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Marketing Planning for Graye, a Zen-Inspired Men’s Casualwear Research Paper

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Brand Information

Graye is a Singaporean fashion brand that deals with men’s casualwear. The brand was created in 2016 and has developed to become one of the largest in Singapore. Graye follows the Korean Zen lifestyle, with most of the products trying to promote the culture. Graye is motivated to portray the interpretation of balance by bringing sustainable fashion and designs.

Even though the Graye brand is masculine-inclined and deals mainly with male fashion, there are some unisex clothing products. Since most of the fashion brands in Singapore shied away from male casualwear fashion, Graye has capitalized on the opportunity. The brand has not discriminated against the female gender, as unisex casualwear can accommodate any gender and body shape.

Although it is based in Singapore, the brand has gone international, serving local and foreign customers. Graye brand blends Eastern, Western, and old and new fashions to bring a more acceptable style across all cultures and generations. In addition, the brand deals with versatile clothing that is friendly to all weather seasons.

Industry

Graye is a brand operating in the fashion industry, specifically in male and unisex casualwear. The Singapore fashion industry has undergone major developments and is projected to grow with the coming of more designs and lifestyles. Significant players compete for local and foreign consumers (Venkataraman and Jiří, 2022, 228). However, most brands in the industry are focused on official menswear. Graye is one of the few who have embraced abandoned male casualwear.

Situation Analysis

Political Environment

The government is responsible for promoting fashion and lifestyle for the people in their country. The Singaporean government has promoted fashion by organizing fashion shows and cultural exhibitions where brands can showcase their designs and cultural identities. The Singaporean government has encouraged citizens to stick to their cultural fashions and designs (Sanny et al. 2022, 121). As a result, many Singaporeans still embrace their cultural fashions for official and casual wear. Despite the influence of Western fashion in the country, most local consumers remain glued to their traditional round-collar clothing designs.

Economic Environment

The common perception is that official wear is associated with high economic class and maturity, with casualwear mainly attributed to the lower class and young people. This perception has led people to go for official wear, with the high economic class and senior male adults embracing official clothing such as suits at the expense of casualwear. Similarly, the misconception has seen most brands thronging the official wear fashion while abandoning male casualwear (Venkataraman and Jiří, 2022, 229). This affected casualwear fashion in Singapore, with most consumers, especially the wealthy class and older people, going for official wear, leaving casualwear majorly to young individuals and low-income groups.

However, the coming of Graye as a significant dealer in male casualwear has seen many consumers shifting to casualwear. The blending of the old and new, Eastern and Western fashion designs, has helped to promote casualwear among different cultures and generations in the country. The traditional perception of casualwear is fading, with many embracing casualwear.

With the development of digital media, fashion and design have become a matter of lifestyle, with many people now learning and competing in fashion and designs from online media. Various digital platforms such as Facebook, Twitter, TikTok, and Instagram have become hubs where fashion enthusiasts learn and exchange new trends and designs (Eppinger, 2022, 119). Various celebrities use social media to introduce and popularize their fashions and designs. For example, celebrities like Wendy Cheng conduct fashion shows on digital media. Online media has made it easier for different fashion brands to market and popularize their new designs and clothing.

Social Environment

Fashion has been a significant part of Singaporean and the larger Korean Asian culture, with clothing style exhibiting class, gender, age, and identity. This has made people enthusiastic about what they wear. For example, official wear, such as suits, has been a symbol of formalism, worn mostly on official duties and by senior individuals, both in economic rank and age (Venkataraman and Jiří, 2022, 232).

On the other hand, casualwear symbolizes informality, worn during informal occasions and primarily by junior individuals, both in economic class and age. The solid cultural connection with fashion makes it easier for brands like Graye to do business. Graye Fashion’s male casualwear thus has a clear target among consumers in Singapore.

Technological Environment

The majority of the Singaporean population has access to the internet. Desktop computers and mobile smartphones are the dominant technological gadgets in use among the broader population with access to the internet. In addition, tablets are gaining popularity within the population as electronic gadgets, adding to internet accessibility (Eppinger, 2022, 120). With gadgets, a more significant chunk of the population is accessing and using various digital media platforms such as TikTok, YouTube, Twitter, Facebook, and Instagram, among others. Digital technological development has made it easier to market and sell fashion products.

