Prepared by Rachna Bhagchandka

Moreschi- Italy
• Haute couture Men’s luxury brand from Italy
• Contemporary and Classic design element
• High quality craftsmanship-manufacturer and retailer
• Primarily Leather shoes and Jackets manufacturer
• Product categories include Slippers, Shoes, Belts, Wallets and
men’s accessories like cufflinks
• Price range from Aed1,200 to Aed 10,000
• Middle east key buyers-popular with celebrities, locals,
Arabs(sheikhs),Russians and High officials
• Target customer mostly men's in 30+ age group
• Most stores are combined with range of Stuart Weismann
Strengths   Weakness
Great crafstmanship in Product and elegant Italian
design  Lack of presence in all A grade Malls of GCC still
High quality with backward integration in
manufacturing expertise  Very limited width of collection in Accessories category
European Design suitable for GCC market  Lack of brand awareness and recall
Popular with celebrities  Not very established and old brand in GCC
Unique concept of complete Men's store in high
end segment
 
 
               

Valencia with strong presence across GCC  Spread and locations across GCC
Bags category strong with competitors is not Right Marketing activity aimed at reaching appropriate
potentialised   target customers
Competitors with similar price range have more Scope for adding more fashionable lines to the product
stylish range   range
New product lines like watches and sunglasses can be
    added
Threats   Oppurtunities
Bally- Switzerland
• High end luxury lifestyle brand
• Cool classic designs with 25% Fashion range
• Formal and Executive in style with wide presence across globe
• Specialize in leather products
• Product categories include Slippers, Shoes, Belts, Wallets,
Clothing, Scarves and other accessories
• Price range from Aed 1,200 to Aed 5,000
• Popular with Europeans, Lebanese, Russians, Iranians and
Asians
• Target customer- 30+ Age group
• Accent lighting and dark wood fittings gives very premium
look to store ambience
Strengths
Very Strong Product line
Brand with strong history
European Designs suitable for GCC market  
Strong visual Merchandising Standards  
Very strong with Shoes category comparatively  
Strong competition- Prada and Gucci
Brand awareness of Competition is higher
Product line like Watches, Sunglasses etc are
missing unlike its competitors
Competitors with similar price range have more
stylish range
Threats
  Weakness
 Lack of presence in all A grade Malls of GCC still
 Compared to Gucci product line is smaller
Location within existing mall is not A grade vis a vis
its competitors
More classic than Fashion
 Spread and locations across GCC
  Increase Fashion range
Start its own loyalty program to build strong
  customer base
  
  Oppurtunities
Tommy Hilfiger- US
• Cool American mid end designer wear brand
• Contemporary design with modern lifestyle
• Relaxed, sophisticated and elegant with subtle variations on a
range of timeless American designs
• Popular for its clothing and accessories range
• Its a complete lifestyle brand with vast Product categories-
Clothing- sports, casual and formal wear, watches, fragrances,
bags, wallets, belts.
• Price range from Aed150 to Aed 2,000
• Middle east key buyers-Western and Asian expats, locals.
• Appeals to most age groups with wide range of products
targeting- 18 to 45 age group primarily
•
Strengths   Weakness
   
High Brand Awareness   Limited Stores (4) present in UAE
Strong brand history   Al gurair not the right mall based on Brand customer profile
Cool American design with sophisticated and
elegant touch   Limited options offering in each category under the brand
Wider range of product Categories than GCC Pricing not aligned with US and other
Competitors   countries thus making it less lucrative for tourists
Strong Color Pallette   Lack of marketing activity to promote brand in GCC
Strong Visual appeal of stores  
                 

Availability of counterfeit products in grey markets   Few competitors in the same league
Brand Positioning in GCC is more high end
Formal- men's category can be potentialised by adding more
compared to its core positioning of value designer
options
brand  
Wider presence of Competitors like Massimmo Opening of more stores to spread presence across GCC
Dutti and Lacoste in GCC market  
Positioning could be rightly directed by right pricing
Formal category range stronger in Massimmo   matching its core value of affortable designer brand
    More focus on relationship building in customer service
Threats   Oppurtunities
Jeans west- Australia
• Young value casual wear brand
• Brand believes in liberation through Denim
• Inspires the freedom to express your individuality through its
fit and style.
• Primarily Denim brand with wide range of Fashion uppers and
lowers and small range of Accessories
• Brand is present currently in Australia, Newzealand, Far east
and Middle East
• Manufacturer turned into retailer and now expanding its
market through franchise mode
• Middle east key buyers-Western and Asian expats
•Price range from Aed 75 to Aed 250
• Target age group- 18 to 30 years
•
Strengths   Weakness
Strong Manufacturing base   Low brand awareness
Good lead time cycle for GCC market as easy and
quick to import due to their direct supply policy   Store design and visual appeal not very strong

Denim quality and wide category of Washes in Jeans   Display of too many options per square feet
Wider range of jeans in terms of Style, fit, colors and
washes compared to other brands   Limited range of Accessories
Styling and fit  
core fashion range of ladies  
Competitive Pricing  
Quick spread in the market
 
 
               

Strong Competition with their established presence in
this market  
Lack of snob value attached to the brand due to weak
brand awareness  
Bidding for space within existing malls can be a
challenge as There are many in same league  
Threats  
Focus on Brand awareness campaigns to match with
already established competitors like lee cooper
Opening of more stores to spread presence across GCC
Franchise rights for India market as brand values and
supply chain is quite fit for Indian market as well
Oppurtunities