S.A BARCODE MARKETING PLAN “SENSATION PROJECT”
Executive Summery In this marketing plan the detailed strategies and relevant marketing tactics chosen to assist the launch of S.A Barcode as the brand steps into the scene of fashion, with the aim of raising impressive awareness and strengthening the brand profile over 12 months of 2015.  The strategies proposed will be in the form of an e-commerce website, collaboration and UK boutique launch. The boutique and website will assist the development of the brand, where as the collaboration has been chosen with the ultimate goal of generating brand awareness in the UK before the boutique launch.  Market research undoubtedly promotes London as the location of choice for the S.A Barcode flagship store. London is considered a major tourist allure and credited as one of the big four fashion capitals. Further researches indicate that London’s luxury quarter is surging and becoming a prime location for many luxury fashion brands. In 2013 Mintel a leading market intelligence agency stated that importance of multi-channel retailing in the increasingly competitive industry. Stating that 74% of consumers have confessed to purchasing online. Forbes.com also highlighted the importance of online marketing by publishing an article about the top 7 online marketing trends that will dominate in 2015. The increase in mobile and online activity supports the brands need for an e-marketing strategy, adopting an e-commerce website can ensure the brand does not fall behind its competitors.
Brand Launch Research shows the majority of S.A Barcode competitors have already established numerous flagship stores, e-commerce websites and the content marketing strategy that numerous brands have been adopting recently. Social media has become an influential promotional channel for retailers, WGSN in 2013 mentioned that potential consumers are using the platform and are willing to engage with brands on different social media mediums. Adding reason to why the social networking activity is valued and maintained within the marketing mix. The target audience has been identified as a medium to high-income consumers within the age group of 25-45 described as ‘’independent’’ and ‘’confident’’. Mintel in 2011 states that age group 25 – 34 years old are driving the growth within the fashion industry, influenced by their higher disposable income and growing interest in fashion. This age group is also considered to have the highest spending power, and is the category most influenced by in-store environments.
SWOT Analysis Strength
Weaknesses
• Mixed cultures that transcend into a unique design. • The designer is experienced in the fashion business. • Mixed cultures that transcend into a unique design.
• Funding problems • Under staffing and week human resources. • Small established business and not very known designer.
Threats • Well-known and established brand names. • Creating brand awareness. • Designs might not appeal to everyone.
Opportunities • Market opportunity for contemporary designs is still large in the UK. • Consumers look for great value products.
Brand Core Values S.A Barcode will be recognized for its innovative approach to redefining modern luxury. The designer behind this brand is distinctly unconventional when it comes to fashion and design. It is the artistry and use of extraordinary materials that sets the brand apart from competitors. The brand conveys a strong sense of identity; collections expose a bold masculine femininity that is mortal and surreal. There are often contrasting elements to the brands collections and visuals such as hard and soft, shiny and mate, black and white, all remaining a defining aspect of the brand. Main Brand aesthetics and core values: - Creative. - Innovative. - Surreal. - Artistic. - Unconventional. Each of the promotional strategy’s aim is to draw upon the brand aesthetics and core values in order to create a cohesive brand identity.
E-Commerce & Social Media In order to promote the brand and create awareness during the preliminary stages, a friendly collaboration with UK universities and established retail stores is planned. This approach will appeal to the brands target consumers and generate brand awareness before the UK store launch. Other launching tactics include word of mouth and extensive use of social media tools such as (Facebook, Youtube and Instagram). Â A proper marketing strategy is fundamental to the success launch of S.A Barcode, the marketing strategy will be implemented through a 12 month plan combined with all the previously mentioned elements of the marketing plan such as launching the UK store, e-commerce website and worthy collaborations that will help magnify the brand profile and generate brand awareness during the specified time frame.
Multichannel shopping habits
What do customers want from fashion retailers via social media?
Competitors
"Balenciaga" has been fashionable , elegant and meticulous tailoring and sewing clothes renowned high-level fashion . And a very European and American celebrities and stars love the brand . In addition to open in Paris in 1937, senior boutique clothing store , "Balenciaga" in New York have their own flagship store.
Céline has become one of the most copied fashion brands on the planet and every critic’s favourite. What’s more, it has sales revenue to support the hype, according to market sources, Céline’s revenues are said to have doubled in the last three years, surpassing €400 million for 2012, Milano Finanza Fashion reported in early February
Psychographics • S.A Barcode customer is married, has one child or two. • Prefers to drink a cup of Chai tea while reading the New York Times and Vougue. • She enjoys travelling: favourite locations includes Paris, London and Italy. • She leads a very healthy lifestyle, frequents the gym at least four times a week, and takes classes like Pilates. • She is a strong believer in self worth and luxurious jewellery suites lifestyle.
Demographics & Psychographics Gender
F
Age
25 - 45
Status
Single
Location
city
Education
Postgraduate and Higher
Occupation
Art \ Fashion \ Social Media
Salary
20,000 and above
Identity
She is independent, dedicated when it comes to her job and career, strong, confident and honest.
Interest
Collecting art pieces, horse riding, cooking.
Target customer
Dream Customer
Positioning The brand communicates artistic luxury hence remaining exclusive by distributing and selling its women’s wear, the official boutique that will be located in London and few other selective concession stores around the world (At a scaling up stage). Price point is considered relatively high ranging from 100 – 2000 sterling pounds.  Online positioning and activity is significant. Press releases, general brand information and social media interaction have to be presented at all time and updated thoroughly.
Flagship boutique The S.A Barcode boutique will soon be opening it’s doors to customer on Dover street, London. The boutique offers modern, contemporary women's wear and one piece limited edition jewellery. There is always a risk involved when entering new markets, to avoid high risk and potential loss, S.A Barcode chooses a conservative approach for entering the market. It does so by opening one flagship store in one country, which will minimize the overhead cost. The strategy that S.A Barcode will rely on upon entering a new market is multichannel retailing method. The store will be targeting middle to high income shoppers and those who consider shopping in flagship boutiques a hobby and have a fling for content marketing and e-commerce.
Bibliography Fg1: https://econsultancy.com/blog/7960-45-of-consumers-prefer-shopping-for-clothes-online/ Fg2: https://econsultancy.com/blog/7960-45-of-consumers-prefer-shopping-for-clothes-online/ Fg3: http://www.furinsider.com/fashion-fantasy-fw-2015-campaigns-loewe-moschino-diorbalenciaga/ Fg4: http://www.arcstreet.com/article-celine-spring-summer-2014-campaign-by-juergen-tellerdesign-phoebe-philo-122744685.html