BRAND MARKETING STRATEGY ANALYSIS

Identify one fashion brand that has not been analyzed in the End of FashionChapters

  1. Situation Analysis (Ivana)
    1) Company Analysis
    · Brief Brand history (e.g., critical moments in a company or a brand, big successes or
    big failures). Also, include the brand company’s mission statement
    · SWOT Analysis
    Strengths:
    Weaknesses:
    Opportunities:
    Threats:
    2) Industry Analysis(macro-environment analysis) (Lea)
    This section mentions important aspects of a given industry
    · Trends within this particular industry (e.g., fast fashion, haute couture/couture, luxury
    brands), such as changes in demographics (newly emerging or potential market?),
    technological, and social or economic forces that can affect the industry as a whole
    For example,
    · Consumers’ price sensitivity (economic factors), consumers’ value of sustainability
    · Technological advances that can affect online retailing systems and consumer
    engagement
    3) Competitor Analysis(micro-environment analysis) (Karen)
    · Choose one major competitor and discuss the competitor’s strengths,
    weaknesses, and any threats it poses to your brand or product.
  2. Target Consumer Analysis (Kimberly)
    One way to get a sense of the target market is to generate a brief character sketch of the
    typical target consumer (i.e., target consumer profile).
    · Target consumer profile/descriptions for your brand
  • Use multiple segmentation bases (e.g., demographic, geographic,
    psychographic, and behavioral) to increase the accuracy of understanding target
    consumers
  1. Brand Marketing Strategy DIANe
    This section includes 1) CURRENT 4Psstrategies and 2) YOUR SUGGESTIONS: what you
    think should be done in each P.

· Brand: 1) Your analyses about a brand (e.g., brand images; brand personalities),
consumer brand loyalty (brand communities), quality, design, style. Is there anything
unique about your brand compared to competitors? What consumer needs does this brand
satisfy? AND2) Your suggestions on what should be done in enhancing the brand.
Make sure to use concepts and strategies covered in class (same for analyzing other 3Ps)
· Price: 1) Your analyses about price strategies, such as brand price zones (e.g.,
luxury, bridge, better, budget or less), any price adjustment strategies (e.g., discounts,
sales promotion). Any diffusion lines? Whether price is a competitive advantage? AND2)
Your suggestions on its pricing strategies
· Promotion:1) Your analyses about promotion strategies. Where does the brand
advertise? What promotion channels (TV commercial, online advertising, social media,
the use of influencers or bloggers?) does it use? Social media presence and engagement.
AND2) Your suggestions on what can be done additionally.
· Place: 1) Your analyses about distribution strategies.Distribution channels (e.g., do
the distribution channels fit the type of brand image and price?). Single channel or omni-
channels? To what extent it provides a synchronized shopping experience (see chapter
2)? The use of social media channels? Any unique channels (e.g., trunk shows). AND2)
Your suggestions.

  1. Conclusions
    · Summary of your analyses and suggestions
  2. Reference list and Appendices

Submission Requirements:

  1. Maximum 4 pages, 12-font and single-spaced with “1” inch margins, including references.
  2. Include a reference list of academic/business sources (APA, MLA, or Chicago Manual Style)
    at the end of the paper. Also, if you use statistics, figures, and/or graphs, please include
    citations in the body of the paper (e.g., New York Times 2019) and include the full source in
    the reference list.
    · Academic and business journals or books/monographs (i.e. Business of
    Fashion, Harvard Business Review, Women’s Wear Daily, Fashion

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