Meerzas Tailoring Style: A Decade of Success in the Industry

I. The Summary

Meerza's Tailoring Style house has been in the market for more than ten years. She started in Paris from "bricks and mortar" studio and has grown her company to gain an award for Best Female Entrepreneur in France. She provides specifically made matches, primarily for senior executives, at EUR750 per fit, which is considered a reasonable price in Paris. As the business was growing, she used staff in London, Paris and Brussels to facilitate fabrication and shipment. The online-service she's offering ought to simplify and attach the process of taking measures and making orders, nevertheless it often does not.

The customers disappointed with the service and believing their clothes are neither specially-made, nor made correctly so they fit well, post complaints which harm the image and the track record of the seller.

II. The issue

An online tailored-clothing retailer desires to enhance its business and brand name track record.

III. The Cast of characters

* The Meerza Tailoring Fashions
* Grumbling consumers
* Various companies

V. The Issues

* Customer trust is significantly decreasing (more grievances) * Poor connection with labor union (a few of the consumers presume the clothes are being made in sweatshops) * Problems with online measuring system (the clothes still do not fit well) * Issues with uniqueness (the clothing are no longer thought about to be specially-made).

VI. The Options.

There are a number of options to surpass the problems:.

1) Partial rearranging with strong PR and social networks assistance (Go a bit more mass-market, but with strong quality control and still holding balance with clothes specifically made, which suggests that you can still order the clothes through online-service, today some of the criteria are more standardized, but yet the quality is one of the greatest + wisely dealing with problems and making the consumer understand that he or she is taken care of at the very best rate.

Providing more info to the general public about production in other nations but positioning it as a fringe benefit for the client, as he gets his clothes faster etc
..)

Pros:

* Creating a new and better image in the eyes of the customer
* Gaining new clients and entering new markets
* Positive word of mouth
* Bigger profits, larger perspectives

Cons:

* Could lose some customers that really care about wearing unique peace of garment

2) Employment of a social media manager
Pros:
* Better working with objections
* Better brand reputation

Cons:
* Does not solve the problem of bad-fitting and uniqueness

3) Website services improvement:

Pros:
* Solves the problem of bad-fitting

Cons:
* The customer still feels fooled
* The brand image is still low
* Quality of the product is still considered low

VII. Recommendation

My recommendation is Option #1 for the benefits listed previously. The situation is that Meerza Fashion cannot remain as unique as it used to. It should become more global and a bit less unique. Sure, it could lose some of the customers, but it will gain much more if the right PR and social media approach is chosen. A repositioning is needed to save the good name of the company and gain new title as a company which is global, but still pays attention to every single customer it deals with. It sure is a challenge, but it is worth taking this risk.

VIII. The Plan of Actions

1-Work out new methods of measuring, think over every little step in this process. Organize results in better-working online service 2-Before online-publication, make a trial project. Ask a few street walkers to do a self-measurement. Compare results. Choose the best one, that is easy to follow and have greater accuracy. 3-Hire PR manager and social media manager 4-Work out a repositioning plan and implement it 5-Plan and open stores in other cities/countries and deliver the news to the public 6-Build brand loyalty through constant quality control and smart media strategy 7-Get bigger profits

IX. Conclusion

Having taken the steps described above, Meerza Fashion can change its path in the market and go in slightly other direction, which opens new perspectives for the retailer to go global.