Our mission is to translate the latest runway fashion and global trends into must-have looks that clearly coordinate into a continuous flow of new collections, quickly delivered to an ageless customer by our dynamic sales team.

PRESENTED BY: Shohib Khalil Xin Zhang Cindy Thai Alexis Lynch Williette Kollie Sydney Paterson Shannon Pickering

COMPANY OVERVIEW Founded in 1959 by Herschel Segal. Specialty retailer and manufacturer of contemporary apparel, accessories and footwear for men and women. Family run store out of Montreal, now positioned as an international brand.

TARGET MARKET: DEMOGRAPHICS Target men and women of all ethnicities, ages 15-50. No specialty sizes; people of average size (xx Small to XL). Moderate to high income.

TARGET MARKET: PSYCHOGRAPHICS Business professional Fashion Savvy Work and attend a variety of social functions.

DISTRIBUTION STRATEGY 234 Stores located in Canada. Concentrated in urban areas.

STORE DESIGN Sleek, modern design. Feeling of a high-end retail experience. Focus on fashion; bright, minimalist and clean.

FORM OF OWNERSHIP Corporation Not franchised in Canada, but franchised in U.S. Still owned by the family who founded it.

LEVEL OF SERVICE Full and limited Service. Do not provide alterations. Salespeople available to assist customers.

MERCHANDISING MIX: BREADTH Clothing and accessories only. “Le Chateau” brand. Business wear, formalwear and upscale casualwear.

MERCHANDISING MIX: DEPTH A wide variety of fashion related items. Entire outfits for business or dress occasions. A variety of colours and styles.

BELOW-MARKET PRICING STRATEGY Transition to a high-end retailer with a value strategy. Typically expensive clothing at reasonable prices. Unique position in the Canadian retail landscape. $350 VS $1800

Fashion shows http://www.youtube.com/watch?v=CYEbmezrKx4 LE CHÂTEAU PROMOTIONS Online Outdoors Magazines Fashion shows http://www.youtube.com/watch?v=CYEbmezrKx4

LE CHÂTEAU ONLINE STRATEGY Website Sales and coupons Social Media  

LE CHÂTEAU SOCIAL MEDIA: Facebook Twitter Instagram

COMPETITIVE ANALYSIS Key Competitors Competitive Matrix Strengths and Weaknesses Marketing Mix

RELATIVE STRENGTHS Le Chateau Mexx Clothing Banana Republic Leader in the Canadian specialty retail industry. New and very popular brand name. Offer diverse products for both men and women. An excellent sales team and high customer satisfaction. Able to adapt to changing customer trends. Popular and recognized brand with a luxurious store atmosphere.

RELATIVE WEAKNESSES Decline in profitability. Le Chateau Mexx Banana Republic Decline in profitability. Still not in a very strong financial position. Customers see it as very expensive. Lack of presence outside of Canada. The transformation of the brand into the Metropolitan Casual. More brand switching because of competition from existing brands.

COMPETITIVE MATRIX: PRODUCT A wide range of high end formal wear, casual wear, evening wear, shoes and accessories for men and women. A Canadian retail store selling consumer products. Mainly Business casual and formal wear for men, women, children and babies. Also sell accessories and some casual wear, such as t-shirts and jeans. Owned by The Gap; formal and business casual wear and accessories for men and women. Sells special collection items, including Heritage, Performance wear and BR Monogram.

COMPETITIVE MATRIX: PLACE Stores in large shopping malls, strip malls and outlet centres. Located in larger urban areas and online. 234 retail stores in Canada, 4 in New York, as well as 9 throughout the United Arab Emirates and Saudi Arabia. Sold in over 300 owned retail stores, department stores, chain stores, and specialty stores, as well as over 300 franchise stores and online. Stores located worldwide in over 57 countries. Located primarily in urban areas; over 600 owned or franchised stores worldwide. 500 stores in the United States, 26 in Canada; stores located in Africa and South America, as well as Asia, Europe and the Middle East.

COMPETITIVE MATRIX: PROMOTION Well-known name brand, especially in urban areas. Billboards and outdoor advertising is placed throughout cities. Free returns and, when shopping online, free shipping for a purchase over $50. Multiple sales throughout the year. Promotion by means of e-mails to previous customers, informing them about sales or new inventory. Many sales throughout the year. MEXX Connect Card.

COMPETITIVE MATRIX: PRICE Medium to highly priced. Wide range: anywhere from $20 to about $400. Casual wear and business casual wear Ranging from $15 to $100. Formal wear ranges from $100 to $300. Higher priced items; casual items range from $20 to about $100. Formal wear ranging anywhere from $100 to about $610.

WORKS CITED (Le Chateau, 2013) (Smart Canucks, 2013) ( dealoupons.com , 2013) (Pickering Towncentre, 2013) (Haynes, 2012) (Google Maps, 2013) (The Essentialist, 2011) (Polish Models Blog, 2011) (Michael, 2013) (Kerin, 2012) (Best for Bride, 2013) (Weddingbells, 2012) (Hadekel, 2011) (www.bananarepublic.gapcanada.ca, 2013) (www.mexx.ca, 2013) (www.lechateau.com, 2013)