liv fashion forward

The first objective, to convey basic and emerging marketing concepts and terminologies, was the foundation of the BSAD015 course, which was covered in the beginning, with consistently referred to throughout the course. The emphasis was placed on creating customer relations and value through marketing, developing successful marketing strategies, and building an effective marketing plan. The class utilized group work and current event examples, which were then represented on the exam, to further ingrain in your memory. The second course objective is to “To study and understand the marketing mix, target markets, consumer behavior, service marketing, social media marketing and the strategic and financial implications of marketing decisions on the other functional areas of business”. This is all done through learning about marketing concepts in the class and through the textbook, with an emphasis on the 4 P’s of marketing: product, price, place, and promotion; the 4 I’s of services: intangi

It's known that price depends on the product, brand, materials, and other factors. There are many different kinds of pricing strategies, each with different benefits and draw backs. When evaluating price form a consumer's standpoint, price, "is often used to indicate value when it is compared with perceived benefits" (Kerin). Because marketers know this phenomenon, they make sure to market the benefits of the good or service to consumers so they are able to make a value assessment on it. In the case of Chaco Footwear , a popular retailer of shoes and gear for use in the outdoors, marketing the benefits of their products is crucial to convincing consumers to pay relatively high prices for their products. Chaco specializes in durable, adjustable footwear, with the majority of styles targeted to water or mountain wear. That being said, they do have some products for daily city use.   With their signature styles ranging from $95-$130, Chaco is banking on the perceiv

Branding is a crucial aspect of marketing. Defined as, "any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services (Keren, McGraw-Hill), branding can take many forms. A rather interesting kind of branding is the multi branding strategy. A company can do this by giving each product a distinct name, which is useful when each brand is intended for a different market segment (Keren, McGraw Hill).  A great example of this is Gap Inc., which has numerous brands, the most popular being Old Navy, Gap, Banana Republic, Athleta, and Intermix. Old Navy and Gap are the day-to-day style clothing, Banana Republic is mostly business casual and professional, Athleta is athleisure, and, lastly, Intermix is higher-end, luxury clothing. With $16 billion in revenue in fiscal year ended February 1, 2020, it is clear that this multi branding strategy is paying off.  An example of Gap Inc. grouping brands   An interesting part of th

Marketing has been the key to remaining a competitive brand throughout much of recent history, especially as the world has leaned into consumerism and disposable income has increased among much of the population. One key to a successful product is product differentiation. As defined by McGraw-Hill, product differentiation is, "A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive a product as being different and better than competing products". The marketing mix are, "the controllable factors that can be used by the marketing manager to solve a marketing problem", (McGraw-Hill). The factors being product, price, promotion, and place.  Effortless Swim is a small swimwear company located in Maui, Hawai'i. The website advertises Effortless as sustainable, exclusive swimwear that is hand made by owner Tehani Friesen. Small but mighty, Effortless has released six collections in the past decade. Effortless distingui

Converse has been an iconic brand since its founding in 1908, with frequent appearances in pop culture, from cinematic classics to the social media accounts of modern "influencers". The brand prides itself on appealing to all generations as an athletic and lifestyle shoe. In the past, Converse has appealed primarily to older generations in their marketing, using storytelling tactics to further their message. One example of this is the "Forever Chuck" campaign, which used a story-telling style to celebrate 100 years of Converse in the collaborative video.  More recently, Converse has started appealing heavily to younger shoppers, specifically members of Generation Z. They have been doing this through through limited edition collaborations, "drops" with other popular brands, such as Japanese brand Comme de Garcons, Virgil Abloh's Off White, with pairs now reselling for upwards of $500. Emma Chamberlain's Instagram Story Post   January saw the release