Table of Contents

The author

Introduction

Brands and their bottom line

• How can brands translate a lifestyle message to their bottom line?
• Why are companies such as Nautica, Liz Claiborne and Ralph Lauren set for double-digit growth while the market as a whole is forecast to decline?
• Who are the 'brands-to-watch'?
• Should brands concentrate on short-term earnings or long-term investment?
• In the post-e-mania era, will it be easier for apparel companies to attract the attention of investors?

The impact of September 11

• To what extent did 9/11 really impact US brands and the global fashion economy?
• Which major trends are predicted to emerge across the style landscape post-9/11?
• Will USA merchandise continue to perform post-9/11, or will a subtle 'Americanism' prevail in certain sectors?

Branding trends

• Which brands are likely to perform well in the retail world, specialty channels and junior market?
• Which designer brands have the best success stories, and who are the fashion failures?
• Which will be the hottest trends in branding throughout 2002?
• To what extent will the influence of performance fabrics extend beyond athletic wear?

Brand strategy

• Why is Kenneth Cole Productions' three-tiered brand strategy likely to succeed?
• What is the rationale behind the well-used strategies of licensing and acquisition?
• What advantages do vertical retailers have in terms of brand strategies?
• Will the impact of private labeling significantly impact designer brands?
• How can brands avoid over-exposing themselves?

Licensed products

• Which apparel manufacturers should grow their non-apparel business?
• Who is the licensed product consumer?
• Is the sports-licensing sector likely to make a comeback?

Luxury brands

• What are the three essential stages to building a luxury brand?
• What are the main benefits of using diffusion brand strategies?
• To what extent will the growth of product line extensions and the subsequent growth of grey markets dilute the top brands?
• Will luxury brands soon fall victim to 20 year cyclical style evolution?

Counterfeiting

• What percentage of sales are lost each year as a result of trademark counterfeiting and infringement activity?
• Which countries are most susceptible to such losses?
• What measures are companies such as 3M taking to protect their brands?

Asian branding

• Will the increase in large, free-standing stores influence the growth of the major brands?
• Which three key demographic groups are influencing the growth in branding in Japan?

List of tables

• Table 1: Polo Ralph Lauren: retail sales outlets, 2002
• Table 2: Trademark protection loss: apparel and footwear (% loss and $ value)

List of figures

• Figure 1: Nautica's sales, 1996-2002
• Figure 2: Polo Ralph Lauren revenue, 1999-2002
• Figure 3: Polo Ralph Lauren wholesale revenue, 1999-2002
• Figure 4: Polo Ralph Lauren wholesale income, 1999-2002
• Figure 5: Polo Ralph Lauren retail revenue, 1999-2002
• Figure 6: Polo Ralph Lauren retail income, 1999-2002
• Figure 7: Polo Ralph Lauren licensing revenue, 1999-2002
• Figure 8: Polo Ralph Lauren licensing income, 1999-2002
• Figure 9: Kenneth Cole revenue, 1999-2001
• Figure 10: LVMH sales by region, 2001
• Figure 11: LVMH revenue, 1999-2001
• Figure 12: Tommy Hilfiger net revenue, 1997-2002
• Figure 13: Tommy Hilfiger net income, 1998-2002
• Figure 14: Zara sales, 2000-2001
• Figure 15: Guess? revenue, 1998-2001
• Figure 16: Gap revenue, 1998-2001