Jinnikins Jeans Case Study

JINNIKINS JEANS

CONTENTS

PAGE

1. History and Company Background 3-4

2. Products and Markets 4-5

3. People Issues: The Management Team

Corporate Culture

‘Hot Spots’ 5-8

7

7-8

4. People Management Situations 8-9

5. Some New Developments 10

APPENDICES 11

1. Senior Management Team 12

2. Staff Profile: age/gender/department 13-14

3. Summary of Key Staff Functions 15-18

4. Product Ranges 19

5. Product Sales by Product Ranges 20

6. Overtime by Department 21

7. Strategic Business Vision – Main Points 22

JINNIKINS JEANS

1. HISTORY and COMPANY BACKGROUND

Jinnikins Jeans was established in the early 2000s by two brothers, George and Trevor, born and raised in the East End of London. As teenagers, their original business was selling highly fashionable items of girls’ clothing from market stall sites throughout London and then Birmingham. The items were sourced from India, using local and ‘value for money’ labour. By the end of the 2000s the business was considered a model of youthful entrepreneurism, the brothers were modern business icons and the darlings of the media with their exciting business, personal exploits, innovative use of the Internet for marketing.

The business struggled with the setting up of their business on a more formal basis, claiming that ‘It did not suit their business style’. But with a combination of their hallmark entrepreneurism, design creativity and determination they pulled through, and are now thought to be a real commercial force again. Expansion up to the mid 2000’s was accelerated by buying up existing textile businesses and converting the factories to their own product lines. However, since 2008 like most high street retailers their profit is down (see Appendix 5), and their online marketing activities seems to generate less response. At present they have no direct online sales facilities for the general public.

Their turnover is rated in the multi- millions, and over the years...