...How does celebrity endorsements influence consumer behavior in fast fashion industry? 1. Introduction The fashion industry has come a long way over the past two decades. In the early years, big players such as Marks & Spencer offered a relatively straightforward fashion retail choice. However, with the lower cost of starting a retail outlet, the market has become more crowded since then. So called fast fashion retailers, are by no means the only one who succeeded and grew over the past years. Overall, the fast fashion retailers experienced a greater growth compared to the fashion industry as a whole (Cachon and Swinney, 2011). Such retailers are now ubiquitous and spotting a person on the streets who does not wear at least one fast fashion clothing item is rare. The key point to success lies in their business model; making the trends available to everyone. The rapid global changes have restructured the way fashion retailers do business. In today’s competitive market, using celebrity endorser to promote brands on television is a fairly common practice (Erdogan et al. 2001). Celebrity endorsements is believed to help consumers remember the message of the advertisement and the brand name the celebrity is endorsing. This creates the personality of a brand because when a celebrity is paired with a brand, this image helps shape the image of that brand in the minds of consumers (Argrawal & Kamakura, 1995). Celebrity endorsement is a new strategy in brand selling...
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...Maureen Okoeguale Dfanni’s House of Fashion Final Course Project Report MKTG522 – Marketing Management Professor Lynne Pryor August 24th, 2015 DeVry University Table of Contents Executive Summary: …………………………………………………..3 Introduction: …………………………………………………………3 IMC Objectives: ……………………………………………………….4 Market Analysis: ………………………………………………………5 Communications Strategy Plans: …………………………………….6 Traditional Media: …………………………………………………….6 Internet: ……………………………………………………………….6 Direct Marketing: …………………………………………………….7 Sales Promotion: ……………………………………………………..7 Public Relations: ……………………………………………………..7 Communications Schedule: ……………………………………………8 Budget Evaluation: …………………………………………………….9 Conclusion: ………………………………………………………….....10 Reference Page: ………………………………………………………..11 Executive Summary The mission of Dfanni’s House of Fashion is to offer the best quality designer brands and styles from around the world at fair and competitive prices. Provide world class customer service and deliver excellent customer shopping experience that’s entertaining for the kids and relaxing/pleasing for adult shoppers. We will thrive at becoming the world’s greatest premier retail store, offering innovative and creative merchandise, and most importantly, using more technology and directing the company’s resources towards those fundamentals that are core to our customers. Prior to now, our company has only operated virtually generating $10 million and $15 million U.S. dollars of revenues in years 2013 and 2014 respectively...
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...FASHION ADVERTISMENT Chapter 7: The Image-Makers Fashion Brands: Branding Style from Armani to Zara, Third Edition by Mark Tungate Kogan Page © 2012 Citation Overview There's inevitably something appealing about an imagined better world. The relationship between fashion brands and other product categories is rather like the one between celebrities and normal citizens: they are aware of one another's existence, they occasionally share the same space, but they rarely mingle. While other brands hire international advertising agencies such as J Walter Thompson, Saatchi & Saatchi or BBDO, fashion brands tend to work directly with a narrow pool of freelance talents. According to art director Thomas Lenthal, who has worked for brands such as Dior and Yves Saint Laurent, 'In fashion, there are probably only about a dozen well-known art directors, great photographers, stylists, make-up people, and so on. You don't need an advertising agency: you just need an address book with a handful of names in it.' Many upmarket fashion brands don't have a marketing department or even a person with 'marketing' in their job title. The designer – often known as an 'artistic director' – is responsible for advertising imagery too. For instance, while Louis Vuitton works with the advertising agency Ogilvy & Mather on several aspects of its communications, its fashion imagery is entirely under the control of the brand's designer, Marc Jacobs. With this in mind, a few years ago Hervé Morel...
