FASHION BUYING WITH MERCHANDISING ANNABELLE BROUGHTON

This is a selection pack for the retailer Zara, containing the 2021 jeans spring/summer range for UK stores. Zara is part of the Inditex family who are the largest fashion retailers. The main influencing trading factor to take into consideration for the range is the Global Pandemic. Due to the conscious consumer, Zara has implemented more sustainable fabrics for the spring/summer range to keep loyal consumers and compete with Zara’s core competitors (H&M, Topshop, ASOS and Mango). The sustainability focus runs throughout the spring/summer range, this has increased the budget by 9.2% this year versus last year (TY VS LY). Furthermore, new size opportunities and an increase in product mix compared to last years range has meant a growth in the budget for 2021. Due to these new implements the average selling price (SP) has also increased by 11% in spring and 19% in summer compared to last year’s average selling price. For both the spring and summer range the new selling entry price starts at £19.99 and exists at £29.99. The factor of the trading influences discussed above, and the key sustainable trend messages are also a consideration for this year’s budget and increased selling prices.

FASHION BUYING WITH MARKETING

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WINNER OF THE ALASTAIR MARKETING MENTOR AWARD

AllSaints has always been tied to its roots in London; the name of its founding place ‘Spitalfields’ used throughout their branding. The stores’ distinctive look of exposed brick and steel beams has the feel of an old London warehouse. To this day, the brand’s headquarters are located in the heart of East London. Characterised by distressed pieces and sepia-tones. The brand’s style is distinctive and well-known for their draped jerseys, skinny jeans, and iconic biker jackets. However, sluggish sales over the past decade suggest that AllSaints has struggled to retain interest and popularity from consumers. A marketing plan is necessary to re-engage customers, drive sales, and return AllSaints to its status as a cult fashion brand.

Boohoo is a pureplay, fast fashion retailer which has speed and agility at the core of its business model. It is part of Boohoo PLC, the umbrella company who also own competitors Pretty Little Thing and Miss Pap. The brands situation analysis has been researched into to then propose strategies to take the business forward focussing on people and the planet. Strategies proposed include; creating more sustainable ranges, implementing a re-sell platform, pop up stores and increasing personalisation for customers.

Sponsored Posts

These are posts on an influencer social media, which they are paid to post by a brand. The brand or the influencer can create the content. (Influencer Marketing Hub, 2020) For this strategy, Venetia will create the content to ensure its organic and it will be through her Instagram and Podcast, as they are her biggest platforms. Affiliate Links

Affiliate links are when an influencer can earn commission from every purchase made via a link they share with their followers. The influencer can be paid in three ways, pay per click, pay per sale and pay per lead. (Enfroy, 2020) (Appendice 28) Pay per click will be the most beneficial for this strategy, as the consumer has to invest before the affiliate earns commission, which ensures Boohoo get their return on investment. (Enfroy, 2020)

This marketing audit will focus on the brand Jack Wills. The brand has been throughly researched on how it is behaving in the current climate. Using the findings, four new marketing strategies have been suggested to increase profitability, sales, and popularity. The implementable strategies include collaborations, improving brand transparency and technological shopping experience.

SHORTLISTED FOR THE FASHION MARKETING AWARD AT GRADUATE FASHION WEEK

This marketing audit investigates the cause of Burberry’s loss of market share and proposes strategies to improve their brand positioning to increase profitability with strategies including; sustainability, technology, body diversity and inclusivity.