Analysis Of ' M & S

Abercrombie & Fitch tries to appeal to a certain group of people for their products. The people in their advertisements present the type of person they want to buy and wear their clothing, and what they want their customers to try to look like. Playing on this stereotype, A&F create a cliché of what they think their customers want to look like. This kind of myth has an extreme influence on the way the consumers view society and themselves.

The aim of this paper is to provide an insight into Hollister Co.’s marketing communications and assess whether it successfully targets my demographic of young, male recent college graduates. The paper will first introduce Hollister and provide a brief company history as well as outlining the challenges in reaching out to consumers such as myself who differ from the brand’s intended targets. It will then segue to discussing Hollister’s position within the market and any outlying challenges the brand has navigated through.

On the other hand, If the customer shop at the store all the time then the customer will know more about the merchandise and style. The brands are style followers the reason i say this is because anything that comes in style is what a retailer should follow by. The fashion industry I would like to call a fashion follower. A fashion follower goes by the style that is trending but, just add something different to it. The body type is dominate so therfor, everyone can wear there clothes because they have all sizes. There is not any cultural connection within the garments to the target market. The brands and styles I wear I feel a great connection with them because

In the case of this report, the product category was fashion tops, was based on the assigned Bardot ‘shredded festival top’. The current marketing situation was established for this product category, specific to the Bardot brand. Our group developed a marketing situation, product situation, competitive situation, distribution situation, and a macro environment situation. The target market was established using analysis from the results of a survey administered

The author of this essay is a consumer of high street fashion apparel and expresses a personal interest into the findings of the research. The author hopes to obtain an advanced understanding of consumer buying behaviour in the current economical climate and compare it with their own spending habits. The strategic issues that are relevant to this topic are as follows; are there specific groups of consumers being targeted when undertaking the research, what are the consumer behaviours that are notably different as a result of the recession and how have these behaviours affected the retailers. The aim of this research project is to understand the extent the high street has been affected by changes in consumer behaviour, caused by the

In response to the current cheap clothing industry supermarkets have increasingly over the last few years caught up with fashion trends, helping them to rival the high street clothing stores with their less expensive versions. Marks & Spencer is no exception to this and they have bought their clothing ranges up to date to keep up with the latest trends and to keep their customers interested. “Consumer purchases are influenced by cultural, social, personal and psychological characteristics. For the most part, marketers cannot control such factors, but they must take them into account”. Armstrong, G and Kotler, P (2007) Marketing: An Introduction, 8th Ed. Prentice Hall.

With increasing commoditization of brands, differentiation is hard to come in every industry. Consumers are now flooded with options, single company having several brands in same product category. Positioning, targeting, segmenting can serve as strategies no more. Rather it is the basic hygiene which any company needs to follow if it needs to sustain in the race for market share.

The key issues faced by M&S includes the undefined of core customer base which has led to a M&S launching multiple product lines which did not fit in with customer needs. Furthermore, the brand has failed to fulfil its promise, both in terms of product availability as well as its value-for-money proposition. Thirdly, the shortfalls in marketing mix, such as product features, pricing and placement has caused customers to shop with competitors. Lastly, the disintegration of marketing communication via traditional and digital channels has delivered a varying message to the customers, causing a further decline in sales and profitability. However in the recent years M&S has taken various steps to integrate its traditional and digital marketing tactics to gain a steadier follow of profit and to retain its market share of both online and in-store customers.

Moreover, advertisements often make consumers create unrealistic idea about popularity. Many teenagers consider that follow most people’s fashion is popular and choose the latest brand items will be “in”. In the article “A Brand by Any Other Name” of Douglas Rushkoff, a thirteen years old young boy considered a Nike brand shoes at first, however; he was afraid that wear this brand might label him as too anti-Green. Next, he looked at another shoe that was not popular and understood by a small group people in school. Finally, he can only consider the “retro”

The primary purpose of this research proposal is to introduce the research topic: how can luxury fashion brands optimise public relations across multiple consumer touch points in order to motivate purchase decisions without losing their positioning status?

In today’s world we witness new brands and new products that are constantly promoted and popular within our society. The ‘new thing’ is what everybody wants and has to buy because it is what everybody else is doing or wearing. The desire to feel accepted is what human beings tend to base their main investments and choices on. Therefore an example of this could be a teenage girl who loves a certain brand but has recently discovered that everybody has started to go to another clothes brand because it is the ‘new style,’

It is important that advertisements will not only attempt to make clear attributes of the product they are trying to sell but also guarantee that the advertisements actually mean something to us, the consumers. It is no wonder that advertising is constantly being studied and analysed by review boards such as the Australian Censorship board due to the constant speculation of ‘hidden meanings’ and underlying messages. Consumers will often look at the brand of the product that is being advertised, which suddenly generates values such as quality and style. Ralph Lauren and Gucci are one of the most famous brands for clothes and fragrances. Therefore it is important that the

Youth consumers’ rising demands for contemporary labels are hard to miss. Nowadays, contemporary labels receive a high level of attention when it comes to the Generation Y. As contemporary labels consumers make very distinct purchase decision in this product domain that they differ from the respective mass-market consumers. They are subconsciously also forming a sort of consumer behavior that was known in society as conspicuous consumption. By linking conspicuous consumption with contemporary labels, this essay will investigate the relationship between the two elements and how did it equate together in this marketing environment. Examples of contemporary labels that China’s youth consumers like to conduct conspicuous consumption includes brands like Alexander Wang that has been successful in addressing the need for minimalism that references athleticism in its appearance (Walker, 2011:178). The rationale behind formulating this essay is aimed to define the contemporary labels and the concept of conspicuous consumption that is currently widespread and on going in China after its modernization and the rise of the “super-rich”. Furthermore, it will serve as an investigation to the extent which purchasing contemporary labels represent a form of conspicuous consumption. Consumers actively seeking products that differ from mainstream and companies regard this consumer behavior as an opportunity beyond saturated mass market.

A strategy of differentiated / segmented marketing was introduced to restore the brand in the new millenium. While the demographic segment were still 15 to 25 years olds Levi’s was focusing on three groups of people:

It is interesting that many advertisers choose to use these factors to sell a product which on its own may in fact be quite unnecessary "we are enticed through the sly association of superfluous objects with other, forgotten needs"3. The first advertisement (see appendix 1) is by Burberry clothing and appeared in Esquire magazine. Esquire is a men's 'lifestyle' magazine aimed at 28-40 year old males in A,B,C1 social groupings. With a circulation of 62,000 Esquire has positioned itself beyond the young single 'lad' focussed titles and claims