Group 8 AmitavBalaji

ChetanJemi

Johnson

Brand Ed Hardy • Christian Audigier is a French fashion designer and

entrepreneur, who created a new brand called Ed Hardy based on the work of Don Ed Hardy.

• Don Ed Hardy is an American well known tattoo collector.

• IT has 72 stores worldwide with maximum stores in US (around 33).

• In 2004, Christian Audigier licensed the rights to produce the Ed Hardy clothing line, which is based on Hardy's imagery.

• Audigier’s marketing techniques is to market directly to celebrity clients and by opening stores in high profile fashion districts.

Competitors• Main competitor

• Affliction in the US• TapOut

• Affliction and TapOut not present in UAE

• Other Competitors at Dubai Mall• Harley Davidson• Jack & Jones• Billabong• Desigual

• Cheap imitations of its own brand

Competition

Marketing Mix

• Incredibly expensive ‘Special edition-like’ prices

• Apparel starts at 154 AED Price

Tattoo-art inspired genre

• Designer Apparel • Lifestyle Accessories• Watches• Bags

• Rock and Roll theme• Celebrity gallery• Don Ed Hardy – Kids• 50% - 60% Part Sale

•Strategic location•Close to an ATM kiosk•High mobility Increased foot-falls

Product

Promotion Place

Market SegmentationThe VIP• Young elite 18-25 years, High Income • Clubbing, Drinking and Gambling• Like minded friends who grab latest fashion• VIP Parties to diffuse latest trends

The Rebellious Rock-star• 18- 30 years , High Income, Rock-n-Roll

lifestyles • Adore all things ‘Vintage’ , invest to look ‘CooL’• Look up to Don Ed Hardy for its artistic tattoos.• Anyone who wants to have such a look.

• Nicely stocked store, segmented in to men, women, kids and accessories

• Store presentation shows off the Ed hardy culture• The colors and tattoo art in the store symbolizes

what the brand stands for• Celebrities in Ed Hardy gear show brand association • Sales personnel – 3 Men & 2 Women in Ed Hardy

gear• The Cruise bike at the entrance shows the

customer they cater to• Rock and Roll music in the store to appeal to

customers

Shopping experience

Thank You !!!