Fashion Marketing Plan

This work portrays my final project in the form of a marketing plan. For this piece I focussed on the sustainable clothing brand "Unfolded" and how they can increase their brand awareness utilising Generation Z. Throughout the writing process of this piece I communicated with the brand, ensuring my information was accurate and the plan was on brand. 

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Using extensive market research in the forms of micro, macro, and internal analysis, I was able to create 3 campaigns to be implemented over a years time period. The first and leading campaign (named #wearwithoutlabel) included a gender neutral collection, both widening the possible consumer base and appealing to the desired target market, thus, increasing brand awareness. Campaign 2 focussed on the release of a podcast following primary data collection which highlighted many consumers don't make sustainable purchases because they don't know enough about the act. The podcast utilised influencers due to the target markets fondness. Finally, campaign 3 involved the release of an app and the promotional value of offering discounts via Unidays, again to reach the desired market. Examples of this work can be viewed below: 

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The plan also called for clarification of objectives, tactics, actions, and controls. To meet this requirement, marketing materials such as SMART objectives, the 4 P's C's E's, gantt charts, financial plans and KPI's were employed. These actions have enabled me to learn skills that can be relied upon in the workplace to produce innovative, precise, and successful marketing campaigns. 

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