Who is club monacos target customer

Though other stores such as J. Crew, Club Monaco, Diesel, and Ted Baker engage in extensive store experience practices, few compare to All Saints in their ability to incorporate brand culture into their visual merchandising. There is also no other store in Yorkdale with a comparable visual merchandising theme and bold, dark aesthetic. Everything in the store, from wall texture to small fixtures maintains a very edgy, industrial aesthetic. From outside the store, there is a floor to ceiling display of vintage Singer sewing machines arranged in a backlit grid composed of black wrought iron behind a glass casing.

Upon entering the All Saints Yorkdale location, the lighting and atmospherics creates an environment entirely separate from the rest of the mall. The shelving and fixtures feature what looks like old piping, the furniture is made of heavy wood or rustic looking metal, and the fitting room doors are large and strong looking with heavy metal hinges and locks.

All Saints optimizes every available opportunity to convey the brands image and culture with their visual merchandising efforts. They do not take the form of traditional paid advertisements. Instead their marketing focus primarily centralizes around their involvement in music and film. By creating their own short films and exploring and sharing local musical talent, All Saints raises brand awareness through non-traditional marketing methods and offers customers more than the average shopping experience.

The brand also remains very active on Social Media, keeping Twitter, Facebook, Instagram, Pinterest, and YouTube accounts and engaging in constant activity on all platforms. The content of their social media efforts centralize around the product and their music and film involvement. Though the brands marketing efforts are prevalent in the UK and New York, their marketing efforts lack penetration within Canada.

They also dont speak to the Canadian music and film industry in their marketing efforts. Because All Saints is so new to Canada, there is a lot of marketing opportunity to feature Canadian musicians, explore Canadian set locations, and reach out to Canadians over social media to raise brand awareness within Canada. The doors opened in April , and the store has been performing well within its new market. The new wing has since welcomed other retailers of a similar price point and target market, such as Stuart Weitzman and John Varvatos, which suggests that the area produces results for brands of this nature.

Judging from the success incurred so far for All Saints in Canada, the retailer can confidently move forward in penetrating the market further and opening more Canadian locations. Recommendation: Within the GTA, All Saints could expand their retail locations to occupy space in other areas of the city that have proven success for other retailers at a bridge price point or higher.

Opening All Saints locations in other Canadian cities such as Montreal, Calgary, Edmonton, Vancouver, Ottawa, Winnipeg, and Quebec City would also increase business for the company, as these cities have large populations with individuals present in All Saintss target market.

Expansion locations are based on shopping districts and malls that have target markets and demographics that match that of All Saints and currently house high-end retailers, such as Holt Renfrew. Expand Customer Base All Saints clothing, footwear, and accessories are sold at a bridge price point, which lies between a contemporary price point, which describes trendy fashion items at a higher than average price, and designer price point, which caters to the prestige and luxury markets We Connect Fashion.

All Saints could reach a larger target market by offering some lower priced items, within the contemporary price point, alongside their higher priced items in order to maintain an exclusive appeal.

Recommendation: In order to reach a larger target market and increase product sales, All Saints will introduce a lower-priced, contemporary product line called Saint Monica by All Saints. The new merchandise line will include similar items to the original All Saints line with the same aesthetic and quality of construction, but using lower-priced fabrics, details and trimmings in order to control cost.

The line will include knits, blouses, t-shirts, jeans, faux-leather pants and shorts, skirts, and faux-leather jackets. The aim of the secondary line would be to attract a slightly younger demographic who may not be able to afford the luxury products typically offered at All Saints. Ideally, the Saint Monica line would appeal to young innovators and trend setters in Canada in order to increase brand awareness within the local market. By introducing a lower price point, we would also decrease the risk involved for first-time purchasers, which would increase adoption rates and ease the transition into purchasing more expensive items and becoming loyal customers.

Product Expansion All Saints currently sells mens and womens clothing, accessories and footwear. By expanding their product offering to include a fragrance for men and women, All Saints will not only increase sales, but also further increase their exclusivity by providing private label products that can only be purchased at All Saints retail locations and online.

Recommendation: All Saints will expand their product lineup to include an exclusive fragrance, named All Saints, for both men and women. In creating a signature scent, All Saints will increase customer loyalty and solidify their brand image and associations.

Loyal customers will feel more connected to the brand if they adopt All Saints as their signature scent. Similarly, the scent will draw associations with the brand for consumers. The scent would embody the All Saints brand: The womens scent will have musky body with nutty undertones and subtle notes of magnolia, and the mens scent will have a cedar base with hints of bergamot and tobacco. Service Expansion While All Saintss customer service strategy and relationship retailing has been assessed as a strength, the company could benefit from including such services as personal styling and clienteling.

The retailers grungy, edgy, and urban aesthetic is what many customers find appealing and what keeps them loyal; however, adding styling services will build lasting relationships with clients to ensure repeat purchases and encourage customers to develop positive brand associations with All Saints. The personal styling services would take customer service to the next level to make a lasting impression on the Canadian consumer.

Recommendation: All Saints will introduce complimentary styling and personal shopping services that will provide customers with access to the latest styles, trends, and styling inspiration.

The ideal stylist-consumer relationship would involve reciprocal communications. Stylists could reach out to loyal customers to offer personalized recommendations and exclusive offers.

