Brand Statement
The Stylenanda is a lifestyle product with the most fashionable apparel and other accessories for the women.
Project Background
Stylenanda is a fashion powerhouse for those who seek for the edge in comfortable, affordable, stylish, and diverse fashion. Stylenanda have over the years developed a top of class fashion line for the women of all economic and social classes since the year 2004. Although the Stylenanda Company has been operational for more than a decade, it has no physical presence in the US market, apart from little online activities targeting the women of Korean origin.
Thus, the company is losing a lot of opportunities in the expansive US fashion and apparel industry. Therefore, the purpose of the marketing plan will be to introduce the Stylenanda products into the US market as a top fashion apparel brand for any typical American woman.
Target Audience
The firm will target female consumers due to their high propensity towards fashion products. In order to improve the probability of maximizing sales revenue in the proposed US market, Stylenanda will target the most fashion-conscious female customers, especially the youths. The first consumer segment will include customers between the age of13 and18 years. Youths within this age group are characterized by impulse buying of fashion products.
The consumption behavior of these customers is greatly influenced by the diverse social pressures, especially from their friends. The second customer segment for the Stylenanda products in the US will be the youths between 19-25 years, who are referred to as the ‘Generation Y’. These customers are characterized by relatively high purchasing power. Moreover, Generation Y is relatively entrepreneurial and optimistic.
The consumption behavior of “Generation Y with regard to apparels is influenced by diverse factors such as psychological factors, social influences, individuality, prestige, and functionality” (Fernandez 81). The final customer segment for the Stylenanda products will be youths between the age of 25 and 35 years.
These customers are considerably conscious of fashion trends. Subsequently, they prefer purchasing emerging fashion products. Targeting these customer groups will improve the Stylenanda’s ability to maximize its sales revenue (Harrison par. 12).
Advertising objective
The primary objective of the marketing plan will be to create complete and explicit customer awareness of the Stylenanda fashion line. The other objective will be to attract the younger customers market through the Stylenanda website in order to sell the fashion products. The objective aims at packaging the Stylenanda products as a favorite of the younger customers who frequent social media and actually share a common fashion culture. Properly modified Stylenanda advertising will reassure the customers on quality of the products.
Through proper advertisement presentation, the company will not only benefit from an increased traffic compliments, but also record high rates of customer loyalty as most customers are influenced by reactions from other clients (Salonen, Narvanen, and Saarijarvi 89).
Consumer Message
Fashion brand and accessories made to suit your lifestyle and will always leave others gazing with admiration. The brand promises maximum satisfaction for the customer who wants to be on the edge of fashion without compromising on comfort and pocket.
Consumer Benefit
The Stylenanda apparel brand offers diverse, fashionable, comfortable, affordable, and very trendy dresses, irrespective of the customer’s social and economic class.
Benefit Support
The selling point of the Stylenanda products is that they are unique, comfortable, and highly affordable. Through timely appeal to emotions and self prejudice, the Stylenanda products will be packaged to engage the ‘perceived goodness’ and need to identify with ‘the ideal’ in the functionality and comfort. The customers will have the opportunity to choose a product from an array of other fashionable apparel from the same brand.
For instance, products such as “Adeen, Karl Alley, Spitfire, Havainas, Grafik Plastic, Lespecs, Greycity, Jeffrey Campbell, Daniel Palilo, KKXX, Gold Dot, and Quay Eyewear (“Stylenanda” par.1) will allow any customer to privately select what suits her style and pocket whenever purchasing Stylenanda products. Since the products will also be available online, the customer will be able to access them by a click of a button (Salonen, Narvanen, and Saarijarvi 88).
The customer will have better information on the Stylenanda products since the proposed advertisement strategies are comprehensive. The customer will be able to determine which Stylenanda product is the most favorite from the online reviews.
The customer will have to benefit from discounts and other offers that are communicated at the site, without having to visit the Stylenanda stores. The customer will have the ability to make better and rational judgment on the basis of personal preferences from different categories of the Stylenanda fashion and accessory brands (Lambert 21).
Competition
The firm’s competitiveness in the US might be hindered by intense competition from the local and international fashion firms established in the market. The main competitors are H&M, Zara, TopShop, Uniqlo, Muji, Jack Willis, Bookoo, Boden, and Superdry.
Advertisement Tone
The advertisement tone will be based on stylish, affordable, and extremely comfortable products concepts that are presented in colorful, creative, and high quality ads.
Mandatory Elements
The mandatory requirements for the Stylenanda products are the Stylenanda website, Stylenanda logo, Stylenanda physical store, and local retailer network.
Positioning Statement
In the overcrowded market for fashion apparel in the US, product positioning is directly linked to the success in the short and long term, especially for a new company such as the Stylenanda. This product will be positioned as unique, affordable, and comfortable.
In addition, series of market research on customer demands will be carried periodically to improve on satisfaction, desires, and expansion to new market territories. To be able to achieve the mission and the set goals, the Stylenanda Company will have a captivating positioning statement and superior product strategy. In this case, the company’s positioning statement will be as follows;
We have what everyone wants, and at considerable prices. The products are fashionable, unique, and of high quality for any typical American woman. They are supremely stylish, trendy, and certainly the latest in the market.
Those that purchase the products will be viewed as trend setters and being at speed with latest fashion. The prices are also considerable; one will get anything they want at an affordable price. Our accessories come at half the average market price, despite being in the same quality category with other fashion houses.
Celebrities wear the Stylenanda fashion products. Consequently, one of the product strategies that the company will utilize is to make sure that it attributes the product to famous female celebrities within the US apparel industry. This will make the target consumers perceive the product as being of high quality, therefore, purchasing it within the US market. Again, the company will sell the products at affordable prices as a strategy to attract consumers and not scare them away with high prices (Salonen, Narvanen, and Saarijarvi 88).
Works Cited
Fernandez, Prasana. “Impact of branding on Gen Y’s choice clothing.” The Journal of the South East Asia Research Centre 1.1 (2009): 79-95. Print.
Harrison, Martin. Entering the US retail market: Best practices for European retailers looking to establish a foothold in America 2014. Web.
Lambert, Dicken. “Customer relationship management as a business process.” The Journal of Business & Industrial Marketing 25.1 (2010): 4-28. Print.
Salonen, Susanna, Elina Narven, and Hannu Saarijarvi. “How do consumers consume fashion online? A practice-theoretical inquiry.” International Journal of Marketing Studies 6.3 (2014): 87-97. Print.
Stylenanda: Company history 2014. Web.