Marketing Strategy of Esprit analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Esprit marketing mix, help the brand succeed in the market. Let us start the Esprit Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Esprit marketing strategy can be explained as follows:
Esprit is a global fashion brand which has products like clothing, footwear, sunglasses, watches etc. Esprit likes to be seen as a brand which symbolises a blend of West coast Lifestyle, creativity and a sense of ecological responsibility. In product categories they have different sections namely Casual (having simple designs for both men and women), Collection (a showcase of premium business fashion for both genders), Urban Casual (for women between 18 and 25), sports (for women), kids, Accessories (which included bags and leather products for both genders), Shoes and bodywear (underwear, loungewear and swimwear for men and women).
Esprit also offers watches and perfumes as a part of its marketing mix product portfolio.
Esprit Price/Pricing Strategy:
Below is the pricing strategy in Esprit marketing strategy:
Esprit keeps in mind its competition while pricing its products. The marketing strategy if Esprit included catering to a large segment of society who wanted value for money clothing and wanted to look fashionable as well as different than normal boring fashions.
Their research showed that the customers wanted products which are outstanding to the money charged. So, to address the needs, Esprit offers a wide range of categories which had all sorts of pricing requirements. Its premium collections offered premium pricing which were a lot formal in approach where as its casual and stylish products had offerings both in low range as well as high range.
Following is the distribution strategy in the Esprit marketing mix:
Esprit brand has a popular presence all over the world. In Germany, they are considered as the number one player, followed by Netherlands, where they are the second most popular brand and China where they are the third. It has one of the strongest online presence in the fashion industry. Their stores are contemporary in designs that invited a section of people who were interested in art and contemporary lifestyle. The stores are generally spacious making the buyers feel homely and more like experiencing rather than just buying.
Esprit products are available in more than 40 countries worldwide.
Esprit Promotion & Advertising Strategy:
The promotional and advertising strategy in the Esprit marketing strategy is as follows:
Esprit promote the brand by various media channels and in terms of their achievements. They won awards such as TM fashion online shop of the year and Top Marke Bodywear in Women's section. Some of the popular advertising campaigns include "make your wish- christmas" with Esprit where they collaborated with iconic photographer Yvan Rodic, the Face-hunter. One more campaign was the "Iconic styles" where Esprit offered a look which can be transformed into a completely different and new look. This was in three categories which were casual, business or glamorous. Other promotions include hiring popular artist Kevin Lyons who made playful illustrations in his magazine. Hence this completes the marketing mix of Esprit.
The brand Esprit was founded by Susie and Doug Tompkins in 1968. It started with the selling of homemade clothing.
This then led to the ideation of the brand which was selling American west coast clothing which were relaxing and gave a feel of homemade. The Esprit business that started from selling clothes from the back of a wagon in California later became one of the most prominent brands in San Francisco and then ventured into the world market.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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