Organisation Strategies of Sportsgirl free essay sample

First and foremost we wish to welcome you into the auditorium of modern fashion. For those of you, who may not know me, my name is XXXX , the national supervisor for Sportsgirl, and to my left is my partner Mr XXXX. We have gathered here today to present to you a SWOT analysis, organizational strategies, and the vision and mission statement of Sports girl. We live in the generation of fashion and technology. Our wants fashionably override our needs in life. The Australian fashion industry has come to expect a huge splash from Sportsgirl at the Melbourne L’Oreal Fashion Festival, and 2005 set a new benchmark. Ideally, the business will come to the customer by promoting their brand through the launches of the Exclusives for Sportsgirl range, offering the latest in the hottest trends and must-have looks in to-die-for limited edition pieces released each month. Sportsgirl was founded in the year of 1948 in Melbourne. We will write a custom essay sample on Organisation Strategies of Sportsgirl or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Sportsgirl has emerged as a leader in the Australian fashion industry by successfully developing a brand image and a store identity that moved fashion retail away from the concept of established department stores to the concept of the lifestyle fashion boutique. This has been reflected in much of their marketing compaigns by advertising â€Å"real, everyday† women weraing their clothing rather than models. Sportsgirl has used interior design, visual merchandising, graphic design, and advertising to build its fashion brand into one that appealed to the emerging youth market The clothes imported in Australian Sportsgirl outlets are designed by foreigners; however, Sportsgirl has created a large and detrimental fashion line from young and creative fashion designers with fresh ideas. On top this; Sportsgirl has designed a range advertising to be heavily printed throughout the world. This advertising helps to display the merchandising creativity of Sportsgirl’s identity, which has linked its clothing lines to a set of lifestyle values and accessories. From the very beginning Sportsgirl’s mission statement is: Specializing in providing the latest fashion trends from overseas. It offers younger women a livelier option than its more conservative sibling label Sports craft. † Theoretically this also is considered to be part of their company vision. The strengths in which Sportsgril possesses are; †¢It Is a easily recognizable store †¢Wide known brand †¢Aimed at young to middle age women (those who spend the most money on fashi on) †¢Offer a wide range of products (shoes, bags, belts, clothing, accessories etc. ) †¢Good quality Excellent locations (in big shopping centers and town centers etc) †¢Big reputation †¢Advertised in women’s and girl magazines †¢They also have a charity organization running oIn 2006, Sportsgirl staff from across the country nominated negative body image and eating disorders as the issue that is most important to them and their friends. oSportsgirl is proud to announce a partnership with non profit organisation, The Butterfly Foundation, to promote and address prevention and early intervention of eating disorders and issues related to body image. Sportsgirl continues the cool new connection campaign, featuring girls from the street, rather than models, in all creative, in a mix of transit, outdoor and magazine advertising. †¢Stores are opened in New Zealand, Singapore, Hong Kong and Thailand. Expansion continues despite difficult retailing conditions. Labels Sportscraft, Sportsgirl and David Lawrence are split into separate stores, and new store fit-outs are implemented across Australia. †¢Sportsgirl uses special events, in-store parades and promotions to pump excitement into fashion. Sportsgirl advertising campaigns and its own in-store magazines combine attention grabbing photography with memorable slogans and lifestyle concepts †¢Sportsgirl adopts the developing methods of mass marketing. It capitalises on the power of linking fashion with exciting images. †¢Sportsgirl exploded into 2006 winning five Shop Til You Drop Awards in February, including Australia’s Best Retail Chain, Most Impressive Retailer Revamp, Best Customer Service and Best Merchandising/Window Display and Store of the Year. With a growing concern, Sportsgirl faces a lot competition. The main issue that is being discussed for the weaknesses, are whether or not Sportsgirl can keep up with the ever growing demands the customer and keeping up to date with fashion. As with strengths in a business comes a variety of weakness, which include; †¢A lot of competition. Such fashion stores as Dotti, Tempt, Valleygirl, Wish etc are proving to be very competitive as they offer similar clothes and market at the exact target audience. †¢Competition that offers similar products †¢Prices with fashion †¢Keeping up with fashion †¢Providing what customers want Limited range of clothing †¢Suitable for limited age group †¢No establishment in America (Major clothing country) †¢Limited to only a few 1st and 2nd World Countries †¢Unable to fully understand what their customers look for †¢Differentiating between wants and needs With a booming business like Sportsgirl, it has all the opportunities to expand outside the reaches of Australasi a to their friendly cohort in the United States of America and Europe. The US and Europe alike have a strong and positive reputation to be some of best fashion capitals in the world. There is a lot of money being made in both the fashion and beauty markets, majorly for women. Perhaps, Sportsgirl could branch similar brands into their neighbouring market, men’s fashion. With a surprisingly success from creation, Cotton On, another well known Australian brand name, create and produce and large majority of their products sold in their outlets. If Sportsgirl could create and can produce their own range of sporting and glamour clothes, they could become one step ahead of the competition in the market. Furthermore, this is a great pportunity to become a more unique and original clothing brand. This build a stronger reputation by promoting that Sportsgirl is not just like all the other clothing outlets in the market. On the upside, Sportsgirl have the possibility to; †¢Introduce a new products into the market for fashion (make-up) †¢To prepare for seasons ahead of schedule (expanding factories) †¢Establish relationships with other companies †¢ Recruit fresh and young ideas – holiday promotions †¢Could expand into a hair care range †¢Chance to expand into a different product market Opportunity to sponsor sporting heroes (attracting fans) †¢Fundraise for special charities (i. e. breast cancer, poverty, homelessness, disabled) †¢Opportunity to give back to the community – community service, eco-friendly products †¢Expand franchises into more 1st world locations (Europe, America) o (American’s love Australian fashion think Sass and Bide) On the downside in the clothing market, Sportsgirl is unfortunately among the many similar clothing outlets for woman in Australasia. With a lot of outlets in the market for clothing comes a lot of competition for the same target audience. Apart from the obvious threat from opposing clothing company is the oblivious menace, the misuse of company resources by customers and staff. †¢Large market for clothing (lots of competition) †¢Large competition for same age bracket †¢Too many similar stores †¢Misuse of company resources oTheft oLoss of stock = loss of money †¢Unable to compete with the higher quality clothing brands Sportsgirl is one the biggest woman’s clothing brand in Australia and has definitely has a large comparative advantage over their competitors in the market, which is demonstrated in the annual Melbourne fashion show. Sportsgirl tends to display are large number of the hottest trends and must-have looks in to-die-for clothing which takes home a variety of awards at the end of the night. The most recent awards from 2006 include; Australia’s best Retail Chain, Most Impressive Retailer Revamp, Best Customer Service and Best Merchandising/Window Display and Store of the Year. Sportsgirl therefore proves that despite its threats and weaknesses from competitors in the market it displays numerous excellent qualities. Sportsgirl is indeed a extremely popular, well known brand that is aimed at the specific market which spends the most money. However always with an extreme success of a business there is a weakness which is that Limited range of clothing Suitable for limited age group, and as there are so many ages and types of clothing out there Sportsgirl is missing out on money making opportunities. However on the upside Sportsgirl have the possibility to expand into a hair care range and to expand franchises into more 1st world locations (Europe, America) as it is evident that American’s love Australian fashion thinks Sass and Bide.