Marketing Strategies Research and Frameworks

-
+ Connecting with the Consumer +

How Do Consumers Consume and Connect with Brands?
  • Advertising strategies
  • Understanding their demographic 
  • Understanding emerging demographics 
  • Keeping and increasing footfall
  • Understanding changing and emerging trends in consumption, e.g. diversity, ethics, social responsibility. 
Physical and Digital Branding Advertising Strategies
  • John Lewis 
  • Fast fashion online retailers 
  • Brands that rely on word of mouth 
  • Brands that haven't advertised heavily, e.g. Body Shop
Visual Communication
  • The forums that demographics now link with 
  • What draws a consumer in and why 
  • What are the connectors?
  • Connection to visual information, e.g. short films/teaser campaigns (John Lewis 2015, BooHoo.com) 
More Abstract Advertising
  • Celebrities: Collaborations, Rihanna X River Island for example, their popularity and huge fan base makes it successful. 
  • Guerrilla: Used to catch someones attention- Graphics, Pop Ups, etc. 
  • YouTube Campaigns 
  • Subliminal Advertising 
How Branding and Marketing Drive the Fashion Industry
  • Connects to the consumer
  • Drives price 
  • Drives and captures specific demographics (whilst trying to pick up new consumers too) 
  • Marketing incentives drive consumers: e.g. E-vouchers, Buy one get one free, lowering prices for a limited time 
  • Pushes consumption by selling products through a specific window of time 
  • Historically brand identity was king
  • Brand attachment locked the consumer in via aspiration 
  • Changing with generational shifts- consumers no longer consume because the brands are telling them who to be
Meeting the Consumers Needs
  • Who they are 
  • How to reach them (physical, digital or both)
  • Where they live (North/South) trends vary depending on location 
  • Their age: age does depend on the way people shop and what they buy 
  • What they are prepared to pay 
  • What they like and dislike 
  • Their expectations 
  • If the product is desirable 
  • They should be researching and gathering data on their consumers to understand them and what they want 


















Comments

Post a Comment

Popular posts from this blog

1. Current Brand Market Position and Competitors

-
Image
I've made this moodboard to show who I believe are some of TopShops biggest competitors and examples of each brand. Obviously there are other stores that also compete within the fashion industry but I chose the ones I thought were most relevant currently. I also found a few quotes that I have taken from articles online of what other people have to say about the brand. "TopShop has become a little less distinctive" I believe is certainly true, Zara is the new TopShop only better and a bit different, theres things you would find in Zara that you wouldn't be able to get your hand on in TopShop (it would probably be cheaper too). 
Read more

Competitors

-
https://sites.google.com/site/topshopyellowgroup/competitors Topshop competes on a day to day basis with other fashion companies, as it is one that consists of competition with Mrs Selfridge, H&M, Debenhams and River Island. These stores are all described as trendy, fast fashion retail stores that have the same target consumers, Topshop's sales have reduced because of a lot of heavy competition which means thinking of new ways to reach a wider range of clients is key. Topshop and H&M target the same customers domestically and internationally, they are both competing with new brands and sales. Topshop is very well known for it's very 'indie' style fashion and being very particular with it's clothing so they stand out more than any other competitors. Internationally, Zara is another huge competitor for Topshop, it's their closest because they offer clothing/shoes/accessories at a higher price than H&M although it has been considered to be ...
Read more