Aigle was created in 1983 by Hutchinson, originally boots manufacturers for farmers and land workers.
Since the late nineteenth century, Aigle started manufacturing all types of boots and shoes following the evolution of fabrics technologies. Throughout the last decades, Aigle has been expending its activities to outdoor clothing.
In the meantime, the company went nation-wide and also international with the opening of stores in Germany, England and Japan.
In a more and more on-line market, just like any other major companies, Aigle has its own website; a showcase only presenting its products and the company. In this context, should Aigle website evolve to a commercial one ? To push it further, would it be more profitable to stop its off-line activities to focus on the e-market.
To answer this problematic, we will first have a look to the company. Secondly, we will do the SWOT analysis in order to have a general view of the company, and to underline all the advantages and disadvantages of Aigle. Finally, in the third part, we will answer the problem by giving some recommendations and imagining what could be the future Aigle's webwite...
[...] They comply with simple rules of quality, functionality, gimmick-free elegance. Since 150 years, the most famous rubber boots world-wide are still handmade in France (in Chatellerault), in the traditional way. Collections of clothing and footwear have been widely developed, with Aigle always taking great care to come up with the "right" product which fulfils the same original aim: protecting people outdoors. b. Aigle Products ranges: 3 worlds: LAND SEA MONTAINS 3 product families: BOOTS SHOES CLOTHING 3 collections: MEN - WOMEN KIDS T The development of “product” lines focuses on two themes: Technical focus: spearheaded by the new Aigle Actimum ranges for sea and mountains, this focus includes a systematic search for the most innovative and appropriate materials for intensive outdoor sports. [...]
[...] What economizes even more on weight is leaving things at home in the first place. More and more, the branch is realizing that for most activities, one reasonably windproof and waterproof item does the job. This is where the new category of “softshells” fits in: garments that perform in 90% of all weather conditions and offer unbelievable comfort at the same time. Only when it rains cats and dogs would a softshell be augmented by a super-light, completely waterproof jacket. [...]
[...] The brand develops its market in Europe as in France: be present in the multibranding distributors, open corners and exclusive stores after. In 2002, operational subsidiaries in Germany, Italy, Spain, and England have been integrated in the general organisation in order to accelerate the development of the brand. There are 12 exclusive Aigle stores in Europe (excepting France) today, in Belgium(1), Switzerland(4), Portugal(5) and Germany(1) and in Andorra(1). System of routing of the products We have seen the way Aigle products. Then they subcontract transport to warehouses. They subcontract the transport to the stores, corners and others too. [...]
[...] For the star product, Aigle wants to produce it in it manufactory in France. The company wants to stay independent concerning boots production that is why they produce them themselves. All the boots are made in the Aigle's factory in Chatteleraut in France which is the biggest production of boots of Europe. Aigle‘s boots are the original products of the firm and they want to keep their advantage with the high quality of them in order to differentiate the company to its competitors. [...]
[...] Is this card, called the first Aigle loyalty program? In the past, they worked on a “clients” data basis, of the fifteen boutiques and subsidiaries, that totalised about 60,000 addresses. But they only sent information mailings: the catalogues at the beginning of the season, invitation for the sales, information on the discounts, etc. But they didn't develop any specific action on these acquired clients. Why deciding to reserve this specific contact to the best clients? They denoted that Aigle had a true affective capital regarding its consumers: they bought Aigle clothes reminding their first pair of boots, bought when they were children! [...]
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