These are a few picture of Paul Smith stores and its amazing how each of them are so different yet inside they all sell the same clothing and style but are designed to suit the location
imitating designs and creating "fakes" for those who make not want to spend as much money which is hurting sales.
OPPORTUNITIES
There's a fast growing fashion segment and so different pieces, like the ones that will be created by Alex Turner and Paul Smith, will become perfect for this and will be wanted more that the basics.
Disposable Income is increasing in emerging countries and because Paul Smith is such a global premium brand, promoting a collaboration at this point in time they will gain a lot of interest from those who may not have been able to splash out of a fancy jacket and now can, creating more consumers.
As a brand Paul Smith have never been up there on the marketing ladder and haven't really needed to be however, increasing brand viability through more aggressive marketing, like the press event and through social media they will become a much more diverse brand as a whole, also by tying up with fashion houses.
THREATS
There's a competitive market when it comes to premium menswear brands as they all do similar collections like your classic summer pastels, and so the collaboration cold be thought of as just another collection and do the brand no favors, as well as Alex Turner is not your typical model and so people may not like him or think it fits with the brand.
Its become easier for new entrants to establish themselves with the adverts of VCs and exposure from social media which harms the brands status. Also, the fluctuating economy means people are unwilling to spend more on premium brands.
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