Vivienne Westwood
Introduction: We are here today because we have been asked to conduct a strategic analysis of the Vivienne Westwood Company and to provide our expertise regarding the strategic direction of the company. We will be presenting you with our findings and our recommendations for a possible change in strategy from which we believe the company can benefit.
As you are aware, the Vivienne Westwood Company is a widely successful fashion brand, with a yearly revenue of over £20m. The brand is considered to be highly influential and has for decades continued to produce unique fashions, whether it be the highly influential punk style of the 70s for which the brand is renowned or other signature styles.
Issues with company: However based on our research, the most significant issue that we have identified with the company is that it needs to expand into a mass market in order to compete with growing competition and other brands in the industry. Vivienne Westwood caters to a smaller, more secular market and this may put the company at risk amongst growing competition, particularly from high-street retailers.
Analysis of theory: To provide you with an analysis and an explanation of our strategic recommendations we have decided to use Johnson’s cultural web theory. We think that this theory is most suitable as it examines organisational culture in two ways, by looking at how it is currently, and how we want it to be in the future. This theory is also suitable as it will help to highlight the strengths of the current culture of the company as well as the factors that are limiting strategic change.
The cultural web theory dictates that there are six interrelated elements that together form what is known as a paradigm. This paradigm can in essence be viewed as the working environment. When each of these individual elements are analysed, the various aspects of a company become more clear.
The six elements of the cultural web include; stories and myths, which tell us
As you are aware, the Vivienne Westwood Company is a widely successful fashion brand, with a yearly revenue of over £20m. The brand is considered to be highly influential and has for decades continued to produce unique fashions, whether it be the highly influential punk style of the 70s for which the brand is renowned or other signature styles.
Issues with company: However based on our research, the most significant issue that we have identified with the company is that it needs to expand into a mass market in order to compete with growing competition and other brands in the industry. Vivienne Westwood caters to a smaller, more secular market and this may put the company at risk amongst growing competition, particularly from high-street retailers.
Analysis of theory: To provide you with an analysis and an explanation of our strategic recommendations we have decided to use Johnson’s cultural web theory. We think that this theory is most suitable as it examines organisational culture in two ways, by looking at how it is currently, and how we want it to be in the future. This theory is also suitable as it will help to highlight the strengths of the current culture of the company as well as the factors that are limiting strategic change.
The cultural web theory dictates that there are six interrelated elements that together form what is known as a paradigm. This paradigm can in essence be viewed as the working environment. When each of these individual elements are analysed, the various aspects of a company become more clear.
The six elements of the cultural web include; stories and myths, which tell us