Everlane is an online-only fashion retailer founded in 2010 that sells classic, high-quality basics and essentials. It focuses on ethical and transparent sourcing and manufacturing. Everlane targets upper middle class, educated consumers aged 25-45 interested in affordable luxury. It emphasizes competitive pricing, premium materials, and engaging campaigns that appeal to customers who want to feel smart about their purchases and support responsible business practices.
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
This presentation made by me on Brand Zara while studying for the brand study project. I choose Zara because it has been conquering THE FASHION WORLD in its own way...!
Zara, the leading clothing and accessories brand based in Spain, is ruling the fashion market for more than 40 years now. Zara now has become synonymous to fast and affordable fashion items.
This presentation made by me on Brand Zara while studying for the brand study project. I choose Zara because it has been conquering THE FASHION WORLD in its own way...!
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
it is a retail project which consists of a complete analysis of Van Heusen and V.dot from a retail point of view. which is performed for the completion of a retail project in MBA
In this project, I worked with a group to create a buying plan for the shoes department of Zara. We analyzed up and coming trends for footwear and looked to see how those trends could further expand the ZARA shoe market.
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Victoria's Secret South Korean Market Entry Strategy Taylor Clayton
This presentation outlines an international market entry strategy for my International Marketing course at Pepperdine University. The report was completed with three other classmates, and provides an international market entry strategy for Victoria's Secret to South Korea. The content of the report is the result of a collaborative effort, however, I was responsible for the PowerPoint composition. Our Professor, Dr. Frank Sadighian, praised the report, noting that we exceeded the necessary deliverables.
it is a retail project which consists of a complete analysis of Van Heusen and V.dot from a retail point of view. which is performed for the completion of a retail project in MBA
In this project, I worked with a group to create a buying plan for the shoes department of Zara. We analyzed up and coming trends for footwear and looked to see how those trends could further expand the ZARA shoe market.
How to Make Money from Your Popular Content - Serena AppiahLeslie Samuel
Did you know that you can make money from content you already published? Listen as Serena Appiah shares a clever strategy for monetizing your popular content.
Ecommerce disruptive trends and new business modelsMichal Kreczmar
Disruptive innovation in media and ecommerce landscape -what are the agents of change. Detailed examples of new digital business models for media and retail. Business model generation secret formulas.
Trends + Trendsetters: The Best in Fashion Content MarketingNewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.
Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.
The Indie and Direct-to-Consumers Brands Playbook - Beauty and Fashion Disrup...Octoly
The marketing world is changing, and the problem is that brands have lost control of their messaging due to a highly fragmented audience. Brands have to reconnect with their consumers turn them into ambassadors eg. micro-influencers.
The Direct-to-Consumer revolution is reaching all industries and we offer you this playbook, helping you identify the best practices in the industry.
Head over https://go.octoly.com/resources for more resources to help you take your influencer marketing strategy to the next level.
We can help. Contact us at success@octoly.com
This presentation contains the following for Eileen Fisher, Retail Fashion Brand:
Problem Statement
Decisions to be Made
Company Introduction
POP and POD
Competitive Advantage
Brand Elements
Re-positioning Strategy
Keller Model
Topshop (A Marketing Management Project for MBA)mahakhalid1
Topshop a retail phenomenon on the high street, enjoying a huge growth in sales profits and carving out a distinctive personality with an individual brand mix. Topshop has received numerous accolades in recent years - style bible 'The Face' called Topshop "a dream factory that initiates and innovates, and creates its own fashion"
The Strategic business unit proposed for this project is Clothes & Accessories for Working Individuals by the name of Working Class H2T. TOPSHOP is already in the market with clothing lines for men & women, this particular niche will augment its dominance in the market for working class fashion.
NewsCred's Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
Trends + Trendsetters: The Best in Beauty Content Marketing NewsCred
Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences.
In this guide, we’ll take a look at content marketing in the beauty industry. We'll also walk through the content hubs for Bobbi Brown, Chanel, Birchbox, L'Oreal, Maybelline, and Aesop and share key learnings from each.
