Project on Plaire, Capstone, 023896192.docx

1 from the beginning plaire invested a lot of money

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From the beginning, Plaire invested a lot of money renting the store in the most expensive road at Banani-11, Dhaka, Bangladesh showing that the brand can compete with the luxury brands of the town. The target market is the age group of 18-35 both men and women and the price is higher focusing on the upper middle class and rich people. The company has got their own production facility in Gazipur, Dhaka which is known as Sayem group delivering sweater to renowned apparel brand internationally. For the neat, they have their separate neat production facility in a smaller scale. Recently, for the last 6 months (1/1/2017-7/1/2017) the sale of the company is barely meeting the break-even which is worrying the management for which immediate steps should be taken. Fashion Digital Marketing is one of the best ways to improve brand presence and sales, as well as increase brand awareness, and is easily track able so that you can get immediate feedback and determine if a campaign is working. Social media presents marketers with a unique opportunity to connect with their target audience, build a consistent brand image across channels, and generate more sales. (Quln, 2015) The social media performance of Plaire reveals the true status of the company for the past 2 years. In fact, the problem of Plaire was unsolved as their branding was poor and so is the branding strategy. They were not able to select the target market they were focusing and the poor targeting result in wrong footstep in the store. Secondly, the store was selling products that were high priced but the customer did not feel the value of the brand for which the brand was suffering value- creating problems which needed to be solved. Strategic Problem (Statement of the Problem): The main problem of Plaire, the luxury clothing brand, is poor branding. In addition, Plaire is unable to match their branding with the value creation for which people can not relate the brand with the product and overall presentation. As a result, the foot step in the store is less and so is the sale at the end of the month. Also, the marketing strategy and content generation is not frequent in digital media and lack of consistency resulting in poor customer awareness. To solve this problem Plaire needs to come up with a strong branding strategy. Purpose of the study: The purpose of the study is to analyze and solve the strategic marketing of Plaire, an apparel brand. Literature Review 2
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Branding problem in fashion brand starts with competition of peer brands. Major challenges are dynamic customer needs as customers are more exposed to social media, blogs and forum discussion. Due to internet, customers can easily access and compare the clothes and make their purchase decision from home.
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