Fashion Marketing & Branding

Fashion Marketing & Branding

By: Jessica Wiciak

Citation

Moss, Adam. “New York Magazine -- NYC Guide to Restaurants, Fashion, Nightlife, Shopping, Politics, Movies.” New York Magazine. New York Media LLC, n.d. Web. 27 July 2013.

“Pinterest.” Pinterest. Everyone, 27 July 2013. Web. 27 July 2013.

Solomon, Michael R., and Nancy J. Rabolt. Consumer Behavior: In Fashion.

Upper Saddle River, NJ: Prentice Hall, 2004. Print.

The Worldwide Leader in Fashion Trend Forecasting .” WGSN Fashion Trend Forecasting & Analysis.

Ed. Sandra Holliday. Top Group Limited, 27 July 2013. Web. 27 July 2013.

(Power Points used during Lectures)

The Consumer

Description

The Target Customer that I will be marketing to is a multitasking woman that is juggling her career, husband, children, and social live. She was born and raised in American, and has lived in New York City, New York most or all of her life. The customer is in her 30’s and 40’s years of her life. The average household income for these women ranges from $1.2 million to $600,000.

This income in brought in by both her and her husbands jobs. With this income it puts the family into the upper class status of the population. She has a full time or part time job that she is very devoted to, and worked very hard to get. With that being said she values her family more than anything.

She wants the best for her children such as getting them into a great school to get an education, and pushes them into extra curricular activates. She has to juggles her time between helping her children achieve their goals, but also stay ahead at work. With being so busy she still tries to be as healthy as she can, and doesn’t want to fall into the unhealthy live style of the chaotic world. She eats all natural foods, and makes her family do the same. This customer has a lot on her plate to juggle, but after her work is done, and she is with her family she likes to relax by visiting the latest exposition at the museums, or travel with the family to the latest festival or event on the weekends, or attend the latest social event.

Shopping

When shopping she is looking for staple pieces that can last her, and things that she can wear from PTA to a meeting with a client. She wants comfort in the garments, but also likes to look trendy and non effortless. She shops at local women’s boutiques such as Dalaga, Goldy & Mac, and Massimo Dutti.

Also she shops at trendy well known brands such as like Michael Kors, DVF, Nordstrom’s and Sacs 5th Ave.

The Brand

MANHATTAN MINUTE

Manhattan Minute designed for the modern woman and her multi-faceted lifestyle. Using the world’s most luxurious fabrics and detailed craftsmanship, we produce enduring designs renowned for the highest quality and exceptional fit.

The New Look:

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Manhattan Minute wanted to change its look to design not only garments for the young, and fast life mother and career women, but to create a whole experience for her while shopping. We kept our modern women designs and added more unique cuts and fabrics, as well as more patterns and non-traditional colors. We wanted to change our demographic so that it can set us apart form our typical business wear designers.

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The new look will have clean lines all over making the shopping experience less chaotic. With the stores having simple displays, and easy to find garments the consumer will be at ease looking for that they want, or maybe something they didn’t think that they needed. We want the women to feel calm and relaxed while shopping to distract them form the busy city around them.

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The Spring Line

Buying Package For Spring 2013

The clothing that is going to be sold in the new Manhattan Minute stores will be the on the higher end of fashion. It will be the top quality materials and fabrics. Because of this the prices will be higher, but averaging the same as our competitors at Bloomingdales and name brand stores. Each item that is designed for the store will only come in selected colors. A single particular piece could only come in one color, were as another might come in four different patterns. As for sizes, depending on the popularity and demand for the products most items will only be created in a few different sizes. This will make each garment more exclusive. Each of the three stores located across Manhattan will carry different products. The items sold in each of the locations will be determined by previous sales, and demands from the consumers. The exclusivity will differentiate the new line from the competitors, as well as the customer service that we are providing our customers. We understand that our consumer might be in a hurry, or may be looking for a particular item, so we train our staff to be as kind and helpful as they can be.

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The spring line has business and casual pieces that are designed with pops of color and texture. The pieces are comfortable and can are easy to mix and match for the on the go women.

Consumer Research Research Methodology

Conducting Research We will be using an in house marketing team and research group to conduct the research and testing on our consumers. This label is very small, therefor the business cannot afford to use an out side source. By using an in house team everyone is very familiar with the garments and products we are selling. This is important because the line and overall store is specifically designed for a certain consumer. With being in the final stages of production, having all the designs for each garment completed, prototypes made, and renderings of the store’s layout and decorations, we need feed back on what our consumers are going to think about our product.

We will be conducting a quantitative research to get consumers thoughts about the products. Our research strategy is to have a focus group. We will ask women who have children that attend the schools in which the district of our store is located. We will send out emails, and mailing letters to each of the households.

The letter and emails will state, what we are doing, why we need their help and their feedback, and if they would please contact us for to schedule a time to come in and meet with us and participate in a focus group. From the mothers that respond, the women that have a part time position, or full time career we will ask to come to a presentation. We will ask five women at a time, for each focus group, into our offices to meet with us. During this meeting we will present our goals for this line, and our mission for the stores. We will introduce them to the idea of our vision, and we will let them know how they can benefit from our line, and why we are trying to help them. We will show them where our store is located, and the renderings of the store. We will show the women the prototypes of the line that we have created. They will be able to touch each garment and try them on. Once the presentation is complete we will ask the women to complete a survey with a few questions and document their feedback.

Questions

The questions that will be given to the ladies on a handout after the presentation is given are as followed ; 1) Could you see your self in these garments?

2) Do you think the quality of the garments is acceptable?

3) Would you change any of the fabrics, or colors of the garments?

4) Does the store seem like it will be easy to find what you’re looking for in your everyday wardrobe?

5) What can we change to help you benefit even more?

Conclusion After the questions are given to each of the ladies we will ask them if they have an questions for us and if they have any other comments and feedback for us. Once the questions are filled out, and we have received all of our feedback we will then take the surveys to our in house team who will compare all of the information. If complaints were made about a garments, or how the store is set up we will do what we can to change it and fit the needs of our consumers. We will continue to contact the ladies with update on the progress of our store and line, as well as ask them to attend our grand opening of the location. They will be ask to tell their friend and co workers about the event, as well as ask them to participate in a focus group. For the ladies that attend both the focus group and the opening party will be given a discount on the garments that they purchase that night.

Marketing Strategy

Promotion

To promote the new stores looks, and the grand opening of out newest location we will be having a party. We have asked all the ladies that participated in our research group to attend and each of these women will be given a discount on the items that they purchase the night of the event. We will also send them an invitation with the option to bring unlimited number of guest to the event as a way to get more people to attend. We will be hoping on word of mouth as well, to get the message out of our changed look and our grand reopening party. We hope that enough people will be curious to see how we have changed and like it enough to keep coming back.

The Invitation

Please help us celebrate our Grand Re-Opening of

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MANHATTAN MINUTE The event will be held at our newest location: 141 West Broadway, New York City at six o’clock pm Please feel free to bring guest

The Party Because our targeted consumer lives a busy life style we want them to have the opportunity to have a fun night on the town, which is why we came up with the idea to have a party at one of our locations. At the party we will have models walking around wearing our latest collection.

This will give the women a better feel for what our garments will look like on. It is an opportunity to mingle, relax, and be entertained while they are also shopping. Oeuvres will be offered to compliment the drinks being served. Women that purchase something that night will be given a discount card that can be redeemed at any location, during their next shopping experience.