Introduction
John Stevens studied fashion and design at the University of California in the United States and acquired a Bachelors Degree in fashion and design. After acquiring a Bachelors Degree in fashion and design, John discovered a need in the fashion and design industry.
John noticed that the fashion market required trendy and dynamic individuals, who would cope with the ever-changing consumer demands. As a result, John decided to open a fashion design company, Jovens Fashion Design, which focussed on fashions for men and women.
However, after two years in the fashion industry, Jovens Fashion Design switched to the design of women’s clothing. Therefore, it is against this background that the report assesses the current brand positioning, the role of technology, and marketing campaign plan of, Jovens Fashion Design.
Current Brand Positioning
Competitors
After switching to the field of women’s clothing, Jovens Fashion Design, has acquired extensive recognition in the textile industry because of the quality of products that they provide to its consumers.
Jovens Fashion Design has been in the industry for about 10 years and all through the period, it has managed to ensure that its consumers receive products that match their expectations.
The ability of, Jovens Fashion Design, to match consumer expectations gave it a good reputation and recognition in the clothing and fashion industry.
In addition, the fashion design company gained consumer loyalty and satisfaction as well as word of mouth marketing that transpired because of the quality of its products.
According to Zeithaml (2010), product quality is very important in the performance of a company as it determines the level of sales and customer satisfaction.
Pricing and product quality was among the strategies that Jovens Fashion Design employed to outsmart its competitors and gain a high market share in the fashion industry.
The fashion design company understands the importance of availing products that are within consumer purchasing behaviour and power in increasing revenues through sales and customer satisfaction.
The target consumers of, Jovens Fashion Design, comprise of young women and middle-aged women, who are very trendy and dynamic and have high taste on fashions. The fashion design company identified Hollywood, Armani, and Dolce and Gabbana, as its main competitors in the clothing industry.
High competition from these companies occasion because they are already in the global field and have a higher level of recognition from the consumers as opposed to, Jovens Fashion Design.
Conversely, the fashion design company used pricing and consumer survey in outsmarting these competitors in the clothing and fashion industry.
Crane (2000) explains that consumer survey is vital in understanding the changing preferences of consumers in the textile and clothing industry. Therefore, it is imperative to understand the target consumers so that a company delivers products that are within their purchasing power.
Current Consumer Profile
The current consumers of, Jovens Fashion Design, are young and middle-aged women, who are trendy and dynamic. The switch to this set of consumers that compose young and middle aged women owe its initiation from the high tastes that women have towards clothes and latest fashions.
To increase its sales in the clothing and fashion market, Jovens Fashion Design, performed a market survey on the profile of its target consumers in the market. The findings from the survey indicated that the majority of potential consumers belonged to low and middle classes.
As a result, the fashion design company embarked on a quest to provide products that not only matched consumer preferences in terms of quality, but also were in line with their purchasing power.
Notably, a good understanding of consumer behaviour is crucial in the supply and delivery of products of a company to the target customers (Zeithaml 2010). Thus, Jovens Fashion Design employed the concept of understanding consumer behaviour to increase its sales and revenues as well as market share.
Lower and middle class set of consumers are conscious of the type of products that they purchase regarding the product quality and price. The conscious nature of low and middle set of clients is because they have low purchasing power and little to spend on clothes after satisfying their basic needs.
To properly enter and win this consumer set, Jovens Fashion Design, focused on clothes that required less input in terms of production, while ensuring that they did not compromise the quality of products. This focus was very practical since consumers could receive clothes of the latest fashions at prices within their reach.
Product price is one of the essential elements of the marketing mix that marketers need to employ so that they can achieve consumer satisfaction and loyalty (Crane 2000). Through effective pricing, the products of Jovens Fashion Design attracted a wide spectrum of clients, who visited the company and purchased its products.
Role of Technology
Production
The role that technology plays in the production and distribution of products is vital and Jovens Fashion Design utilised it in production of latest fashion of clothes. The fashion design company understands the unpredictable, unstoppable, and uncontrollable characteristics of technology.
As a result, Jovens Fashion Design ensured that they coped with these characteristics. Moreover, the company employed technology and used it to enhance the quality of its products.
By increasing the product quality of the women wear through technology, Jovens Fashion Design gained the ability of moving with the trends that fashion oriented consumers demonstrate. Schmid (2013) argues that technology is a very vital element in product quality and affects the operations of marketing firms.
Jovens Fashion Design has ensured that its clothes to meet the expectations of consumers. The need to produce clothes that meet consumer expectations initiated a drive in the fashion company to involve consumer focus groups and opinion leaders in establishing the latest consumer dynamics and trends.
Initially, clients of Jovens Fashion Design did not emphasis on the quality of the product, but emphasized on the product price. However, over the recent past, the fashion design company witnessed tremendous changes in the perceptions of consumers regarding the products.
One of the observations that Jovens Fashion Design witnessed include the shift from product price to product quality. As a result, contemporary consumers are very concerned with the quality of products and utility for their money (Pride & Ferrel 2004).
Since Jovens Fashion Design is a fashion company that deals with women wear, it shifted and upgraded the quality of its products to match the changes in the fashion market.
It is imperative to understand that technology played an instrumental role in effecting the changes required to meet the prevailing market conditions.
