The main purpose of our given report is to present the structure of the Pulz Jeans company and to illustrate its current market position. In order to analyse the organization, we made use of common analysis tools, namely the business model canvas, the value chain and finally, the SWOT and TOWS. The former furthermore lead us a further recommendation when it comes to future actions. Pulz Jeans strives to provide everyone with the “ideal jeans” and “casual clothing”. They specialize in contemporary, simple but trendy European styles.
A central focus of the company is the high quality and sustainability of their product, as well as maintaining a constant relationship with their customers through a transparent service and a fast and inexpensive shipping and returns policy, all supported by a professionally run online shop.Pulz Jeans is targeted specifically at a female audience. Key characteristics include the luxury of being able to prioritize quality over price and having a conscious mind about sustainability. The key customers value their time highly and regard shopping for fashion as a secondary activity amongst the many that they have in their everyday lives thus placing reliability highly in the key criteria list in choosing their clothing. They are very likely to be familiar with DK brands, an organization that Pulz Jeans is a member of.
There is an expectance of transparent communication from customer to company and vice versa with the customer willing to be the initiator.The model of retail that Pulz Jeans operates with consists of small retailers and independent wholesalers. There are approximately 200 in Denmark alone, and ca. 150 in Europe. Their main channel of distribution is the profound online shop, coupled with a professional social media appearance. On business to business level the venture provides their customers with a separate web shop and a customer hotline. In addition to that, representatives of the company present the product directly to their clientele. Pulz Jeans also marks their presence at special advertising events and provide special offers through aforementioned social media.
Through constant interaction with their customers, Pulz Jeans creates a strong connection with their customer base. With the help of a premium group on Facebook, where new arrivals or special offers are advertised and where customers can write reviews, this business elevates this relationship from an impersonal level to a very direct style of communication. Customers generally agree on the reliable quality and fitting of the clothes that they buy online, generating trust. As the brand views itself as a premium producer of fashion, their prices represent quality and sustainability thus their price range starts of at a considerably higher level than fast fashion, mainstream competitors (E.g. they value a pair of jeans at around 700 KR).
As a modern venture, the online shop accepts all major payment methods.The brand’s most important cooperation partner is DK company, as it belongs to the group among many other labels. As far as the retail is concerned, the chain “Sinnerup” is of major importance because it presents Pulz Jeans’ products at four different locations in Denmark and Germany. Additionally, key supply partners are responsible for high quality material being accessible for the production in Turkey. This leads us to another important part, namely the key activities required for a well-working business. Essential are firstly, the production and the product’s distribution around Denmark and Europe. While this is performed abroad, the company’s headquarters in Vejle engage in everything required for a beneficial management.
One major field consists of marketing activities, i.e. social media networking, updating the website, as well as organizing events and fashion fairs. Moreover, numerous designers create new ideas and prototypes for upcoming collections daily.When it comes to the financial requirements, significant factors like the purchase of material, production costs and a marketing and management budget need to be considered.
Analysing Pulz via the SWOT/TOWS System, its strengths are their high-quality jean, that fit their customers reliably. Based on that they are assured of the comfort of their product. Their casual contemporary European style, made with sustainable means elevated their turnover development over recent years.Fashion is an everchanging market, with competitors challenging established brands daily. Due to the rather unknown status of Pulz Jeans and the lack of a “Big Player” in its portfolio, the company competes for the attention of customers. This it can only do to a certain point, as it was only established very recently thus not granting it with sufficient funds to manage high-quality advertising campaigns, with their current ones relying more on presentation, rather than on promotion.
Considering their audience on the other hand, which does usually prefer not to engage in social media, the brands repetitive styles and only few variations could face the threat of lacking proper feedback thus change in the long run. Changing fashion trends also must be evaluated critically.To enhance their customer experience and simultaneously further promote their product, Pulz Jeans could branch out its social media presence. The sustainable approach to manufacturing their product could be integrated into various online platforms and thus could expand their target reach. Their existing marketing tools such as brand books and promotional videos should not be neglected though. Budget raises for those areas specifically should be made to make them appear more professional and sophisticated.
Paradoxically, in order to eliminate the threat of becoming a “boring” brand, Pulz Jeans should embrace this philosophy. Focusing on established fits and sizes that try to incorporate modern trends instead of creating them will reach their customer base very efficiently. This customer base should also be animated and rewarded for online interaction on social media platforms with the goal in mind to gain as much feedback as possible. The success will thus create an image of a reliable partner instead of a company that produces the same product continually. Pulz Jeans has created an image. An image that attracts a customer base that they are currently expanding not by gaining new user bases but by reaching out to a larger amount of the same customer.
Keeping a good relationship with those customers is crucial for the success and the continuality of the company. Achieving this goal must be the top priority for Pulz Jeans in order to not lose its credibility amongst its customers and maintain the former.Value is created at Pulz Jeans by designing and reselling outsourced clothing articles. By following the Value Chain model, their inbound logistics division focuses on the logistics of the created goods to be delivered to their warehouses near their headquarters, where the operations division focus on quality control.The latter division is also in charge of designing new models as well as evolving already existing ones. A crucial activity of this division is to sell the goods as well.
Writing offers and preparing sales meetings is one of the core activities of the entire business of Pulz Jeans, making these activities a primary concern for the success of the business.A successfully designed, stored and or produced product needs to be shipped to customers, be that businesses or private customers. The Inbound Logistics division of Pulz Jeans makes sure that this happens as efficiently as possible, choosing only the most reliable partners such as DHL, a logistics company known to be amongst the best in the world considering factors such as reliability and stability of arrival to the end customer.
Another factor that makes an unknown to the end customer, yet decisive impact on the value of a Pulz Jeans clothing article is its Marketing division. As with most clothing, the brand focuses not on revolutionary new methods of production and or newfound functionality of an established product but more on the mentioned sustainability and thus future-oriented pseudo-political aspect of its production. Using these ideas to its advantage, the brand heavily focuses on the delivery of this message through various social media network channels. The brands solid follower base across Instagram, Facebook and Twitter shows that the described strategy is a successful one. Broadening their audience reach with photoshoots for collectors or more influential patrons gains them additional following and support, confirming the investment into this sector.
Another event that attracts higher end investors and business partners are fashion shows and fairs. A fair amount of activity of the Marketing division of Pulz Jeans can be noted here as well. Pulz Jeans products can also be found in various jeans guides, stretching their target reach even further. The Marketing division also relies on various bloggers and celebrities to promote their product.As a modern organization the brand has its Service focused mainly as support of the Operations division in the form of salesmen who act as intermediaries between Pulz Jeans and the customer. Its customer service consisting of support of department stores, retail chains and independent wholesalers also falls under the responsibility of Service. Modern established customer commodities such as hotline support and its online shop also concern the Service department.
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