There is a necessity to improve already strong, well-known brand image giving the world taste of something new. In order to re-increase sales, MEXX needs to define a new branding strategy/ies, so the central question “How can MEXX rebrand itself to occupy a more distinctive position in the fashion market?” will be answered in this brand rejuvenation plan.
MEXX started locally in 1986 and now 25 years later operates in 66 countries over 4 continents, has 1100 own stores and 10’000 selling points (Mexx Marketing and Communication Plan, 2013). Mexx clothing embodies the essence of living the European lifestyles. Mexx is headquartered in Amsterdam, the Netherlands. European business has a direct retail offering combined with various wholesale channels and focuses on Germany, Netherlands, Belgium, France and Russia (The Gores Group, 2011). There were launched two lines of clothing in 1980, "Moustache" for men, and "Emanuelle" for women, which merged in 1986 to Mexx. In 2001, most of the company was sold for several 100 million dollars to Liz Claiborne Inc. and afterwards the Gores Group.
Table of Contents
1 Strategic Audit of the Mexx brand
1.1 Client profile
1.2 Key milestones
1.3 Icon
2 The Mexx Brand’s Core Strategy
2.1 Value Proposition
2.1.1 Mission
2.1.2 Vision
2.1.3 Values
2.2 Target market
2.2.1 Target Audience
2.2.2 Psychographics
2.3 Brand positioning
2.3.1 Industry
2.3.2 Strengths and Core Competences
2.3.3 Niche
2.3.4 Competitor Analysis
2.3.5 SWOT analysis
3 Proposed new strategies
3.1 A vision of a desired state of the Mexx brand
3.2 Description of new strategies
3.2.1 Strategy No. 1 Heritage
3.2.2 Strategy No. 2 Mexx Moustache
3.2.3 Strategy No. 3 Mexx Emmanuelle
3.3 Challenges
Research Objectives and Themes
The primary objective of this work is to develop a comprehensive brand rejuvenation plan for MEXX to increase sales and redefine its market position. The central research question asks how the brand can successfully rebrand itself to occupy a more distinct and competitive position within the fashion industry, moving away from its current medium-price perception toward a more premium, luxury-alternative status.
- Strategic audit of the current MEXX brand performance and market position.
- Analysis of core brand strategy, including mission, vision, and values.
- Evaluation of the target audience and consumer psychographics.
- Development of new strategic directions, focusing on heritage and tailored customer experiences.
- Assessment of implementation challenges and competitive threats.
Excerpt from the Book
3.2 Description of new strategies
Rebranding should be held through two stages: first, heritage: MEXX has to remind the target audience of the company's "golden times". The new branding strategy based on the time value such as "Entrepreneurial", "Proactive", to borrow the "intelligent" from nowadays MEXX values, and then some, which are in the context of Indian culture - savvy at business, material success.
Second, MEXX has to create a positive and memorable buyers' purchase experience "at MEXX stores, accepting personal shoppers and weld, as well as including online video style guide. Customer’s suit will look like tailored: “DRESS FOR SUCCESS”. Mexx will give opportunity to buy clothing that helps realize the achievements at work and in the private life - visually as a tailor-made and customized for the wearer so as to feel more prosperous and more successful. Potential customers are saving their money in order to have a lump sum to buy jacket designed by Giorgio Armani, Ermenegildo Zegna, Dior, Burberry, or Prada. Mexx will be a consideration set for them - a substitute with high quality, highly but affordable price, tailored for them and receiving more intimate service. Mexx will join such brands such as Karen Millen.
For success their suit should look like tailored. Brand promise should be strong enough (as Red Bull’s, Coca-Cola’s etc. (Aaker, 2012) - DRESS FOR SUCCESS or in other words clothing that helps them to achieve the success both at work and private life – it is visually sewn as individual order, therefore helps to create more impressive and successful look than he/she is.
Summary of Chapters
1 Strategic Audit of the Mexx brand: This chapter reviews the historical background, key milestones, and the profile of the company to understand its current market position.
2 The Mexx Brand’s Core Strategy: This section details the existing mission, vision, and values, while providing a thorough analysis of the target audience and competitive landscape.
3 Proposed new strategies: This chapter outlines a comprehensive rejuvenation plan, focusing on new brand visions, strategic heritage approaches, and specific marketing tactics to reposition the brand.
Keywords
MEXX, Brand Rejuvenation, Fashion Strategy, Brand Heritage, Market Positioning, Target Audience, Luxury Branding, Dress for Success, Consumer Experience, Retail Strategy, Brand Identity, Competitive Analysis, SWOT Analysis, Corporate Strategy, Fashion Retail
Frequently Asked Questions
What is the primary focus of this document?
The document serves as a brand rejuvenation plan designed to increase sales and improve the market standing of the fashion brand MEXX.
What are the core thematic fields covered?
The main themes include brand auditing, competitive market analysis, target group segmentation, and the strategic formulation of rebranding initiatives.
What is the central research question?
The work aims to answer how MEXX can successfully rebrand itself to achieve a more distinct and competitive position in the global fashion market.
Which methodology is employed in this study?
The study utilizes a strategic management approach, combining a SWOT analysis, a review of historical brand milestones, and the conceptualization of new, target-oriented marketing strategies.
What does the main body of the work address?
The main body assesses the brand's current status and proposes specific, actionable strategies, including heritage-based branding and the "Dress for Success" concept.
How would you describe the key characteristics of this work?
The work is characterized by its focus on strategic rebranding, consumer psychographics, premiumization of affordable fashion, and long-term brand storytelling.
How does the author propose to improve the brand's image?
The author suggests shifting from a "flirtation/kiss" based communication to a more professional "Dress for Success" strategy, emphasizing high-quality, tailored-looking garments.
What role does the 'Heritage' strategy play in the rebranding?
The heritage strategy aims to remind customers of the company's "golden times" by leveraging the success story of its founder, Rattan Chadha, to create a sense of credibility and pedigree.
What is the significance of the Mexx Design Centre in this strategy?
The Design Centre in Amsterdam is viewed as a key opportunity to create a socially focused hub that engages customers and helps solidify the brand’s new identity.
- Arbeit zitieren
- Karina Oborune (Autor:in), 2014, The "Mexx" Brand. Strategic Audit, SWOT Analysis and Brand Rejuvenation Strategy, München, GRIN Verlag, https://www.hausarbeiten.de/document/316787
