Delorean's Jeans Micro Environment

Micro Environment:

The micro environment of the company consists of following actors;

• The company
• Suppliers
• Marketing intermediaries
• Competitors
• Publics
• Customers

Company:

The company is divided into some departments that include Human Recourse Department, Financial Affairs Handling Department, Quality Department, etc. There is a proper coordination and communication system among all the departments so that employees are working as a team and they are satisfied and contributing their best efforts to raise the standards of the company.

Suppliers:

The production of jeans includes the ingredients like fabrics, buttons, zips andmachines for the production of jeans. Machines we import from Germany and Japan. Our main fabric suppliers are Nergis Textile Mills and some of the material like zips and buttons are also supplied by Lisa Manufacturers.

Marketing Intermediaries:

Our main market intermediaries are our distributors, wholesalers and retailers.Our financial intermediaries include RMU Bros. and Askari Bank.

Competitors:

Being an introducing brand in Clothing industry STEPH G Jeans has to compete with pre-established brands. It has to make its impression in the minds of customers and get advantage on its competitors. The main competitors for STEPH G are Diesel, Denim Jeans and Calvin Klein. As these brands have a good perception and a good position in customers’ minds that’s why the company’s competition is very strong All these brands are providing great varieties in Jeans clothing like there are several types of Jeans pants i.e. Blue Jeans, Straight Cut Jeans, Bell Bottom and their  price ranges has also a good impact on competition. There products are in many categories of price and quality combination that provides a thrust to the competition STEPH G Jeans is also launching the most demanded and upcoming fashioned products like Flare Cut, Boot Cut, Casual Jeans and many more products are there to compete with so established brands.

Customers:

Customers are the largest asset of a company so they should be chosen very carefully and decisions relating to them must be backed by a good decision maker .STEPH G Jeans is actually using the Segmented Marketing Strategy that is there are some portions of market that are mainly targeted. The segment of age differences 15 to 25 years is the most effective and valuable for the company as because they wear jeans wears for their casual use, going to college, for fashion and what they desire.26 to 40 years age ranging customers are those that are professionals and wear  jeans for only for the sake of rest because always in a formal dress, they become tire and bore so they come to Jeans clothing.

Delorean's Jeans Macro Environment

The Company's Macro Enviroment

Marketing Environment:

The environment of a company includes the actors and forces that affect its performance. The marketing environment is divided in two parts;

Micro environment:

These are the actors which are close to the company that affect the company’sability to serve its customers. It includes company, suppliers, market intermediaries,customers, competitors and publics.

Macro environment:

Larger societal forces that affect microenvironment. These forces aredemographical, economical, natural, political, technological and cultural environment.

Demographic Environment:

• The study of human populations in terms of size, density, location, age, gender,race, occupation, and other statistics is know as demography.
• Demographics of our company are as follows:
• Different price ranges and offers for various income groups
• Teens and youngsters age bracket: 15-25 & 26-40 years
• We develop products for both Male and Female

Economic Environment:

The economic environment consists of patterns that affect buying power and patterns. The economic environment is characterized by more consumer concern for value and shifting consumer spending patterns. Today’s Squeezed consumers are seekinggreater value, which is the right combination of good quality and service at a reasonable price. The distribution of income is also shifting. So our company has tailored our marketoffers to two different markets which are: “the affluent” and the “less affluent”Some of the families are earning Rs 20,000 to 25,000 per month but moderatefamilies that are the big part of economy are earning above Rs 40,000 per month in which251,428 families are included which is 16% of Lahore’s population. So this economicfactor affects the purchasing behavior very effectively.

Political Environment:

There is political instability and terrorism in Pakistan. When the reign of onegovernment is finished the new government changes all the plans and actions of the previous government. Due to these factors interest and tax rates changes and the rate of development decreases. Secondly the government of Pakistan is not encouraging and promoting the Pakistani companies to compete with global companies. International pressure is also a hurdle in this regard. All these factors are hurdles in the promotion of Pakistani products

Fall/Witer Campaign

This is the new Fall/Winter 2013 ad campaign from Delorean’s Jeans. This campaign introduced us to four distinctive personalities – the bohemian, the wanderer, the maverick, and the rebel – this season continues the story with a broader exploration of what it means to be an American.

The Legend of Kid Corduroy in Color

To launch their new lightweight cords in summer-ready bright, the brand teamed up with Bootlegs to create film Delorean’s Jeans collection of colored corduroys. We worked with director Crystal Moselle to develop a concept that takes us to the western front using ‘hand’guns and a killer wink to showcase the Technicolor Goods

Distribution Channel

DISTRIBUTION CHANNEL

We are a Mexican company that exports to United States, we are foucused on the American Market.

10 Interesting Facts about Jeans

1. ‘Jeans’ were named after Genoese sailor from italy because they

wore clothes made of a blue fabric of cotton, and linen and wool blend. The word ‘denim’ came from the name of a French material that is found in a town called De Nimes in France.

2. Initially jeans were not made from Cotton. In the 18th century, as trade and cotton plantations boomed, cotton become the apt choice. Workers wore jeans because the material was very durable. It was usually dyed with indigo, which was taken from plantations in the Americas and India.

