Case Study: Lily Fashion Brand - Product Strategy and Sales

This case study analyzes the product management and marketing strategies of Lily Fashion, a brand aiming to establish a strong presence in the fashion industry. It covers key aspects such as brand name and catchphrase development, product assortment strategy focusing on items like footwear, formal wear, and accessories for both men and women, and collection planning strategies that balance creative innovation with production efficiency. The study also explores online distribution strategies, highlighting the importance of social media commerce and various digital sales techniques, including direct and indirect distribution methods. The analysis considers factors like competitor analysis, customer segmentation, and the integration of data-driven insights to optimize product planning and inventory management. Ultimately, the case study provides a comprehensive overview of how Lily Fashion can leverage effective product management and marketing strategies to achieve its business objectives and enhance customer engagement.

The Management Of Fashion
Products Fashion Labels &
Sales In Fashion

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Step 1 Brand name and catch phrase...........................................................................................3
Step 2 Product assortment strategy..............................................................................................3
Step 3 Planning strategy..............................................................................................................4
Step 4 Best-selling pieces about the products and reason...........................................................7
Steps 5 Online distribution strategy used by the company.......................................................10
CONCLUSION..............................................................................................................................16
REFERENCES................................................................................................................................1

INTRODUCTION
Product managements is one of the main important function of companies that guides
each and every stages of product’s life cycle (Fuchs and Golenhofen, 2019). This present study is
based on Lily fashion brand that wants to become the market leader and want to make an
effective position in fashion industry. This present study is going to discuss effectiveness of
marketing function and distribution. Online distribution and promotional strategies help
companies in attracting customers and promoting products. It will discuss product assortment
and collection planning strategy for a new business in order to specify its customers as what is
going to sell.
MAIN BODY
Step 1 Brand name and catch phrase
Lily fashion brand which offers the high and valuable range of products and also include
more about the mass marketed with moving with the better products and keep the range about the
various things and make sure for keeping the better concepts about such kind of products :
Footwear, Formal wear, accessories, watches and jewellery, vintage and second hand products.
While having such kind of products and services the males and females will enjoy the shopping
and make sure for having some better fashionable things at store. Lily fashion have also set up
the reasonable prices for the summer collection in which more and more sales along with better
discount that could take place. As the customer will enjoy the long sleeves, heavier fabrics, and
light outerwear. This products that could help them for having the better and satisfaction in
which the customer have their high impact. This could have the impact over through which the
customer can easily buy their products and make sure for having some better growth and
opportunities. While this also allow designers to rapidly changes and make afford able them with
ability and sharing more customer that could help the business for running more smoothly.
Step 2 Product assortment strategy
An assortment strategy in retailing sector that could also involves the various types of
product and services in stores display for the customer. It could also led them for having the
better growth and opportunities. Long sleeves, heavier fabrics, and light outerwear for men and
women that could keep them satisfied with the summer/spring product in such kind of products
(Brownlees, 2019). Lily fashion should keep their main focus towards the attraction from the

stores and that might be important for them in completing over their more process. While the
products being sold for the males and females at stores and the business have also taken place
within the online stores so that could keep the customer for shopping about many of the products
and services. While the fashion brand before looking towards the market, need to keep focus on
the fashion industry in order for keeping the different roles about the companies served and make
sure for keeping the different from industry.
According to having such criteria, the product categories such as various products and
users. While such thing also help the business for knowing about their segmentation and which
might be important for the customer. Lily fashion can sale the swimwear just because of having
the summer many people while make their trip at many water places and that could be also
profits sources for the summer collection more and more (Bălan, 2021). While such things well
help the Lily fashion for building up the company position and that could being so important for
taking much advantage. End customer that could be divided according to having the
segmentation with the people behaviour and might be discuss about the various things that could
play the role for the company. In such kind of activities this might be also essential for keeping
the high impact over through which the Lily fashion can work and make sure for having their
better growth and opportunities. While such kinds of things that could help the business for
becoming the king in market through customer using their brand.
As the organization should in mind about the competitors in which how they can sale
their products and how usually as they are dealing with the customer. Lily fashion can also hire
the employee so that could help them for having the customer attraction and keep their goals and
objective to be success (Lacroix, Timonina-Farkas and Seifert, 2020). While having such things
this could help the company for knowing about the customer needs and wants so that keep profits
in organization. The kind of human factor that could found human affected variables also more
subjected with the sales person who keep the customer attraction. While having such things this
could also help the people for knowing about the Lily fashion brand and products about the
clothing and various other products. As for keeping connection they can keep their power
towards the digitally and make sure for having the better attraction of the customer.
Step 3 Planning strategy
All things considered, the establishment of any style organization plan for assortments.
This is the most centre activity for the Lily fashion and it expects firms to justify progression of

