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Brand Marketing Strategies
Module: Fashion marketing
For this assignment, we came up with our own brands and a new collection we planned to launch. We planned out a 6 month promotional calendar and the different strategies we planned on using for it. These are some images from my customer journey that outlines what people will see from opening my e-commerce site to check out, ensuring a smooth and efficient process, helping to drive sales.
Module: Digital Trends in Fashion Marketing (first image)
Module: Fashion marketing (last 3 images)
For these assignments, I researched on the ways brands at different price points market themselves and compared them. Looking into their customer journey and e-commerce website, brand positioning and how brands try to market themselves in a niche market, as well as other channels such as in-store visual merchandising. Through these modules I have learnt that there is no absolute way a brand should be marketed, it depends on things like their price point, target audience, and overall brand image and concept.
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For a look into my full comparison of the eyewear brands Gentle Monster and Owndays, please refer to the slides below.
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Module: Digital Trends in Fashion Marketing
As part of our assignment to promote a campaign for the brand Beyond the Vines, my partner and I also discussed a suitable customer retention strategy with different action paths to encourage customers who failed to cart-out their items to finish their transaction. We decided to use newsletters with promotional codes to encourage them as well as using cookies captured when they first added the items to their cart to retarget them using social media ads.
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