'Smythson of Bond Street Brand Positioning\r'

'Smythson of Bond Street is a British high life lash goods and personalized stationery tick off. It is a synonym of exclusivity, discreet good taste, elegance, and British heritage. It was founded in 1887 in London and ever since, the distinguish has received clients such as the Queen Victoria, the munificent Family, Grace Kelly, and Madonna. Besides that, Smythson is positioned as the â€Å"British Hermes” fit to its current CEO Andy Janowski; whom along with the new form Director Rory O’ Honlon wants to consolidate the stigmatize as an â€Å"iconic British luxury leather goods brand”.They want to raise their global awareness and the brand’s image by highlighting Smythson’s expression of contemporary classicism, its 125 year heritage, and rum craftsmanship. Smythson offers a variety of luxury leather goods such as handbags, clutches, wallets, travel accessories, books and diaries, home accessories, covers for high-tech tools, and high-e nd stationery; all products with minimalist designs that fit Smythson’s aesthetics.Plus, customers customizing and grave options go from gold stamped initials to personalized motifs and monograms. Further much, the brand appeals to high-end customers both men and women looking for exclusive, high quality, detailed leather accessories, who value first class stationery and reputation goods. On the other hand, possible opponents for Smythson are sumptuosity brands such as Burberry and Gucci. First, Burberry is also a British luxury brand that wants to penetrate the market by highlighting their British Heritage.Unlike Smythson, Burberry has a ready-to-wear melodic line and it does not carry stationery goods. Second, another competitor could be the Italian brand Gucci, because it also sells luxury leather goods but the brand images are different. Gucci appeals much to customers looking for sexy, glamorous, and extravagant goods, while Smythson is targeted towards a more cons ervative, classic, yet fashionable customer.\r\n'