gives the customer an impression of authenticity and suggests to the customer that the item has been well looked after.
To maintain the image of the products from these high-end brands, there are not going to be many sales or discounted prices until the original brand supports so. One thing Eurotrash would benefit from would be a face, they would need to hire perhaps social media influencers or even an A lister to promote the brand. Along with this having advertisements in fashion magazines would increase sales immensely. A collaboration with a store in the same target market like Recycle Boutique for example, which isn’t as strict or high-end as Eurotrash but are second running in popularity for consignment stores in Melbourne. This could also catch the attention of many as Eurotrash is known for being prestige and out of reach.
Rough example for cue cards:
One thing eurotrash would benefit from would be a face, they would need to hire perhaps social media influencers or even an A lister to promote the brand.
Advertisements in fashion magazines
A collaboration with a store in the same target market eg. Recycle Boutique – second running in popularity
For individuals wanting to own high-end, luxury fashion items but not wanting to pay full price, Eurotrash is the solution. They offer a wide range of these items for under retail price. Also all customers enjoy a win-win with luxury consignment, people make profit, there is a recycle benefit and also the thrill of a hunt. Against competitor stores such as Recycle boutique, Stop Staring, Secondo, Pennylane clothing and more, Eurotrash stands out as the A-lister. Being positioned on Chapel St Windsor, one of the more happening areas in Melbourne, especially for fashion lovers. Competing stores don’t have near as an impressive range. To ensure this prestige reputation lives on, we will advertise. Getting A-listers and social media influencers on our side. As Eurotrash does almost no online advertising, this should make a big difference in sales and recognition worldwide and obtain far more customers for the store.
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