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Brand Audit
Amber Hassen
Product and Brand Management
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Amber Hassen
Table of Contents
Title Page......................................................................................................................................... 1
Company.3
Subsidiaries/Financial Data/Key Personnel...4
Recent News..7
Industry Competition......8
Category/Method of Distribution........8
Major Players......9
Factors.......11
Products within Category of Brand...13
New Product Introduction, Benefits and Appeal...14
Innovations...15
Recent News about Competitor.16
Brand Analysis..........17
Consumer Profile.......19
Advertising/Marketing Communications.......21
Media for brand...23
Promotions for brand...25
Digital Strategies for brand.26
Pertinent Info and Brand Value....29
Qualitative & Quantitative Research.....30
Recommendations..36
Resources..37
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A. Company
Marcus, Sr., his sister Carrie Marcus Neiman, and her husband A.L.
Subsidiaries:
Services Inc.
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Financial Data
1987.
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LTD LLC today reported financial results for its first fiscal quarter
ended October 29, 2016. For the first quarter of fiscal year 2017, the
$23.5 million compared to a net loss of $10.5 million for the first
page 7 of this release, for the first quarter of fiscal year 2017 was
Key Personnel
Karen W. Katz: President and Chief Executive Officer, Neiman Marcus Group
LTD LLC
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James Gold: President, Chief Merchandising Officer, Neiman Marcus Group LTD
LLC
John Koryl: President, Neiman Marcus Stores and Online, Neiman Marcus Group
LTD LLC
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Michael Fung: Interim Executive Vice President, Chief Financial Officer and
Recent News
cosmetics department.
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Category
with just clothes but is now quite large. It is common for a department
products.
Methods of Distribution
adjustments that need to be made when rapid changes occur. Also, the
cuts their cost of resources tremendously and makes the process more
efficient.
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Major Players
prices to Neiman Marcus when they sell the same goods. Another
has their sister store Bergdorf Goodman that also competes with
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Factors
shown sales in December are always the highest with holidays such as
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potential.
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ecommerce investments.
Many of the clothings and shoes are handmade using high quality
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- Neiman Marcus has recently added in new items to their luxury home
- The benefit and appeal of these products is that the variety of them are
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Innovations
will also tell customers when the shoes they want go on sale.
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The company said Monday that it has been working over the past few
also quickly dropped brands that do not meet adequate sales (ex.
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D. Brand Analysis
and Tom Ford. For men, these brands are Versace and rag &
stores across the country. So far the United States holds the
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dropping the Ivanka Trump fashion line reported better sales and
profits for the fourth quarter. The retailer posted $201 million in net
earnings during the three-month period ended Jan. 28, or $1.15 per
diluted share, vs. net earnings of $180 million during the fourth
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E. Consumer Profile
ranging between 20-70 years old. Each user usually shops at Neiman
Marcus once or twice a month. Note that during holiday seasons and
vs purchaser
focused on both genders that have similar spending habits. The selling
point of Neiman Marcus is for them to provide people with the highest
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customers want.
brand world. If a brand loses customer loyalty it can greatly hurt the
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F. Advertising/Marketing Communications
impressions from social media and the press throughout the whole
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the photos from the shoot. They wanted it to be fun and energetic by
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Nordstrom has not done one of those since 2013 and promoted spring
younger customers.
change, clothing items normally sold all year long such as denim or
simple shirts are still available. Neiman Marcus starts to include more
ads targeting swimming wear towards the summer months and vice
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- Social media has dominated the way brands connect with consumers
Spending patterns
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focus on their higher end clothes. They also use a PR strategy that
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Competitor Promotions
I. Digital Strategies
brand and increase sales. You can shop for their products in all the
sales over the past three years so this strategy is very efficient for
Neiman Marcus.
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SEO
- Neiman Marcus will use this form of marketing to aid in the ranks of
this. Neiman Marcus uses CRM software like other retail stores to
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Hootsuite Dashboard
- I believe the social media extensions for Neiman Marcus support the
brand very well because they are slowly getting recognized by other
for Neiman Marcus is spread out immensely so that they attract a wide
Neiman Marcus online outreach, they also have bloggers that fully
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J. Pertinent Information
K. Brand Value
store locations across the nation and two Bergdorf Goodman stores.
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Qualitative Research
Quantitative Research
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Recommendations
personal level.
- Plan strategies to target male consumers. Look for men who are
designer wear.
to make the brand come to life. Take advantage of fashion weeks and
- Offering consistent sales and bonuses for people who shop at their
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Resources
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