Mary Katrantzou Brand Positioning Analysis

This assignment delves into the brand positioning strategy employed by luxury fashion designer Mary Katrantzou. It examines various aspects of her brand, including its identity using the Kapferer Brand Identity Prism model, consumer-based brand equity through Keller's framework, competitive analysis within the luxury fashion market, and the influence of social media on brand growth. The analysis aims to provide a comprehensive understanding of Mary Katrantzou's brand positioning and its effectiveness in the global luxury fashion industry.

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................1
BACKGROUND.............................................................................................................................1
TARGET CUSTOMER ANALYSIS..............................................................................................2
BRANDING STRATEGY...............................................................................................................3
BRAND POSITIONING.................................................................................................................7
RECOMMENDATIONS...............................................................................................................10

INTRODUCTION
This case study aims to carry out a critical analysis on the branding and positioning
strategies adopted by Mary Katrantzou. This is done to identify areas which this brand's position
can be strengthened and carries a higher scope for growth. The founder of this brand Mary
Katrantzou is a Greek fashion designer currently working in London, United Kingdom. She was
born in the year in 1982 in Athens, Greece and has done a course in interior designing. She has
been always attracted towards the textile and carry a specialisation in the textile engineering. The
products and fashion which have been introduced by her speaks of femininity and artistic nature
of the brand. The combination of femininity and art have garnered appreciation in the fashion
industry. This has been a comparatively younger brand and have been successful in attaining a
distinct place in the market in a very short while. She has a master's degree in the Art and design
from Central Saint Martins college. The emphasis in this study was on the prints which later
became her distinct identity in the industry.
BACKGROUND
It all began in the year 2005 when she completed her post graduation in art and design.
Mary has shifted its focus on prints in fashion and started working on the same. The
collaboration with Sophia Kokosalaki have resulted in the turning point of her life when she
presented a portfolio for the textile course. The year 2008 has resulted in historic period when
the brand first came into recognition due to her distinct styling. She was awarded with L'Oreal
professional award. Since then there have been no turning back for this brand and was later
achieved show status in the year 2009. she later took assistance from the tradition issues of
architectural digest and world of interiors which resulted to fabricate designs for in the fashion.
The shop which was opened in the year 2011 received significant response from the people and
tops were sold out within an hour. She was recognised with many prestigious awards including
British Fashion Award for emerging talent: womenswear. The product for this brand are sold
through 200 shops in approximately 47 nations. In this contemporary business environment,
Mary Katrantzou has received overwhelming response and have ventured into accessories
segment as well. This brand is now working to provide a distinct printed based designs to its
followers and to expand its operations on a larger scale.
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TARGET CUSTOMER ANALYSIS
This is an attempt by the business to determine the class or segment of people which are
to be targeted with the offering of this brand. In other words, target market can be defined as a
pool of customers to which a brand wishes to offer their products (Akaka and Alden, 2010). It is
essential to conduct an analysis of the target marketplace as it encompasses heterogeneous
people with different taste and preferences. Selection of a target market is important as it helps in
serving their needs in the best possible capacity. The segmentation of this brand is as follows:
Demographics: it refers to
division of population of the
country on the basis of age,
sex, income, education and
culture.
The preferable age group for
this segment is 18-40 years.
Women are targeted.
The women with average
disposable income can avail
products for this brand.
Psycho-graphics: this
undertakes division of the
population on grounds such as
traits, interest lifestyle and
preferences.
Women who have favourable
taste and preferences for
printed oriented tastes have
opted for this brand.
The commercially viable
clothes are crafted with
minimalistic designed and
match the on-going fashion
trend in the market.
Geodemographics: people are
categorised on the basis of
geography. Under this
segmentation people living in
an area are offered with similar
products and services.
The Urban and metropolitan
cities who are active on
fashion point of view are
supplied with products and
accessories of this brand.
This brand have marketed its
presence in the approximately
47 countries and have mostly
opted for metro cities.
Major offering of this Mary Katrantzou brand are for women in the United kingdom. The
younger women generation of the country is targeted with offering of this brand. It mainly
considers women from the age group of 18-40. the launch of line-up was during the time of
recession in the country. The risk is that fashion line-up offered something distinct which have
not yet experienced in the market. The offering of this brand were well appreciated by the
women in the country. The leading designer of this brand claims that they have been successful
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in understanding needs of women of the country and are aiming to cater same in the best possible
manner.
BRANDING STRATEGY
To gather a better understanding on the branding strategy of this brand kapferer's brand
identity model is employed. This model encompasses six characteristic to depicts is branding
strategy adopted in the market. They provides grounds on which a business have to emphasis in
order to build a reputed brand in the market (Bruwer, and Johnson, 2010). There lies a strong
interconnection between feature of this model and are consistent in nature.