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...YEPME: A case study on Brand Development "Why can't India produce the next big global fashion brand, why can't we produce an H&M" Vivek Gaur, cofounder of Yepme [1] This was the statement by cofounder of Yepme on 10th April, 2014, when Yepme went global under “Yepmeworld.com” name. After achieving significant success in Indian apparel market Yepme is planning to go global. Although when area is bigger, risks are much bigger. But only thing that can ensure their success, or at least survival is their determination and strategy. History and Background Yepme was started by three alumni of Indian Institute of Technology and Indian Institute of management, Vivek Gaur (ex Unilever), Sandeep Sharma (ex Accenture) and Anand Jadhav (ex Pantaloon) in April 2011 [2]. Vivek Gaur has experience building successful online companies like Bagittoday.com and has also held senior positions in marketing and sales with HT Media Ltd, Living Media Pvt Ltd and Hindustan Unilever Ltd.[3] Gaur has also involved in setting up outlets at MediaMart which is at the airport. Sandeep Sharma, the founder/COO and CTO, is an e-commerce, technology and operations specialist having held senior positions with Accenture, Sapient, SBI Capital Markets and HCL Technologies.[3] Anand Jadhav (president) is a merchandising and supply chain expert and has worked with leading apparel retailers including Shoppers’ Stop, Globus, Pantaloon and Reliance Trends [4]. According to an interview with Vivek on Bloomberg TV, in 2010...
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...………………………………………..3 2. Introduction ……………………………………………….. 4 3. Strategic Analysis…………………………………………..5 3.1 Company Analysis 3.2 Industry Analysis 3.3 SWOT analysis 4. Financial Analysis…………………………………………..8 4.1 Financial Ratios 5. Issues Analysis and Recommendations………………..10 5.1 Prioritization of Issues 5.2 Core Competencies Issues 5.2.1 5.2.2 Distributor‟s Strike Failure of the New Online IT System 5.3 Diversification and Marketing Plans 5.3.1 5.3.2 Celebrity Marketing Expansion into Jewellery Range 5.4 Child labour accusations 6. Achievability of the five-year plan………………………..22 7. Summary of Issues and Recommendations …………... 23 8. Appendices…………………………………………………24 2 1.0 EXECUTIVE SUMMARY This report aims to prioritise, analyse and evaluate the current issues plaguing CeeCee. The report begins with a strategic and financial analysis of CeeCee and the industry. The 4 main issues CeeCee face have been categorized into 2 broad categories, namely issues that threaten core competencies and plans relating to expansion and marketing. The issues that threaten core competencies are more pressing issues that CeeCee should address, given the highly tangible impact and risks present which will threaten business profitability. For the first issue regarding the distributor‟s strike, the team recommends that in the short run, CeeCee should engage an alternative distributor and re-evaluate their distribution model in the long run. The second issue - failure of the online...
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...Malaysia, Singapore and Bahrain. Competitors: * Direct: Tiffany, Damas, Liali, Cartier * Indirect: Resellers in Gold Souq Primary Target Market: * Demographic: Age 18-40 * Income: Medium-High Income * Occupation: Businessmen and Salaried Person Drivers and Motivations SEGMENT | HEALTHY DOLLARS | UP AND COMERS | AGE | 28 – 40 | 18 - 40 | LIFESTAGE | Single Ladies, Brides/Grooms Parents | Single Ladies, Brides/Grooms Parents, relatives | HOUSEHOLD INCOME | High | Medium/Low | BENEFITS SOUGHT | We would be offering personalized rings crafted according to the needs of the customer. | We would offer lower prices. | CUSTOMERS INFLUENCING FACTORS | Friend, qualified jewelry salesperson, exhibit items in fashion shows. | Company would concentrate on organizing advertising campaigns in magazines, on word of...
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...………………………………………..3 2. Introduction ……………………………………………….. 4 3. Strategic Analysis…………………………………………..5 3.1 Company Analysis 3.2 Industry Analysis 3.3 SWOT analysis 4. Financial Analysis…………………………………………..8 4.1 Financial Ratios 5. Issues Analysis and Recommendations………………..10 5.1 Prioritization of Issues 5.2 Core Competencies Issues 5.2.1 5.2.2 Distributor‟s Strike Failure of the New Online IT System 5.3 Diversification and Marketing Plans 5.3.1 5.3.2 Celebrity Marketing Expansion into Jewellery Range 5.4 Child labour accusations 6. Achievability of the five-year plan………………………..22 7. Summary of Issues and Recommendations …………... 23 8. Appendices…………………………………………………24 2 1.0 EXECUTIVE SUMMARY This report aims to prioritise, analyse and evaluate the current issues plaguing CeeCee. The report begins with a strategic and financial analysis of CeeCee and the industry. The 4 main issues CeeCee face have been categorized into 2 broad categories, namely issues that threaten core competencies and plans relating to expansion and marketing. The issues that threaten core competencies are more pressing issues that CeeCee should address, given the highly tangible impact and risks present which will threaten business profitability. For the first issue regarding the distributor‟s strike, the team recommends that in the short run, CeeCee should engage an alternative distributor and re-evaluate their distribution model in the long run. The second issue - failure of the online...
