Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

dELiA*s Campaign

375 views

Published on

  • Be the first to comment

  • Be the first to like this

dELiA*s Campaign

  1. 1. Consumer Analysis • Consumers are teenage girls 12-17• Teen spending declined last year- increase in saving money • Trend setters and early adopters
  2. 2. Teens & Brands
  3. 3. Product Analysis
  4. 4. Market Analysis• Industry average has experienced a 7.52% growth in past 3 years• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry• Delia’s made $217.15 million in annual sales in 2012
  5. 5. PrimaryResearch
  6. 6. Problems &• Opportunities Delia’s struggles to remain popular against competitors such as American • Take advantage of growth in technologies and social media Eagle, Hot Topic, Abercrombie, and • Boost sales and brand relationships Forever 21 with west coast stores• Has remained unprofitable over the past 4/5 years• Brand image and broad target consumer base
  7. 7. MarketingObjective : • Increase sales 6%AdvertisingObjective:
  8. 8. MarketingCommunication Strategy
  9. 9. Media Objectives
  10. 10. TimingWhen do you buy the most clothes?
  11. 11. Geography
  12. 12. Spot
  13. 13. National
  14. 14. Media Mix
  15. 15. Social Media• 75% of national buying• 90% of our target market is using social media• Delia’s currently has:
  16. 16. • In-stream ads• Youtube Channel – DIY clothing tutorials – Top 10 videos of the week – Celebrity looks from Delia’s
  17. 17. Paid Exposure• Pay influential teens to repost brand content• Generate positive buzz• 1,000 influential teens from target market will be used
  18. 18. Search Engine•• Optimization Preliminary launch buy 20% of the target markets time is spent searching• Will increase reach and frequencyContingency Fund• $19,502
  19. 19. “Live • • Freely Green campaign Idea sparked from dELiA*s asterisk • ” Brand growth and re-inventionWeb banner Advertisement

×