Marketing Unit Essay

Our consumers’ perception of the brand, J.Crew, usually entails the style they advertise in commercials and television. J.Crew can be seen as a style with practical women in finely cut business suits and overcoats. When most people visualize the company they visualize classy and professional clothing. The problem is they are not seen as the standard, like Gap, for instance, they lack the basic necessities to attract young college students. J.Crew just wants to maintain its professional status, but attract a younger crowd who are establishing their position in the real world applying and interview for jobs. When walking into the store, consumers see bright lights and a variety of fabrics and styles. The dresses range from simple around the house to dressy date-night dresses. The one-thing consumers’ can expect to see when entering J. Crew is the variety of clothing. Consumers’ can perceive clothing brands based on what they see on

This report looks into River Island store visit in Brent Cross Shopping Centre on 15th of November 2016. With over 60 years of experience River Island is well-know brand on the High Street fashion, which offers stylish and affordable fashion items for its customer. It has over 350 stores across the UK, Ireland and internationally throughout Asia, the Middle East and Europe. (Riverisland.com) The main aim of this report is to overlook stores visual merchandising, layout, customer service and other factors based on a stores visit and identify the main strengths and weaknesses among its competitors. As we can see from the market positioning below in terms of quality and price River Island biggest competitors are Zara and Topshop online and retail stores. Turning to recent financial perfomance, the privately-owned fashion retailer did not publish its recent performance, just in 2015 it has announced a 69.4% increase in pre-tax profits to £149.1m for the year to December 27, as turnover increased 10.4% to £925.8m (Geoghegan,2015). This shows, that River Island is fast-growing and successful apparel retailer in these days.

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

The project entailed to take on the role of a fashion buyer, to strategically assess the brand “Browns Fashion” a family owned business started by Joan Burstein with her husband Sydney in 1970 based at South Molten Street 27, London. The role involved gaining in-depth knowledge about the brand & studying the market where the brand operates, to identify customer profile; comprehend closest competition; to analyze key fashion trends and as a result ‘Browns Fusion’ capsule range was developed under the parent brand. Therefore, in order to accomplish, a well-defined research methodology was deployed, consisting primary and secondary research methods. (Such as interview, surveys, observations and online resources)

It also keeps on heating the vehicle interior until the engine has warmed up and can provide a comfortable level of heat for the driver and passengers. The convenience is made up of several aspects. The programmable controller assures that the vehicle interior will be warm at a time specified by the owner. The product is installed out of sight, under the driver or passenger seat by the owner, and does not need professional installation. The warmer has its own battery, so it does not affect the vehicle's battery. Once the vehicle engine runs and provides a good source of electricity (alternator), the batteries of the warmer will be recharged through the engines charging system (alternator) via the built-in accessory plugs (cigarette lighters). This is an innovative product because it is all electric, and can be installed by the end-user. Comparable products on the market today use vehicle fuel (gas/diesel) as a source of energy. They are also complex and need to be installed by a professional.

Power leisure is a small warehouse based retail seller of fun on road and off road leisure equipment. Introduction ‘Marketing is the function that links the company and the customer to get the right product to the right place at the right time’. (www.tutor2u.net/business/marketing) while identifying, anticipating and satisfying customer wants and needs. Power leisure is a small warehouse based retail seller of fun on road and off road leisure equipment such as dirtbikes, mini motos, and quadbikes.

With regard to presentation we have been asked to select brand (product or service), perform as its specialist and finally present our findings/ideas. Our group chose one of the largest companies that operates in the UK Supermarkets market – Tesco Plc. In order to analyse macro, micro, and internal-environment of selected brand were used such an important tools as PESTLE/PEST, SWOT Analysis, Porter’s 5 Forces and BSG Matrix. And ultimately we have been asked to write an essay. The purpose of this reflective essay is to think about findings individually of group presentation with a particular focus on the logic and rational recommendations, probable results, estimation of methods and tools.

