Brief & Submission Items
Brief
In recent years, the high street has struggled to keep up with sales from online retailers, and have began to re-market and re-strategise to instigate re-growth.
You will critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. You will study marketing frameworks such as SWOT and PEST analysis’, and the Marketing Mix (4 P’s: Product, Price, Place & Promotion) alongside other areas of fashion management and marketing.
You will critically explore contemporary fashion companies, their products, consumers, and how they operate within the wider marketplace. You will study marketing frameworks such as SWOT and PEST analysis’, and the Marketing Mix (4 P’s: Product, Price, Place & Promotion) alongside other areas of fashion management and marketing.
You will develop an understanding of how
to apply these skills and methodologies to
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gabanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your market research and should be relevant, insightful and considered, with a comprehensive evaluation of the brands current
to apply these skills and methodologies to
a fashion brand, and will demonstrate this through creating a Brand Marketing Report, based on auditing their current positining, whilst advising on what they could improve on, or change in order to re-establish the brand.
You will choose from one of the following brands to base your marketing report on;
1. Topshop/Topman
2. Ben Sherman
3. Umbro
4. Victoria’s Secret
5. Abercrombie & Fitch 6. Dolce and Gabanna
Using this brand, you will use primary and secondary research, to develop a strategic Brand Marketing Report. Your report must be informed by your 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 your brand report will be to produce a creativenstrategy 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,
A key part of your brand report will be to produce a creativenstrategy 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,
for example.
It must include references and sources acknowledged using APA referencing.
It must include references and sources acknowledged using APA referencing.
Submission Items
- Produce a blog based research & development document (using Blogger).
- Create a series 6 visually informing Mood boards accompanied by short paragraphs summarising their meaning (3 base on the current brand positioning, and 3 base on your recommendations). These should effectively reflect your thoughts and research about your chosen brand and subsequent findings, and should be included within your report.
- Create an A4 Portrait Brand Marketing Report with 3000 words minimum, (Printed for submission, and as a PDF, embedded on your blog using ISSU), designed using InDesign, which should be executed and targeted to the brands current visual identity. There should be both visual, and written content in your report, and should be APA Referenced throughout.
- You are asked to participate in one presentation during this module. Pitch your research on your chosen brand and your future recommendations - explain why they are an interesting brand for your Brand Marketing Report. Justify their current position in the market, whilst looking at their history. Present your recommended future strategy for the brand. Include at least 3 individual elements that you found to be of particular interest to your outcome. A PDF of your presentation and any formative feedback should also be included and embedded on your blog (using ISSU).
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