Ed Williams Men's Wear Essay

Case Critique 1 Ed Williams Men’s Wear, after over 20 years of running a successful and profitable store, Owner Ed Williams begins to transition in his son Lowell as the new owner. As Lowell explores opportunities for new growth, he needs to address a critical marketing problem, that without attention could affect sales and future profitability of Ed Williams Men’s Wear.
The problem that store is currently facing is that; as the store’s market is aging and declining, the ability to attract young consumers is hindered because the new consumers have a negative brand perception of Ed Williams Men’s Wear. To elaborate, the brand knowledge that young consumers ‘know’ and hold in their mind about the brand, minimizes the brands strength and doesn’t give the brand a competitive advantage.
The problem of negative brand perception is evident throughout the case, one example of this is when an established customer brings in his son to buy a graduation gift. His son before entering the store had the perception that the store was one which it’s clothes were targeted to an older demographic and the prices were too high for his budget. But when he entered the store, he was pleasantly surprised that the brands offered were ones that he knew and admired and that the prices …show more content…
But, If Ed Williams Men’s Wear does not solve their negative brand perception amongst young consumers, then as their current customer base will continue to age and decline, eventually leading to the loss of sales and the loss of future profitability. If Ed Williams Men’s Wear could create a positive, deep, broad brand awareness then they could have the potential to have a basis of competitive advantage and be able to command price premiums, profitability, loyalty and higher share of