Rasurel Case Study

Then expunction started to sell swimwear during the warrant half of the 20th century. In 1966, Legacy (lingerie bell ringer) bought expunction and transformed It in Its swimwear Dillon. expungings business has ever since remained cerebrate on swimwear products. During the sass and sass, Erasure positioned itself as a fashion and trend-setting brand. The new management team up appoint In the mid sass had a questioning Impact on Erasures business the lack of founding and a poor International strategy led to decreasing market shares and set up the flip-flop in the cognizance of the brand.In the mid sasss, Warrant group (US) bought Legacy and Erasure (who were in a bad position at hat time but once more the new management team (especially the designers) didnt follow the right strategy they gave Erasure a sporty style, thereby worsening the switch in the perception of the brand. So, what happened in 15 years ? The lack of innovation and creativity, the inability to update des igns made Erasure switch from a fashion and trendy brand in the sass to a mature char brand at the beginning of the 21 SST century.Erasure conducted marketing research that confirmed the new perception of the brand old-fashioned, lack of vibrancy, and matronly. The more surprising is the fact that some key factors of success of Erasure are cool off there with customers perceiving the brand as being reliable, of high quality, and comfort. So, Its not only a problem of perception for the brand. What else can be the source of Erasures decline ? Financial statements show that Erasures business could operate more expeditiously and profitably * despite a conjure upth of 4% of the swimwear market, Erasures sales decreased In 2002 so Erasure should definitely change Its marketing strategy and address the Issue of distribution channels. Without going further Into details, what an Erasure do ? Basically, there are 2 main options for the management team reposition the brand towards the jr . lingerie-like subdivision or reinforce its OFF position In ten mature woman segment 2.I en swimwear market The French swimwear market comprised of the five segments catatonic, Beach Gang, Lingerie-Like, Elegant Mature Woman, Jet Set. The Catatonic segment encompassed woman who wanted one-piece swimwear for its functional use in swimming or separate sports whereas the Beach Gang wanted two piece swimwear based on brightly colored crop themes In the lingerie like segment omen wanted feminine floral pieces in in advance(p) cuts and bright colors.Elegant Mature woman well supported one pieces with elegant cuts and colors. The Jet Set woman wanted a sexy cut that emphasized the body and incorporated the current high fashions. important Brands Based on the brand strengths and alliance with Legacy, we feel there is opportunity to enter additional segments to grow their business.