Revitalizing Kleding Man: Regaining Market Share Through Strategic Targeting

Date: 30.04.2024

• Kleding Man has experienced a decline in sales and brand awareness in recent years.
• This is due in part to a shift in target audience from educated men aged 35-40 to younger, trendier men.
• The proposed solution is to refocus marketing efforts on the original target audience and highlight Kleding Man's commitment to quality and fair pricing.

Executive Summary

Kleding Man's Current Situation:

• Sales and brand awareness have declined.
• Target audience shift has alienated original customers.
• Brand image and price positioning don't align with new target audience.

Proposed Solution:

• Refocus on original target audience of educated men aged 35-40.
• Emphasize quality and fair pricing.
• Reduce collection size to improve staff knowledge and customer service.

Understanding the Market

The Global Clothing Market:

• Large and growing industry with a value of over $2 trillion in 2023.
• Expected to continue growing due to rising disposable income and urbanization.
• Menswear segment is significant, valued at over $600 billion in 2023.

Trends in the Menswear Market:

• Increasing demand for casual and athleisure wear.
• Growing interest in sustainable and ethical fashion.
• Demand for personalized and customized clothing experiences.

Kleding Man's Challenges

Shifting Target Audience:

• Mistake to shift from educated men aged 35-40 to younger, trendier men.
• Led to decline in brand awareness among original target audience.
• New target audience doesn't fit brand image and price positioning.

Impact on Sales and Customer Satisfaction:

• Negative impact on sales due to target audience shift.
• Customer satisfaction has also declined, particularly among older demographic.
• Lack of knowledgeable staff due to rapid expansion and inadequate training.

Regaining Market Share

Refocus Marketing Efforts:

• Target marketing campaigns towards educated men aged 35-40.
• Utilize traditional and digital channels to reach target audience effectively.
• Highlight brand heritage, quality, and fair pricing in marketing messages.

Enhance Product Assortment:

• Reduce collection size to focus on core items and better align with target audience.
• Ensure products reflect quality and style preferences of educated men aged 35-40.
• Regularly review and update product offerings to maintain relevance.

Conclusion

Revitalizing Kleding Man:

• Refocusing on original target audience of educated men aged 35-40.
• Emphasizing brand's commitment to quality, fair pricing, and timeless style.
• Enhancing product assortment and improving customer service experience.

Positive Impact:

• Increased brand awareness and customer loyalty.
• Improved sales performance and profitability.
• Strengthened position in the menswear market.

Questions and Answers

Open for Discussion:

• Welcome questions from the audience regarding the presentation.
• Address any concerns or inquiries about Kleding Man's strategy.
• Engage in a dialogue to foster understanding and collaboration.

Thank You:

• Express gratitude to the audience for their time and attention.
• Reiterate commitment to revitalizing Kleding Man and achieving success.