Luxury Fashion Brand Marketing Strategy

This assignment analyzes a marketing strategy for a hypothetical luxury fashion brand collaborating with Aston Martin. It delves into various aspects such as leveraging the collaboration for recognition, building brand loyalty through customer incentives, targeting new potential customers via digital marketing, maximizing company value through strategic partnerships and influencer collaborations, ensuring a positive return on investment by adjusting pricing strategies, and ultimately increasing company wealth through market expansion in Australia.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATIONS
Marketing Management and Digital Communications
Name of the Student
Name of the University
Author’s note

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Executive summary
The collaboration of Aston Martin and Hackett London has created a buzz among the
fashionistas. Both the brands have their own brand value which added to the launch of the
lifestyle sector. In this report there is discussion about the marketing plan and marketing strategy.
It also has a SWOT analysis and competitor analysis of the Aston Martin by Hackett jacket.

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Table of contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................3
Steps in writing a marketing plan....................................................................................................4
SWOT Analysis...............................................................................................................................5
Competitor Analysis........................................................................................................................6
Mission............................................................................................................................................7
Marketing objectives.......................................................................................................................8
Financial objectives.........................................................................................................................8
Marketing mix.................................................................................................................................9
Implementation of the marketing Action plan...............................................................................11
Reference list:................................................................................................................................13

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Introduction
Aston Martin and Hackett are the two names associated with luxury and premium class
and the two companies have come together several times to launch a collaboration collection to
engage the excite the existing customers and also draw new potential buyers. The 2017 autumn
winter collection is the third edition of this collaboration. The two British companies have been
operating for years and are known particularly for the performance and style quotient associated
with the products and services offered by the company. The brands define the collection to be an
elevated sports performance compilation that is inspired form the famous quality and
performance the companies are renowned for. Fashion wear of the collection oozes style and
comfort at the same time. It is perfect for all ages and the classic design will suite the taste of all.
The breathable material wrapped in Cashmere zipped and is also water and windproof to suit the
weather of chilly winters in Australia. It is light weight and is aimed to protect the customers and
offer them the best experience on fashionable and comfortable clothing (‘ASTON MARTIN BY
HACKETT’, 2017).

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Steps in writing a marketing plan
There are two main aspects in formulating a marketing plan firstly addressing the
competitive and rivalry market place and secondly support and execution of the day to day
operations of a business organization. Be it a small scale operation or large scale luxury brand
the completion in the market is huge and there is constant pressure on the business to formulate
and effectively implement strategies that are unique in order to outdo the competition in the
market.
In the process of planning marketing strategies it is important to not only come up with
tactics but also to execute them in a fashion that will yield maximum performance for the brand.
This requires a set methodology and organization procedure. Marketing plan should begin with
an overall objective of the business enterprise. Every aspect in a marketing plan is important in
order to effectively implement it.
Marketing strategy on the basis of the objective of the organization can be broadly
categorized in three phases a cost leadership strategy, differentiation strategy and a focused
strategy. According to the traditional concept there are 4Ps to a marketing mix namely: product,
price, place and promotion. These four variables if implemented correctly give the maximum
return to the company. Before starting production of the idea a company has it has to fix these
aspects and work towards it (Huang & Sarigöllü, 2014).

