Little Black Dress - Live Project

Introduction

Since their relaunch in 2014, Little Black Dress have been gaining momentum, thanks to their partnership with Alesha Dixon, though are still struggling to become a renowned, go to brand for premium dresses.

This report shall review LBD’s current situation, both internally and externally, and the market they operate within including the macro and micro trends affecting them. Drawing from their current strengths a 3-year marketing plan and a 1-year tactical communication plan will be developed to reach their ultimate aim.

3 YearStrategy Plan

Website Improvements

“It has become even more important for retailers to focus on standing out from the competition through a... seamless online experience and excellent customer service.”

- (Tamara Sender Ceron, Senior Fashion Analyst, 2017)

PHOTO CONSISTENCY AND 360 VIDEOS

As a pure play company, LBD’s online presence must be impeccable. Consistency must be shown throughout images, using models and the same background for all LBD and drop-ship products as to make the site more visually appealing and dresses easier to compare on screen. 360 videos should also be introduced to better showcase products which can additionally be shared on their Facebook page on a regular basis.

CONCEPT CONCESSIONS

Women aged 36-45 (LBD's current core customer) are mostly influenced by trends they see in store when styling (Appendix 2, Q10) making a physical presence crucial for LBD’s future in order to attract more customers from this segment. Staff will also have face to face contact with customers and will therefore gain insight to their real thoughts and opinions of products.

CANCER RESEARCH PARTNERSHIP

LBD's main aim is to make women feel fabulous so what better way to reiterate this than by helping those women who need it most.

“To create value, brands need to be different and maintain clear, strong brand values.”

- (BOF TEAM AND MCKINSEY & COMPANY, 2016)

A new partnership with Cancer Research with the focus on breast cancer will develop brand values improving their public image via the halo effect, strengthen their branding and give consumers an extra incentive to buy from them.

Selection of female celebrities who have previously supported Cancer Research

Heidi Klum, Jessica Ennis, Keira Knightly, Lily Cole, Michelle Keegan, Peaches Geldof, Scarlett Johansson, Sharon Osbourne, Victoria Beckham