Marketing communication strategies for fashion brands and measurements of efficiency

Bachelorarbeit , 2014 , 91 Seiten , Note: 2,0

Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media

To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important.
This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group.
Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.

Inhaltsverzeichnis

• Introduction
• Preface
• Objectives
• Delimitation of the subject
• The approach
• Fundamentals of brand communication
• The identity-oriented process of brand management
• Goals of the identity-oriented process of brand management
• Promotion and communication
• Types of communication
• Ways to communicate
• Marketing communications
• Marketing communication strategies
• Template for a general strategic plan
• The strategies
• Advertisements
• Print advertisements
• Outdoor advertisements
• Traditional electronic advertisements
• Online advertisements
• Editorial coverage
• Editorial coverage in print publications
• Editorial coverage in online press and in online presences of print publications
• Product placements
• Collaborations
• Celebrity endorsements
• Celebrity placements
• Co-branding
• Events and sponsorships
• Sponsored events
• Corporate events
• Fashion shows
• Guerilla marketing and viral marketing
• Web presentation
• Corporate videos
• Corporate blog
• Corporate website
• E-mail newsletter
• Social networking strategies
• Search engine optimization
• Mobile strategies
• Recommendations
• Content sharing and content curation
• Blogger marketing
• Measurements of efficiency
• Economic advertising impact
• Testing
• Marketing research
• Media response analysis
• Advertising value equivalence
• Web controlling
• Social media monitoring
• Relevant targeted customer segments and their use of media
• Fragmentation of target audiences through market segmentation
• The target audiences
• Fast fashion customer
• Fashion opinion leader
• Luxury and premium customer
• Active adults
• The suitable measurements of efficiency and target audiences for each strategy
• Advertisements
• Print advertisements
• Outdoor advertisements
• Traditional electronic advertisements
• Online advertisements
• Editorial coverage
• Editorial coverage in print publications
• Editorial coverage in online press and in online presences of print publications
• Product placements
• Collaborations
• Celebrity endorsements
• Celebrity placements
• Co-branding
• Events and sponsorships
• Sponsored events
• Corporate events
• Fashion shows
• Guerilla marketing and viral marketing
• Web presentation
• Corporate videos
• Corporate blog
• Corporate website
• E-mail newsletter
• Social networking strategies
• Search engine optimization
• Mobile strategies
• Recommendations
• Content sharing and content curation
• Blogger marketing
• Conclusion
• Bibliography
• Abstract

Zielsetzung und Themenschwerpunkte

This bachelor thesis examines the marketing communication strategies employed by fashion brands to reach their target audiences. It aims to provide a comprehensive overview of the various strategies available, including traditional and digital approaches, and to analyze their effectiveness in the context of the evolving fashion industry. The thesis also explores the challenges of brand communication in a fragmented market and media landscape, where consumers are increasingly exposed to a multitude of messages and channels.

• The fragmentation of markets and media
• The importance of brand communication in the fashion industry
• The effectiveness of different marketing communication strategies
• The measurement of efficiency in marketing communication
• The identification of relevant target customer segments and their media consumption habits

Zusammenfassung der Kapitel

The introduction provides a preface to the topic of brand communication in the fashion industry, highlighting the challenges and changes in the business environment and customer habits. It emphasizes the fragmentation of markets and media, the unique characteristics of the fashion industry, and the current challenges in the environment.

Chapter 2 delves into the fundamentals of brand communication, exploring the identity-oriented process of brand management, its goals, and the role of promotion and communication. It examines different types of communication, ways to communicate, and the importance of marketing communications.

Chapter 3 focuses on marketing communication strategies, presenting a template for a general strategic plan and outlining various strategies, including advertisements, editorial coverage, product placements, collaborations, events and sponsorships, guerilla marketing, viral marketing, web presentation, mobile strategies, and recommendations.

Chapter 4 discusses measurements of efficiency, exploring economic advertising impact, testing, marketing research, media response analysis, advertising value equivalence, web controlling, and social media monitoring.

Chapter 5 examines relevant targeted customer segments and their use of media, analyzing the fragmentation of target audiences through market segmentation and identifying specific target audiences, such as fast fashion customers, fashion opinion leaders, luxury and premium customers, and active adults.

Chapter 6 delves into the suitable measurements of efficiency and target audiences for each strategy, providing a detailed analysis of the effectiveness of each strategy in reaching specific target audiences.

Schlüsselwörter

The keywords and focus themes of the text include brand communication, fashion marketing, marketing strategies, target audience, media fragmentation, digital marketing, social media, advertising, efficiency measurement, customer segmentation, and the fashion industry.

• Hochschule: Hochschule Niederrhein in Mönchengladbach
• Note: 2,0
• Autor: Karola Schwindt (Autor:in)
• Erscheinungsjahr: 2014
• Seiten: 91
• Katalognummer: V285683
• ISBN (eBook): 9783656858485
• ISBN (Buch): 9783656858492
• Sprache: Englisch
• Schlagworte: Marketing, Kommunikation, Mode, Fashion brands, PR, Public Relations, Werbung