SWOT Analysis

Strengths

  • Graye is the only fashion brand in the internet search.
  • Graye allows consumers to purchase through websites.
  • Graye fashion casualwear is versatile for all weather seasons.
  • Graye fashion incorporates Eastern and Western styles in its design, making it appealing to all cultures.
  • Graye fashion casualwear is unisex, worn by both ladies and males.

Weaknesses

  • Graye receives little engagement on various social media platforms.
  • Graye deals majorly male casualwear, with few unisex products.
  • Graye deals only in casual wear, thus unappealing to official wear lovers.

Opportunities

  • Graye uses multiple social media platforms to market products.
  • Graye can target millennials through social media.
  • Graye can use fashion celebrities and other social media influencers to market on social media.

Threats

  • The fashion industry is oversaturated by both local and international brands.
  • Shipping cost is high for consumers outside Singapore.

E-Marketing Strategic Plan

Segmentation and Targeting

In terms of geographic segmentation, Graye Brand targets consumers in Singapore. The brand has a website that makes it easier for customers who live in Singapore to access the products. Most of the brand’s website is dominated by local consumers within the country (Sanny et al. 2022, 10). In addition, Graye Brand is using the Zen lifestyle in Singapore to inspire its fashion design. To accommodate Western consumers within the country, the brand has incorporated Western fashion elements into its products to make them appealing to the group.

Regarding demographic segmentation, the brand targets the male population with its products. Graye fashion mainly consists of male casualwear. The brand’s casual menswear is of multiple sizes and styles and is designed for all age brackets and generations. Graye brand has incorporated old and new fashion styles in its design to make them appealing to consumers of all ages (Fatmawati and Askar, 2022, 4). The fashion products range from children’s clothes to teenagers and senior adults groups.

Similarly, the products range from caps to t-shirts and light pants. In addition, the brand is producing unisex fashion for all genders. The unisex fashion can be worn by males and females, thus expanding the target market base.

In psychographic segmentation, the Graye Brand classifies its customer base in values, lifestyles, activities, and interests. The brand deals in a wide range of menswear, appealing to different age brackets. The incorporation of old and new fashion elements gives products universal approval. The brand has clothing suitable for young and older male consumers (Ahmad et al. 2018, 5). In addition, unisex fashion is appealing to both male and female consumers. Furthermore, the brand has blended Eastern and Western fashion elements to make the products appealing to customers of different cultures. Consumers of Western backgrounds can find fashion appealing to their cultural values.

Differentiation

Graye Brand aimed to achieve differentiation through innovation and design. The company designed a casual, unisex fashion that all genders can wear. Initially, most casual wear was specific to each gender; however, the differentiation has enabled the brand to bridge the fashion gap between casual menswear and unisex, leading to the design of all-gender appealing clothing (Amoah and Abdul, 2020). In addition, Graye has practiced differentiation by blending old and new fashion elements to develop the Zen fashion style. Finally, the brand differentiated by mixing Western and Eastern fashion elements to create universally accepted designs.

Positioning

Graye aims to position itself as a brand that values male casual fashion by providing men’s casualwear for all ages and cultures in Singapore. With the introduction of unisex fashion, the brand intends to serve consumers across all genders (Fatmawati and Askar, 2022, 6). In addition, Graye aims to position itself as the brand that represents the Singaporean Zen fashion style in the local and international markets.

E-Marketing Objectives

The objectives will be achieved within the first year of implementing the e-marketing plan. The goals, according to the plan, are

  1. to increase market influence locally by 20% by the end of the first year and internationally by 5%,
  2. to Implement a premium pricing strategy,
  3. to increase social media influence and engagement by 30%,
  4. increase profit margin by 20%
  5. increase overall revenue by 10%
  6. increase brand awareness by 10%
  7. increase website visitation by 30%.

All the outlined objectives are intended to be achieved in the first year of implementation.

E-Marketing Strategies

Product

Product Differentiation

As stated previously, the Graye brand is innovative in its design of unisex casualwear, which was not popular in the fashion industry. Similarly, the brand has blended old and new fashion to develop the Zen style. In addition, Graye uses Eastern and Western fashion elements in its design (Amoah and Abdul, 2020). The brand can use these unique innovations to develop brand identity and awareness by 10%, increase market influence by 10%, and increase revenue by 10%.

Price

Mixed Pricing

Graye brand plans to implement low and high-pricing strategies to make its products affordable to all groups. The low pricing is designed to target the low-income group, thereby maximizing sales and thus increasing the revenue generated from the sales by 10% (Mohiuddin Babu et al. 2022, 9). On the other hand, the premium pricing strategy is intended to give the products value and high-quality status. The high pricing will make the products appeal to the rich class. The mixed pricing will help to increase the market influence by 10% by capturing different categories of consumers. All these will help in achieving the 20% profit margin increase target.

