Key marketing

Key marketing objectives

Where will the brand go?

The brand wants to expand into other regions and expand awareness of the products. The perfect example of an area to expand into would be India. In conclusion the new strategy will be focused in the Indian market, for this market is looking for formal wear and the culture is accustomed to formal occasions

Other factors are that there is a rapid growing middle class Source McKinsey February 2019. India’s GDP is expected to grow 8 percent between 2018 and 2022. Also, India’s apparel market will be worth $59.3 billion in 2022 making it the sixth largest in the world, comparable to UK’s $65 billion. For this reason, more than 300 international fashion brands are expected to open up in India in the next two years.

Traditional clothing is worn by Indian women, Elie Saab’s aesthetic fits the aesthetic of the traditional beautiful attire the customer would look for . Elie Saab should partner with a pre-existing e-commerce platform which would be low risk to test customer preference. This would be where the brand will sell bridal wear and ready to wear pieces.