Liz Claiborne

’s Mission Essay, Research Paper

Liz Claiborne s Mission

The mission of Liz Claiborne is to design and manufacture comfortable

clothing for the professional working woman at reasonable prices. It is our

mission to extend our enterprise globally in order to achieve maximum

competitiveness and cost effectiveness in this increasingly complex

business environment. Furthermore, Claiborne will provide a new line of

fashion for both men and children. Fragrances will be added; along with

cosmetics and accessories. All of our products will accompany exceptional

quality and price value for our customers.

Environmental Analysis

Macroenvironmental:

Some retail competitors who sell their clothing may carry a lower priced

line of professional women s apparel. However, the quality isn t always

what a retail customer expects. Years ago, before women entered the work

force, there had never been a market for apparel specifically designed for

the professional woman. Today unfortunately, many women have to work

2 jobs to make ends meet and oftentimes, they can not afford to spend an

outrageous amount of cash to look good at work. As a result, many women

are forced to bargain shop. Today s women usually look for sales and

bargains on designer clothes, but sometimes, even the sales can be very

expensive. As retailers constantly search for new ways to sell their designer

products at reasonable prices a struggle usually occurs between both the

retailer and the customer.

For instance, some retailers will purchase women s clothing from

manufacturers that produce clothes with cheap fabric. This is not the desire

of most customers. Also, some retailers may purchase clothes that are out

of season or defective in some cases. causing them to ultimately lower the

prices on designer items that would otherwise be very expensive. This can

be a loss to most retailers, and a loss to the customer as well.

Microenvironmental:

From the corporate end of the spectrum, Claiborne s best retail market

customers can predictably end up in serious financial trouble. If this

happens, then Claiborne is in trouble. For example, Bloomingdales may

over spend in advertising and marketing; coupled with the fact that sales

may be low for that particular quarter. If this happens; in which case it

often does, bloomingdale s will inevitably cut back on purchases of

Claiborne s clothing products, and put their current merchandise on sale in

an attempt to push their backlog out the door. Huge sales will facilitate a

major financial loss although there will always be an opportunity for

recovery.

STRATEGY

To find out what kinds of clothing professional woman want and look for

competent employees who posses exceptional talents and expertise in the

area of clothing design. They will get hired at entry level with full benefits

and opportunity for growth; but they will be the best. This strategy will

save Claiborne money in designing costs.

Countries such as Mexico will usually mass produce for a lower price than

the American production industry. Claiborne will use this to our advantage.

We will purchase the finest material to produce our garments because

quality is very important. It would not be to Claiborne s advantage to

conduct business with a vendor who sell their clothing material below

market value just to save money in the area of supplies. Low cost material

will probably mean that it would lack in the quality that customers look for

when making a purchase. Claiborne will not make this sacrifice. however,

we will not spend alot of money to have our garments made. We will search

for an economically efficient way to get our clothes made. Another strategy

is to purchase quality material in bulk to receive a larger savings and stop

requiring the retail industry to purchase 50,000 dollars worth of apparel.

Once Claiborne lowers it s production cost, it could possibly offset the

monies not being made through selling our finished goods to Macy s or

Dillard s for 50,000 dollars. Instead of requiring established retailers to

make 50,000 dollars worth of purchases on our product, Claiborne can

require that established retailers buy 30,000 dollars worth of our collection.

This would appear to be more reasonable. Furthermore, Claiborne can sell

it s products to J.C penny, Mervyn s, Kohl s and Bealls. This strategy will

ensure guaranteed business on a monthly basis. Our products will definitely

sell in the lower end retail establishments because retail customers usually

look for quality. Quality clothing at affordable prices is what Claiborne will

offer.

GOALS

Claiborne s goal is to bolster our sales by 92 percent and lead the company

into new areas of growth and expansion. Claiborne will partner with other

like-minded professionals that have alrea

Внимание, отключите Adblock

Вы посетили наш сайт со включенным блокировщиком рекламы!
Ссылка для скачивания станет доступной сразу после отключения Adblock!

Скачать