Marketing Analysis of an International Fashion Brand

Introduction to Business

Choose an international fashion retailer or brand from the below list.  Undertake detailed research into this company and construct a 2500 word illustrated report demonstrating your understanding of core marketing theories. Research must include reference to academic journals, industry publications, textbooks and some form of primary research; i.e. observational research/comparative shopping. Work must be written following academic referencing standards of the Harvard system.

The list of international retailers or brands you may research are as follows:

1.Christopher Kane (UK)

2. Bosideng (China)

3. Zara (Spain)

4. Balenciaga (Italy)

5. Pangaia (Europe and US)

6. Nike (US)

7. Urban Revivo (China)

8. Uniqlo (Japan)

9. Pyer Moss (US)

10. Gentle Monster (Korea)

1. Undertake a PESTLE analysis. This MACRO analysis will explain factors outside of the brands control, which impact on the business.

2. MICRO analysis: Customers, competitors, suppliers, distribution and channels

3. Explain how the brand could segment its consumer markets (market segmentation) and evidence your understanding of the brand’s target market strategy. Ensure you include an illustrated customer pen portrait.

4. Construct a brand-positioning map, illustrating competing brands in the market. Provide an explanation of what insight this perceptual mapping gives the brand or retailer.

5. Examine the fashion marketing mix (4P’s) and brand strategy of your chosen brand or retailer.

6. Product: Analyse the brand’s product strategy by reviewing the product mix (product portfolio), you may do this diagrammatically. Explain how ‘product’ is a key element in the overall market offering and explain the differing product attributes that impact on branding.

1. Price: Identify and explain the brands pricing strategies. Explain how your chosen retailer/brand can justify charging different prices for different products within their product ranges.

2. Place: evidence: Identify the channels of distribution used by your company, you may wish to use a diagram to illustrate this; evaluate the store and digital environment strategy and how it may be affected by emerging retail trends.

3. Promotion: Describe the methods used for promoting the brand or through an illustration of the promotional strategy. You may wish to include some visual examples to support your analysis.

4. Examine ONE of the fashion marketing extended mix (People, Process or Physical Evidence) and brand strategy of your chosen brand or retailer.

5. People: Customer facing staff are an important interface between the brand/retailer and the customer. Outline the importance of customer service and provide examples of how your brand/retailer demonstrates this.

6. Process: Describe how efficient processes impact on the customer experience. Outline some of the actions your brand/retailer has taken in this area.

7. Physical Evidence: Explain why physical evidence is increasingly becoming important within the marketing mix. Provide one example of how your chosen brand/retailer is demonstrating this. Please include visuals if you wish to support your analysis.

8. Branding: Describe the fashion brand; its identity and values. Evaluate the brand position in relation to the key competitor that you have identified .