Conversely, consumers could reach out to their personal stylist to request styling appointments. These services will aid in integrating All Saints merchandise into customers existing wardrobes, as well as building wardrobes around All Saints merchandise, hopefully encouraging customers to think of All Saints first when seeking out fashion merchandise.

Digital Diversification In , All Saints launched their fully operational film company, which focuses on documentaries about music, style, and street influences.

The in-house film company offers ample marketing opportunity by allowing the company to create promotional films for new products, company events, and news. Recommendation: In All Saints newest basement sessions, the Canadian indie rock band Arcade Fire will be featured, with the band and any extras wearing All Saints merchandise. Heavy circulation of these videos on social media will tie together the All Saints brand with its music and film influences.

To tie in product expansion with digital diversification, All Saints could produce a promotional film to endorse its new fragrance and market it heavily via social media. As a long-term goal, this film company could expand further to delve into short and full-length feature films, attempting to involve them in local events and film festivals such as TIFF, as a pinnacle.

Smartphone E-Commerce All Saints Canada currently uses multichannel retailing, comprised of one brick and mortar retail location and an online retailer that ships to Canada.

In , All Saints launched an iPhone application that was only available in the U. Recommendation: All Saints will reintroduce its iPhone app, as well as create one for BlackBerry and Android smartphones. The app will allow customers to browse and shop right on their phones, as well as download music from Canadian indie bands affiliated with All Saints right to their phones.

To coincide with the launch of the All Saints app, special events will be held in All Saints retail locations across Canada. As well, customers purchasing items from the app will be privilege to a special introductory discount in order to encourage purchases.

Increasing Consumer Spending and Disposable Income According to Statistics Canada, Canadian disposable personal income has been on the rise over the last several years and is predicted to steadily increase over the next few years Trading Economics, As well, consumer spending is at an all time high and is expected to continue to rise over the coming years Trading Economics, These statistics combined with rising consumer confidence and increasing Canadian retail sales shows that Canada is the perfect market for All Saints to enter with full-force.

Recommendation: All Saints will factor in increasing consumer spending and disposable income trends into their sales plans, and enjoy to staff the floor accordingly. It is crucial that the store be ready for the anticipated sales volume with well trained sales associates who have a high degree of product knowledge and proven sales abilities.

Furthermore, the business will have to allot an adequate payroll budget to ensure the customer to associate ratio never exceeds , in order to ensure every customer is serviced fully. All Saints will prioritize making a good first impression on consumers by putting their best face forward in their Canadian debut, setting the customer service bar high for future Canadian All Saints locations.

Bridge Price Point Growth In recent years, bridge price point fashion brands have been experiencing significant sales growth. These brands have even been outperforming designer and luxury priced brands in terms of sales growth Wall Street Journal, With a strong economy, Canadas retail market is the right fit for bridge price point brands and retailers, such as All Saints.

This rapid growth of this former niche market in Canada indicates that Canada is a prime location to invest in serious expansion. Here, brands such as All Saints can cater to a growing demand for better quality, selection, and customer service. This growth trend could perhaps be the result of shifting consumer behaviours, rejecting the fast-fashion retailers that have become so pervasive in the fashion industry, in favour of the idea of slow fashion.

Recommendation: In order to maximize profit during this period of increasing consumer interest in bridge price point retailers, All Saints needs to maximize brand exposure among Canadian consumers. Their marketing strategies primarily take the form of social media, with active Twitter, Facebook, Instagram, Pinterest, and YouTube accounts.

Gen Z sets trends fast — and they won't hesitate to leave retailers who can't keep up in the dust. Layoffs and flexing in stores have taken a toll, current and former employees told Retail Dive. As one said, "You can't have good customer service when you barely have any customer service reps. Topics covered: retail tech, e-commerce, in-store operations, marketing, and more. Search x. An article from. Dive Brief.

Published May 13, Daphne Howland Senior Reporter. Dive Brief: Ralph Lauren on Thursday announced the sale of its Club Monaco brand to private equity firm Regent for an undisclosed amount, a deal expected to close by the end of June. Filed Under: Financial News. Polo seems to keep that relationship low-key and lets Club Monaco stand on its own. Two years ago, the brand launched a more-expensive and more fashion-forward Collection line, which has been growing ever since.

It has also stepped up its collaborations with other brands, including bags with Jane Mayle and denim with Mother and Citizens of Humanity.

The big-screen shade thrown at Club Monaco quoted above happened several years before current creative director and SVP of Women's Designs Caroline Belhumeur took the helm there. Belhumeur was on hand Wednesday night at a fancy party the brand threw at a private townhouse in Manhattan to show its fall collection. She says when she arrived at the brand seven years ago she basically threw away the mold, quite literally, and started over.

Creative director Caroline Belhumeur in front of a rack of cashmere. To accomplish this, Belhumeur started experimenting with new fits, new proportions and new fabrics. While she does watch what designers are presenting on the runway, it's not a huge source of inspiration for her and the design team; she calls the runway somewhat "chaotic.

One comment that I also hear often is that Club Monaco is "too expensive for what it is. Crew gets this criticism a lot as well. I find the fit and quality to be really good, and definitely better than somewhere more modestly priced, like Banana Republic.

I think Cateron has included a bit of both here. On the store front, the brand is looking to create a warmer feel—to mirror the garments—evolving from a French provincial vibe into something more akin to a rehabbed industrial loft.