Place

Graye Brand conducts most of its business virtually, with consumers accessing and making orders digitally. The brand thus intends to improve and strengthen its website to accommodate as many consumers as possible without creating problems such as delays (Sanny et al. 2022, 7). In addition, the brand will improve web visitation by 30% by making it more engaging, fun, and faster for customers across all regions, thus facilitating effective business.

Promotion

Infographic Social Media Posts

Since most Singaporeans have access to digital media, Graye Brand is targeting local consumers through social media. The brand will use social media platforms like TikTok, Instagram, Facebook, and Twitter to benefit from its massive following (Sanny 2022, 8). Using infographics on social media will help the brand increase its market influence locally and globally by 20% and 5%, respectively, especially among internet enthusiast millennials.

Use of Social Media Influencers

Social media influencers have become an essential part of the business. The brand will use social media influencers to market and promote its product. Since some fashion celebrities are social media influencers, Graye will use such personalities to market the products (Eppinger 2022, 120). For instance, the brand will engage fashion celebrities such as Wendy Cheng with a massive social media following to promote the products and achieve the 30% target of social media engagement.

Strategies

Electronic Direct Mail

Electronic Direct Mail

Justification

The electronic direct mail is popularizing the brand’s products by visualizing the samples of the commodities and showing how the firm is customer friendly both through service and quality. In addition, the EDM has been categorical on the type of clothes the brand is dealing in, casual menswear. By encountering the EDM, a target consumer may be attracted to the brand and probably make a purchase order.

Implementation Plan

Implementation Plan

Budget and Evaluation

Budget and Evaluation

References

Ahmad, Syed Zamberi, Norita Ahmad, and Abdul Rahim Abu Bakar. 2018. “.” Telematics and Informatics 35, no. 1: 6-17. Web.

Amoah, John, and Abdul Bashiru Jibril. 2020. “.” Innovative Marketing 16, no. 4: 164-179. Web.

Eppinger, Elisabeth. 2022. “.” Sustainability: Science, Practice and Policy 18, no. 1: 114-128. Web.

Fatmawati, Indah, and Askar Garad. 2022. “.” The Implementation of Smart Technologies for Business Success and Sustainability: During COVID-19 Crises in Developing Countries 216: 3-12. Web.

Mohiuddin Babu, Mujahid, Shahriar Akter, Mahfuzur Rahman, Md Morsaline Billah, and Dieu Hack-Polay. 2022. “.” Production Planning & Control: 1-15. Web.

Sanny, Lim, Tita Dwi Julianto, Serafim Savionus, and Beni Widarman bin Yus Kelena. 2022. “.” International Journal of Asian Business and Information Management (IJABIM) 13, no. 2: 1-12. Web.

Venkataraman, Mohanapriya, and Jiří Militký. 2022. “.” In Fibrous Structures and Their Impact on Textile Design, pp. 219-245. Singapore: Springer Nature Singapore. Web.

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IvyPanda. (2025, January 21). Marketing Planning for Graye, a Zen-Inspired Men's Casualwear. https://ivypanda.com/essays/marketing-planning-for-graye-a-zen-inspired-mens-casualwear/

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"Marketing Planning for Graye, a Zen-Inspired Men's Casualwear." IvyPanda, 21 Jan. 2025, ivypanda.com/essays/marketing-planning-for-graye-a-zen-inspired-mens-casualwear/.

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IvyPanda. (2025) 'Marketing Planning for Graye, a Zen-Inspired Men's Casualwear'. 21 January. (Accessed: 19 February 2025).

References

IvyPanda. 2025. "Marketing Planning for Graye, a Zen-Inspired Men's Casualwear." January 21, 2025. https://ivypanda.com/essays/marketing-planning-for-graye-a-zen-inspired-mens-casualwear/.

1. IvyPanda. "Marketing Planning for Graye, a Zen-Inspired Men's Casualwear." January 21, 2025. https://ivypanda.com/essays/marketing-planning-for-graye-a-zen-inspired-mens-casualwear/.


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IvyPanda. "Marketing Planning for Graye, a Zen-Inspired Men's Casualwear." January 21, 2025. https://ivypanda.com/essays/marketing-planning-for-graye-a-zen-inspired-mens-casualwear/.

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