Strategic Brand Management of Brixton: Challenges and Opportunities

This report provides a comprehensive analysis of Brixton's brand management, examining its current growth phase and market position. It highlights the importance of digital marketing strategies, such as Google Analytics and Google Search Console, for understanding customer preferences and optimizing online presence. The report discusses the use of content optimization tools, including AI-based algorithms, to align content with search queries and address customer demands. It also identifies challenges like growing consumerism and the need for superior brand loyalty, while recognizing opportunities in the large US apparel market. The report emphasizes the need for Brixton to specialize in inventory management, exhibit agility, and create unique customer experiences to succeed in the competitive fashion retail industry. References to relevant literature support the analysis of market trends and strategic recommendations for Brixton's brand management.

Running head: BRAND MANAGEMENT OF BRIXTON
Brand Management of Brixton
Name of the student
Name of the University
Author note

1BRAND MANAGEMENT OF BRIXTON
The brand Brixton can be said to be in the growth phase as the company has been able
to establish themselves in the market. The company was founded in 2004 and it is in the
present time at the state of the growth that have helped the company in creating an impression
before the people (Brixton.com., 2019).
Brixton can take recourse to the digital marketing strategy that can help in the
progression of the business. It can help the company in taking the advantage of growing
opportunities that can ensure profit of the business within the framework of the dynamic
environment. The digital marketing tools that can be used by Brixton is Google Analytics that
can help the company in tracking the action of the visitor (Kingsnorth, 2019). It can help the
company in understanding the preferences of the customers that can help in building the
relationship with that of the customers. It helps in driving traffic to website of company that
can help the company in getting the right results. The company can also make use of Google
Search Console that can help the company in the identification of the problems on the site
(Morgan et al., 2019). It can help in the area of the optimization of the traffic which can help
the company in getting the benefits. It can aid company in understanding regarding the
demographics along with the interest of the users that can prove to be advantageous for the
company.
Brixton can take recourse to the content optimization tools which can help in aligning
content on website with the phrases that are used by the searchers. It can help the company in
taking the advantage of the optimization features that can help the company in understanding
the specific demands of the customers (Key & Czaplewski, 2017). The company can make
use of the algorithm which is on the basis of the Artificial Intelligence that can serve interests
of company. The holistic content tools can be taken recourse to by the company that can help
the company in the area of the web analytics. The content data tools can be used by Brixton
that can help in the identification of the data that should be modified by the company that can

2BRAND MANAGEMENT OF BRIXTON
help in the area of improvement of the company (Cacciolatti & Lee, 2016). The SEO writing
tool can also be used by the company that can help in measuring the area of the keyword
stuffing.
There are challenges along with the opportunities in the path of Brixton that can have
an effect on the business of the company. The growing consumerism can act as a threatening
factor for the company as the people in United States have sufficient number of companies at
their disposal from where they can buy the products (Chaffey & Ellis-Chadwick, 2019). The
brand owners have to offer the new collections so that they can rise above the competitors.
The company needs to specialise in the area of the inventory management that can help the
company in lasting in the market. The company have to exhibit the agility along with the
excellence in the area of the stock visibility that can help the company in rising above the
challenges. The companies working within the framework of fashion retail industry have to
create the unique experience for the customers which can help in gaining the attention of the
customers. The challenge would be faced by Brixton on account of the fact that they have to
obtain the superior brand loyalty which can help in driving the engagement of the people. It
can help in the creation of the positive customer engagement that can help the company in
getting an edge above competitors (Kingsnorth, 2019). The apparel market in US is
constantly undergoing the changes and the company have to adopt the new technology that
can help in providing the customers with an enjoyable experience. Brixton can get the
opportunities on account of the fact that U.S. apparel market is largest within world. It was
found that in the year 2016, the store-based retailing had been valued at the 292 billion US
dollars which can be advantageous for Brixton (Khan, Rodrigues & Balasubramanian, 2016).
It was found that revenue of apparel market of the women along with the girls was 117
billion dollar in the year 2017 and on the other hand the revenue that was earned with the
help of the men’s apparel market was found to be around 87 billion dollars. It can be said that

3BRAND MANAGEMENT OF BRIXTON
Brixton have great scope of the expansion which can help them in addressing the needs of the
customer.

4BRAND MANAGEMENT OF BRIXTON
References
Brixton.com. (2019). Welcome to Brixton.com | Brixton Hats, Apparel, Clothing &
Accessories. Retrieved 15 December 2019, from https://www.brixton.com/
Cacciolatti, L., & Lee, S. H. (2016). Revisiting the relationship between marketing
capabilities and firm performance: The moderating role of market orientation,
marketing strategy and organisational power. Journal of Business Research, 69(12),
5597-5610.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), 325-333.
Khan, Z. R., Rodrigues, G., & Balasubramanian, S. (2016). Ethical consumerism and apparel
industry-towards a new factor model.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing
strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.