Chadwick's / Jessica London
Farrar & Farrar's successful launch of Chadwick's Jessica London title grew significantly for several seasons, but then stalled. We identified a number of strategic issues that could have been creating problems:
The Chadwick's logo was more prominent than the Jessica London logo, confusing customers.
Creative had been driven too much by the Chadwick's brand, again creating confusion for the customer.
The circulation strategy scheduled Jessica London books later than Chadwick's and their other competitors.
Much of the merchandise, especially key items, was identical, yet sizing overlaps allowed a size 12-16 customer to purchase from Chadwick's at a price approximately 20% less.
Chadwick's internal research confirmed our analysis. Farrar & Farrar then launched a new approach: new logo, unique merchandise, more relaxed photography, emphasis on extended size ranges, and earlier mailings. The results -- Jessica London has lead the company in sales increases, prospecting books are ahead of plan, and the business is poised to become larger than Chadwick's.
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