3. In 1853, German Hewish dry goods merchant Levi Strauss started selling blue jeans under the name ‘Levis’ in San Francisco. In 1891, Levi Strauss & Co’s patent for jeans with rivets went public and many companies began to adopt a similar concept.

4. During the Second World War, jeans (called ‘overalls’ at that time) got introduced to the world by American Soldiers, who usually wore them when they were off-duty.

5. The late Hollywood actor James Dean popularised jeans when he starred in the movie, Rebel without a Cause. Thus, Jeans became a symbol of youth rebellion during the 1950s in America. Teens who wore Jeans, were banned from restaurant, Theatre and Schools.

6. Skinny Jeans – These look best on slender women with long legs. Because of their clingy nature, they accentuate the hips and bottom. Boot-CUT Jeans – These are tight till the knee and then flare out slightly till the hem. The wider hem takes the attention away from a larger waist, hips and things. Low-Rise Jean – Also Called \low riders’, these sit just below your hips. If you want to flaunt your flat stomach, these are the jeans or you. Boyfriend Jeans – These are perfect for women who are rectangular in shape. The loose leg, Slouchy waist and large pockets are flattering on healthier bodies. Capris – These jeans end at the mid-calf or just below the calf, and are very popular among women of all age groups. They are usually meant to be worn in the summer.

7. Tips For Buying Good Fitting Jeans – Avoid focusing on just size. You need to pay attention to the fit too.

- Don’t Choose jeans that are too bulky or baggy.

- Make sure that back pockets don’t add bulk or make your bottom look too large because of any embroidered designs or embellishments.

8.  May 20 is considered to be the birthday of blue jeans.

9. In India, trousers made of denim which were worn by the sailors of Dhunga came to be known as dungarees.

10. Jeans are the world’s most sought after casual wear. Over 200 pairs of jeans can be made from a bale of cotton.

Promotion of the Jeans

Promotion is the process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal and impersonal communication with customers.

Radio Advertising

A  quick tag line can enhance a radio ad's effectiveness. Matching the station we choose with our target demographic is key. An alternative or urban station is good to reach youth aged 18 to 24.

                                                                          

Door Hangers and Flyers

Canvassing the neighborhood, placing flyers in mailboxes or hanging ads on doorknobs, is a good way to target a specific area and to make sure our potential customers have seen our information.

The Print and Graphic Arts Media

Advertising in local newspaper because it provides maximum flexibility in terms of budget, timing, coupon feedback, product and price mix. The perception rate is high because the reader can get more than one impact from the same message.

Target Market

Exporting to USA

Why export to USA:

• The USA mainly imports: Agricultural Products, Industrial Supplies (Oil), Capital Goods (Machinery), Consumer Goods (clothing, medicines, etc.)

• The Country has a large young population 

 15-64 years: 66.5% (male 104,156,828 / female 104,442,302)

 65 years and over: 13.5% (male 18,424,785 / female 24,052,919) (2012)

• This is the fourth largest country in the world.

• The U.S. economy is the largest in the world, with a GDP which is around a third of world production.

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Important Facts about Jeans Consumption 

• In 2010, approximately 98% of jeans available in stores in the United States were imported

• A record 604.9 million jeans were imported into the U.S. in 2010. This is 3 pairs of jeans per capita about.

• Consumers 15 and 25 (old). They like the comfort, fashion products are faithful willing to pay more and consume more.

• Two. - Consumers of 22-29 (age). They like the comfort, quality, durability, Model, Good Couture, Fashion, are unwilling to pay more than the first group (15-25) are more rational because of the experience and Brand.

• US Import data for denim apparel , men’s denim and women’s denim jeans in US 2000-2012 with volumes , value and average prices.

• EU Import data for denim apparel , men’s denim and women’s denim jeans in US 2000-2012 with volumes , value and average prices. (more details are given in list of tables below)

• Japan – Exports and Imports of denim fabrics 2011-12

• Exports of denim fabrics from Mexico 2011 Imports of denim fabrics into Mexico 2008-2011

 0-14 years: 20% (male 32,050,686 / female 30,719,945)

In the U.S. all consumers have at least one pair of jeans.

 

Delorean's Srping 2013 Campaign

Our Men's Designs

MEN'S

We sell Clothes for Men that like fashion, We offer products of high quality with specilal fashion designs.

Summer Collection Jeans

Summer Collection Jeans

Our Women's Designs

WOMEN'S
We sell Clothes for Women that love fashion, We offer products of high quality with specilal fashion designs.

Summer Collection Jacket

Summer Collection Jeans and Blouse

ABOUT US

Delorean's is a privately held Mexican Clothing Company known worldwide for its Delorean's brand of denin Jeans. We also sell clothes with fashion designs.

Delorean's logotype has a blue star and letter in red and blue, that is becauses of the flag colors of United States. This brand is focused on the American Market. 
Our Slogans is "JEANS FOR LIFE". We want consumers to ensure this is a poduct for every moment of life.

OBJETIVES OF THE COMPANY

•   Products should be unique in style and fashion
•    To provide customers with latest fashion
•    Products should be innovative to attract customers
•    The products should be good enough quality wise
•  The firm’s technology should match with international standards
•    Customer satisfaction and loyalty is our focus point