Marketing Strategy for Plus Size Luxury Clothing by Sass and Bide

This report suggests a marketing strategy for Sass and Bide to launch a luxury clothing range for plus size females. It includes targeting, positioning, and the marketing mix. The report recommends introducing luxury clothing that meets the needs of plus size females and starting a new store in Tasmania, the obesity capital of Australia.

Project 4: Marketing Strategy Report; Targeting, Positioning and the Marketing Mix
for Sass and Bide

Executive Summary
The main purpose of the report is to suggest a marketing strategy for luxury clothing range to be
launched by Sass and Bide for plus size females. Targeting, Positioning and the Marketing
Mix have been used as analytical processes for the report. It has been concluded that
Australia has a presence of many obese females who are also fashion conscious but they are
not able to find good clothing that looks good on their body. Sass and Bide does provide
good range of clothes for plus size females but they are not in luxury segments and need
some revisions as well. It has thus been recommended to the company that it should
introduce luxury clothing which meets the size, style, color and quality needs of plus sized
females. A new store specifically meant for plus sized females can be started in Tasmania as
well which is an obesity capital of Australia.

Table of Contents
Section 1 - Target Segment....................................................................................................................................5
Section 2 – Brand positioning................................................................................................................................5
Section 3 - the Marketing Mix – the 4Ps................................................................................................................6
3.1 PLC and the Diffusion of Innovation...........................................................................................................6
3.2 Type of Consumer product..........................................................................................................................6
3.3 Product...................................................................................................................................................6
3.4 Place............................................................................................................................................................7
3.5 Promotion....................................................................................................................................................7
3.6 Price.............................................................................................................................................................7
LUISAVIAROMA.........................................................................................................................................8
Section 4 – Conclusion, ethics and social responsibility........................................................................................9
S

Introduction
As an independent consultant the report has been produced for marketing manager of Sass and Bide
fashion brand based in Australia in order to find out the marketing strategies it can use for its new
luxury clothing range meant for plus size females in Australia. The report has been presented in
headings in form of target market, positioning as well as marketing mix to be used by company for the
product range under study. The information was collected from website of Sass and Bide and also
from its competitors. Online articles on varied marketing strategies were also used. The study however
encountered many limitations with respect to data collection, availability or access to information while
framing the report. These were related to lack of proper information about plus sized clothing launched
by the brand under study, lack of access to marketing strategies of company among others.

Section 1 - Target Segment
The target segment to be selected for the company in order to recommend a marketing strategy can be of
elite and plus size females who have an interest in wearing fashionable clothes and are rich enough to
spend money on it. In this regard, the females who are above the age of 18 and go up to 50; whose
household income ranges between $100,000 and $350,000; and have a body mass index of more than
25 can act as a target market for Sass and Bide fashion brand in Australia.
The selected Target segment is the best opportunity to grow sales by Sass and Bide fashion brand as
there is a presence of around 2.5 million females in Australia that are overweight and a large segment of
them belong to elite class (Overweight and obesity statistics, 2018). Hence the segment size as per
segment attractiveness table is medium in size but offers a good potential of growth. This is as there is a
presence of very firms that provide clothes for plus size females especially in the elite segment. Even the
ones that provide clothing in that range are not liked by the consumers and they consider them to be too
baggy, dark and unflattering in options (Heller, 2017). Moreover, the range is also limited in number
hence the firm can use the issues of rival firms as a source of an opportunity in order to grow there
sales figures and generate more revenue (Godey and et.al., 2016).
Section 2 – Brand positioning
The brand positioning strategy to be used for my brand is of competitor positioning where the company
will provide plus size clothing for elite class females in various shapes, sizes and patterns. It will thus
serve as a unique selling point for the company as no rival firm is providing good clothing range for plus
a size female that is made as per there size and also looks good on them (Posner, Williams and Posner,
2015). This can be done in several steps which are as follows. The very first one is to make a profile of
the market which will focus on overall size; identifying the major competitors etc. the research by
Australian heart foundation has thus revealed that there is a presence of over 2.5 females in Australia are
overweight and 29 percent are over the age of 18 (Overweight and obesity statistics. 2018). This
statistics provide a good market for the company to offer plus size clothing. Along with this there can
also be use of Problem and Solution Positioning where focus will be given on solving the issues
faced by plus size females who go for shopping (Liu and et.al. 2016). The issue is that there is a
presence of many firms that provide plus size clothing for females such as Zara, Bardot, Portmans,
Forever New and Witchery among others. Their clothes go up to a 16 size but the clothes have
somewhere been found to be s misfit by plus size females. Hence as per its brand positioning
strategy, the company is planning to deliver the best ranged products to the plus size females. The
idea of the Australian fashion brand for females will be to relive the consumers from the problem
that is being faced by them in a quick and efficient manner. This will also act as a unique selling
proposition for the company in a short span of time.