(Source: Kapferer Brand identity Prism, 2017)
it is essential to utilise these characteristics in an ideal manner so that right business
impression is created in the operating market. It defines the manner in which a business is
recognised and remembered. Kapferer have said that a strong brand covers almost all
characteristics of the prism. The dependability of these measures relies on type of business and
range point vary from internal to external (Dawn and Biswas, 2010). The major characteristics
of brand identity are defined below.
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Illustration 1: Kapferer Brand identity Prism

Personality
This refers to set of human characteristics which possess relevance to this brand. It refers
to the character of the brand in the market (Dou and et. al., 2010). Consumers perceive that a
brand is contacting them in one way or the other. The presence of such characteristics help in
forming a perception of brand being an individual. In context of the brand it is defined by its its
owner-designer Mary Katrantzou. The designs of this brand are inspired by future and the major
traits of its personality is that it is Confident, vibrant, urban and creative. With such personality
traits this brand aims to connects with individual possessing similar characteristics.
Culture
Culture is defined to as summation of values and beliefs of the targeted pool of
customers. To establish a brand culture of demographic is considered to construct a base. They
are also termed as set of values that play a crucial role in inspiring the brand (Dens and De
Pelsmacker, 2010). The flowery designs of the brand are inspired by the European Midday sun.
the prints and fashion can be easily related to Greek and European culture which is well
appreciated by people in the Europe and America.
Self-Image
It defines what the brand perceives itself. The another word with describe the concept of
self image is 'The mirror within'. This brand can be related to its owner-designer Mary
Katrantzou. The designs of this brand can be related to ideas based approach of the designers.
The brand perceives itself as disruptive, innovative, confident and feminist.
Reflection
Reflection is often confused with self-image however there lies a major difference
amongst the two. Self-Image is confined to how the brand perceives itself whereas reflection
refers to the image of the client in his own mind (Ginesta and de San Eugenio, 2014). Kapferer
believes that a brand must present a group people which appeals to the target market. The
advertisement of the brand influences women who are confident, vibrant and looking to stand out
of the crowd. Mary Katrantzou is leveraging its products and accessories on the younger
generation and have been able to disrupt fashion trend of the target market. It helps in reflection
women as they are and this fashion speaks for themselves. The secondary factors which play a
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crucial role is the placement of stores of this brand. The shops when place in mall depicts
premium nature when compared to placement on roadside marketplaces.
Relationship
Relationships constitute as a most important part of a brand. In context of a business
relationship separated from relationships with consumer, supplier and workforce of a brand
(Harrison-Walker, 2011). Mary Katrantzou believes in facilitating strong connection with its
stakeholders. The pro-activeness on the social media defines their efforts in building a strong
connection with the its consumers. This brand have emphasized on creating a communication
channel within premises so that employees are always communicated about major decisions and
initiatives.
Physique
The physique in context of Mary Katrantzou focuses on images, ideas and emotions
among the customers. The vibrant and print nature of fashions provides a brand with a unique
physical characteristics. Referring to the cited brand, print and summer wear fashion are termed
as must haves for summer which defines importance of brand for the market. The edgy and
craftsmanship are tangible aspects to the brand which provides it with a unique image and at the
same time serves as a promotional strategy for the brand.
Advantages
 There is a clear description of every
characteristic which helps in
establishing ideal brand image for a
business.
 The explanation of these features will
result in creation of distinct image of
the company in operating market.
 The features of prism are clear and
distinctive which represent the brand in
the best possible manner. It helps in
creation of new ideas for business and
therefore helpful in creating new ideas
for business.
Disadvantages
 The major disadvantages which has
been experienced is that it is difficult to
adopt due to its complex nature.
 In context of Mary Katrantzou, it is
expensive to design brand identify and
may distract from crucial operations of
the brand.
 The global nature of the business is
another major hindrance which this
brand is exposed too.
 Sometimes when a consumer is not
able to relate to the features of brand
identity it may result in failure of this
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model.
Brand identity and Brand Image
Brand identity is defined to be set of association which a business aims to maintain in the
long run (Brand Strategy, 2018). The set of association defines existence of brand and its
promise to its customers. A unique and unmatched brand identify will help brand attract number
of customers. The attraction towards a business is enhanced when a brand possess ideal image in
the market (Ille and Chailan, 2011). A brand can establish itself by offering value proposition to
customers in the operating market. The brand image is considered from the customer's point of
view whereas brand identity can be ascertained from the point of view of brand itself.