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...Organizational Structure The Fashion Royalties partners will be encouraged to work within their creative, physical, and intellectual boundaries. All duties will be divided and delegated according to strengths and weaknesses. At Fashion Royalties, we will expect a high degree of customer service skills and personality as this is essential to our success. We, partners, who expects to fill multiple roles in the business will assess the productivity and perform informal employees evaluations of all employees every six months. These bi-annual evaluations are conducive to the continued growth of our small business. Fashion Royalties, having a partnership structured business formed by six close related business partners namely; Darren Danielle Delos Santos, Ma. Blessilda Trinidad Balio, Jennan Bautista, Lanie Limbag, Mario Limbago and Earl John Louie Rubio, is a starting-up business in the fashion industry. All partners are acting as a general manager, in line with its lower level staffs who helps them in the operation of the business. Each assisting partners are engaged through Fashion designing, merchandising and styling that helps them throughout achieving the business’ goals. All decisions are made in-line with the company objectives. Each partners’ tasks are delegated based upon their level of expertise, creativity, strengths and weaknesses. Darren Danielle Delos Santos, co-owner and one of the general managers will be responsible for fashion designing and styling. She has...
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...Part4: Suggested marketing strategies based on four elements of marketing mix: product (and brand positioning), pricing, promotion and distribution strategies, in order to introduce this new product/service to consumers in the new market. 4.3 Interview with founder about the bag-throwing promotion that was successful in Canada. According to Vegan accessories maker has success in the bag, MATT&NAT is an eco-friendly, vegan line of hands and wallets designed in Montreal, Canada. Also, Inder Bedi, founder and creative director of MATT&NAT, making the company values clear in their mission statement. “The company used e-mail and social media to alert fans, then let them spread the word. Close to 1,000 people showed up for the freebie event, which was posted on YouTube”(Jermyn, 2011). The company has realized the benefits of using Internet and media to spread their products, in order to attract more and more consumers to buy it. In addition, Matt& Nat’s mid-priced lines of men’s and women’s vegan bags, belts and wallets, made mainly with recycled plastic bottles and free of any animal products, are popular with stars. The company, which gets celebrities to endorse their products because of the big influence of celebrities, can bring more benefits to improve firm’s profits. “If somebody sees a celebrity wearing your product, it has to be relatively easy for them to go out and get the same product, and it has to be accessible in terms of price points”(Jermyn, 2011)....
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...achieved since their establish date. It’s product offering consist on: handbags, shoes, wallets, wristlets, watches jewellery and outwear for women and bags, wallets, tech belts and outwear for men, with a price range of ₤35 (a key ring) to 2,880 (a handbag). (Coach, 2013) It is a really successful company both in New York and Japan and has recently expanded its distribution channel to Europe (France, UK, Ireland, Italy, Germany, Spain and Portugal) and China. This brand finds an opportunity to sell its products in these countries and so increase its target market and establish close to customers. This internationalisation is achieved by alliances with department stores in the objective countries. Distribution channel or marketing channel: “ Consists of a set of independent business organizations that help make a product available for consumers or business” (Rath et al., 2012). Focusing on Coach’s distribution strategy, the company follows a multi-channel distribution policy. Current year, Coach had over five hundred stores in North America as well as over four hundred sites in Asia-operated by the company- and twenty in Europe. Online distribution is part of Coach’s strategy. The firm sells via website in the United States, Canada, Japan and China. The rest of their international websites -over twenty different countries around the globe- are sources of information for potential...
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...Name Professor Class October 27, 2012 Fashion and Media The media is constantly inundated with the latest and greatest in the fashion world. This doesn’t happen by chance; designers have to utilize resources as a means of survival. With many top name brands, making a distinguished name is not an easy feat. Gap Inc. has been fighting to make their mark in the fashion industry. They have utilized all six essential communicators of the fashion designer, the retailer, the consumer, the critics, the celebrities, and the culture. All six of the listed communicators use fashion and the language of fashion to create an image of themselves and authorizes that image before some audience. Virtually every culture communicates through fashion. Gap Inc. knows that fashion is a language with an almost limitless number of ways in which a message may be produced. The first communicator is the fashion designer. The fashion designer plays the role of the artist. They are responsible for the designs that we wear. Gap Inc. realizes that their designers can make or break them. Gap entered the market strong in 90’s with the khaki culture. The designers used their art and creativity to make Gap the “must have” wear. Fashion is meant to be a form of artistic expression; it’s the designer’s way to present their “art”. Gap Inc. has had their challenges over the last decade, but they have surfaced again as a fashion expert, setting an expression of what they believe the consumers will...
