preview

The Marketing Strategy Of Sydney

Better Essays
Open Document

The brand’s owners and partners are very clear that the following objectives have to be achieved for success. First of all, Lapse has to promote the brand initially in order to increase the visibility and awareness of the brand from 3% to 75% in 12 months. The selection of Sydney is part of the strategy to establish the brand’s first store in one of the main fashion market in Australia. Second, create an experimental and environmentally intelligent line of clothing and accessories to serve the needs of men in order to increase the number of people who make a purchase while shopping at the markets or browsing our online store by 50% percent in 6 months. Third, Lapse is quite trendy because the materials used for the development of the …show more content…

They are sophisticated and wealthy men. They like going to the gym and sport museums. To be cool and cotemporary, they occasionally attend live music events. Others pass their time with traveling, dining at French restaurants, enjoying down-time at coffee shops such as Starbucks. They are high in technology, more likely to shop online and purchase contemporary and directional ready‐to‐wear fashion. The company aims at using such qualities to expand its market base. The targeted group is named “ the uninhibited ”.
Customer Persona
Age: 24- 35
Gender: Male
Lives In: Sydney, Australia
Interests: Fitness, Sport, Travel, Live
Music Events, French foods
Relationship Status: Single
Graduated Students/ Office Employment
Enjoying their down-time at Starbucks
High in technology
Shop online / In-store
Paolo | The Uninhibited
Khoi Nguyen | Lapse Marketing Plan 2015 6
Branding Strategies
To maintain a high position in the fashion marketing, the company always puts the customers first in the list of priorities. Through its ability to respond to consumer’s needs, the company will enhance collaboration between clients and the liaison groups as a way of developing new brands and branding strategies (Ferrell and Hartline, 2011).
As has been noted above, the current brand that will be sold is known as Lapse.
Originally designed for casual wear, the brand will be improved to encompass various the tastes and preferences of customers

Get Access
Related
Get Access