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SWOT Analysis
This is the acronym for strength, weakness, opportunities and threat. This analysis is
carried out for any business organization in order to understand and critically analyze the
position of the company in the market. It provides a platform that helps the company to build the
marketing plan on. Strength and weakness is the internal factors that can be controlled by the
organization whereas the opportunity and threat are the external factors which are not under the
control of the management of the organization.
SWOT analyses for “Aston Martin” by Hackett fashion wear are as follows:
Strength: The biggest strength of the collaboration is the names of the brand that are associated
with the product. Both the company have goodwill among the end customers as well as in the
industry for high quality performance and style. It is a luxury item and is bound to be pricy but
the fact that they are form a renowned luxury brand only emphasises on the fact that the quality
and the build of the products will be top notch and best quality. Style and design of the fashion
wear form this collaboration is trendy and contemporary yet has a classic touch of elegance that
men of taste prefer. The collection is limited edition which increases it exclusivity and value.
Weakness: first and foremost the brand does not cater to everyone; it caters to the niche target
market that is interested in investing in an expensive jacket. The price is extremely steep and the
product availability is also low as it is only available in some exclusive stores. The products are
available online but customers who will buy an expensive jacket would at least like to observe
and feel the material before purchasing it online (Xiang et al., 2015).
Opportunities: The people of Australia are fashion conscious and are constantly updating
themselves with trends and style. The Australian market has a good opportunity as British
Brands are associated with good reputation and a marker of class. As the company has means
and monetary support to expand, the company should focus on expanding the distribution and
availability of the item.
Threat: fashion and automobile industry are a combination that has been collaborating for a long
time Ducati and Lexus have their own lifestyle brands. Fiat has collaboration with Gucci which
is one of the biggest threats to the collaboration. Ferrari also has a clothing line of the brand

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itself, which is also not as highly priced as the jacket from the Aston Martin and
Hackett collaboration. There is constant need of upgrade and continuous change in the
preference in lifestyle and fashion among the people of Australia. This is a significant threat as
the life cycle of fad items are short lived in the fashion industry or is quickly replaced by other
companies. Another very evident threat to the luxury industry and the fashion industry is the
availability of fake products which look and feel identical but is available at almost less than half
the price of the original. This is not only for this particular item this is true to all luxury fashion
goods the fake market is fooled with products which are total rip off of the original item Satit et
al. 2012).
Competitor Analysis
Company name Hackett Reiss Moschino Lacoste
USP Have a masculine
classic approach to
the style
More on the casual
and easy style
Trendy, quirky,
colorful design
Is associated with
integrity and class
Pricing Premium Value
based pricing
Economy pricing Pricing for Market
Penetration
Premium Value
based pricing
Distribution Retail and online Retail and online Retail and online Retail and online

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Mission
The brands that are associated with the fashion item both have its own different mission
and vision statement. One is an automobile company that has a reputable history and is
synonymous to fashion and style. Aston martin is a brand that is identified by anyone who is
interested in automobiles. Aston Martin is luxury sport cars that have a classic and traditional
edge to the trendy vibe of the design it is a perfect amalgamation. Whereas Hackett is a fashion
brand that has been known for its classic taste and luxurious premium quality material.
The relationship in between the two brands, Hackett’s and Aston Martin stretches back
many years. Developing the relation on the basis of strong foundation, the companies now offer
the Aston Martin by Hackett collection that has a wide array of luxurious clothing that reflects
the coming together of two stylish brands. The mission of the collaboration is to offer chic classy
style to the customers reflecting the style of the car company along with the classic essence of
the clothing line. The collaboration is set to offer sharp masculine cuts and shapes in mature and
classic color variants (CAPSULE COLLECTION, 2017).

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Marketing objectives
Marketing is a communication tool of a company with the stakeholders. It is used to
promote products and services, announce new launches get feedback. Marketing also deals other
aspects that are prevalent in the industry that affect the business operations.
The three marketing objectives of the company are:
 To launch a new collaboration and product line
 To increase the brand loyalty and awareness
 To target new potential customers
Financial objectives
In simple words revenue and cost are the two aspects of finances of a company. For a
company to run on a daily basis it needs working capital. For a luxury brand like Hackett and
Aston Martin financial objective is much more than just day to day business of the organization:
 To maximize the value of the company
 To ensure optimum return on investment
 To increase the wealth of the company
The above set objectives are for the first six month s of the product launch (Huang & Sarigöllü,
2014).

