DATE: November 11, 2013
SUBJECT: Custom Women’s Apparel Strategic Marketing Plan
Current market research and analysis shows that the proposed advertising media for the new fall lines need to be reprioritized and changed. Findings from focus groups and surveys have made it apparent that we need to update our advertising efforts to align them with the styles and trends of young chic female adults today. It is has become increasingly important to use the Internet, social networking, and social media as a tool to communicate with our target audience to show our dominance in the clothing industry. Young adults are no longer interested in sitcoms as the trend in viewership has shifted more towards streaming services and reality televisions shows. Also, Custom Women’s Apparel is searching for advertising option that will limit cost and maximize exposure to the greater metropolitan market.
To gather information and develop concepts relating to Custom Women’s Apparel and fully understand any hurdles, insights, legal implications, and fan interaction. Concepts will be centralized and focused towards urban centers and mid-level to high-income females. Emphasis should be geared towards independent, headstrong, fashionable/chic women. Custom Women’s Apparel should focus most of its attention on web-based media and social networking sites to maintain a close relationship with today’s modern woman.
Custom Women’s Apparel needs to focus advertising on social networking and mobile Internet sites that appeal to younger people. The latest edition of the annual Internet Trends report finds continued robust online growth. There are now 2.4 billion Internet users around the world, and the total continues to grow apace. Mobile usage is expanding rapidly, while the mobile advertising opportunity remains largely untapped.
There are 800M Facebook users, of which 68% use Facebook mobile. The following list shows...