Fashion Marketing and Merchandising
Summer 2016

All papers should include a table of contents, citations, bibliography. Number all pages. Single spacing is the preferred method. Include a cover page. Create a creative title for your paper.

Case study papers should include the following sections, not necessarily in this particular order. Make the paper your own. The sections highlighted in green are optional; if these sections are executed, then that would qualify for the highest grade.

Ensure that within your paper and presentation, you have included your brand’s Marketing Strategy and the 4 Ps of the Marketing Mix: Product, Price, Promotion, Place.

In your presentation, include three slides with three separate probing questions to pose to the class, in order to ignite discussion.

Corporate history * How did the brand get started? * What was its historic journey to now? * What is your brand’s history of Creative Directors? * Has your brand experienced any controversy? Was it resolved, and how?

Product diversification * How widely diversified must a company be to succeed? * What kinds of products or services does your brand offer? * Is the company well diversified? * If not, why not?

Brand expression * What are ways in which brands can express themselves? * How does your company express its brand? * House or brand color? * House or brand shape? * House or brand logo? * House or brand scent in store? * House or brand music in store? * How else?

Pricing strategy * Provide a comprehensive overview of the brand’s pricing strategy * Does the brand offer only one level of goods or many different price points to attract different types of customers?

Consumer profile board * Describe your customers (demographics, psychographics, behavior, etc) *