Marketing plan

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.