Company Key Strategies

PRODUCTS AND CURRENT POSITIONING

Tod's Group production structure based on the complete management of the production process, from the creation, production and marketing of design collections to their distribution (Tod’s Group, 2015). The approach ensures the high luxury market 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 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.

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. Tod's brand stands at an aspirational level due to its elegant, classic stroke and high quality with mid-high pricing. Hogan and Fay remain high quality at the affordable pricing level. In this way, the group ensures touching a different demographic clientele.

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Figure 2. Tod’ s Group Brands Products Positioning (Tod’ s Group, 2015)

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