Critical Analysis Of DKNY

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Introduction In this report we will be critically analysing the marketing concepts used by a particular company; namely, Donna Karan International (DKI). DKI is part of the Moët Hennessy Louis Vuitton SE (LVMH) a French luxury goods company and falls in its fashion & leather goods business group in their reports. The purpose of this report is investigating the reasons behind the rise in sales for DKNY during 2009 to 2013. The report will also recommend preventive measures for DKNY. Recent contributions have raised the issues of the compatibility of fashion products in the virtual environment and strategic approaches to maximizing a fashion brand’s presence online. DONNA KARAN INTERNATIONAL. About the company Donna Karan International (DKI)…show more content…
Labelled as innovative and world-class fashion designer whose clothes worn by many famous personalities 3. DKNY known for its excellent branding and advertising 4. Global Presence (in China, Canada, Dubai) 5. Provides Online Shopping 6. Different product line range (example: jeans, accessories, shoes, underwear, baby clothing, Fragrance also products for men) 7. Brand extension under the name DKNY like DKNY jeans, DKNY baby, DKNY kid, DKNY LIFE etc. 8. Donna Karan won many awards like lifetime achievement, menswear, women-wear designer Weaknesses 1. Still trying to penetrate into the international market 2. Controversy for using fur of animals for fur coats 3. Fake imitations affect brand and sales Opportunities 1. Expansion of business in countries like Asia, Africa etc. 2.Use of latest technology which gives digital presence 3.Understanding the needs and trying to fit in emerging market Threats 1.Other stores with similar patters who have many SKU 2. The weakening economy affects expenditure on luxury brands 3.Local market offers same clothing at lower price omitting on quality 4.Ideas can be easily reproduced Marketing concept WHAT IS A MARKETING…show more content…
By focusing on meeting a customer’s needs rather than just making the product sell can considerably increase the profits made by the company. DKI clearly took advantage of this route and the company was able to expand under the DKNY brand. When the customers’ needs were met, they’ll develop a form of loyalty toward the brand in turn increasing the company income. Repeat customers mean more profits, as well as a decreased need of extensive expenses on adverts to attract more customers. The satisfied customers will to a certain extend promote the company. In other words, focusing on customer satisfaction can be a smart financial decision which DKI took in

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