Fashion Promotion & Communication Management Paper

BRIEF #4 – TERM 2 – 8th February 2022
FASHION PROMOTION AND COMMUNICATION
BA (HONS) CCI
SESSION: 2021-22
LEVEL: 4
Module Code: HA4301
Module Title: Visual Narratives & Design Thinking
Module Credits: 60
Module Leader: Lilia Toncheva O’Rourke
FASHION MARKETING BRIEF
Background:
In today’s complex and diverse consumer world, there is a need to provide marketing
solutions for the fashion industry at a national, global and multi-platform level. This
project will ask you to research into the business strategies employed within fashion
with a view to producing an innovative, multi-platform advertising campaign for a brand
or a fashion store of your choice, which is designed with a particular season or calendar
event in mind.
The challenge:
This project involves applying business thinking and coming up with a marketing strategy
which involves utilising what you have learned so far in HA4302. You will apply your
knowledge of the marketing mix and 7Ps , the AIDA model and the SOSTAC planning
system and will respond to these concepts in a practical and creative way.
Throughout this project you will learn more about the business of fashion and gain an
understanding of key aspects of the goods to consumer timeline.
All work within this project will refer to the marketing mix and the above-mentioned marketing
models, which feed into the most important element of marketing, the consumer. As part of
the project you will be asked to research into the brand / store of your choice and produce a
shop report. You will also research into consumer groups, identify your brand’s consumer
and produce a consumer profile.
The final part of this project is to use all the information you have gathered in the tasks
above to produce a creative and exciting visual advertising campaign which will work on
multi-platform level – print/digital, social media, billboards, in-store advertising, TV, bus
banner, AR filter etc., for your selected brand/shop. You must have full knowledge of your
chosen brand and the consumer you are targeting and come up with innovative ways to
promote your brand/store to them. Your campaign must be designed for a diverse range of
media platforms and you must use a variety of media (stills, moving image, gifs, AR, VR) to
produce your campaign.
Media platforms:
Print
Social Media (Instagram, Facebook, TikTok, YouTube, Twitch, Snapchat, Twitter)
TV / Cinema
OOH (out of home advertising) – in-store, billboards, transport, digital OOH,
Gaming
LEARNING OUTCOMES
LO1 Demonstrate an awareness of the theory, scale and nature of fashion marketing
LO2 Demonstrate an awareness of consumer groups and audiences in the context of the
fashion industry
LO3 Be able to effectively synthesise and present factual and creative research, which leads
to the development of creative ideas
LO4 Develop and present innovative strategies for multiplatform advertising within a fashion
context
The Target: A fashion conscious consumer
The Client: Your chosen brand / store
Deliverables:
Blog documenting your research and idea development
Brand / Shop report
Multiplatform Campaign files – .pdf, .mp4, .jpg
Deadline:
Monday 28thth February 2022, by 4pm – submit to Canvas, under Design Marketing
TIMELINE
WEEK 1
Introduction to the brief
Aim of the project
Marketing Theory
Group tutorials
WEEK 2
Understanding your brand’s customer
Successful fashion advertising campaigns
Group tutorials
WEEK 3
Scale of the fashion industry
Zeitgeist within fashion
Investigation into fashion weeks
Group tutorials
SHOP REPORT GUIDELINES
1. Title your shop report – i.e. ‘Dover Street Market – Shop Report
Spring/Summer 2021’. Start your shop report with a front cover – this
could include either an image that you have taken, or a chosen image
from the internet.
2. Produce a visual branding page/moodboard introducing the branding of
your shop, this does not have to be complicated, but should include key
visuals from your findings at your shop. i.e. signature colours/textures
graphics, objects, products, logos etc. that relate to your brand
3. Facts and Statistics about your shop – (from the internet and any
information you have gathered on your visit – talk to the manager if you
can!)Produce a page giving the statistics and factual information about your
shop and your visit.
a) How many shops does the company own
b) Can you find out information about the scale (financial) of the
business
c) What is their online presence like?
d) What is the store design like? What is the shopping experience like? If
you were to feature your campaign there, how will it fit within the store
and how will it best interact with the customers?
4. Apply Fashion Marketing Theory to your findings
7Ps – Product/Price/Place/Promotion/People/Physical
Environment/Process
Produce a page generally explaining the factors that apply to each
heading.
i.e. Product: (the products your chosen brand sells) and the factors that
affect the product : trends, themes, seasons, materials, brand ethos
5. Apply the AIDA and the SOSTAC Model to your findings
1. You only have the brand of research, and there is no final production
process. This is very important. If there is no process, it is difficult for me to
approve your final production results.
2. Your final result lacks a sense of design, you are just mechanically
collaging a few pictures, I hope you can realize that the assignment subject
you have completed is fashion
3. The research part also needs corresponding pictures, and each question
you answer needs to have corresponding pictures. (The research part hopes
that you can have your own ideas, instead of blindly referring to others
4.
4 It’s a unfortunately that I can’t give points to the work you submitted,
because he is not qualified. From the perspective of text and design, you are
doing it perfunctorily. I hope you can re-complete this work and submit it
again. I can Provide you with a sample for the progress , it does not need to
be so complicated, but the basic production process needs to be provided.
5.

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