cycles which combine the two spirits of the business. Delivering a design assortment is tied in
with defending silly exceptionally hard if certainly feasible (Cham, Cheng and Ng, 2020). More
exhaustively, notwithstanding, there are two typologies of drivers advising the cycle regarding
assortment plan in an organization. Dictate by Lily fashion the executives, centre around
accomplishing explicit benefit objectives. In light of profoundly clashing nature of these two
arrangements of drivers, style firms need to structure an unmistakable and time-bound
interaction to assortment creation, considering the need to keep up with creation effectiveness. In
this sense, by taking a gander at the style pyramid we can see how as indicated by each design
plan of action Lily fashion will pick an alternate kind give and take between inventive
development and creation surrender.
As organizations move towards as more slow in style sections, they can zero in quality,
the individuals who rather approach quick design customers are compelled to outline each plan
choice inside the limits of production system the executives. With the expansion in soul with big
business inside the plan experts throughout the most recent couple of years, the quantity in
originators with their own brands and Lily fashion have expanded dramatically and keeping
mind that the market also has expanded (Ki, Chong and Ha‐Brookshire, 2020). This vertical and
flat increase inside the vicinity without imperative ability of dealing with brand has left large
information of the organizations with enough dead-stock and non-useful stock. For standard
fashion brand the board firms these frameworks very outstanding, mechanized and more
proactive. The idea of product executives advanced from the receptive mode which being
practical sensitively supportive networks and data similarity became robotized and convenient
information was accessible to execute choices quicker.
With development of data improvement, passage with bigger number of brands,
purchaser driven necessity for change and assortment. The idea of product arranging turned into
an undeniable products and right now every fashion brand depends on vigorously to guarantee
that not exclusively at their enormous increases not offset by stock. That each other capacity be
planning or coordination which could impact by ability to figure out and plan various product
systematically (Ghasemy Yaghin and Goh, 2020). As the Lily fashion choices are made and each
stage stock administration and recharging included into framework to guarantee targets can
achieve. In architect wear business quite possibly the main things whether it is another
beginning up or a current business, plan income designs, current appropriation. This might be

even more significant when the product with high worth or regardless of value focuses being low
the conveyance intricate. At any stage type of product arranging re-designing is useful to
foundation.
A rule address this difficult errand given by an association's expressive personality. The
reasonable expressive personality permit design fashion pursue the motivation given by style
directions while keeping up with Lily fashion. In this sense, elaborate character gives clear rules
to expansion of the brand. Each design firm needed to convey steady vision, whereby new
assortments will give feeling newness and advancement while keeping up components and styles
which will keep the brand natural and predictable (Marcucci and et.al., 2021). Characterizing an
elaborate personality is really difficult for most style in fashion industry, who attempt to find
some kind of accord between adjusting to recent in design while trust a connect of particular
highlights which can put brand beside its opposition. The quest for realistic expressive character
permits firms to foster a closer variety turnover, by adjust its Lily fashion to new and quicker
patterns, lacking the need to totally overhaul assortments start to finish.
This stage where the executives facilitates about work to ensure that creation conveyed
and upgraded for dispersion. In this stage, need to arrange creation thing timeframe of realistic
usability upgraded while ensuring that item recharging precisely arranged. Lily Fashion
generally take into account an assortment of assortment alternatives work with the fulfilment of
the requests retailers and wholesalers. When orders have been gathered, the completely fledged
creation can be started (Niinimäki and et.al., 2020). Throughout the span of year, Spring-
Summer and Fall-Winter, however may likewise add extra assortment, contingent upon the Lily
Fashion worth chain and time to advertise. As numerous with different space of imagination,
mechanical progressions are source of extraordinary motivation for creators, both intensifying
what possible along with recommending new, inventive methods to make pieces of clothing. The
creation pipeline is a factor of solid impact over the plan patterns, simply by taking a gander at
the crude materials accessible.
Lily Fashion can make expectation in regards to the accessibility and cost of excellent
materials to make an assortment. A creator's viewpoint on society much as he/she life venture
fundamental part of motivation. Quick style organizations might be illustration of relatives what
begin their enormous development by moving toward style following stream down approach,
whereby a considerable lot of plans were propelled by high fashion design assortments (Kaur,

