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PRODUCTS AND CURRENT POSITIONING Tod's Group production structure based on
Tod's brand stands at an aspirational level due
the complete management of the production
to its elegant, classic stroke and high quality
process, from the creation, production and
with mid-high pricing. Hogan and Fay remain
marketing of design collections to their
high quality at the affordable pricing level. In
distribution (Tod’s Group, 2015). The
this way, the group ensures touching a
approach ensures the high luxury market
different demographic clientele.
position and prestige of brands. The most developed items are shoes, handbags, wallets and belts. Other leather goods, accessories and clothing are produced less frequently but
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are placed on the market. The company uses its product combinations in factories (including 6 for footwear and 2 for other leather products) and a range of third-party workshops to create the Tod’s and Hogan collections (Dun & Bradstreet, 2019). The development of the Fay and Rogier Vivier collections entrusted to third-party manufacturers. Tod’s Group's four brands are positioned in three dimensions. As shown in Figure 2, Roger Vivier is classified as an ultraluxurious brand with high pricing.
Figure 2. Tod’s Group Brands Products Positioning (Tod’s Group, 2015)
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MICRO ENVIRONMENT USING PORTER’S FIVE ANALYSIS In Figure 3, we see Porter’s five-force map in the luxury goods sector (Capo, 2014), which we will apply and explain in detail in Table 2.
Figure 3. Porter’s Five Forces in Luxury Goods Sector (Cupa, 2014)
