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Price £500 £450 £400 £350 £300 £250 £200 £150 £100 £50 £0
Nina Ricci J Brand JE.AP Sass and Bide 7 For All Mankind
Table 3 JE.AP and Competitors Price Comparison
Bulbrook, 2009
Interestingly in a recent survey (WGSN, 08, Denimwear: Premium rates) where women were asked to name and rate their top five considerations when purchasing premium jeans. In first place 34% of the vote went to the fit, style of cut and length of jeans. In fifth place 17% of women said they considered price. This only goes to prove that women appreciate luxury jeans, and will overlook price in favour of the emotional confidence they get from looking and feeling good.
12 Marketing Plan The best way to communicate the availability of JE.AP jeans is to tap into a variety of knowledge bases this consumer uses on a daily basis The consumer needs to be enticed to try the product, to see and feel the difference for themselves. The reasoning behind this is that JEANS.APOTHECARY need to be known for great style, fit and service for the 28 – 48 year old woman. The Unique Selling Point is “Jeans, but better” – better fit, better design but with a secret Apothecary ingredient! Although the brand will offer a pair of jeans with characteristics which include support Lycra it is important not to advertise this fact. The target consumer knows she will benefit from wearing jeans with ‘support’ but she doesn’t want anyone else to know it. Therefore JEANS.APOTHECARY will market itself on its associations with Liberty and the advertising will use the USP “Jeans, but Better” but will avoid falling into the narrow niche of being only known for not making the consumer look ‘fat’. 12.1 Above The Line Advertising A proposed budget of £376,000 for advertising in a six month timeframe will cover a number advertising avenues placed with magazines, online broadsheet newspapers and external mediums for optimal exposure to the AB market segment.
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