The fashion designer clothing line BCBG stands for bon chic, bon genre. It is a French term that means good style, good attitude. Max Azria founded the line in 1989 and was inspired to bring European sophistication to American fashion. His line has now expanded to shoes, handbags, sunglasses, swimwear, jackets, fragrance, accessories and menswear. The label is high quality, affordable, classic and sophisticated. It is targeted toward women of all ages, shapes and personal styles. He carries everything from chic dresses to casual pants and tops. The ever growing and prosperous BCBG line is expected to be around for many years to come.
BCBG provides most of its sales revenue through "bricks and mortar" stores, which means they have a physical presence. For the most part they generate their business through their own retail stores, as well as wholesaling to Macy's, Bloomingdale's and Saks. But they also do a lot of their business online. They offer their own BCBG websites as well as selling on the Macy's, Bloomingdale's and Saks websites. They also sell to specialty boutiques online such as Edressme.com. BCBG has hit the stores and the Internet to generate their profit. The organization makes out very well from both aspects and they have Account Executives that monitor both the buying from online and the physical stores that they have for each region of the country. Management is also broken down into the departments and lines that are being sold, and each takes on both the online part and the physical stores responsibilities. They offer almost the same merchandise online as they have in the stores and generally the pricing is the same. But online stores sometimes offer more discounts. The pricing strategy used by BCBG is that of high quality fashion at contemporary price points. This designer or couture fashion, although at a high-end price zone, is priced reasonably low for the quality. The uniqueness of the demographics of BCBG is that the boutiques are only in large cities, which gives the best business because of the large number of people in the areas. As for psychographics of the company, the goal is to provide attire that can be worn straight from work to a night on the town. The target market, being young professional women, can appreciate the designer price zone, because even though they are professional at work, they also enjoy the nightlife and make enough money to maintain their splurges and bills. For this they need versatile, high fashion garments at prices that won't spoil their income. They have a great mix that they market and manage very well.
SWOT Analysis: The internal strengths and weaknesses of the company, and the external opportunities and threats from the viewpoint of the company
The company's strengths are what make the company unique and prosper. The advantages that this company has, is their ability to make 1.7 Billion in sales profit for one year. They have over 1400 stores worldwide and...