Marketing
Jovens Fashion Design understands the significance of technology in reaching out to its target clients. Since a considerable number of customers that purchase, products from Jovens Fashion Design are young and middle aged, use of internet in product marketing and advertising yields positive outcomes.
Therefore, the use of social sites such as Twitter, Facebook, and YouTube to market clothes that belong to its brand facilitates increased awareness in the minds of potential clients. After three years in the field, Jovens Fashion Design rolled out a website that helped the company market its products online.
Thereafter, the fashion design company joined Facebook, Twitter, YouTube, and created accounts where its potential consumers could like its pages and follow the company. Crane (2000) explains that technology plays an integral role in product marketing.
Therefore, marketing firms cannot compromise technology in advertising their products. The fact that social sites like Facebook and Twitter as well as YouTube are easily accessible to individuals from all classes in the society implies that they create a platform for effective marketing.
To increase its appeal to the target customers, Jovens Fashion Design employed media, which facilitated its objective of enhancing customer awareness concerning its clothes. The fashion design company used televisions newspapers, magazines, and radios to advertise its products to customers.
Using appealing photos that display the latest clothes availed by the company, televisions, newspapers, and magazines increased consumer willingness to purchase the products.
Remarkably, Jovens Fashion Design understands the impacts of over promising and under promising, and thus, they provide correct information concerning its clothes and ultimately achieve a balance between post consumption and consumption experiences.
Over promising and under promising is an act that involves the passage of wrong information to the target customers with the intention of coercing them to purchase the products (Blythe 2013).
However, this act creates distrust and shortens the life cycle of a company since consumers become dissatisfied and stop purchasing its products.
Marketing Campaign Plan
Promotion and Place
Jovens Fashion Design expects that its future will be productive and a bit challenging for modern consumers display higher levels of changes and trends as opposed to past consumers.
To increase its sales in the clothing industry, the fashion design company needs to define a plan that augments the level of customer awareness in line with its products. Advertisements, campaigns, and direct selling are some of the ways that Jovens Fashion Design can use in reaching out to its target buyers.
According to Crane (2000), the main objectives of promotions include increasing consumer awareness of a given product and creatively persuading them to purchase the product. Therefore, Jovens Fashion Design strives to achieve these objectives through effective product promotion.
On the other hand, the fashion design company needs to identify its set of consumers and their respective locations so that it can place its products strategically.
A strategic placement of clothes that are of the latest fashion from Jovens Fashion Design facilitates accessibility to the products and increases consumer willingness to purchase its products.
People and Process
Since Jovens Fashion Design is a company that deals with marketing of women wear, people play a major role in effecting its future developments. People produce clothes, market the products, and purchase the clothes from the company.
Therefore, Jovens Fashion Design should ensure that they accord respect, care, and attention to its employees, suppliers, and clients because they determine its success.
To increase its sales volumes, the fashion design company has to recruit qualified individuals, who have relevant skills in the production of clothes that meet the current client requirements. The process is a concept that entails production, supply, and delivery of products to consumers (Pride & Ferrel 2004).
Therefore, Jovens Fashion Design must minimise the challenges that consumers encounter, while trying to purchase its products.
Some of the strategies that Jovens Fashion Design can employ include reduction of hierarchy and the number of middle players between production and delivery points so that clients can easily access its products.
Product, Price, and Physical Evidence
Clothes such as dresses worn by women are the main products designed and fashioned by Jovens Fashion Design. Since potential consumers of the products are very dynamic and trendy, the fashion company needs to be creative and keen so that it releases products that match consumer expectations.
Technology, awareness promotions, and right placement improve the quality of the clothes that Jovens Fashion Design avail in the fashion market.
Notably, low and middle-income earners in the society need a good pricing strategy that leads to production and supply of clothes that meet their expectations in terms of quality and purchasing power (Blythe 2013).
Stores that supply and deliver products from Jovens Fashion Design need to undertake strategic colouring and designing of their structures so that their appeal to consumers rise.
The fashion design company needs to customise its walls, shelves, provide mirrors, and modern changing rooms facilitate the purchase of its products.
Conclusion
Jovens Fashion Design is a company that deals with the production and sale of women wear and focuses on young and middle aged women as its market segment. Some of the clothes that the fashion design company produces include dresses, tops, and undergarments.
As a fashion company, Jovens Fashion Design has to be keen on the ever-changing dynamics of consumers aligned to women wear.
Following the need to be in line with consumer demands and trends, the fashion design company liaised and worked with consumer focus groups and opinion leaders, who have an understanding of consumer dynamics.
Brand positioning, technology, and marketing campaign plan are some of the major factors that Jovens Fashion Design can employ to increase its present and future success in the fashion industry.
References
Blythe, J 2013. Consumer Behaviour. SAGE Publications, New York.
Crane, D 2000. Fashion and Its Social Agendas: Class, Gender, and Identity in Clothing, University of Chicago Press, Chicago.
Pride, W, & Ferrel, O 2004. Marketing, Cencage Learning, New York.
Schmid, V 2013. The Impact of Technology on Marketing Strategy, SAGE Publishers, New York.
Zeithaml, V 2010, Delivering Quality Service, Simon and Schuster, New York.