Rasurel Case Study

beca expenditure Erasure started to sell swimwear during the second half of the 20th century. In 1966, bequest (lingerie brand) bought Erasure and transformed It in Its swimwear Dillon. Erasures business has ever since remained focused on swimwear products. During the sass and sass, Erasure puzzleed itself as a fashion and trend-setting brand. The new caution team appointed In the mid sass had a pretty Impact on Erasures business the lack of Innovation and a short(p) International dodging led to decreasing commercialise shargons and set up the substitution in the perception of the brand.In the mid sasss, Warrant group (US) bought legacy and Erasure (who were in a bad position at don 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 old age ? The lack of innovation and creativity, the inability to updat e designs made Erasure switch from a fashion and trendy brand in the sass to a mature woman brand at the beginning of the 21 SST century.Erasure conducted merchandise 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 still there with customers perceiving the brand as being reliable, of high quality, and comfort. So, Its non only a problem of perception for the brand. What else can be the cite of Erasures decline ? Financial statements show that Erasures business could operate more efficiently and profitably * despite a growth 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 lurch the brand towards the younger l ingerie-like segment 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, yard Set. The Catatonic segment encompassed woman who treasured one-piece swimwear for its functional use in swimming or other sports whereas the Beach Gang cherished two piece swimwear based on brightly colored circuit breaker themes In the lingerie like segment omen wanted womanly floral pieces in modern cuts and bright colors.Elegant Mature woman swell up supported one pieces with elegant cuts and colors. The Jet Set woman wanted a sexy cut that emphasized the body and incorporated the flow high fashions. Main Brands Based on the brand strengths and alliance with Legacy, we whole step there is opportunity to enter additional segments to grow their business.