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.................................................................................................9 2.4 Business Structrue Company Resources..........................................................................................10 2.5 Current Strotegies.....................................................................................................................................13 2.6 Current 4PS................................................................................................................................................13 2.7 Competitive Advantages.........................................................................................................................16 3.BRABD EXTENTION: THE MARKETING PLAN 3.1 MARKETING OBJECTIVES 3.1.1 Marketing Goals.......................................................................................................................................18 3.2 SITUATION ANALYSIS 3.2.1 Macro-Environment Political Factors......................................................................................................................................................18 Economic...
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...Johnny Cupcakes is a small company with fantastic vision. The decisions that have been made thus far seem to have all been good but the brand could make some changes that could make it even better. One way this can happen is by expanding and getting the brand name out to more of the public, especially the target market (trendy young adults). There needs to be more ways for people to connect with the brand and to make them feel like they are a part of it. Johnny Cupcakes is a unique brand and so are the people who will become cult followers. They are looking for edgy, fresh products that will make them stand out. There needs to be more ways to draw them in and to get inside their heads. This will be the key to more sales and expansion of the brand. Situational Analysis Target Market • • • • • • Gender: Men and Women Age: 18-25 Education: High school + HH Income: Less than $30,000 Single with no children Urban trendsetters The target market for this category are young adults who want to stand out in the crowd. They are the saavy, urban, trendsetters who have their own original style. They enjoy pop culture and have a sense of humor. Often they are very involved in the music scene and enjoy many different genres, especially artists that are up and coming. They are the cult followers. Anything that is different from the norm and looks at...
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...Individual Marketing Research and Promotional Message Paper Corey Jones PST/322 March 3, 2014 Professor Don Crabtree Consumer needs, attitudes and perceptions are constantly changing and vary all throughout life. People go through phases, moods, and growth that cause their desires to evolve with them. One phase of life that everybody goes through is the years of being a teenager. Teenagers are people who are going through a time in their life where they are trying to discover themselves, and establish their identity as an individual. This can be particularly difficult for marketing research professionals when it comes to communicating with teens, because many of these teenagers want to be ‘different,’ yet still be accepted by their peers. Therefore, marketing specialists must constantly evolve and understand what the attitudes, perceptions and needs are of teens as well. Throughout the decades one constant about teenagers is that they are always looking forward to the new ‘thing’ or fad. As a marketing specialist, understanding what the next fad might be, and delivering it to this consumer group before anyone else is the goal. One direction that teens are constantly looking towards for advice on fashion, where to eat, what to read, and whatever else, is the celebrity. Due to being young and inexperienced, teens are not very confident in making decisions and purchases on their own. They seek advice from those they admire and look up to. This includes mimicking...
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...Fashion Management The marketing research proposal focused on the target customer and competitor’s achievement for Topshop’s market expanding strategy in children’s fashion The Soho Topshop (2009) KIDS SPRING 08 COLLECTIONS (2008) Background Topshop, followed by most young generation, has become one of the most important fashion retailers in the UK market, and operated stores in more than 20 countries within 30 years. Its aim is to offer the customer the luxury product with affordable price, which makes it become another competitive fast fashion brand so far. According to Mintel (August 2003), UK consumers keep on spending on clothes, even when they are cutting back in other areas, with total consumer expenditure on clothing in the UK reaching £ 34,825 million in 2002 - a 25.3% increase compared to 1998. Meanwhile, Keynote (2007) reported that sales of children’s wear have been growing year-on-year overall. Higher per-capita spending on children has been a major driver of this growth, with smaller family sizes, later parenting ages and a greater focus on children all contributing. In addition, the birth rate has been rising, increasing the physical size of the under-4s market in particular. In this situation, considering the market share and brand expanding strategy, it is believed that it would be better for Topshop to launch its children’s wear collection. If its new collection could enter the market successfully, the customer would keep the passion on this brand...
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