Seychelles by John Lewis (Swimwear) Essay

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Total Length: 1626 words ( 5 double-spaced pages)

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Plus-size should not be neglected.

The colors palette should include a large number of colors, in order to satisfy as many customers as possible. An analysis on the most attractive swimwear models should be performed, in order to cover this segment.

Pricing Strategy

Bikinis should be priced between 28 and 60 pounds, swimsuits should be priced between 28 and 90 pounds, cover ups should be priced between 30 and 100 pounds, and flip flops should be priced between 15 and 40 pounds.

The prices are rather high in comparison with competitors' prices.

Distribution Strategy

The products will be distributed in each John Lewis outlet. Also, the products can be viewed and purchased online. The company should ensure discounts for online purchases.

Promotional Strategy

The company should develop and implement an aggressive advertising campaign, especially in fashion magazines that the targeted customers read. In addition to this, the collection must be presented in the mailing list. In order to attract attention, the collection must be launched by a beach party, where several celebrities are invited.

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Goody bags will be offered at this party. Also, buyers that spend at least 30 pounds, will receive a free canvas bag.

Conclusion

The economic and financial crisis has affected the fashion industry also, including the retail sector. Therefore, important brands must develop strategies that are suitable for this situation, in order to maintain their existing customers and to attract new ones.

The strategy must be based on quality and price. Customers are not willing to spend money on low quality products anymore, even if they are cheaper. They prefer to purchase high quality products at higher prices. The strategy of John Lewis must emphasize the high quality of its products.

Reference list:

1. Our history (2010). John Lewis Partnership. Retrieved May 17, 2010 from http://www.johnlewispartnership.co.uk/Display.aspx?MasterId=22a9dc47-a9bc-4f02-9d00-23e120f885c9&NavigationId=747.

2. Market Analysis (2002). Deutsche Bank.….....

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