DMP - Basement.pdf - DMP – BASEMENT 1 DIGITAL MARKETING PLAN FOR BASEMENT AUSTIN LEISHMAN DIGITAL MARKETING(MKTG 3660 – XO2 PROFESSOR IAN GILLESPIE

DMP - Basement.pdf - DMP – BASEMENT 1 DIGITAL MARKETING...

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DMP BASEMENT 1 DIGITAL MARKETING PLAN FOR BASEMENT AUSTIN LEISHMAN DIGITAL MARKETING (MKTG 3660 XO2) PROFESSOR IAN GILLESPIE 30 OCTOBER 2019
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DMP BASEMENT 2 EXECUTIVE SUMMARY BASEMENT is a vintage clothing retail store in Billings, Montana. Operating as both a consignment and thrift shop, Basement buys and sells vintage sneakers, classic t- shirts and jackets, and heritage accessories. Kevin Brown, the owner, drew inspiration from vintage giant and design collaborator Sean Wotherspoon, popular for his partnerships with large shoe brands (Nike, ASICS, etc.) that produce unique, colorful variations of popular sneakers. Wotherspoon is the owner of Round Two, a vintage store chain and a streetwear empire in 7 different large cities. Kevin saw an opportunity for Basement in a market (south-central Montana) deprived of access to affordable vintage pieces and started the company. Basement functions as a small retail location, supported by a growing presence on Grailed (a community-driven e- marketplace for men’s fashion and streetwear) and distributes both via in -store sales and shipping outbound orders with a flawless customer satisfaction rating (205 5-star reviews). Key market demographics for Basement are typically men, between the ages of 14 and 40, and the products responsible for Basement’s success are generally streetwear pieces, like Air Jordan and Yeezy sneakers and clothing and accessories from streetwear giants Supreme, Palace, Polo Ralph Lauren, etc. Currently, Basement
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