Section 3 - the Marketing Mix – the 4Ps
3.1 PLC and the Diffusion of Innovation
Identify the stage your product is in on the Product Life Cycle (PLC).
As per my opinion, the product being offered by Sass and Bide being plus sized clothing for female is in
growth stage. This is as the product has already been expected by females and the chances are that it
will showcase increased sales, more competition and higher profits in the coming future. This product is
going to be in this phase for a long time as no decline will be seen in plus size females and demand for
their clothing will always be there.
Then, based on the stage your product is in on the Product Life Cycle, you will identify the consumers
you will be targeting in terms of the Diffusion of Innovations.
As per Diffusion of Innovations the consumers that will be targeted by the fashion brand will be early
adopters who will share positive testimonials about the new plus size clothing range that has been
launched by the company. The testimonials will be based on improvements sought by them and how
efficiently it suits their needs. Another consumer category will be of Early Majority who will go
through the reviews written by earlier adopters before making a purchase from the store (Giovannini,
Xu and Thomas, 2015). They can thus be engaged by the company through reviews, presence on social
networking sites etc. to enhance their purchase.
3.2 Type of Consumer product
The clothing product for plus sized females can be classified into shopping product where the
consumer is involved in comparing the attributes being styling, colour, size and range with the similar
clothes offered by other rival firms before making a final selection and purchase. The consumers are
most likely to spend a lot of time and effort in gathering information as well as comparing the
alternatives. In this regard, the marketing time at Seas and Bide may distribute the product range in
only a few outlets of Australia but it should provide deeper sales support so as to help the consumer in
making a purchase. This can be in form of helping them choose the right size; fabric that will suit there
body shape and colours to make them look a bit slimmer among others. They should also be given an
option of refund policy if the product does not suit their requirements…
Recommend a Marketing Mix
3.3 Product Recommend a product design using the “three levels” conceptualization, and explain why
this product design will effectively implement and communicate your Brand Positioning.
There are basically 3 levels in a product which can be used for designing being core actual and
augmented. Similar strategy can be utilized to design the clothing range by Sass and Bide. First in the
core product which focuses on answering the questions being the benefit seeked by consumer and
whether it will solve the issue or not. In this regard, the benefit the consumer will get from plus size

clothing range is of getting wide range of clothes that are there to suit their body type and also make
them look attractive. Also the clothing range is most likely to solve the issue of inability to find different
ranges for their body mass in other stores. Next comes the actual product which will focus on core
benefit and value that they will get after buying the clothing range. This is in terms of styling, colors,
design and quality that will make the clothing a value for money offering (Schivinski and Dabrowski,
2016). Last but not the least is augmented product which offers additional services such as full support
from the sales agent to make a check of what clothes actually suits the personality of the consumer.
Other than this, coupon for the next purchase and surprise gift can also be provided. In case, the
consumer buys from online stores of Sass and Bide then option of free shipping can be given.
3.4 Place
Sass and Bide have got store and boutique network that is spread all over Australia and New Zealand
that are 40 in number. It also sells through its online stores so as to garner increased sales and profit.
Hence the plus sized outfits should be sold in all the stores. It is also required to start a new outlet in
Tasmania which is the obesity capital of Australia (Donohoe, 2016). Only plus seized clothing for
females should be present in this location.
3.5 Promotion
The marketing message for the plus sized clothing to be launched by Sass and Bide can be “to flaunt
those curves in style.” The promotional tools to be used in present case can be of social media
marketing; advertisement in fashion magazines and word of mouth publicity. These will help in
covering the consumers from all domains.
3.6 Price
As the clothing range is meant for elite consumers hence skimming pricing strategy will be used so as
to form client base. Once the product range attains success in elite class then the same can be introduced
in lower range as well.
Price Comparison table
Brand name Price
Stylebop.com 250 to 500 AUD
Jigsaw clothing 400 to 2000 AUD
Luisaviaroma 400 to 2000 AUD
Parlourx
400 to 2000 AUD
Sass and Bide 400 to 2000 AUD

