Marketing Strategies, Research and frameworks

Marketing Strategies, research and frameworks

Lecture notes:

Connecting with the consumer

•    Brands are out of touch with consumer needs

•    Brands not in touch with current generational perspectives; example: trans, curvy girls, cultural 

•    Slow adaption of sustainable issues

•    Brands who have historically done well with innovative advertising and marketing and then have dropped the ball recently 

•    Old school attitudes towards luxury for high end brands (dolce and Gabbana) struggling to connect with new generations 

How do consumers consume and connect with the brands?

•    Advertising strategies

•    Understanding emerging demographics

•    Keeping and increasing footfall 

•    Understanding changing and emerging trends in consumptions 

•    For example: diversity ethics so ill responsibility

Physical and digital branding advertising strategies 

•    John Lewis was the physical brand example discussed last week

•    Fast fashion online retailers: digital advertising resource online, digital bill boarding, taxis and so on

•    Brands that rely on word of mouth as well as all of the above for example Patagonia

•    There are also brands that historically have not advertised heavily for example body shop 

Much has to do with visual communication 

•    The forums that demographics now link with 

•    What draws a consumer and why? 

•    What are the connectors 

•    Connection to visual information for example short films and teaser campaigns

More abstract methods of advertising 

•    Celebrity

•    Guerrilla

•    Youtube campaigns

•    Youtube campaigns

•    Subliminal advertising 

How branding and marketing drive the fashion industry 

•    Connects with consumer 

•    Drives price

•    Drives and captures specific demographics whilst trying to pick up new consumers

•    Marketing incentives drive consumers for example: e vouchers buy one get one free driving price down for a limited amount of time

•    Pushes consumption by selling product through a specific window of time

•    Historically brand identity was king 

•    Brand attachment Locked the consumer in via aspirin 

•    This is changing now with generational shifts - consumers no longer consume because a brand tells them who to be 

Meeting the consumer needs: 

•    Who they are? 

•    How to reach them (physically or digitally) 

•    Where they live

•    Their age 

•    What they are prepared to pay 

•    Their likes and dislikes 

•    Their expectations 

•    Their expectations 

•    If their product is desirable

•    Brands need to research and gather data on their consumers in order to understand them

that’s why research is critical

•    Through primary and secondary 

•    Questionnaires

•    Surveys

•    Emails

•    Telephone calls

•    Focus groups

•    Photography

•    Set up social media forums so you can keep in touch 

•    Secondary can be in form of mine report’s reliable sources of information 

What can struggling brands do to improve to reestablish themselves? 

•    Connecting to consumer 

•    Advertising Strategies

•    Their reputation 

•    How they connect to the consumer (do they need to re consider ethics)

•    Their history are they sitting on past glories and still expect the consumer to consume because of who the brand perceives themselves to be

•    Brand currency; brands developing a better understanding of generation/ cultural shifts and how society is changing