agnes b

Topics: Retailing, Mainland China, Hong Kong Pages: 2 (545 words) Published: July 31, 2014
Agnès B. opened her first shop on Rue du Jour in Paris in 1975. Since then, she has designed clothing for men, women, and children that reflects the spirit of the age by creating a timeless wardrobe that can easily adapt to every personality. Today, Agnès B. continues to design each collection that bears her name, including accessories, watches, jewelry, and sunglasses. The company has more than one hundred shops throughout the world. As a family and civic enterprise, Agnès B. tries as much as possible to keep her production in France. The group mainly designs and sells casual clothing and cosmetics through a network of shops and in department stores. It also operates a few restaurants and flower shops in Asia, which contribute to the distinctive atmosphere of its retail outlets.

Company strategy

Agnès B. has strong brand presence with over 200 boutiques spread over three continents in 12 countries and an exclusive online store which it uses to sell select merchandise. The brand has diversified into footwear, fragrances and eye-wear to make it a complete urban lifestyle brand. In addition, it formed a green committee to carry out its many green initiatives such as using recycled materials for its products and packaging. The brand also undertakes several CSR initiatives for fighting AIDS with initiatives like Help Yourself which have been successful.

Despite these successful campaigns, Agnès B. also has some weaknesses in terms of its business operations. It has not indulged in any advertisements and promotions unlike its competitors, such as Louis Vuitton, Burberry and Prada. Also, it has limited presence in emerging economies that present huge potential. The brand faces threats from the highly fragmented fashion industry where there is high bargaining power for buyers and low brand loyalty. These facts are the main reason why few people in China have heard of the brand. Now, many market opportunities have presented themselves in front of Agnès B. The...
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