2. Brand Ed Hardy
• Christian Audigier is a French fashion designer and entrepreneur, who
created a new brand called Ed Hardy based on the work of Don Ed
Hardy.
• Don Ed Hardy is an American well known tattoo collector.
• IT has 72 stores worldwide with maximum stores in US (around 33).
• In 2004, Christian Audigier licensed the rights to produce the Ed Hardy
clothing line, which is based on Hardy's imagery.
• Audigier’s marketing techniques is to market directly to celebrity
clients and by opening stores in high profile fashion districts.
3. Competitors
• Main competitor
• Affliction in the US
• TapOut
• Affliction and TapOut not present in UAE
• Other Competitors at Dubai Mall
• Harley Davidson
• Jack & Jones
• Billabong
• Desigual
• Cheap imitations of its own brand
Competition
4. Marketing Mix
• Incredibly
expensive ‘Special
edition-like’ prices
• Apparel starts at
154 AED
Price
Tattoo-art inspired genre
• Designer Apparel
• Lifestyle Accessories
• Watches
• Bags
• Rock and Roll theme
• Celebrity gallery
• Don Ed Hardy – Kids
• 50% - 60% Part Sale
•Strategic location
•Close to an ATM kiosk
•High mobility
Increased foot-falls
Product
Promotion Place
5. Market Segmentation
• Young elite 18-25 years, High Income
• Clubbing, Drinking and Gambling
• Like minded friends who grab latest fashion
• VIP Parties to diffuse latest trends
• 18- 30 years , High Income, Rock-n-Roll lifestyles
• Adore all things ‘Vintage’ , invest to look ‘CooL’
• Look up to Don Ed Hardy for its artistic tattoos.
• Anyone who wants to have such a look.
6. • Nicely stocked store, segmented in to men, women,
kids and accessories
• Store presentation shows off the Ed hardy culture
• The colors and tattoo art in the store symbolizes what
the brand stands for
• Celebrities in Ed Hardy gear show brand association
• Sales personnel – 3 Men & 2 Women in Ed Hardy gear
• The Cruise bike at the entrance shows the customer
they cater to
• Rock and Roll music in the store to appeal to
customers
Shopping experience
