BCG Matrix and Product Lifestyle
The BCG Matrix is a method of analysing the market position of a companies existing products. It can help a brand compare product market size and growth in comparison to another brand's. It is used together with the product life cycle as part of the marketing planning process and deciding on what the brand should do next.
The BCG Matrix consists of four factors - Star products, Cash Cows, Dogs and Question Marks. A star products is an excellent product with both high market growth and market share. A cash cow profits help fun new products. The question mark is a big investment to develop and advertise to begin with, but may have potential in the future. Finally the dogs are sales that are falling and they may be 'eating' into the profit to keep them.
Stella McCartney BCG Matrix -
Star -
Bags - The Falabella bag and Star bag are the most recognisable products. The Falabella is popular with the consumers and there are many different types of the bag - the brand has begun developing the bag. This could be done with the Star bag.
Opportunities to develop the product further, for example creating a newer version, keeping customers interested in the product.
Cash Cow -
Stella X Adidas - popular in the sports industry, providing reliable income to the company.
Adidas is a well-known and popular brand to have partnered with. Luxury sportswear is not a vast sector in the industry.
Expansions are limited as sportswear can only be limited to certain garments/accessories.
Adidas name helps sell the products.
Low growth, high market share with strong supporters of the products.
Question Mark –
Stella’s menswear collection
Still fairly new - more money and investment is needed to advertise.
There is potential for it to become a star and have bigger sales in the future if investment is made into it.
Brings in a new audience.
Dog -
Fragrance line - not as known as other products
Potential opportunities to grow into a larger beauty range. For example, makeup is popular and there is high demand for makeup that is ethically produced and not tested on animals.
Any expansions could help the range become a star or cash cow product at some point in the future with a little bit more investment put into it.
Product Life Cycle in the fashion industry is an ongoing intro, rise, peak, decline and obsolescence. All styles are on a constant rotation and are forever coming back around again.
Style - Basic and distinctive mode of expression
Fashion - Whats on trend now. What's currently accepted and popular styles.
Fad - Temporary periods of unusually high sales, however not popular for too long.
introduction - New styles, colours, textures and fabrics are introduced. Retailers purchase limited numbers to see if they are accepted. To begin with it may be accepted by a small amount of people - fashion leaders.
Growth - Important part of the cycle as it is when consumers become more interested in the product and the fashion becomes more accepted by them.
Maturity - When a style is at its most popular and is demanded by almost everyone. It becomes mass produced and is affordable for everyone.
Decline - market is saturated and the popularity of the product declines. Fashion is overused and becomes boring to consumers. Retailers begin to mark down prices.
Obsolescence - Style becomes rejected and is no longer wanted at any price. Manufacturers stop producing the product as it is no longer worn by consumers.
At this point, the extension strategy might be brought in.
