Marketing Plan for a Fashion Retail Business: AI Integration

This report presents a marketing plan for a fashion retail business, focusing on organizational creativity and innovation. It begins by identifying a marketing gap and opportunity in the fashion retail industry, specifically addressing the reluctance of customers to shop for clothing online due to the lack of a real-world experience. The plan proposes integrating artificial intelligence (AI) and augmented reality (AR) into the company's website to provide customers with a more immersive and realistic shopping experience. The report defines the target customer as digitally-savvy individuals with good purchasing power, primarily teenagers and adults. The value proposition centers on providing a convenient and realistic online shopping experience, differentiating the business from competitors. The marketing strategy includes both traditional and online marketing methods, such as advertising, social media, and SEO. The report also outlines various marketing channels, including direct selling, intermediaries, and online channels. Finally, it addresses the 4Ps of marketing: product (men's and women's clothing with AI/AR features), competitive pricing, internet-based place, and promotional activities. The report concludes with a list of references.

Organizational
creativity and
innovation
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Table of Contents
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Marketing gap and opportunity........................................................................................................1
Background to the industry....................................................................................................1
What problem does the idea solve?........................................................................................1
Target customer......................................................................................................................1
Value proposition.............................................................................................................................1
Uniqueness about idea............................................................................................................1
Why should somebody buy it.................................................................................................1
Why it is different to the competition.....................................................................................2
What is your target market segment?.....................................................................................2
Marketing and channel strategy.......................................................................................................2
Marketing plan........................................................................................................................2
Channels.................................................................................................................................2
4Ps of marketing.....................................................................................................................3
References........................................................................................................................................3
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Marketing gap and opportunity
Background to the industry
The chosen industry is the fashion retail men and women clothing. The idea is to establish
the organisation which deals with the products and services of men's and women's clothing not
only with the help of departmental stores or showroom but also with the online website delivery
servicing as well. The idea is to use the technology of artificial intelligence and augmented and
virtual reality so that the real experience can be gained by the customer while shopping online
with the website of the company.
My innovative idea is to implement and sell the lights/torches. For this I attach touches in
wallets, keys, handbag, purses and anything else people use. In order to implement this, I used
AI because it helps customer’s in operating this product effectively. There are different ways that
will be used by me with purpose of implementing my new idea of touches. For this, I used social
media, publication relation and print media. All these are effective and essential ways for selling
this product. For example: social media is effective in increasing brand awareness among larger
base of customers. There are different platforms that are effective in selling touches that are exist
in wallets, keys, handbag, purses and anything else customer use (Hjorth, Strati, Drakopoulou
Dodd and Weik, 2018)). Personal selling is also important in selling touches. This tool will help
in increasing positive image of the product among all customers. Print media is also essential and
beneficial for selling new product because today’s each and every people read newspaper, watch
news etc. Therefore, all these are effective and essential in implementing new product. By using
all these medias, it is beneficial for company in increasing of their sales and profitability. This
will also beneficial in enhancing brand image in marketplace. Thus, introducing new product in
marketplace, this will facilitate business organisation in accomplishment of competitive
advantages within minimum time period and in successful manner. Moreover, the company can
also adopt the sale through retailer and sale through wholesaler along with the sale through agent
and intensive, selective and exclusive distribution of products and services to the customers.
What problem does the idea solve?
In today's generation there is a problem that customers are reluctant to shop the clothing
through websites because they cannot get any real experience of how the cloth looks in reality.
but with the help of artificial intelligence and augmented and virtual reality can help to solve this
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problem of customers by giving them the actual experience of cloth and can easily buy through
websites (de Vasconcellos, Garrido & Parente (2019)).
Target customer
Target customers should be the people who are interested in online shopping and who are
digitalized in terms of online payments and browsing over the internet along with the good
purchasing power and better lifestyle, mostly teenagers and adults (Muzzio, & Paiva Júnior
(2018)).
Value proposition
Uniqueness about idea
Uniqueness of the idea of introducing the artificial intelligence and augmented and virtual
reality in the website is that the customer will be comfortable in buying their clothes without
regretting their decision after the delivery of the product because the technology is giving them
the real time experience of clothing.
Why should somebody buy it
People who do not want to visit the showroom manually to just buy one or more pieces of
product then they will definitely prefer the online shopping so that they can get at their home
itself and therefore people will definitely buy with the help of a website and review the new
technical features which can increase the sales and revenue generation (Dawson & Andriopoulos
(2021)).
Why it is different to the competition
The introduced feature which is innovative and creative can give the tough fight to the
competitors in the retail and fashion industry of clothing such that most of the website are still
unable to give the real-time experience to the customers of their product and therefore most of
the customers will visit the website who has the special feature that can solve their major
problem of shopping online.
What is your target market segment?
The target market segment of this plan is the demographic segmentation which includes the
age and income along with the education. Psychographic segmentation which includes the needs
and hobbies along with the personality traits and interests. Behavioral segmentation which
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includes the purchasing habits and spending habits along with the actions taken on a website
(Hughes, Lee, Tian & Legood (2018)).
Marketing and channel strategy
Marketing plan
A marketing plan includes that the company must prepare the two basic types of marketing
such as traditional marketing and online marketing. Both have the equal importance and good
return on doing investment on both the types of marketing. In the form of traditional marketing
the company can use the plan such as advertising and promoting with the help of newspaper,
television, radio, magazines and journals along with the posters and banners. In the form of
online marketing the company can use social media marketing, search engine optimisation,
Google ads and content marketing with attractive content presentation in the website along with
conducting online campaigns which could connect with the customers socially as well (Hjorth,
Strati, Drakopoulou Dodd & Weik (2018)).
Channels
There are different types of marketing channels which can be used by the company so that
they can sell their products and services with good promotional content and advertisements of
the company with proper branding. Such as the direct selling to the customers and also the
selling through intermediaries who charge commission along with the dual distribution and
reverse channels which is followed by the indirect channel and online channel along with
physical location.
4Ps of marketing
Product includes the men's and women's clothing along with the servicing in the form of
online shopping through websites with special features. Prices are competitive in nature with
good offers and discounts and return policy. Place is the internet over the network in which the
delivery services are provided after ordering by the customer. Promotional activities include
traditional and online marketing (Fetrati & Nielsen (2018)).
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References
Books and journal
Dawson, P., & Andriopoulos, C. (2021). Managing change, creativity and innovation. Sage.
de Vasconcellos, S. L., Garrido, I. L., & Parente, R. C. (2019). Organizational creativity as a
crucial resource for building international business competence. International Business
Review. 28(3). 438-449.
Fetrati, M. A., & Nielsen, A. P. (2018). The association between creativity and innovation: A
literature review. In ISPIM Conference Proceedings (pp. 1-14). The International Society
for Professional Innovation Management (ISPIM).
Hjorth, D., Strati, A., Drakopoulou Dodd, S., & Weik, E. (2018). Organizational creativity, play
and entrepreneurship: Introduction and framing.
Hughes, D. J., Lee, A., Tian, A. W. & Legood, A. (2018). Leadership, creativity, and innovation:
A critical review and practical recommendations. The Leadership Quarterly. 29(5). 549-
569.
Muzzio, H., & Paiva Júnior, F. G. (2018). Organizational Creativity Management: Discussion
Elements. Revista de Administração Contemporânea. 22(6). 922-939.
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