Brief and Context
Here is the brief and context I have been given for the next module of Fashion Management and Marketing 1.
to satisfy those demands. Fashion marketing’s particular complexity as a business philosophy arises from the diversity of fashion-related nuances, coupled with the fast-moving pace of fashion product life-cycles, all of which shape consumer needs.
The fashion industry has experienced dramatic shifts in the last decade, from globalisation
to the evolution of technology and social media, which have all democratised the media landscape and changed the way customers consume and engage with brands, products and both digital and printed media. Therefore, you must have a strong understanding of
the marketplace in order to drive, reach and stimulate both awareness and demand
for fashion.
Brief
Fashion marketing is concerned with understanding the complex needs and wants of fashion consumers, whilst orienting both strategic and operational business activitiesto satisfy those demands. Fashion marketing’s particular complexity as a business philosophy arises from the diversity of fashion-related nuances, coupled with the fast-moving pace of fashion product life-cycles, all of which shape consumer needs.
The fashion industry has experienced dramatic shifts in the last decade, from globalisation
to the evolution of technology and social media, which have all democratised the media landscape and changed the way customers consume and engage with brands, products and both digital and printed media. Therefore, you must have a strong understanding of
the marketplace in order to drive, reach and stimulate both awareness and demand
for fashion.
In recent years, the high street has struggled
to keep up with sales from online retailers, and
have began to re-market and re-strategise to
instigate re-growth.
You will critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. You will study marketing frameworks such as SWOT and PEST analysis’, and the Marketing Mix (4 P’s: Product, Price, Place & Promotion) alongside other areas of fashion management and marketing.
You will critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. You will study marketing frameworks such as SWOT and PEST analysis’, and the Marketing Mix (4 P’s: Product, Price, Place & Promotion) alongside other areas of fashion management and marketing.
Context
You will develop an understanding of how to apply these skills and methodologies to
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gahanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gahanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current
market condition including any external factors
affecting success, competitor analysis and a
number of other key considerations.
A key part of your brand report will be to produce a creativenstrategy proposal with a series of recommendations, of which will naturally derive from your brand research.
These recommendations could be based on advising your brand to connect with a new segment, launching brand extensions, a change of ethics, or even developing new products, or introducing or relaunching social media platforms/in uencer campaigns, for example.
A key part of your brand report will be to produce a creativenstrategy proposal with a series of recommendations, of which will naturally derive from your brand research.
These recommendations could be based on advising your brand to connect with a new segment, launching brand extensions, a change of ethics, or even developing new products, or introducing or relaunching social media platforms/in uencer campaigns, for example.
It must include references and sources
acknowledged using APA referencing.
-Taken from the the module handbook.
After initially researching a couple of these brands, I have decided to base this module around Victoria's Secret as I believe there is a need for the company to improve on marketing techniques, and I personally think that there is a lot they could change about the company to increase sales and maybe engage a wider audience.
-Taken from the the module handbook.
After initially researching a couple of these brands, I have decided to base this module around Victoria's Secret as I believe there is a need for the company to improve on marketing techniques, and I personally think that there is a lot they could change about the company to increase sales and maybe engage a wider audience.
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