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 (Table of Contents)
- 1 Introduction
- 1.1 Preface
- 1.2 Objectives
- 1.3 Delimitation of the subject
- 1.4 The approach
- 2 Fundamentals of brand communication
- 2.1 The identity-oriented process of brand management
- 2.2 Goals of the identity-oriented process of brand management
- 2.3 Promotion and communication
- 2.4 Types of communication
- 2.5 Ways to communicate
- 2.6 Marketing communications
- 3 Marketing communication strategies
- 3.1 Template for a general strategic plan
- 3.2 The strategies
- 3.2.1 Advertisements
- 3.2.2 Editorial coverage
- 3.2.3 Product placements
- 3.2.4 Collaborations
- 3.2.5 Events and sponsorships
- 3.2.6 Guerilla marketing and viral marketing
- 3.2.7 Web presentation
- 3.2.8 Mobile strategies
- 3.2.9 Recommendations
- 4 Measurements of efficiency
- 4.1 Economic advertising impact
- 4.2 Testing
- 4.3 Marketing research
- 4.4 Media response analysis
- 4.5 Advertising value equivalence
- 4.6 Web controlling
- 4.7 Social media monitoring
- 5 Relevant targeted customer segments and their use of media
- 5.1 Fragmentation of target audiences through market segmentation
- 5.2 The target audiences
- 6 The suitable measurements of efficiency and target audiences for each strategy
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines marketing communication strategies for fashion brands and explores effective methods for measuring their efficiency. The work aims to address the challenges posed by market fragmentation and the evolving media landscape, focusing on how fashion brands can effectively reach their target audiences in a complex and competitive environment.
- Effective marketing communication strategies for fashion brands
- Measurement of marketing communication efficiency
- Challenges of market fragmentation and media diversity
- Adapting strategies to different target customer segments
- The unique characteristics of the fashion industry and their impact on marketing
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the thesis, highlighting the evolving challenges faced by fashion brands in today's fragmented market and diverse media landscape. It emphasizes the need for adaptable strategies to reach increasingly segmented customer bases and the complications arising from coordinating brand messages across various media platforms and potentially disparate agencies or departments. The chapter also addresses the specific challenges within the fashion industry, such as the highly competitive nature of the market and the limited opportunities for product differentiation given the functional similarity of clothing items. The introductory section frames the central research problem: how can fashion brands implement effective marketing communication strategies and reliably measure their success?
2 Fundamentals of brand communication: This chapter lays the groundwork for understanding brand communication in the fashion industry. It delves into the principles of identity-oriented brand management, outlining the goals of this approach and exploring different types and methods of communication. A key focus is on marketing communications—defining them within the context of a broader brand strategy and positioning the chapter’s content to inform the discussion of specific marketing communication strategies in the chapters that follow. The chapter essentially acts as a foundation for the subsequent analysis of specific strategies, providing a conceptual framework within which to evaluate their effectiveness and appropriateness for fashion brands.
3 Marketing communication strategies: This chapter presents a comprehensive overview of various marketing communication strategies relevant to the fashion industry. It provides a structured approach, outlining a template for a general strategic plan and then detailing numerous strategies, including advertising (across various platforms like print, outdoor, and online), editorial coverage, product placement, collaborations (celebrity endorsements, placements, and co-branding), events and sponsorships, guerilla and viral marketing, and comprehensive web presence strategies (videos, blogs, websites, email newsletters, social media, and SEO). The chapter synthesizes numerous sub-strategies into a holistic view of potential approaches, offering a practical resource for brand managers. Each strategy is explored in terms of its potential use and limitations for fashion brands.
4 Measurements of efficiency: This chapter focuses on the crucial aspect of evaluating the success of marketing communication strategies. It explores a range of measurement techniques, including economic advertising impact analysis, testing methodologies, marketing research approaches, media response analysis, advertising value equivalence calculations, web controlling, and social media monitoring. The chapter aims to provide a multi-faceted toolkit for assessing the effectiveness of various marketing efforts, emphasizing the importance of rigorous evaluation and data-driven decision-making in the dynamic fashion industry. The different methods are presented as complementary rather than competing approaches.
5 Relevant targeted customer segments and their use of media: This chapter addresses the crucial aspect of target audience segmentation and their media consumption habits in the fashion industry. It examines the fragmentation of target audiences and profiles several key segments: the fast fashion customer, the fashion opinion leader, the luxury/premium customer, and active adults. For each, it details their media preferences and behaviors, providing valuable insights for tailoring marketing communication efforts. The understanding of these segments informs the selection and implementation of specific communication strategies discussed in prior chapters.