Caroline Le Bon’s Fashion Marketing and Harriet Posner’s Marketing Fashion, defines fashion marketing and its elements. Fashion marketing and advertising is the process of analyzing, developing and marketing current fashion trends to satisfy consumer needs. Both or the readings discuss the role of marketing in the fashion industry and its differences to marketing other products. Fashion products are often trended items, temporary items based on design color, fabric and pattern. Le Bon and Posner elaborate the differences in advertising fashion products and advertising classical items. The contemporary fashion industry has confronted many changes because of globalization, the development of new distributions channels, ethical considerations and price sensitivity. Fashion managers must learn about, anticipate and understand the behaviors of their consumers using marketing tools in order to help them react, adjust or revise their attractive fashion products so that they can encourage and stimulate consumers’ desires and improve financial performance. (Le Bon, xvi) Both readings discuss how critical it is for fashion brands to develop a strategic marketing plan and effectively implement it. Caroline Le Bon’s thesis is to discuss the importance of the fashion industry and fashion’s diffusion process along several trends and products each season. She highlights the influences and different elements of a fashion marketing mix. Harriet Posner’s thesis is explain theoretical concepts

Why these branding methods are appropriate for the target market and how this will help make the promotional plan successful

Louis Vuitton is able to sell more while remaining fresh and retaining its cachet in sever unique ways. The company first accomplished this back in 1987 when they created a category membership by comparing the brand to exemplars. That is, Louis Vuitton formed a conglomerate with the manufactures of champagne and cognac (Kotler, Keller 289). This merge placed Louis Vuitton in the prestigious and elite brand category, which helped the company to create a membership in this category. This conglomerate could also be seen as a point of difference (POD) because they are creating an association with luxury goods. Moreover, the increasing pricing strategy boosts Louis Vuitton’s image and makes the products more of a novelty because only the most elite consumers can afford to purchase the brand. The 60 plus hours spent on producing these items further its differentiation in the luxury handbag market. This adds quality to the product, which no other company provides. These strategies increase the company’s position in the market. Recently, the company has created POD’s by partnering with famous sports stars. In doing so, Louis Vuitton is expanding their brand image, which in turn creates a new customer segment. Now, the brand will be associated as sporty, whereas before, they were only known for as fashionable, and only had “high-fashion celebrities” endorsing the brand (Kotler & Keller). Another way the company has expanded their image and customer segments in by focusing on travel.

Louis Vuitton is able to “sell more while remaining fresh and retaining its cachet” in several unique ways (Kotler, Keller 296). The company first accomplished this back in 1987, when they created a category membership by comparing the brand to exemplars. That is, Louis Vuitton formed a conglomerate with the manufactures of champagne and cognac (Kotler, Keller 289). This merger placed Louis Vuitton in the prestigious and elite brand category, which helped the company to create a brand membership. This conglomerate could also be seen as a point of difference (POD) because they are creating an association with luxury goods. Moreover, the increased price strategy boosts Louis Vuitton’s image and makes the products a novelty because only the most elite consumers can afford to purchase the brand. The 60 plus hours spent on producing these items further its differentiation in the luxury handbag market. This adds quality to the product, which no other company provides. Erog, these strategies increase the company’s position within the market. Recently, the company has created POD’s by partnering with famous sports stars. In doing so, Louis Vuitton is expanding their brand image, which in turn, creates a new customer segment. Now, the brand will be associated as sporty. Whereas before, “high-fashion celebrities” endorsed the brand and the company was only known for being fashionable (Kotler & Keller). Another way the company has expanded their image and customer segments is by

This research paper will provide an analysis and evaluation of the current and perspective success for the H&M clothing company. This paper will identify how the company’s marketing strategy has allowed them to successfully progress and remain prevalent. I will also explain why it is impossible for other clothing companies to succeed in the competitive clothing industry, and how a company’s influence on its consumers can affect the present and forthcoming currency earned.

Ralph Lauren is one of the world famous clothing company, and it tries to bring American lifestyle and fashion to every corner of the world. Even though the brand has been developed for around 50 years, it still does not enter the market in South Africa. To further expand Ralph Lauren’s business in the international market, it is going to introduce the Polo Ralph Lauren into South Africa market. This assignment presents a marketing program, and gives a detailed analysis on the local market. The marketing planning can provide more importance information for the senior management level to make decisions.

The primary task with the launch of Sibany's Boutique is to achieve market penetration. Research has demonstrated that shoppers who frequent boutiques fall into several age categories. They tend to be age 24 and under, 24 to 50, and 50 and above. They tend to be trendy and fashion conscious (Thilmany, 2008). They also expect to pay more for their items than they would for more common merchandise offered by general clothing retailers. After market penetration has been achieved, the next step is to develop the market into a sustainable client base.

The best strategy to begin with core techniques that a proven to work, then test out new methods to create a marketing mix that works best for your audience. As t-shirt sellers, we need to choose the right combination of methods, to enforce brand’s identity, solidify confidence from the target group and raise awareness to attract new customers.