EXECUTIVE SUMMARY The following document details a comprehensive marketing strategy for female fashion brand & Other Stories (AOS) to develop growth and establishment within the UK.
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project & Other Stories Sharonjit Takhar A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 26/05/2015
With a rising scale of success, the H&M owned brand that began with 7 stores now boasts 23 premises worldwide, presenting a promising outlook on adding to the London flagship store which is the only UK store. Research into the current UK market situation suggests a growth in retailing, clothing in particular at 4.1%. Apart from market predictions, consumer choices and preferences appear to be driven within the technology and digital world which is beneficial as patterns show people with all incomes have easier access to technology. Using this information to extradite a marketing solution, a carefully integrated campaign has been formed. To ensure these market drivers associate with the campaign well, research into the target market and consumers has been carried out where it’s obvious that social media and use of mobiles/technology have a huge impact on the consumers and are devices consumers pay great attention to in everyday life. The campaign aims to strengthen the social media platforms and utilise them for heavy promotional use for AOS and the new launch in Manchester. However, regarding major competitors Reiss and Whistles, the two opposing brands are appealing to their target market and beyond with consistent use of printed advertisements; something that has been considered and will be pushed along with online and social media marketing. As well as above-the-line advertising, schedules have been made for sending out press information to appropriate media along with looking into bloggers and celebrity association to re-inforce the brands “social-media� status. Overall, the campaign presents and promotes AOS in a theme that is closely related to ideas surrounding fresh, new beginnings and minimalistic positive vibes. This theme has been pushed to accomplish objectives in opening up further to the digital world, gaining attention to a new UK launch and communicating brand values to the target market.