Digital fashion marketing Assignment

DIGITAL FASHION MARKETING

CONTENTS
INTRODUCTION.................................................................................................................................1
TASK – 1..............................................................................................................................................1
Existing online presence of Gucci.....................................................................................................1
Digital fashion marketing activity of Gucci.......................................................................................2
TASK – 2..............................................................................................................................................2
Identifying and justifying selection of one product and one country.................................................2
TASK – 3 (DIGITAL MARKETING PLAN).......................................................................................3
Situation analysis...............................................................................................................................3
Target market profile.........................................................................................................................6
Objectives..........................................................................................................................................8
Digital marketing communication activities......................................................................................8
Marketing communication schedule..................................................................................................9
Implementation and Measurement.....................................................................................................9
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................11

TABLE OF FIGURES
Figure 1: Media preference of Chinese Youngsters...................................................................7
Figure 2: Media preference of Chinese Adults..........................................................................7

INTRODUCTION
Customers in this era of advanced media and technology are flooded with numerous
marketing messages all the time and thus, in this situation it is really very difficult for the
corporations to achieve growth efficiently without marketing and importantly online
marketing because of prevalent and quick of internet on computer and mobile devices.
Companies can attract lots of new market as well as customers with a nominal investment on
the website and web based marketing techniques (Harrell, 2008). In the present research
report, digital fashion marketing and its related issues and trends will be evaluated
significantly. In this regards, Gucci a global luxury brand is being taken under consideration.
The retail industry if also very vigorous and ever changing. It is in fact highly competitive
and sophisticated industry. Since Gucci has global presence in different nations it is important
for them to adopt digital marketing strategy in order to compete effectively with the
competitors and to retail larger market share. The report will analyse the existing online
presence of the brand and will develop digital marketing plan for Gucci’s product in new
country market.
TASK – 1
Existing online presence of Gucci
Gucci is an Italian luxury brand of fashion as well as leather goods. It was founded in
the year 1921 and operates around 278 stores presently. The company has successfully
expanded their operations in many parts of the world with their achievement in the home
market as one of the best luxury fashion brand. At present, Gucci has its operations in many
locations whereby they carry out their own high end retail outlet and also sell their products
through high end franchisees in varied nations (Chadha and Husband, 2006). They have their
websites where they provide numerous range of products such as luggage bags, leather shoes,
belt, skin care product, luxury clothing, watches, jewellery and wallets. The company is
making use of social media for the purpose of appealing millennial customers to great effect.
Gucci is using digital marketing strategy for attracting younger customers. The main key in
this regard is Instagram. The company has around 20.3 million followers on the picture
sharing network which significantly supports them in having higher sales and buyers. In
addition to this, the firm is also making use of Facebook, YouTube, Twitter, Google+, Snap
chat and Pinterest for attracting large pool of buyers.
1