1. Group 8
Amitav
Balaji
Chetan
Jemi
Johnson

2. Brand Ed Hardy
• Christian Audigier is a French fashion designer and entrepreneur, who
created a new brand called Ed Hardy based on the work of Don Ed
Hardy.
• Don Ed Hardy is an American well known tattoo collector.
• IT has 72 stores worldwide with maximum stores in US (around 33).
• In 2004, Christian Audigier licensed the rights to produce the Ed Hardy
clothing line, which is based on Hardy's imagery.
• Audigier’s marketing techniques is to market directly to celebrity
clients and by opening stores in high profile fashion districts.

3. Competition
Competitors
• Main competitor – Affliction in the US
• Affliction not present in UAE
• One of a kind brand in its category
• Harley Davidson at Dubai Mall
• Cheap imitations of its own brand

4. Marketing Mix
Tattoo-art inspired genre • Incredibly
• Designer Apparel expensive ‘Special
• Lifestyle Accessories edition-like’ prices
• Watches • Apparel starts at
• Bags 154 AED
Product Price
• Rock and Roll theme •Strategic location
• Celebrity gallery •Close to an ATM kiosk
• Don Ed Hardy – Kids •High mobility
• 50% - 60% Part Sale Increased foot-falls
Promotion Place

5. Market Segmentation
• Young elite 18-25 years, High Income
• Clubbing, Drinking and Gambling
• Like minded friends who grab latest fashion
• VIP Parties to diffuse latest trends
• 18- 30 years , High Income, Rock-n-Roll lifestyles
• Adore all things ‘Vintage’ , invest to look ‘CooL’
• Look up to Don Ed Hardy for its artistic tattoos.
• Anyone who wants to have such a look.

6. Shopping experience
• Nicely stocked store, segmented in to men, women,
kids and accessories
• Store presentation shows off the Ed hardy culture
• The colors and tattoo art in the store symbolizes what
the brand stands for
• Celebrities in Ed Hardy gear show brand association
• Sales personnel – 3 Men & 2 Women in Ed Hardy gear
• The Cruise bike at the entrance shows the customer
they cater to
• Rock and Roll music in the store to appeal to
customers

7. Thank You !!