Logistique de Kenzo

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( ???)): the workers who work for the brands have various functions along the supply chain. Also, their do everything possible to have the perfect quantity of product- not more or less, to avoid additional costs

Main challenges :

· The supplier must be able to produce new products every season

· The dynamic time depending on the collections and the fast-fashion effect

· The globalization of industry- the control of international inventory

· The control of the inventory- the flux of the inventory must be organized as much as possible for this kind of items ( with higher prices and high quality).

· The estimation of the demand- Finding out the exact volume of product and raw material needed, so there are no additional costs

Customers :

The clothes are designed for youngs customers 20 to 40 years old but the profitability customer analysis has shown that the most profitable customers are between 40 to 60 years old.

To keep their customers and get new ones , one of the technics used by Kenzo is called Direct marketing which allows to the brand a deeper connection with their customers . To purchase an item or to have information about it, the customer don’t need to pass by retailers. For example, when the customer enter to Kenzo website there has the possibility to sign in to the “Kenzo Club” which will provide them information about the latest collection, track their orders, receive stocks alert and create a wishlist.

Pull strategy :

The strategy was developed to get the attention of the youngers customers (technic the achieve new customers).

· Collaborations with famous bloggers- e.g for the cosmetics products Kenzoki, famous bloggers have invited to taste the exclusive products. They are also invited in some advertisement of the brand to promote the products.

· Big presence on social media- The brand creates challenges on their social media. E.g For the « Flower in the Air » perfume the brand provide a picture challenge on Instagram, so the customers are also used on promoting the products.

· Youtube Channel – The brand have also a channel on Youtube where their diffuse videos of the brand’s event, advertisement and other types of videos.

· Collaborations with global organizations- e.g this year the brand collaborated with the organization Blue Marine Foundation for their collection « No fishNo Nothing ! » and created a digital pop-up store.

· Public performances- In the big cities street performance or temporary street exhibitions are developed to promote the new products.

Benchmarking

Benchmarking is important for Kenzo, it allows the brand a forward success and to understand who are their global competitors. The brand analysis similar competitors and finds out what has worked for them and what did not work. It helps to determine the faults and to avoid costly errors. Kenzo uses benchmarking also to stand out from the rest of the brands.

The collections

For the Men and Women’s wear Kenzo produce 4 different collections a year : Spring/ Summer, Fall Winter, pre-Fall and Resort collection. The resort and pré-fall collection are designed according to the jet-set clients of the brand. They are the main clients for this collections

· The resort collections are like a pré-collections of the S/Spring collection. Kenzo launches their Resort Collection around May.

· Their S/S collections are presented in September during the fashion week.

· Pré-Fall is, again, a pré-collection of the Fall/Winter ones. It is launched in November, before the actual F/W collection.

· The F/W collection is presented on the fashion week, normally in February.

For the kids collection, there is only two collection a year : F/W and