Strategic Planning for Digital Marketing and Communication

In a hurry to bring new products they are forced to sell off old products at discount. They are in a way cannibalizing their own products.

Increasing competition from Scrambled merchandising from Canadian tire & dollar store chains. Increasing competition is putting a pressure on profit margins as well.

Helen’s is an upmarket fashion boutique store in Sydney’s east. Falling sales have been reflected by surveys that reveal consumers view the business as outdated and no longer relevant to consumers’ needs. Strong competition in the area has placed considerable pressure on pricing. The business’s target market, 50-65 year old females, no longer dominated the now younger demographic character of the area.

Everybody in the United Stated was affected by the recession that began in December of 2007 and spanned all the way to June 2009. Even though the recession is over, many people are still being affected by it and have still not been able to recover from the great recession. “The recent recession features the largest decline in output, consumption, and investment, and the largest increase in unemployment, of any post-war recession”. Many people lost their jobs due to the recession and some of them are still having a hard time finding jobs and getting back on their feet. Businesses

Given the state of the recession and how it might have affected an organisation’s finances, this has a large impact on the employment relationship i.e. due to cuts there be maybe redundancies, therefore leading to loss of jobs.

“Macy’s is constantly drumming up consumer interest with another sale – I think they ran about 80 sales last year. They are well aware that the millennial customer looks for value in department stores. There were similar short duration sale events and other promotional efforts by J.C.Penney and

To those who are not familiar with the processes within the fashion industry, this world of style is characterized by a peaceful coexistence between all the stakeholders. To those in the know however, this is far from the truth with the fashion industry. The value of the United Kingdom fashion industry is large contributing to about 20 billion pounds into the country’s economy on an annual basis. To have a better understanding, the contribution made by the fashion industry to the country’s Gross Domestic Product is almost twice that being brought in by car manufacturers which is valued at 10.1 billion so fashion is no doubt a major business and clothing designs one of the core assets. In considering this, it is therefore a surprise that businesses that are operating within this industry within this industry are not given the opportunity to do more to protect the designs that they have. This paper puts forward the assertion that based on the case law of J Choo(Jersey) Limited v Towerstone Limited and Others, the system of intellectual property protection available in United Kingdom law is not fit for use in the fashion industry in its present condition.

2. Richard M. Johns (2006). The Apparel Industry. 2nd ed. UK, London: Blackwell Publishing Ltd.. 1-124.

There are segmented clothing and retail industries around the world. Therefore, there are provisions for a smaller number of firms in the industry. Although Creación has direct competitors like Jovian and

Business, consumers and employees are more weak to downturns in the economies of trading partners. For example, recession in the USA leads to decrease in demand for UK’s exports, leading to falling in export incomes, lower GDP and incomes, decrease in domestic demand and rising in unemployment.

Even after 2 weeks it could not fulfill V-shopper’s order. This was due to the poor floor layout and assembly table layout. The demand could not be forecasted and resulted in stock outs and expedition. Even though, the demand pattern for seasonal sales was predictable, it was difficult to predict the sales for huge discounts. This could be the Bull-Whip effect.

Buyers are increasingly price-sensitive and value conscious and are more likely to make purchasing decisions based upon perceived price\value.

Since that time, Top Shop has been living the repute of being the high style up-to-date fashion god of the high street. Consider the following perceptual map taking bullet 1 as its initial and 2 as its later positioning with respect to certain other competing brands such as Marks & Spencer, H&M etc. Refer to 1c and 2c as the composite competitor positioning before and after Top Shop's transformation.

Social and cultural changes are major determinants of emerging fashions. However, they are themselves affected by the other drivers of change that include globalization of world markets and accessibility of more sophisticated communications technologies. The latter has provided people with faster and wider access to more ideas and influences from other cultures and societies, driving demand for wider choice in fashion products.

– Current market situation: detailed consumer and business market segmentation and analysis of market drivers will be undertaken to identify the most valuable