Arora and Bali, 2020). After some time, notwithstanding, recent impact with style firms,
following stream up approach or stream across wonders, where certain style decisions received
by one originator, were embraced by his/her contenders inside a similar value fragment. Planning
for the organization might be important through which the customer can keep their attraction
towards the products and services. While set up the business through online this could also help
them for having the customer and also make sure about the various sources.
While such criteria will help the business for running smoothly and that might be
important for taking high benefits. In fashion brand with having proper designer that could also
include the better things and make sure for keeping the attraction for the customer at their
working place. The planning about for keeping customer that can also reduce the competition in
market towards the fashion brands and that might be important for them (Mukendi and
Henninger, 2020). Lily fashion have also set up the strategy such as discount or offers for their
customer through which they can make sure for having high sales in summer/spring for their
brand or products. As most of the people purchase their clothes which could have the better
branding products, so for that lily fashion brand have set up their business through having the
offer and many other things.
Step 4 Best-selling pieces about the products and reason
The best selling pieces that could be swimwear, while many of the males and females buy
their products and services with having the high range of products. This might be also help for
them in keeping the attraction and make sure for keeping the proper growth and opportunities at
their business factor. As fashion industry have taken huge place in market and that could also led
with having the better goals and objective with the high competition in market (Turner, 2021).
For such kind of things this could also led them with having the proper estimation about the
sources and that could also help them for keeping the customer attraction. As the lily fashion
have also set their business through having the use of social media platform through which they
can keep customer with long term stay. While such kind of things can keep the customer for
working with some better estimation in growth and make sure about those sources which could
keep them with high possible way.
The style industry envelop various more modest and more specialty enterprises.
Regularly individuals consider simply retail/online stores, plan houses and brands and style
magazines. There are other crafts people and enterprises in assembling of garments. Most

clearly, as they make and sell texture and thoughts yet there likewise blossom producers, weaves,
needle workers/tailors and numerous others (Banasiewicz, 2021). With regards to meld shows
and design promoting through models, beauticians, hair specialists, make-up craftsmen, model
specialists, photographic artists and large group of other non-style business that all make up a
bigger style eco-framework. Like a great deal with enterprises especially those that customer
cantered change happens quick and continually. Design retailing being presently not simply huge
style houses, design magazines, and retail inventories however higher first with TV channels that
sold numerous products including design and afterward with the Internet and web based
retailing.
The ascent of internet that has affected all pieces of style business not simply the selling
end of the business. It has job in supply chains, promoting, interchanges, brand mindfulness and
obscured line among business and customer. Web-based media channels have not quite recently
gotten imperative to selling of design yet addition as component of estimating and deciding
future patterns. Bloggers and other forces to be reckoned with may assist with selling items yet
can likewise be utilized by "Design Forecasters" searching for what's next by taking gander at
Instagram, other online media channels, and road style web journals (Espejo Salvador, 2021).
One of benefits for buyers purchasing on web seeing new brands, however there additionally
capacity to customize, redo and expanded scope of things past the restricted reach sold in stores
with restricted space. It additionally permits brands to sell easily to purchasers and have some
more modest brands to contend.
One ideas store that sells a cautiously resolve of items connected with subject. These
brands are keen interfacing with individuals however the disclosure and experience and has been
especially connected with brands that have solid characters remembering few for excessiveness
market. This place where retail locations act more as display area for their items and an approach
to sell things in store. This idea can likewise be adjusted like on account of the Amazon actual
stores, which goes about as both store and display area (Steinberg, 2020). While web-based
media may have once been for Lily fashion to showcase brands and products which additionally
progressively become way for those web-based media records to likewise about as a retail
facade. This will also help the business for running out with the some essential things and might
be make sure for keeping some high estimation about those things which could keep the growth
and opportunities in business.

