4. Conclusion

Due to the coronavirus pandemic, the fashion industry shifted its priorities to be more customer-centric and sustainable. AlphaOmega London has already implemented this into its core values as a brand, so the footwear and accessories brand needed to focus on its marketing strategies. With the pending launch of its new AO Gen 3000 bags, creating a community through social media had proven to be imperative for building the brand presence for an advantage against its competitors. In this report, extensive secondary and primary research was undertaken to prove the need for an enhanced marketing strategy towards a new target market and a post-covid era for a new product drop.

An analysis of the current market and its consumers included research into the Gen Z and Millennial consumer behavior, successful marketing strategies and its importance for a brand and its customers, sustainable supply chain management in the post-covid era, and an analysis with the brand’s largest competitors and how the brand positions itself against such brands. Primary research furthered the study of the market through social media trend tracking, interviews of AO employees and a Marketing and Sales Consultant, Tevin Gongo, and an overall internship learning experience. Through all this research, suggestions of how to build the brand for a product launch in the era of social and innovative technology and the coronavirus were explored and implementations were proposed for improved marketing strategies.

Further research would include surveys of Gen Z adults and teenagers and younger Millennials for a greater understanding of what the target market is exactly looking for. For extensive primary research, a focus group of a multitude of ages would demonstrate not only the need for sustainable fashion goods in the post-covid age, but also the importance of digital marketing on consumers and their purchasing habits. While AO London’s current target market are older, working woman with families or prospects of families, the focus group would show the differing opinions between the current target consumer and the new market for AO’s product launch. Because of limitations such as the temporary nature of internships, financial limitations, and covid-19 restrictions, such thorough research would be difficult and time consuming to endeavor.