Homework answers / question archive / Danny Fashion had enjoyed phenomenal success in its first quarter-century: its growth in revenues and profits had been driven by both the strong brand loyalty of its core customers, and the opening of fifty retail stores dedicated to the brand

Danny Fashion had enjoyed phenomenal success in its first quarter-century: its growth in revenues and profits had been driven by both the strong brand loyalty of its core customers, and the opening of fifty retail stores dedicated to the brand

Sociology

Share With

Danny Fashion had enjoyed phenomenal success in its first quarter-century: its growth in revenues and profits had been driven by both the strong brand loyalty of its core customers, and the opening of fifty retail stores dedicated to the brand. The original target for Danny Fashion was women who like stylish but simple and comfortable clothes. The company was consistently recognized as one of the best companies to work for and had impressive environmental sustainability and social responsibility record. However, a startling discovery had emerged. The median customer age was currently at 59 and increasing each year, keeping pace with the age of the company’s visionary founder. Despite the company’s best efforts to design age-less clothing to appeal to multiple generations, as the founder aged, so too had the customer base. The company found itself stereotyped as a brand for older and to some extent customers with larger body types. Old worried that the brand could eventually become extinct if actions were not taken to attract a new generation to the brand. You have been approached by the CEO of Danny Fashion company to help develop a repositioning brand strategy targeting the younger generation. Danny Fashion wants to know how potential younger consumers view their brand hoping to expand their target market. Develop a research proposal that helps Danny Fashion to gain insight over the current market and how to reposition their brand to the potential customers in the competitive apparel market. Research problem: Danny Fashion is no longer attractive to younger customers because of its non-fashionable look. Table 1: Research objectives and interview guide Research objectives Interview questions/ guide 1. To identify young consumers’ perception and knowledge of Danny Fashion. Have you bought any products from Danny Fashion before? a. If yes, why you bought clothing from this brand? And how do you like the clothing products? b. If no, why not? What are the main reasons you do not want to buy clothing products from AA? 2. How do you think about Danny Fashion? 2. To identify the reasons why younger females perceive Danny Fashion as an older women's brand. 3. What are the main reasons do you think AA gives you this impression? 3. To understand the aspects of a fast fashion brand which make it attractive to younger females. 4. Apart from Danny Fashion , have you bought clothing from other popular fastfashion brands, such as Zara, H&M, Uniqlo and Cotton On? 5. Why do you buy this/these brand(s)? What aspects/factors of this/these fashion brand(s) are most attractive or appealing to you? 4. To develop strategies which reposition Danny Fashion as a brand desirable to younger consumers. 6. What changes can be made to make Danny Fashion more attractive to you?