Introduction To Fashion Branding and Marketing
In this module you I explored contemporary fashion brands and examine the strategies they use to create a unique personality, generate appeal and developed a ‘desirability factor’ for potential consumers. This course I will have deepening the understanding of the complexity of brands and branding, from conception and development, through to the management and marketing of the end products.
Within this course, I will cover the development of values and ethics required to develop successful fashion brands, as well as the creation of identity, revitalisation and brand extension strategies. I will also explore the implications of changing environments for fashion consumers and fashion brands, and employ creative thinking, innovative problem solving and methodologies to investigate and develop appropriate solutions to fashion brand strategies.
Assessment 1 is a group work project that will be a predictions/recommendations for British fashion brands in general.
- Overall assessment of the macro and micro environments (use of PESTEL for macro environment is recommended) and their impacts on fashion businesses.
- Critical analysis of consumer attitudes towards fashion before and after the pandemic (apply at least one consumer behaviour theocratical framework)
- Marketing strategies fashion brands used to adjust to these changes (minimum of 3 good practices and 3 bad practices). Marketing strategies can cover any paid, owned or earned channels.
Assessment 2 is a Brand Audit on a chosen brand and I choice to so my on Stone Island.
I had to conduct a formal strategic audit which included the brands history, company values, current positioning and a review of Marco & Micro environment.