6 The suitable measurements of efficiency and target audiences for each strategy: This chapter integrates the previous chapters, matching the marketing communication strategies from Chapter 3 with the appropriate target audience segments from Chapter 5 and measurement techniques from Chapter 4. It provides a detailed analysis of how each strategy can be effectively implemented, measured, and targeted to specific customer groups. This chapter acts as a practical guide and emphasizes the importance of a tailored and data-driven approach to marketing communication in the fashion industry. The chapter provides concrete suggestions and exemplifies how different marketing channels work in practice.
Schlüsselwörter (Keywords)
Fashion brands, marketing communication strategies, brand management, market segmentation, media fragmentation, advertising, editorial coverage, product placement, collaborations, events, sponsorships, web presence, social media, mobile marketing, efficiency measurement, target audience analysis.
Frequently Asked Questions: Marketing Communication Strategies for Fashion Brands
What is this document about?
This document is a comprehensive preview of a thesis examining marketing communication strategies for fashion brands. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The thesis explores effective methods for measuring the efficiency of these strategies, addressing the challenges of market fragmentation and the evolving media landscape.
What are the main objectives of the thesis?
The main objectives are to investigate effective marketing communication strategies for fashion brands, explore methods for measuring their efficiency, address the challenges of market fragmentation and media diversity, adapt strategies to different target customer segments, and understand how the unique characteristics of the fashion industry impact marketing.
What key themes are addressed in the thesis?
Key themes include effective marketing communication strategies, measurement of marketing communication efficiency, challenges of market fragmentation and media diversity, adapting strategies to different target customer segments, and the unique characteristics of the fashion industry and their impact on marketing.
What marketing communication strategies are discussed?
The thesis covers a wide range of strategies, including advertising (print, outdoor, online), editorial coverage, product placement, collaborations (celebrity endorsements, co-branding), events and sponsorships, guerilla and viral marketing, web presence strategies (videos, blogs, websites, email newsletters, social media, SEO), and mobile strategies. The document provides a structured approach, outlining a template for a general strategic plan before detailing each strategy.
How does the thesis address market fragmentation and media diversity?
The thesis acknowledges the challenges posed by increasingly fragmented target audiences and the diverse media landscape. It emphasizes the need for adaptable strategies that effectively reach these segmented customer bases across various media platforms. The document highlights the complexities of coordinating brand messages across potentially disparate agencies or departments.
What methods for measuring marketing communication efficiency are discussed?
The thesis explores various measurement techniques, such as economic advertising impact analysis, testing methodologies, marketing research approaches, media response analysis, advertising value equivalence calculations, web controlling, and social media monitoring. It emphasizes the importance of rigorous evaluation and data-driven decision-making.
How does the thesis address target audience segmentation?
The thesis examines the fragmentation of target audiences and profiles key segments (e.g., fast fashion customers, fashion opinion leaders, luxury customers, active adults), detailing their media preferences and behaviors to inform the selection and implementation of specific communication strategies.
How are the different chapters structured?
The thesis is structured as follows: Chapter 1 introduces the topic and research problem; Chapter 2 covers fundamentals of brand communication; Chapter 3 details various marketing communication strategies; Chapter 4 focuses on efficiency measurement; Chapter 5 discusses target audience segmentation and media use; and Chapter 6 integrates the previous chapters, matching strategies with target audiences and measurement techniques.
What are the key words associated with the thesis?
Key words include: Fashion brands, marketing communication strategies, brand management, market segmentation, media fragmentation, advertising, editorial coverage, product placement, collaborations, events, sponsorships, web presence, social media, mobile marketing, efficiency measurement, and target audience analysis.
What is the overall approach of the thesis?
The thesis takes a practical and data-driven approach, providing a comprehensive overview of marketing communication strategies in the fashion industry and offering a structured framework for planning, implementing, and measuring their effectiveness. It emphasizes the importance of tailoring strategies to specific target audiences and leveraging multiple channels for optimal reach.
- Quote paper
- Karola Schwindt (Author), 2014, Marketing communication strategies for fashion brands and measurements of efficiency, Munich, GRIN Verlag, https://www.grin.com/document/285683
