A/ Assignment Recap

●      Written report: Develop a comprehensive digital fashion marketing plan for the selected brand, encompassing target market analysis, communication objectives, innovative ideas for the 7Ps, creative messaging, media selection, and an implementation plan with budget and evaluation strategies.

Here are suggested structure

●       WRITTEN REPORT

I. Introduction

II. Brand Analysis

1.      Brand overview

2.      USP

3.      Key competitor and market positioning

III. Target Market

1.      Demographic

2.      ​​Psychographics

IV. Marketing Strategy Evaluation

1.      Overview

2.      Analysis

V. Innovative Ideas for 7Ps

1.      Product

2.      Place

3.      Price

4.      Promotion

5.      People

6.      Process

7.      Physical evidence

VI. Creative Concept and Key Messaging

1.      Creative concept

2.      Compelling key messages

VII. Media Selection and Justification

1.      Media selection

2.      Justification

VIII. Implementation Plan

1.      Timeline

2.      Budget

3.      Monitoring and evaluation strategies

IX. Conclusion

X. References

XI. Appendices

B/ Key term definition

●      Target Market: A specific group of consumers or individuals toward whom marketing efforts are directed due to their shared characteristics and potential interest in the brand's offerings.

●      Communication Objective(s): Clear, measurable goals outlining what the marketing campaign aims to achieve in terms of messaging, brand awareness, or consumer action.

●      Marketing Strategy: A comprehensive plan outlining the approach to achieve marketing goals, often involving a mix of tactics and channels.

●      7Ps: A marketing framework encompassing Product, Price, Place, Promotion, People, Process, and Physical Evidence, key elements influencing a brand's marketing mix.

●      Creative Concept/Key Messaging: The core idea or theme behind marketing communications, including compelling messages designed to resonate with the target audience.

●      Media Selection: Choosing the most suitable digital channels or platforms to effectively reach and engage the target audience.

●      Implementation Plan: Detailed roadmap specifying the timeline, budget allocation, and methods for executing the marketing strategy.

●      Rationales: Justifications or explanations supporting the reasoning behind suggested ideas or choices made in the marketing plan, linking them to the brand's objectives and audience preferences.

C/ Detailed guideline

I. Introduction

-        2-3 sentences: Overview of the chosen brand and its significance

Example:  Libé, a Vietnam-based fast fashion brand, specializes in trendy, youthful, and feminine clothing that resonates with the preferences of young consumers seeking affordable yet fashionable options.

-        2-3 sentences: Explanation of the purpose and scope of the report

Example:

+       This report aims to construct a detailed digital fashion marketing plan exclusively for Libé, specifically designed to enhance the brand's online presence and significantly augment its sales performance.

+       Focused solely on leveraging digital marketing strategies, including social media, influencer marketing, and innovative online tactics, to amplify Libé's brand awareness and engagement.

II. Brand Analysis

1.      Brand overview

-        3-5 sentences: History and background of the brand

Example:  Established in 2013, Libé is a dynamic, Vietnam-based fast fashion brand known for its trendy, youthful, and feminine clothing lines. It emphasizes affordability, keeping pace with the latest fashion trends, and catering to the preferences of young, fashion-forward individuals. The brand's offerings combine style, quality, and affordability, making it a sought-after choice among its target audience.

2.      USP

-        3-5 sentences: Defining factors that set the brand apart from competitors, such as its fast turnover of fashion-forward collections at competitive prices.

Example: Libé's ability to swiftly replicate runway trends at affordable prices, appealing to young consumers seeking trendy yet budget-friendly options.