Managing and Communicating the Brand - ULMS540

Student id - 201554656
ULMS540 - MANAGING AND COMMUNICATING THE
BRAND
Student id – 201554656
Introduction –
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Student id - 201554656
For IMC Agency's new product launch in the UK, this report serves as a
supporting document based on branding theory. Brands are extremely
important to both buyers and sellers. Customers' expectations and
promises from sellers are critical to establishing a brand. Switch-Style is
an online clothing swap service. When it comes to fashion, today's
consumers have a wide range of options. You can find a wide variety of
clothing retailers at shopping malls and online. Mixing and matching
outfits from different cultures can help people develop their own personal
style. Most people consider the clothing's price, quality, and style in
addition to how it appears (McKinsey & Co, 2021).
Implications -
When it comes to the new supply mode of swapping, market roles are
constantly shifting. There are many ways in which consumers can change
their roles during the consumption cycle, which makes it difficult to
distinguish between supply and demand in these new business models.
• Mission
Our goal is to make sustainable fashion more accessible to everyone,
and to make wardrobe refreshes as easy as ever.
• Vision
Reduce carbon footprint by using clothes that can be worn indefinitely,
sustainably, and at a reasonable price.
• Value
Recycle, Swap, Love, Repeat
Brand Features-
 social style platform Switch-style uses unique brand image, logistic
support, and an online presence. Users can offer clothing of any
brand.
 Customers can use their switch-coins on the platform to 'swap' for
items listed by other users.
 When it comes to buying and selling, Switch-style has streamlined
the entire process thanks to its logistics centre and proprietary
technology.
 Reduce your carbon footprint while saving money on clothing. For
this reason, we accept any and all brands and sizes, so that all
wearable clothing can remain in circulation for as long as possible.
Market Analysis –
There are approximately £4,000 worth of clothes in the average UK
home's wardrobe, but only about 30% of those items have actually been
worn in the past year. We only wear about 13 percent of our clothing on a
regular basis, according to a recent study. As for the average British
woman, she has 22 items in her closet that she has never worn. There are
an estimated 336,000 tonnes of used clothing dumped in the UK each
year, according to Wrap (Georgina Quach, 2021).
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Student id - 201554656
Target Market –
• Gen Z and Millennials under the age of 30 are part of the new
target market.
• Millennials who are 30 years of age or older are already a part of
the existing market.
• They can be found in educational institutions and workplaces for
professionals.
• Who spend more time shopping or on social media than they do
swapping.
The Consumer Trends & Social Commerce -
As social media has grown, so has a shift in the way people
communicate with each other in the digital world. Social media
platforms like Facebook, LinkedIn, and Twitter are used by 73 percent
of UK citizens on a regular basis. The direct purchase options on social
media platforms are used by 50% of online shoppers, either
occasionally or regularly. User-generated content such as news,
photos, and videos has steadily increased on social media platforms
across individual and community networks (Darrel Moore, 2021).
Integrated Marketing Mix –
Integrating all aspects of a brand's marketing efforts under the umbrella
of integrated marketing is what is known as "integrated marketing." In
order to achieve higher levels of brand recognition, familiarity,
favourability, and purchase consideration, an integrated marketing
strategy involves coordinating messages across all of a company's
available distribution channels (Robert Allen, 2022).
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