The first is ascent of natural brands. The second is maintainable utilization and low waste
with the connected interest in recycled style. Second hand shops, garments transfer sites and
stores and re-purposing. One arising issue identified with maintainability and morals act of green
washing which passing bogus impression or giving deceiving data about how organization's
items are being more naturally strong (Schechter and Semeiks, 2021). Identified with quick
design just as longing for more moral strategic approaches for most part with different pattern
towards moral style and manageable shopping. For quite a while it was simply spring fall and
couture, few creators can make resort and surprisingly pre assortments every one of them have
numerous individual pieces. Due to quick turnaround in occasional assortments and sheer
number of things that should be moved. When brands carry their things to retail, reality can
eventually show that things don't invest lot of energy on business floor prior to being limited.
Buyers realize items are limited and regularly stand buy what they need.
While having such kind of things this could help the Lily fashion for which the products
and services can work. The fashion industry can make sure for having the better task about goals
and objective and that could play the effective role with the company. As for selling the seasonal
fashion this can show some of the better branding about those things which could make the
position in which the company can get benefits (Walters and Helman, 2020). The style business
comprises of four levels: the creation of crude materials, primarily filament and materials
additionally and hide; the creation of style products by architects, workers for hire and others and
different types of publicizing and advancement. These levels comprise of many separate related
areas which dedicated to objective of fulfilling purchaser interest for clothing under conditions
that empower members in business to work at benefit.
Design today have become major business utilizing in great individuals organization,
producing, dispersion, promoting, publicizing, distributing and analysis. To get style plan, one
requirements to comprehend the idea of style and how this could function. The essentials of style
and the connections among design and fundamentals that influence more additionally
fundamental ideas to be perceived (Winston, 2021). The style about the customer that could help
them for coming more about those things in which customer can make sure satisfaction about
product and services. This could help the Lily fashion this could also led with having some better
things and that might be play the role for which the social media and online business store. While

keeping such things that could also essential for knowing about the better sector and that could
help for reducing competition.
Steps 5 Online distribution strategy used by the company
Lily fashion brand will use online distribution strategy. It is the form of direct strategy in
which customer can directly purchase products and items from the company. There is no other
distribution channels are involved in direct distribution (Cheung, Pires and Rosenberger III,
2020). Brand which uses direct distribution strategy need their own transportation and logistics
teams.
E commerce business strategy will be used by Lily fashion brand. In this strategy,
distribution is done through different e commerce channels which involves online marketplace,
direct sales etc. electronic commerce which is also known as E commerce is the latest
distribution channels and is also used by many brands nowadays. It is eliminating traditional
activities which is done while purchasing products from the business. As customers does not
have to go to shop for purchasing products. They can see products online and purchase from
there itself. So no face to face interaction is their between buyers and sellers. It can be said that
this has completely modified marketing mix for the business. As it eliminated physical stores
and also face to face interaction. So business can reach do its customers with the help of e
commerce distribution strategy. This distribution channel is growing rapidly because of the
advancement in technology and also due to internet which access is available to everyone. As
technology is evolving so people are having electronic device in their hand in the form of mobile
phones and now they require is internet connection. With fast internet connection customers are
getting better shopping experience (Yang and et.al., 2018). This will increase sales of Lily
fashion brand because with availability of electronic device and internet connection customer can
place order at time and anywhere. This is the advantage of e commerce strategy that customer is
not time and place bound because shopping can be done from anywhere. As this is the new brand
so e commerce distribution strategy will help company in reducing its operating expenses.
As brand does not need any physical store so that will help brand in saving over rent
expense, electricity expense etc. if company is saving on so much than they can provide products
to the customers at low price. This will be helpful in getting competitive advantage. Here
company is also getting extra savings because wholesalers and retailers are not present. For
customers also online shopping is convenient because is saves travelling expenses and their time.