Interested in learning more? We’d love to hear from you! Feel free to reach out at strategy@newscred.com.
One of the leading skin care brand
Brand started in 1911
It is owns by German company
Nivea comes from Latin word meaning
snow white
dove brand
It is a personal care brand owned by unilever
It started in 1957
It has Presence in various products
1. Brand Equity
2. Consumer Knowledge about Brand
3. Type of Brand Associations
4. Brand Personality Association
5. Why are Brand Personality Associations Important? – Importance to Marketers
6. Why are Brand Personality Associations Important? – Importance to Consumers
7. When are Brand Personality & Associations are important
8. Implementing a Brand Personality Strategy
9. Executing a Brand Personality Strategy
This presentation is on all the branding as well as marketing aspects of Global Apparel Brand Levi's. It covers all the theories of branding and can be helpful to understand branding apart from subject. The content inside the presentation was added after a lot of research and handwork.
2. Background
• Online-only Fashion Retailer
• Founded in the fall of 2010 by Michael Preysman
• Started with a referral invite list and one T-shirt
• Headquartered in San Francisco with a small team in New York
• Head of Product and Design: Rebekka Bay
3. • Vertical fashtech company
• Underbuy on inventory - never go on sale
• Competitive pricing
• Highly transparent & socially responsible
• Carefully edited products
• Engaging campaigns
The Unique Business Model
4.
5.
6.
7. Target Audience
• Like affordable and comfortable
basics and with high quality
• Appreciate luxury but don’t want
a brand plastered on their
clothes
• Men & Women
• Age 25- 45
• Upper Middle Class
• Urban, educated, conscious
consumers
• Online shoppers
8. “When people buy Everlane, they feel smart. They know who
they are and what they stand for.”
—Michael Preysman (Founder & CEO of Everlane)
13. Promotion
• Online & Offline Campaigns
• Email
• Social Medias
• Word-of-mouth
• Publicities
• Billboards
• Prints
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24. Reasons to Buy
• High quality and timeless pieces
• Affordable luxury
• Ethically produced
• Good customer service
25. Opportunities
• Keep up the good customer
service and engaging
campaigns
• Incorporate customer
reviews on the website
• Collaborate with
independent designers
• Design menswear pieces
with functional details
• Recommend small local
cafes and restaurants on
their App
Core Marketing Concept
Unique business model built on price transparency
Trust in fair pricing: product sold at a markup of 220%
Go on field trip to factories and share their findings via photos and videos with consumersto educate customers around the real costs and origins of the products
Go on field trip to factories and share their findings via photos and videos with consumers
infographics of breakdowns of all the costs that went into production of the item
Everlane promises to be transparent in every aspect of their business, and to deliver high-quality products at affordable prices by skipping unnecessary middlemen.
Aesthetics: Everlane clothes suggest affluence as much as they do modesty. They enable you to "pass" within the corporate world while at the same time signaling a certain countercultural rebelliousness to those who are "with it" enough to pick up on their idiosyncrasies.
Careful editing brings only the most relevant products to its customers, prevent choice overload
Underbuy on inventory, never go on sale
One hour shipping
FB Messenger, weather and shopping dual app
Viral sharing: Facebook & emailHeavy on social platforms: track engagementAccording to Preysman, most of their customer acquisition comes from word of mouth and their active social media presence.
Generates buzz and customer engagement for the brand
Video
Time?
Video
In March 2014, Everlane hosted their first Transparent City Tour, where they invited a few fashion icons on Instagram to visit their tee factory and dye house in LA
A new initiative called the Black Friday Fund—put all profits from the day into a fund designated for improving the lives of employees at our factories.
In making their first pants, the folks at Everlane spent more than a year designing and refining their designs and fit. But perhaps what ignited the epic waiting list was when Everlane invited some of their customers to try on their prototypes. These lucky individuals not only got a chance to try on the pants before anyone else, but their opinions and feedback were also taken into account for the final release! (Exclusivity)
they were showcasing the pants on different body types & sizes
Romance the customers with warm packaging and notes
Personalize the shopping experience
Encourages them to share photos of their stuff on social media