It is essential for Mary Katrantzou to establish a positive brand image that speaks for
itself. The value offering of this brand is a real crowd puller. It is important for a brand to carry
positive image in the mind of customer so that in future customers are ready to pay premium
pricing for the offerings of this brand (Keller, Parameswaran, and Jacob, 2011). Mary Katrantzou
deals in women wear and accessories and offers value product to the same niche prospects. This
brand have been successful in garnering a distinct place for itself with its craftsmanship and
vibrant offerings which speaks of colourful life.
(Source: Consumer based brand equity model, 2014)
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Illustration 2: Consumer based brand equity model

The customer based brand equity model defines that attitude of consumer plays a vital
role in success of a brand. This pyramid model defines measures to create a positive brand image
in the mind of people. The brand equity model tries to answer question such as who, what. About
and finally relationship between a brand and consumers. Under such circumstances, Marketing
communication play a strong role in brand building for a business. The craze of technology can
be well utilised so that better results can be ascertained in terms of sales volume. The major
advantages which can be availed with application of this brand equity model is that it leads to
building of a stronger emotional connection between a brand and a customer (Leekha Chhabra
and Sharma, 2014). A business can achieve competitive advantage when facilitated with right
connection with the buyers. This feature will further create a positive outcomes on the sales
revenue.
The major limitation of this customer based equity model is that requirements of financial
resources is comparatively higher. The Brand under this model have to incur heavy expenditure
on promotions which lately they are tries to compensate with social media marketing platforms.
Even in contemporary environment advertisement is considered as most crucial to market
offering of Brand to targeted consumers.
BRAND POSITIONING
Brand positioning is crucial for a business as it aims to occupy a distinct place in the
mind of prospects. The kind of position that a brand carries a unique selling proposition along
with itself which further acts a major contributor in brand enhancement. The printed summer
wear and themed clothing are distinct product for this brand which needs to be positioned with
the right approach so that a business turns out to be profitable. It facilitates a brand in targeting a
pool of customers into availing offerings of this particular brand. There are numerous designers
in the market But Mary Katrantzou occupied a distinct place which have not been realised by
other brand. The clothing line speaks of colours and confidence which women love to adore in
the market of Europe and America.
The exceptional sales of products was accompanied by a line up of accessories which
again received a great response from the consumers. The summer line of Mary Katrantzou was
brought under the category of 'must haves' by numerous fashion bloggers. The brand relies on
the basic attraction while expanding to other segments of the market. The inculcation of capacity
is very well appreciated by consumers of the brand. The success of Mary Katrantzou can be
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determined with channelling up of revenue of the company. The last recorded revenue of this
brand accounted for $15 million which was double of what this business had achieved in
previous year. Mary herself is fearless person and looking to explore untouched boundaries of
fashion which are very well appreciated by the women as it signifies they personal characteristics
as well. Women in this present era are fearless as well and looking to attain new heights which
can be seen through the clothes they wear and manner in which they are dealing with things. This
brand has established itself as a commercially viable brand but now looking to venture into
affordable segment of well so that it is approached by masses (With New CEO, Mary Katrantzou
Seeks ‘True Global Scale’, 2016).
To position the product further it is essential to carry out a competitor analysis. A details
analysis of the competitor of this brand is carried out so that their weakness can be identified and
exploited by the company for self-gain (Muhamad and et al., 2012). The competitor analysis of
Mary Katrantzou is as follows:
Products Fashion Designer 2016 2017
Skirts and tops Mary Katrantzou 18.00% 20.00%
Shoes Alexander McQueen 8.80% 12.00%
Bags Marx Jacobs 7.00% 15.00%
Watches Christian Dior 17.00% 21.00%
Competitor position
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Illustration 3: Competitor analysis for Mary Katrantzou
(Source: Competitor analysis for Mary Katrantzou, 2016)
It can be ascertained from the above graph that Alexander Mcqueen and Christian Dior
are the major competitors in terms of business. Mary Katrantzou have been successful in
attaining 20% of growth rate in financial year of 2016 and Christian Dior is leading the growth
the chart with a marginally higher of 21% growth past year.
SWOT Analysis
It is essential to carry out a thorough analysis of strength and weaknesses of the company
to so that the areas which carries a scope for improvement can be addresses. This feature will
help a business in strengthening its position in the market and compete with its rivals in an ideal
manner (Pike and Mason, 2011). Stella McCartney and Christopher can are among rivals which
are competing for the British fashion awards. The swot analysis of this brand is as follows:
Strengths: these are the factors upon which a business is leveraging. The craftsmanship
and themed skirts and tops are major advantages of Mary Katrantzou. The success of such
clothing have helped a business in attaining a stable financial position in the market. This Brand
have been able to multiply its last recorded revenue which has been its strength. The printed
designs have been able to catch eyes of fashion police and have received positive criticism on the
same.
