Critical evaluation of the marketing strategies of a fashion or luxury brand

Introduction 2
1 Brand Analysis 3
1.1 Company history 3
1.2 Vision and mission 4
1.3 Ownership 5
1.4 Business description 5
1.5 Business performance 7
2 Market Analysis 8
2.1 The market demand 8
2.2 The competition 9
2.3 The distribution system 11
References 12
Bibliography 13

The given research aims to give critical evaluation of the marketing strategies of a luxury brand, namely the company known as Massimo Dutti. Recently the company has enlarged its markets and become one of the brands, distributed by the Indetex Group.
According to the aim of the research, the following goals are to be reached:
• To carry out brand Analysis by giving details on company history, its vision and mission, ownership;
• To provide description on its business performance;
• To produce market analysis by looking at the market demand, the competition and the distribution system.

Table 5 – Advisable improvements and core features in promoting
As it can be seen, the most attractive segment of the market is women with high income. The advantage of this segment is calculated to be 27%. The type of competitiveness is considered to be satisfactory. The advertisement should be based mainly on the uniqueness of the brand as well as updated product range. However, to improve the competitiveness, it is necessary to pay more attention to comfort. The rate for the products is negative (-1.5).
Innovations have been named a factor driving business development. Enhanced focus on business innovation development will be made in the nearest future as well as become a usual part of the company life. Leaders within the Massimo Dutti are confident in their decisions in the field of innovation: they say they have implemented tools that can protect innovation and support their efforts to the most capable employees, as the quality of leadership can be used as an indicator of the effectiveness of innovation. What is more, objective assessment of leadership skills has been given to some employees as strong or very strong. Therefore, it can be concluded, that company has every advantages to win the employees, since it has a straightforward detailed policy and efficient leaders as well as implementation of the recent innovations both marketing and H&R departments.