Creating an Innovative Digital Branding and Marketing Strategy for the Sustainable Fashion Brand

On successful completion of the module the student should be able to: 

1. Evaluate the need for marketing mix adaptations when entering the global fashion marketplace. 

2. Demonstrate an understanding of branding theories, tools and frameworks from marketing literature, together with their practical application.

4. Understand the basic principles for creating and embedding ethical and sustainable business practices through branding and marketing communications activities.

5. Critically appraise the various elements of the fashion marketing communications mix. 

6. Understand and appraise the use of established marketing theories and concepts required to create a viable marketing strategy. 

As a group, you are the digital branding and marketing agency that has been appointed to create an innovative strategy for the forecasted period of 6 months (anytime between 2021 and 2022).  

Your client is a sustainable and emerging brand, whose core target consumer is either Gen Z or Millenials. You will need to use resources and data to safely plan an integrated communication strategy (what are you going to do both on and offline)

Your work will be presented in an illustrated report. In addition to a Table of Contents, an introduction and conclusion, the report will include the following key focal areas:

• Draw on relevant academic and trade sources, and create a clear strategy for your brand’s campaigns

• Select and focus on the UK market, understand key concepts such as the consumer behaviour, and the appeals to this target market using segmentation and competitor analysis.

• Discuss relevant tools, and propose relevant key referrals in order to achieve maximum results.

The content is to be underpinned with relevant theories, models and frameworks and include a reference list that evidences research skills. Be sure to justify your ideas throughout. You are to follow GCU Library Harvard British Standard Referencing Guide in writing your report.  You are encouraged to illustrate your report with a combination of primary and secondary imagery.