Marketing plan for my own independent
fashion collection and label based on a high-end consumer, with a high retail
price.
Taking into consideration that an
independent labels not the easiest thing to market because of the current
economical climate, I feel the best way to get the brand across would be to
invest highly in advertising, primarily in magazines and also online.
Online
The
aim with the online marketing is to try and make my collection campaign viral,
to get the advertising and my brand name on as many of the big name websites as
possible.
To do this online there will have to be
some money spent, first and foremost Google top searches is where the website
will need to be for full viewing of the collection, depending on the amount of
key words on display will depend on how much it costs you. Google proves this
from recent surveys, to up the views to the page on average by 34%. This will
quite obviously not be enough on its own, YouTube advertisement could be key in
promoting the collection and the brand, also It is defiantly worth getting an
advertisement on the vogue website no matter how big or small this will prove
effective and key to make my brand a recognizable name.
Other media
promotions
A collection launch will be an essential
factor of the promotion of my collection and label, to make this a success
press must be contacted invited to the launch or private viewing no press is to
big or too small it is all promoting the brand and the collection at the end of
the day. The key idea should be to target a younger generation ranging between
mid twenties to thirties, obviously this collection is high end therefor with
the price tag to match, advertising would prove valuable in magazines such as
Vogue, Tattler, Harpers and Dazed and confused, these Attract a younger reading
base but also older without excluding anyone out or narrowing your market Too
much. The last thing any brand wants to do when promoting a new collection is
make someone feel they cannot wear something because of their age. So whilst targeting a younger market it is vital
to make sure you never loose custom from loyal followers and customers of the
brand.
Stores
Stores that are stocking the collection
must be in keeping with your target market, so the most appropriate stores for my
brand would be, Browns, Harvey Nichols, Selfridges, and online business’ such
as Net A Porter and Shopstyle. The collection will be sold internationally which
with all the right promotions should create a global market.
