notes - marketing strategies, research and framework

fashion - marketing strategies, research and framework       20/12/18

connecting with the consumer-

-brands out of touch with consumer

-not in touch with current generation

-slow adaptation of ethical issues

-brands who have historically done well and then recently dropped (Abercrombie and Fitch)

-old school attitudes towards luxury brands struggling to connect to new generation (dolce and gabbana)

how do consumers consume and connect with brands?

-advertising strategies

-understanding the demographic

-understanding emerging strategies

-keeping and increasing footfall

-understanding the changing and emerging trends in consumption

eg diversity, ethics, social responsibility

physical and digital branding advertising strategies

-john lewis is the physical brand

-fast fashion online retailers, digital advertising

-brands that rely on word of mouth

-brands that historically have not heavily advertised (the body shop)

visual communication

-forum that demographic now link with...

-what draws a consumer in and why

-what are connectors?

-connection to visual information (teaser trailers, show films)

john Lewis 2015 ad , 'you dont own me'

boohoo cross sectional advertising

people tree

Patagonia

more abstract methods of advertising

-celebrities

-guerrilla

-YouTube campaigns

-subliminal advertising

-celebrity collaborations

-guerrilla advertising in fashion

how branding and marketing drive the fashion industry

-connects to consumer

-drives price

-drives and captures specific demographic

-marketing inceptives drive consumers, eg vouchers, buy 1 get 1 free, prices for limited time, countdown on social media

-pushes consumption by selling product through a specific window of time

-historical brand identity was king

-brand attachment locked the consumer in via aspiration

-this is changing now with generation shift - consumers no longer consume because a brand tells the, who to be

meeting the marketing consumer

-need to understand

-why they are

-how to reach them

-where they live

-their age

-what they are prepared to pay

-likes and dislikes

their expectations

-if production is desired

-brands need to research and gather data on their consumers to understand them

examining demographics and target marketing

-age-geographic location

swot analysis

-strengths

-weakness

-opportunities

-threats

pest analysis

-political

-economic

-social

-technological

micro analysis of marketing strategies

-demographics

-economics

-social and cultural

-political

-technical

4 p's relation to marketing strategy

-product

-price

-place

-promotion

brand mapping - assessment of consumer perceptions of brand positioning using diagrams

investigating brands - auditing brands; investigating their current position in the market place

what can struggling brands change or improve to re establish themselves?

-connect to consumer

-advertising strategies

-their response

-how connect to consumer, do they need to rethink ethos and how they appear

-their history, sitting back on past glories

-brand currency, brands developing a better understanding of generations/cultural shift, how society is changing

writing report

-look at where they were, where they are now and where they could be in the future (via own depth research and 'proving' position)

-reflect on research strategies and in your 'brand' groups discuss effective methods of attaching solid research strategies.

any written piece needs structure

-anything you write needs a clear beginning middle end

-critically. what you write needs to be logical

example outline of a business report

-title page

-contents page

-introduction

-mid section of the report - deals with the key issues under discussion

-conclusion

-recommendations (report research and findings)

-bibliography

-appendices

introduction

-overview on what you intent to discuss

-conversation concise

-key points of report and intended research

-flavour of what you anticipate your findings

headers 2

2-main header , go on to break the main header into sub sections

2.1-  research findings, what was you researching and findings on brand

2.2- initial analysis

conclusion

-summing up research/ report intensions. round the whole piece off touching the critical aspects of the discussion

-must be to the point and concise

recommendations

-why does vs have issues?

what are they doing about it? or need to do

where is the brand situations, where do i feel the brand needs to be

-how can the brand intervene through its current situation, where can it do to change its fate ( consider market conditions. positing  in market place, consumer perceptions)

appendice

-info that connects to the essay

-survey

-full quotes