"Jimmy Key" is actually the name of a famous American baseball player and was suggested as a brand name by the Italian agency that the company worked with during establishment. "We chose it because it was easy to pronounce and offered good phonetics" says the chair of the company board. "Moreover, it is hip, stylish and trendy just as our collections" she adds, "Thank God we did not go with Kate Moss, as it was also suggested in that list of names. Jimmy Key positions itself on yellow which reflects the dynamism of the brand, and there are no other firms using yellow in clothing industry. "They mostly use red. Although yellow is a difficult color, we like using it: It clearly reflects our identity." An average Jimmy Key user is a "24-year-old woman, currently working with a stylish casual wear". She earns and spends for herself. She does not have to care for someone else, such as a husband or kids. She likes details but not to the limits, she is sexy but is neither a femme fatale, nor a dumb blonde. She is a free spirit with environmental concerns." To reach this group, Jimmy Key focuses on an age segment of 20-28, so that the consumer becomes familiar with the brand as she attends the college and continues wearing it thereafter. Jimmy Key shares customers with Mavi, Zara and Levi's brands but is perceived as almost equally fashionable but more affordable.
"Jimmy Key" is actually the name of a famous American baseball player and was suggested as a brand name by the Italian agency that the company worked with during establishment. "We chose it because it was easy to pronounce and offered good phonetics" says the chair of the company board. "Moreover, it is hip, stylish and trendy just as our collections" she adds, "Thank God we did not go with Kate Moss, as it was also suggested in that list of names. Jimmy Key positions itself on yellow which reflects the dynamism of the brand, and there are no other firms using yellow in clothing industry. "They mostly use red. Although yellow is a difficult color, we like using it: It clearly reflects our identity." An average Jimmy Key user is a "24-year-old woman, currently working with a stylish casual wear". She earns and spends for herself. She does not have to care for someone else, such as a husband or kids. She likes details but not to the limits, she is sexy but is neither a femme fatale, nor a dumb blonde. She is a free spirit with environmental concerns." To reach this group, Jimmy Key focuses on an age segment of 20-28, so that the consumer becomes familiar with the brand as she attends the college and continues wearing it thereafter. Jimmy Key shares customers with Mavi, Zara and Levi's brands but is perceived as almost equally fashionable but more affordable.
Chapter1: Making Economics Decisions
Section: Chapter Questions
Problem 1QTC
Related questions
Question
Jimmy Key is most likely to gain a strong competitive advantage through which type of differentiation?
services differentiation
image differentiation
channel diff.
people diff.
Expert Solution
This question has been solved!
Explore an expertly crafted, step-by-step solution for a thorough understanding of key concepts.
Step by step
Solved in 2 steps
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, economics and related others by exploring similar questions and additional content below.Recommended textbooks for you
Principles of Economics (12th Edition)
Economics
ISBN:
9780134078779
Author:
Karl E. Case, Ray C. Fair, Sharon E. Oster
Publisher:
PEARSON
Engineering Economy (17th Edition)
Economics
ISBN:
9780134870069
Author:
William G. Sullivan, Elin M. Wicks, C. Patrick Koelling
Publisher:
PEARSON
Principles of Economics (12th Edition)
Economics
ISBN:
9780134078779
Author:
Karl E. Case, Ray C. Fair, Sharon E. Oster
Publisher:
PEARSON
Engineering Economy (17th Edition)
Economics
ISBN:
9780134870069
Author:
William G. Sullivan, Elin M. Wicks, C. Patrick Koelling
Publisher:
PEARSON
Principles of Economics (MindTap Course List)
Economics
ISBN:
9781305585126
Author:
N. Gregory Mankiw
Publisher:
Cengage Learning
Managerial Economics: A Problem Solving Approach
Economics
ISBN:
9781337106665
Author:
Luke M. Froeb, Brian T. McCann, Michael R. Ward, Mike Shor
Publisher:
Cengage Learning
Managerial Economics & Business Strategy (Mcgraw-…
Economics
ISBN:
9781259290619
Author:
Michael Baye, Jeff Prince
Publisher:
McGraw-Hill Education