Summary Table of your Marketing Mix –
Price
Mix Current – what the
Brand and Sub-
Brand is doing
now.
Your Recommendation Why is your Recommendation better?
Explain how your Recommendation will
more-effectively support and communicate
your Brand Positioning.
Product Has clothes in plus
size range but are
not meant for elite
consumers
Introduce clothes for
elite consumers
Required in order to make the brand gain
popularity in elite mass who have a presence
of plus sized females
Place Offers clothing in
stores as well as
online
Introduce stores in
Tasmania that focus only
on plus size clothing in
luxury range
Tasmania is obesity capital of Australia
Promotion Use of social
media, ads on
YouTube, word of
mouth, banners
among others
Same promotional
strategies will be used
but with a new message
being flaunts your curves
in style.
Most likely to attract plus sized females
towards the stores who are in search of a
range that fits them and is as per their
choice.
Price Competitor pricing Skimming pricing will
be used so as to garner
sales from high class
consumers and then
move on to middle class
segment
The brand will be classified as the one that
has a presence of luxury clothing segment as
well.
Section 4 – Conclusion, ethics and social responsibility
The marketing mix recommended for Sass and Bide will be implemented by focussing on new range of
clothing for plus sized females in luxury segment. Emphasis will be given on Skimming pricing
followed by introducing the clothing range in stores all over Australia and New Zealand. It is further
required that the brand positioning is to be communicated to the consumers which will be done by usage
of promotional strategies being ads on YouTube, word of mouth, banners and using a tagline “flaunt
your curves in style”. The given set of recommendations are ethical and socially responsible as they will
provide what has been promised to the females in form of range, variety, sizing options as well as
quality. It will further be ensured that the plan complies with the concepts of Corporate Social

Responsibility as full protection of human rights will be done by not facing to make employees work
after office hours; ensuring open and trustworthy relation with the various stakeholders. This will be
followed by encourage innovation in the product if it turns out to be a success.

Referencing
Donohoe, 2016. The Australian state with the most obese women. [Online]. Available through:
<https://thenewdaily.com.au/life/wellbeing/2016/09/26/overweight-women-australia/>
[Accessed on 23rd July 2018].
Giovannini, S., Xu, Y. and Thomas, J., 2015. Luxury fashion consumption and Generation Y
consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion
Marketing and Management, 19(1), pp.22-40.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social
media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Heller, 2017. Shoppers are tearing Target's 'plus-size' collection apart over its 'disgusting' lack of
variety. [Online]. Available through: <https://www.thisisinsider.com/target-australia-plus-size-
clothes-criticism-2017-9> [Accessed on 23rd July 2018].
Liu, S., Perry, P., Moore, C. and Warnaby, G., 2016. The standardization-localization dilemma of
brand communications for luxury fashion retailers' internationalization into China. Journal of
Business Research, 69(1), pp.357-364.
Overweight and obesity statistics. 2018. [Online]. Available through:
<https://www.heartfoundation.org.au/about-us/what-we-do/heart-disease-in-australia/
overweight-and-obesity-statistics> [Accessed on 23rd July 2018].
Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and promotion.
Laurence King Publishing.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.

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