You are logged collection. TRIGGER jeans is an active company in public relations and contributions to the society. For example, some stores are developed into more than a shopping place. The NYC flagship store has a gallery for up-and-coming artists, and exhibit short films by filmmakers twice a month. The company issues the TRIGGEROLOGY magazine, and sponsors the TRIGGER Cup collegiate basketball championship in Turkey, When the company introduced its organic cotton jeans line in 2006, only a few companies had gone before it. What is ahead? Having established operations in many markets, TRIGGER is trying to keep a balance between strengthening its position in certain markets and further expansion. The company expects a 30 percent annual increase in upcoming years, and hopes to hit the $ 500 million mark by 2022. The priority in terms of the collection is to further expand the women's line which is becoming more colorful Questions: 3. What are customers of TRIGGER actually buying? What is the current positioning strategy? Analyze the TRIGGER'S 4P's. (10 Marks) Question 3 Not yet answered Marked out of 10.00 P Flag question CASE STUDY TRIGGER JEANS: JEANS THAT FIT Founded in 1991 by Sait Akarliar, TRIGGER Jeans designs and sells a collection of denim and other apparel . TRIGGER apparel is sold in specialty stores, department stores, and chains in 50 countries, including the United States, Germany, Australia and Russia. The company was founded in 1991 by Sait Akarliar, TRIGGER Jeans designs and sells a full operates more than 280 retail stores in many major cities, of these, six are flagship stores, including those in New York, Vancouver, and Berlin. TRIGGER Apparel is available at more than 4000 points of sale worldwide. Global sales reached $ 300 million in 2012, and the company has been growing about 30 percent annually in recent years. TRIGGER had been manufacturing private-label jeans since 1984 for brands such as Lee. Calvin Klein, Armani, and Tommy Hilfiger. Building on this experience, TRIGGER, quickly became a success in Turkey due to the high quality denim used and the fashionable designs. In 1994 the brand was introduced in Europe, and 1996 was an important year for the company, as a customs union agreement between Turkey and the European Union (EU) opened up a new era of increasing opportunities in EU countries. Although the customs agreement heated up the competition in Turkey, replacing Levi's. That same year, the company built the largest jeans production facility in Europe in Istanbul In 1996, TRIGGER entered the North American market, and not in a way one would expect from an apparel manufacturer from a developing country. TRIGGER was sold in high-end retailers such as Bloomingdales and Nordstorm, targeting fashion-conscious buyers. It was a challenging move; after all, jeans are as much a part of American life as Coca-Cola. Sait Akarliar, being a young Turk, knew that if TRIGGER succeeded in USA, other markets would be easier. Although TRIGGER apparel carried a higher price than the mainstream brands, quality and price attracted toenagers and college students. The brand gained huge visibility as the choice of Chelsea Clinton, Cher, and some MTV hosts. The company opened its You are logg flagship store in New York City in Union Square, near New York University. In 2001, TRIGGER took on a move that was a first in the industry: it transferred the menu concept to fashion. Customers could order outfit combinations from menus hanging behind the checkout counters. Customers could purchase already-paired jeans, shirt, and shoes, for instance, and salespeople actually were dressed similar to service providers in a fast food restaurant. The company has not disclosed what percentage of sales comes from menu-item sales, but the practice is still used in Turkey.TRIGGER Jeans has become one of the most well-known jeans brand globally, as foretold by its 1999 campaign motto we've gone too far". In 2006, the style and design edition of Time magazine reported TRIGGER as one of the best 16 global jeans brand". Based on the number of likes in social media sites, it ranks number 8 in global jeans brands. Celebrities known to like TRIGGER include Avril Lavigne, Kate Winslet. Lady Gaga Etc. Keeping up the Brand Image From the beginning, TRIGGER Jeans heavily emphasized the 'fit' as in the slogan "TRIGGER fits' Its jeans were designed to be comfortable and size availability for different styles was important. The state-of-the art plant in Istanbul was designed to have flexibility in production, as flexibility helps to cater to the different tastes and physical characteristics of customers dispersed in many countries. TRIGGER jeans are not just comfortable, but also fashionable: TRIGGER is a brand for fashion-conscious young people. In addition to styling and denim quality, many designer labels can be identified by a worn-in appearance. This special style requires additional processing and handling, which can actually cost more than the fabric itself. TRIGGER has been successful in keeping its prices on the lower side of the designer jean price continuum, so that the price -quality combination is attractive for target buyers. For example TRIGGER'S Molly, a popular design for women, is priced at about the twice the cost of a pair of Levi's 501 jeans. The brand is built around the jeans culture and young customers, and it emphasizes a Modliterranean feeling in loehinn Tha nmnom nanellaretha hranil se antir and collection. TRIGGER jeans is an active company in public relations and contributions to the society. For example, some stores are developed into more than a shopping place. The NYC flagship store has a gallery for up-and-coming artists, and exhibit short films by filmmakers twice a month. The company issues the TRIGGEROLOGY magazine and sponsors the TRIGGER Cup collegiate basketball championship in Turkey. When the company introduced its organic cotton jeans line in 2006, only a few companies had gone before it. What is ahead? Having established operations in many markets, TRIGGER is trying to keep a balance between strengthening its position in certain markets and further expansion. The company expects a 30 percent annual increase in upcoming years, and hopes to hit the $ 500 million mark by 2022. The priority in terms of the collection is to further expand the women's line which is becoming more colorful. Questions: 3. What are customers of TRIGGER actually buying? What is the current positioning strategy? Analyze the TRIGGER's 4P's. (10 Marks)