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Marketing mix
Product: the collaboration in between the two brands fulfils the quality, design and brand
requirement for the winter wear. The product is made of premium quality material that is not
only breathable but also chic and classy style.
Price: The customer will purchase a limited edition fashion item keeping in mind that it will be
on the pricy end. The product range has a range of price tags along with sale and discount offers
on regular basis.
Promotion: this is where the communication process takes place. For a collaboration that aims
for the modern and fashionable men Social Media will be the best approach for marketing the
item. Along with that public relation will be also given priority as customer satisfaction is the
first as it is one of the most reliable methods to reach to the target market. Both audio visual
advertising will be engaged in various medium. Digital marketing is the latest and one of the
most effective forms of marketing that has been developed with the advancement of technology
in the mobile devices and decreased rate of internet. Digital marketing deals with communication
in between the company and the end customers. Digital marketing has made feedback process
easy and smooth.
Facebook: A Facebook page for promotional purposes is very essential in digital media;
Facebook also allows advertising which is very effective as people of interest are the only ones
who can view these ads. Feedback of the response in this entire social media platform is very
smooth and effective. Instagram is now a part of Facebook and is very popular among the
celebrities and the young adults who are the main target of the brand (Shahhosseini & Ardahaey,
2011.
Youtube: The Company can send PR packages to influential lifestyle youtubers so that they can
talk about the good and bad about the collection to the followers.
Twitter: twitter is a medium of communication and direct feedback hash tag campaigns can be
implemented in order to create brand awareness and to check the response of the target market
(Ryan, 2016).

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Place: the collection of the collaboration will be available in all exclusive Hackett retail stores in
Australia as well as in the web store of the organisation (Belch et al., 2014)

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Implementation of the marketing Action plan
In order to achieve the aforementioned marketing and financial objectives the company
has to follow a plan of action.
 To launch a new collaboration and product line
A press conference can be arranged in order to announce the new launch, the press coverage will
give the collaboration recognition and will spread the awareness after the media has covered the
event. Lifestyle Journalists can be requested to write about the collaboration and what are their
expectations as well as the first impression by just looking at the collection.
 To increase the brand loyalty
The loyal customers can be offered a special discount or special gift along with the purchase of
the item.
 To target new potential customers
As discussed earlier social media and digital marketing will be the focus of marketing in order to
create new customer base.
 To maximize the value of the company
As a luxury brand the company has to focus on creation of value to keep up the goodwill and the
reputation of the company. The company can collaborate with renowned people to try the
collection and photographs can be posted social media, this will enhance and add to the value of
the brand.
 To ensure optimum return on investment
The company can change the pricing strategy.

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 To increase the wealth of the company
Expansion in Australian market will ensure increase in wealth; it will also make the distribution
of product easy and convenient for the potential customers (Huang & Sarigöllü, 2014).

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Reference list:
‘ASTON MARTIN BY HACKETT’. (2017). astonmartin.com. Retrieved 2 October 2017, from
http://www.astonmartin.com/en/live/news/2016/08/11/luxury-capsule-collection-aston-
martin-by-hackett-released-in-celebration-of-new-partnership
Belch, George, & Belch, Michael. (2014). The role of New and Traditional Media in the Rapidly
Changing Marketing Communications Environment. International Journal of Strategic
Innovative Marketing, International Journal of Strategic Innovative Marketing,
12/10/2114.
CAPSULE COLLECTION. (2017). hackett.com. Retrieved 2 October 2017, from
https://www.hackett.com/gb/men/collection/aston-martin/aston-martin-by-hackett
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer New York.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Satit, R. P., Tat, H. H., Rasli, A., Chin, T. A., & Sukati, I. (2012). The relationship between
marketing mix and customer decision-making over travel agents: An empirical
study. International Journal of Academic Research in Business and Social Sciences, 2(6),
522.
Shahhosseini, A., & Ardahaey, F. T. (2011). Marketing mix practices in the cultural
industry. International Journal of Business and Management, 6(8), 230.
Xiang, F., Harrison, S., Nowak, M., Kimlin, M., Van Der Mei, I., Neale, R., . . . Lucas, R.
(2015). Weekend personal ultraviolet radiation exposure in four cities in Australia:
Influence of temperature, humidity and ambient ultraviolet radiation. Journal of
Photochemistry and Photobiology. B, Biology,143, 74-81.