Fashion Marketing & Management 1: Brief

Develop an understanding of how to apply these skills and methodologies to a fashion brand, and demonstrate this through creating a Brand Marketing Report, based on auditing their current positioning, whilst advising on what they could improve on, or change in order to re-establish the brand. 

Choose from one of the following brands to base the marketing report on;

1. Topshop/Topman 
2. Ben Sherman
3. Umbro 
4. Victoria's Secret 
5. Abercrombie & Fitch 
6. Dolce and Gabanna 

Using the brand, use primary and secondary research, to develop a strategic Brand Marketing Report. The report must be informed by the market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current market condition including any external factors affecting success, competitor analysis and a number of other key considerations. 

A key part of the brand report will be to produce a creative strategy proposal with a series of recommendations, of which will naturally derive from your brand research.

These recommendations could be based on advising your brand to connect with a new segment, launching brand extensions, a change of ethics, or even developing new products, or introducing or relaunching social media platforms/influencer campaigns. It also must include references and sources acknowledged using APA referencing. 

Research and Development 

Produce a Blog based research and development document

Brand Exploration

6 Moodboards and Brand Strategy 

Current brand; 

1. Current Brand Market Position and Competitors 
2. Current Consumer Demographics 
3. Current Social Media/Influencer Marketing/ Marketing Mix (Other Brand Communications)

Proposed Brand;

1. Proposed Brand Market Position and Competitors 
2. Proposed Consumer Demographics 
3. Proposed Social Media/Influencer Marketing/Marketing Mix (Other Brand Communications)

Brand Report

Create an accurate APA Referenced Brand Marketing Report which outlines your research findings, and any proposed recommendations whilst justifying a functionality within it's defines target audience. 

Including;

1. Executive Summary 
2. Introduction to the Brand 
3. Macro Economic Analysis (include at least PEST)
4. Brand Market Position (include at least SWOT)
5. Competitors (include Brand Positioning Map)
6. Consumer Demographic 
7. Product Selection 
8. Social Media and Influencer Marketing 
9. Marketing Mix (other brand communication channels) 
10. Proposed Strategy (Recommendations)
11. Moodboards, Visuals, Infographics, etc. 
12. Bibliography 

Presentation

Pitch research on chosen brand and any future recommendations- explain why they are an interesting brand for the Brand Marketing Report. Justify their current position in the market, whilst looking at their history. Present recommended future strategy for the brand. 

Include at least 3 individual elements that was found to be off particular interest to the final outcome. 

Consideration

Character 

Concept 

Skill-set 

Professionalism 

Methodology 

Highlights 

Practice 

Confidence