If business want to get successful in this distribution channel then the business should be aware
of the offline and online feature of this distribution strategy. This distribution strategy is fit for
the brand because it is saving its various expenses. And if brand gets failed than also business
have to face loss which is less as when compared with other distribution channel. There are
various things which online business should have in order to attain success which are
information quality, system quality and service quality (Dent and White, 2018). Lily fashion
brand should use such system where all confidential information of their customers are safe. As
customer private information is very important so business have to make sure that it does not
gets leaked because leakage of private information can hurt reputation of the customers.
Company should have also make such system which is user friendly. User friendly system is
important because it gives good shopping experience to the customers.
When customer feels that online site is easy to access then only they will purchase. When
online website have high quality images which takes more time in opening or have complex
features then it will get difficult for customers to access such online sites. As a result customer
don't make a purchase. As there are customers which are not technology savvy so for those
customers to use complex features would be very difficult. At this stage customer usually shift to
its rival companies. As face to face interaction is not happening so lily fashion brand should have
provide all necessary information regarding their product on the e commerce site. Description
should be understandable and should cover all necessary information of the product which
include its price, product features, usability instructions, multiple product photos etc. although
there is no physical interaction but providing good customer service is very important. If
company will provide good customer service then only they will able to retain their existing
customers. If customer is having any query in online shopping then that should be addressed at
same time so that customer does not feel any inconvenience. Although brand will sell its product
via online but still offline feature is important (Bagheri and et.al., 2018). So for e commerce
business it is very essential that they have great logistics capability so that they can timely
deliver products to the customers. For e commerce logistic capability can be challenging because
when order size is small then it can be expensive for company to supply by taking less time.
Products or items which are send to the customers should be as per their expectations
which mean that it should be of good quality. So lily fashion brand should provide refund option
to the customers like if customer is dissatisfied with the quality then company should give them

return. When the offline features of online stores fails in terms of quality of products or product
is not delivered on time than that can result in failure of E commerce distribution channel.
Logistics role in business is changing with new technology and market trends. Online
distribution strategy has came into demand because of its quick delivery and efficient services
has influenced the business model (E-Commerce the Emerging Distribution Channel., 2016). As
lily fashion brand will deal in clothing, fashions accessories , bags etc. so that will be easy to
deliver their products to potential customers because it does not include any item which have
breaking chances.
Social media distribution strategy
Social media is contributing in increasing sales of the company. As social media users are
increasing every day. So with the help of social media company can target their potential
customers easily. This distribution strategy best fits with Lily fashion brand because it is the new
company and for this company social media will be helpful in terms of doing business marketing
(Ampountolas, Shaw and James, 2019). Using social media platforms company can also do easy
marketing because promotion using social media is cost effective and also takes less time.
Company can post regularly so that they can connect with social media users. Brand can increase
its reach by using paid campaign. Social media have some really good features through which
company can target their customers. Example Facebook have this feature which allow company
to target its customers on the basis of location, their interests etc. with the help of this feature
company can target only those customers which they actually want to target. This will eliminate
unnecessary audience. by using Whatsapp also company can target their customers. Whatsapp
has became one of the famous platforms where company can have direct interaction with its
customers and customer can place order on whatsapp itself. When company is planning to target
its customer using social media then they should focus on creating good content and it is called
content distribution strategy. It is the strategy through which company share content to the world
and it can be in the form of blog etc. content will not reach to the customers without distribution
strategy. So customers will not get information about the product. Customers will not get clear
ideas that why your product is best and not your competitors product (Kalsnes and Larsson,
2018). Hence brand will not get much leads. So that is why it is said that if company want to
generate more customers than their content should be really good.