Elie Saab Case Study

2395 Words 10 Pages
Introduction:
ELIE SAAB (ES) is an international fashion house brand named after its owner and Chairman Elie Saab. Saab belonged to a Lebanese family and always wanted to make it big in the fashion industry. Therefore from a very young age he began sewing. He designed dresses for his family members and at an early age of just 18 he opened his first atelier with 10 employees under him. “His first collection was displayed in Casino Du Liban in Beirut “(Nadia and Hussam, 2012). The brand ES was focused for high end rich people who could afford to spend money to try new designs. The brand was endorsed by celebrities and they mostly sold Haute Couture, Ready to wear, wedding dress and accessories.

Question 1:
ELIE SAAB (ES) is a famous high end
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The kind of product varied from Haute Couture all the way till wedding dresses with accessories. Wedding dresses were sold in boutiques .The dresses include shorts dresses, long dresses, long dresses with lace, plain trousers, jackets and suits. There was a separate segment called Ready to Wear (RTW) which was in big demand in the market. Haute Couture was the initial segment of the company where clothes were designed based on the needs of the customers and also their stats and other vital information was maintained in a database. RTW was a popular segment which was in demand as it was more practical and less expensive than other items. RTW products of ES provided customers with more accessible garments and were also slightly less expensive that the other product items. Another business segment named as accessories were also sold in ES. “These included handbags, jewelry, fragrance and other cosmetics” (Ellie Saab website, 2011).ES had many strengths which made it famous in the industry. First of all the biggest strength was that of the leader Mr. Saab himself who led from the front with a vision to grow the company …show more content…
130 of them are present in Beirut, 15 in Paris and 5 in London “(Nadia and Hussam, 2012). The main branch of the company or in other words its headquarters is present in Lebanon. The other branches in different countries are assigned different roles. For example the office in Paris takes care of communications and public relations. Sales activities are looked after by the London branch. “Flagship stores are a showcase to a brand” (Robert, et al, 2002).The flagship stores are not typically used to make profits but to promote a brand. It defines who you are and what you do .ES participated in many international events like RTW collection in Paris in 2005, RTW collection in Milan, fall/winter haute couture show in 2003.ES had a strategy to target locations which were the heart of fashion industry . Those locations were Milan, Paris and decided to meet the increasing needs of customers in Middle East and in Dubai. ES had a strategy to grow by entering into the market by using both direct store ownership and flagship stores. It was essential for ES to have direct stores so that it had control over these stores and could market its product and also decide the cost on their own without any interference from third party vendors. The advantage of having direct ownership is that this falls under your custody and you don’t have to depend on external agencies to promote your products. In a

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