Karen Millen - The Fashion brand Essay Example | Topics and Well Written Essays - 2000 words

Karen Millen - The Fashion brand - Essay Example The essay "The Fashion brand" concerns the fashion brand. The company has stores in United Kingdom and other countries. Karen Millen was founded in the year 1981 through the partnership between Kevin Stanford and Karen Millen. The brand continued to expand through acquisitions and partnerships. The company trades from 46 concessions and 84 standalone stores in the United Kingdom and Ireland. The company has spread to 23 countries and has 16 international stores and 57 franchise stores. The company majors in clothing accessories, shoes and clothing. Karen Millen has encountered stiff competition from major rivals like Reiss and French Connection. The French Connection has developed a strong brand identity through heavy embellished eveningwear and dresses. The target market includes young professional women aged 25-35. French Connection has been increasing the product range to include stylish outwears, shoes and dresses. The company has proved to be a major competitor for the Karen Mil ler brand. Both companies seem to have the same target market, necessitating Karen Miller to have differentiated products. French connection offers competitive products, coupled with intensive advertising and promotion campaigns. The brand has turned to internet marketing as it widens its scope of influence in the fashion market. However, the company needs to carve a niche in the stiff fashion market. Reiss is a fashion brand in the United Kingdom owned by its founder, David Reiss. The brand produces feminine clothing. The company has a strong reputation and was declared fashion retailer of the Year in 2003. Reiss competes from the same target market with French Connection and Karen Miller. A strong reputation is its principle asset. Reiss targets young professional men and women. The brand is offering competitive prices and an effective brand equity program. Brand equity can be developed by building, borrowing or buying it. Buying or borrowing brand equity for Karen miller can be d one successfully through acquisitions. Rebranding is one of the ways of reforming brand equity. In business, rebranding entails creating a new name, symbol and design for an established brand. The aim is to develop a differentiated product in the stakeholders mind frame. Rebranding assists in identifying the product or the company from competitors. According to research, rebranding is changing the name of the company, positioning and targeting. This is meant to attract new meanings to the corporate brand and to inform the stakeholders concerning these meanings (Grose 45). In fashion and clothing industry in the United Kingdom, the rebranding can lead to increased revenues. Rebranding the Karen Miller fashion brand entails the use of integrated marketing communications campaigns to communicate the image and the values of the new brand to all the stakeholders. Rebranding is connected to changing slogans, logos, names or a combination of them. Karen Millen fashion brand is using rebran d to appeal to wider market share and increase the sales revenues. The concept of revolutionary and evolutionary rebranding has been incorporated in the strategic rebranding plan of Karen Millen. Evolutionary branding is the concept of minor developments in brand positioning. These include logo change and slogan. Revolutionary rebranding causes major overhauls and identifiable changes which are essentially meant to redefine Karen Millen brand. Through rebranding,

Sociology Essay Example | Topics and Well Written Essays - 500 words - 13

Sociology - Essay Example â€Å"Social imagination†, Mills submits, â€Å"is the capacity to shift from one perspective to another; the capacity to range from the most impersonal and remote transformations to the most intimate features of the human self—and to the see the relations between the two of them.† (1959: p 3) In simple words, Mills seeks people’s misconception and lack of broad vision where they mistakenly relate their personal problems with their cultural characteristics i.e. public issues, and thus are entrapped in a false imagination consequently. While making a comparative analysis of the Mills’ concept of entrapment, it becomes evident that notion maintains imperative significance even in the contemporary world of 21st century, where though countless changes have been taken place in social norms, cultural values and prevailing laws, yet the individuals have not surrendered this entrapment from their mind. It is therefore, they associate their personal problems with the past traditions and customs and public issues existed in their society many decades ago. The modern society presents various examples of this sociological imagination. Taking the example of renowned feminist writer and lesbian rights activist Dorothy Allison, it appears very accurate when she links the miseries of her childhood with the male dominance in the US society. It is therefore she declares marriage as well as well physical and spiritual relationships of women with men as unnatural and impracticable due to the exploitation of the emotions, feel ings and physical charms of women at the hands of men. She herself had been the victim of paedophilia, child abuse and molestation at the age of five, when her stepfather used to torture her and her mother both physically and sexually. â€Å"Social injustice†, Zaidi (2006: p 31) views, â€Å"serves as the bleakest aspect of not only the contemporary world, but also of the most primitive clans and tribes consisted of cave dwellers of