thes of kids-series and limited-unlimited series. Product positioning of ME & CITY hopes to offer fashion and quality for the urban people all over the world. Therefore, international style is the pursuit of ME & CITY. At the same time, the product insists on original design, aiming to tailor perfect dresses for Asian and build a size data base of Asian.
Price: Compared with low price and low quality of Metersbonwe, pricing strategy of ME & CITY adopts a relative high price strategy. However, contrasting with international brand, its price is much lower and with competitiveness. The reasons for pricing are following. On the one hand, launching a new brand with higher price and higher profit is a development strategy of company. On the other hand, cost of original design causes the price.
Place:
Expansive pattern In the beginning of founding ME & CITY, company builds twenty-eight branch offices rapidly across the country. At the same time, the company spends nearly eight hundred million yuan on commercial property in nineteen provinces and cities. In less than a year, there are almost eighty stores and the size of two thousand square meters is not a few. In the middle of 2010, the number of stores has up to one hundred. But in the later, the expansive speed clearly slows. The reason is expansive pattern not only don’t copy the success of Metersbonwe, but also brings many risks. The pattern is the direct reason for the after loss.
Location and distribution In many cities, we can see the location of ME & CITY chooses ‘store in shop’, by the side or even inside of Metersbonwe store. It makes customers cannot distinguish ME & CITY from Metersbonwe, which is opposite to the idea of creating a whole different and separate brand.
In addition, recent stores are all the regular chain.
Promotion:
Celebrity effect With the hit ‘Escape from Prison’, ME & CITY spends huge money in choosing leading actor Miller as spokesperson. His charm and influence bring popularity and fashion for the brand. Not only that, international super model Bruna, French chief cameraman Cometti, famous actor Williams and a lot of domestic stars participate in the publicity. On the one hand, the choice of spokesperson fits product positioning. On the other hand, heavy investment also means a heavy rise.
Supplementary
There are another promotion ways, such as magazine, infomercial, official website and marketing activity. The style also copies international brand and cost much.
Competitor analysis
