1. Introduction

INTRODUCTION

AlphaOmega London (AO London) is a luxury footwear and accessories brand, specializing in unique, bold designs and sustainability. The brand collaborates with local manufacturers and craftspeople to curate a socially, environmentally, economically, and culturally sustainable product line of shoes.

AO London halted its launch of AO Gen 3000 bags due to the COVID-19 pandemic, so using social media marketing became imperative for building the brand and launching its products. With a majority of sales stemming from offline selling of pop-up stores, boutiques, and retail stores, the pandemic had a huge impact on its original marketing strategies. AO London must market to a new target market comprised of Gen Z and young Millennial consumers who grew up in the technological age through social media. As an intern for AlphaOmeha London, I acquired an exclusive, first hand look at the brand’s mission and how it is truly functioning within the industry in its current climate.

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Aims & Objectives

Focusing on AO London’s new target market, Made-To-Order service, digital marketing strategies, and the implementation of such strategies against its competitors, will benefit the launch of its new bags. With the COVID-19 pandemic and Brexit having an impact on sales and strategies, this report discusses a new way to target customers in a digital space, and build the brand’s soul through social media marketing, while also preserving the authenticity, sustainability, and uniqueness built into the brand’s core values.

Research Methods

With the problem of social media reach, compared to competitors, the effects of the pandemic on the industry and its consumers, and building brand presence on social media, significant secondary and primary research had been conducted in order to consult on impactful strategies for AlphaOmega London. Secondary research included reports from Mintel, EDITED Retail, McKinsey & Co, and WGSN, which helped to identify the current market to launch products, target Gen Z consumers, and the impact of COVID-19 on the fashion industry and purchasing habits. Primary research such as AO London employee interviews, social media performance tracking, and personal work experiences adds to the validity of the current market analysis and recommendations to the brand for social media optimization. Research on how the brand should position themselves in the market based on competitors, new target consumers, and the internal and external environment created a need for an enhanced marketing strategy for AlphaOmega London.

Limitations

Limitations when conducting this report includes: » Limitations of internship- A 6-month internship only allows to understand the brand briefly and in its current market within limited inperson events, selling, and a remote work environment. » Pandemic restrictions- With the UK easing lockdown restrictions, the environment is constantly changing, whether or not consumers will continue to purchase in-store or feel safer shopping online and influencers and industry professionals will attend in-person events or stick to marketing online. » Financial limitations- Because AlphaOmega London is a small business, recommendations and implementation of such suggestions may be limited in the financials of the brand. However, spending money with a specific and consistent marketing strategy will prove to be effective.