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Weaknesses: the products which are offered by this brand are commercially viable
however they are still not afforded by the masses of the country. This have turned out to be a
major shortcoming of Mary Katrantzou. This is due to the higher cost of production of skirts and
tops which needs to be addressed by this brand.
Opportunities: there are numerous opportunities which lies with this brand. Mary
Katrantzou possess numerous opportunities to either form a collaboration with other brands or go
for extendability of offerings. This brand can venture in accessories section or can possibly
launch kids wear line-up which will improve reach of this brand.
Threats: London is a fashion hub as there are in-numerous rivals exist in the market. It is
essential for a brand to anticipate changes in the future in an ideal manner so that major threats
can be avoided. The reliance on creativity and innovation does not always ends up in yearning
profits for business (SILJESTEDT, 2014). Sometimes its best that a business plays its safe and
offers products which are universal in nature.
The social media presence for this brand is determined by this chart attested below.
(Source: Growth of social media, 2016)
It can be ascertained from this above data chart that Mary Katrantzou is receiving
tremendous response in the market and growth of 1.37% of the social media followers justify the
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Illustration 4: Growth of social media

same. Therefore a brand can utilise these social media tactics to their full potential so that best
outcomes are achieved along with nurturing of this business (Sirianni, and et. al., 2013).
RECOMMENDATIONS
It can be ascertained from the above mentioned market that Mary Katrantzou has been
ruling London and has been successful in catering its women of Europe in most creative and
innovative manner. This brand have recently opened up shops in the America which also have
received tremendous response. The revenue of this brand justify its presence in the fashion
industry. The first major recommendations to Mary Katrantzou is that they needs to unearth
other demographics of the market preferably kids wear. The kids wear segment is competitive as
well due to presence of brands such as gap, Tommy Hilfiger and Ralph Lauren. This brand have
established a name for itself in the market and can further utilise the same to venture into kids
segment which will further work as a expansion strategy for this business and help in garnering
additional revenue. The another feature which supports this venture is that this brand carries its
distribution network and can employ it further to supply needs for kids-wear in the operating
market. It is important to accompany expansion plan of the brand with right set of marketing
tactics so that it helps in catching attention of the consumers.
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REFERENCES
Books & Journals
Akaka, M. A. and Alden, D.L., 2010. Global brand positioning and perceptions: International
advertising and global consumer culture. International Journal of Advertising. 29(1).
pp.37-56.
Bruwer, J. and Johnson, R., 2010. Place-based marketing and regional branding strategy
perspectives in the California wine industry. Journal of Consumer Marketing. 27(1).
pp.5-16.
Dawn, S. K. and Biswas, S., 2010. Employer branding: A new strategic dimension of Indian
corporations.
Dens, N. and De Pelsmacker, P., 2010. Consumer response to different advertising appeals for
new products: The moderating influence of branding strategy and product category
involvement. Journal of Brand Management. 18(1). pp.50-65.
Dou, W. and et. al., 2010. Brand positioning strategy using search engine marketing. Mis
Quarterly, pp.261-279.
Ginesta, X. and de San Eugenio, J., 2014. The use of football as a country branding strategy.
Case study: Qatar and the Catalan sports press. Communication & Sport. 2(3). pp.225-
241.
Harrison-Walker, L.J., 2011. Strategic positioning of nations as brands. Journal of International
Business Research. 10(2). p.135.
Ille, F.R. and Chailan, C., 2011. Improving global competitiveness with branding strategy: Cases
of Chinese and emerging countries' firms. Journal of Technology Management in China.
6(1). pp.84-96.
Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011.Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Leekha Chhabra, N. and Sharma, S., 2014. Employer branding: strategy for improving employer
attractiveness.International Journal of Organizational Analysis. 22(1). pp.48-60.
Muhamad, R. and et al., 2012. Segmentation and brand positioning for Islamic financial services.
European Journal of Marketing. 46(7/8). pp.900-921.
Pike, S. and Mason, R., 2011. Destination competitiveness through the lens of brand positioning:
the case of Australia's Sunshine Coast. Current Issues in Tourism. 14(2). pp.169-182.
SILJESTEDT, S., 2014. Marketing strategies in luxury fashion SMEs-The dream about Mary
Katrantzou (Bachelor's thesis, University of Borås/Swedish School of Textiles).
Sirianni, N.J. and et. al., 2013. Branded service encounters: Strategically aligning employee
behavior with the brand positioning. Journal of Marketing.77(6). pp.108-123.
Online
With New CEO, Mary Katrantzou Seeks ‘True Global Scale’. 2016. [Online]. Available through:
<https://www.businessoffashion.com/articles/bof-exclusive/mary-katrantzou-
announces-new-ceo-and-reveals-plans-for-true-global-scale>.
Brand Strategy. 2018. [Online]. Available through: <https://www.amplimark.com/brand-
strategy/>.
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