Company Profile:
Brighton is a smaller company, founded in 1991 with a small line of belts. “Over the years, Brighton has become an accessory company with something for everyone”. In 1993 they introduced handbags to their line, and that has been very successful since. Brighton also carries small leather goods, watches, fragrance, jewelry, home accessories, eyewear and most recently, luggage. Brighton allows their customer to be able to coordinate their accessories from head to toe, with matching jewelry pieces and handbags, to wallets and key holders. The company prides itself on the “Brighton Difference,” which is rooted in the philosophy that the difference is in the details. Brighton is one of the few remaining design houses where designers sketch each creation by hand and then follow the product from concept to fruition. It is a decidedly traditional process that seems more in keeping with the Renaissance era than the high-tech 21st century.
Target Market:
It seems as though Brighton’s target market is middle to upper class women ranging in ages 28+. The consumer of Brighton is one who is fashion conscious, yet enjoys the traditional female handbag. The market of Brighton is feminine and sophisticated. They are consumer which value quality and are willing to spend a little more for that.
Brighton products are sold through a network of nearly 6,000 largely family-owned specialty stores nationwide, as well as more than 100 Brighton Collectibles stores from coast to coast. Brighton is committed to its specialty retailers, and hosts on-going seminars throughout the year that are designed to educate and motivate them. Events like Brighton on the Road, Brighton Across America, and Brighton Week are all aimed at helping storeowners and their employees improve on their success.“We have a business that is based on more than pretty products. It’s built to last,” said Brighton’s Laura Young. “We have sales associates who are passionate about our products, and we have consumers who appreciate our high quality and love to collect Brighton. It’s a sort of love story.”
Price Points:
Average- $150 to $350
The prices for Brighton handbags vary depending on style, fabric, design details, etc. For the most part Brighton bags are in the middle price point of purses/handbags.
Strengths:
Brighton has a well defined consumer base that is loyal and dedicated to the brand. Brighton’s quality is one of high standards, keeping its consumer’s brand image high and consumer loyalty strong. Brighton is able to understand the importance of fashion with classic styles that meets the needs of everyday mom.
“The Brighton brand has grown over the years through a strategy that Young calls Girlfriend Marketing. “Since we only sell to small stores run by nice people, women buy our products at stores where everyone knows their name and make them feel like they matter,” Young said. “They, in turn, tell their girlfriends about the cute Brighton handbag that they bought, and so on and so on and so on”!”
Brighton is a smaller company, founded in 1991 with a small line of belts. “Over the years, Brighton has become an accessory company with something for everyone”. In 1993 they introduced handbags to their line, and that has been very successful since. Brighton also carries small leather goods, watches, fragrance, jewelry, home accessories, eyewear and most recently, luggage. Brighton allows their customer to be able to coordinate their accessories from head to toe, with matching jewelry pieces and handbags, to wallets and key holders. The company prides itself on the “Brighton Difference,” which is rooted in the philosophy that the difference is in the details. Brighton is one of the few remaining design houses where designers sketch each creation by hand and then follow the product from concept to fruition. It is a decidedly traditional process that seems more in keeping with the Renaissance era than the high-tech 21st century.
Target Market:
It seems as though Brighton’s target market is middle to upper class women ranging in ages 28+. The consumer of Brighton is one who is fashion conscious, yet enjoys the traditional female handbag. The market of Brighton is feminine and sophisticated. They are consumer which value quality and are willing to spend a little more for that.
Brighton products are sold through a network of nearly 6,000 largely family-owned specialty stores nationwide, as well as more than 100 Brighton Collectibles stores from coast to coast. Brighton is committed to its specialty retailers, and hosts on-going seminars throughout the year that are designed to educate and motivate them. Events like Brighton on the Road, Brighton Across America, and Brighton Week are all aimed at helping storeowners and their employees improve on their success.“We have a business that is based on more than pretty products. It’s built to last,” said Brighton’s Laura Young. “We have sales associates who are passionate about our products, and we have consumers who appreciate our high quality and love to collect Brighton. It’s a sort of love story.”
Price Points:
Average- $150 to $350
The prices for Brighton handbags vary depending on style, fabric, design details, etc. For the most part Brighton bags are in the middle price point of purses/handbags.
Strengths:
Brighton has a well defined consumer base that is loyal and dedicated to the brand. Brighton’s quality is one of high standards, keeping its consumer’s brand image high and consumer loyalty strong. Brighton is able to understand the importance of fashion with classic styles that meets the needs of everyday mom.
“The Brighton brand has grown over the years through a strategy that Young calls Girlfriend Marketing. “Since we only sell to small stores run by nice people, women buy our products at stores where everyone knows their name and make them feel like they matter,” Young said. “They, in turn, tell their girlfriends about the cute Brighton handbag that they bought, and so on and so on and so on”!”
Weakness:
While Brighton does have a loyal customer base, they also do not have a lot of exposure in the retail world. They are a company that relies strongly on word of mouth marketing, or as mentioned above “girlfriend marketing”. This can also work against them as a company as the opportunities to grow their business is not as strong as competitors. Brighton does not allow for a lot of media exposure, which detracts a new consumer base potential. Another weakness of Brighton is that lack of style difference in their current lines of handbags.
Comparison
When comparing Brighton to Butler Bag there are a few similarities. First of all, both companies are fairly smaller ones that offer accessories catered to the modern woman or “mom”. The companies both take pride in their commitment to quality and consumer satisfaction. Brighton prides itself on its high quality standards and unique view on “girlfriend marketing”. Butler Bag prides itself on being an innovator, a first of its kind. Also while keeping a commitment to quality and excellence in the handbag industry. Both companies have lines of bags with similar price points ranging from $150 to upwards of $300.
When comparing Brighton to Butler Bag there are a few similarities. First of all, both companies are fairly smaller ones that offer accessories catered to the modern woman or “mom”. The companies both take pride in their commitment to quality and consumer satisfaction. Brighton prides itself on its high quality standards and unique view on “girlfriend marketing”. Butler Bag prides itself on being an innovator, a first of its kind. Also while keeping a commitment to quality and excellence in the handbag industry. Both companies have lines of bags with similar price points ranging from $150 to upwards of $300.
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