Portfolio Article Analysis: Consumer Behavior and Marketing Strategies

This report presents a comprehensive analysis of a portfolio article, focusing on the interplay between consumer trends, brand image, and marketing strategies. It examines the key issues highlighted in the article, such as the impact of the 'Markle Sparkle' on brand perception and sales, the importance of sustainable practices in the fashion industry, and the ethical considerations surrounding material sourcing and labor practices. The analysis delves into the implications of these issues from a marketing perspective, discussing how brands can leverage consumer interest in royalty and sustainability to develop effective strategies. The report emphasizes the need for marketers to address environmental concerns, promote ethical sourcing, and adapt to evolving consumer behaviors to foster long-term brand success. The report also highlights the importance of ethical sourcing and sustainable practices in marketing, emphasizing the need for brands to align with consumer values and contribute to a better world.

portfolio article analysis

Table of Contents
1) Summary of the key issues illustrated in the article...............................................................3
2) Explanation of why the issues illustrated in the article is important......................................4
3) Discussion of implications of these issues from a marketing perspective..............................4
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
Portfolio article analysis is the examination of the components which include the mix of
the product with the purpose of making decision which are used for improving overall return.
This allow managers to recognize the better ways to allocate the resources which are beneficial
for the company in order to achieve the organisation goal in the well define manner (Giese, G.,
Lee, L. E., Melas, D., Nagy, Z., & Nishikawa, L. 2019). This report is based upon the Markle
Sparkle and the consumer trends to push sustainable fashion for the long run. This article
indicates how the brand image changes when the Markle where the particular brand for the first
time. This also created the adverse effect on the other brand sustainability.
1) Summary of the key issues illustrated in the article
This article is summarise of different issues which are related to the activities which are
associated with the Markle Sparkle . There are some key issues which are related to this article
such in the meeting Bartle and Hewitt told that Outland Denim jeans is tagged with the attributes
of the sustainable material and this provide the job opportunity in the Cambodia as they were
also the victim of sex trafficking. Further to make clothes there is requirement of animals skin to
make quality clothes. Most of the big fashion brands are killing the species for there benefits as
this is consider one of the critical issue for the company. There have been lots of changes seen in
the China and there have been damage due to modern slavery have been rise in the recent years.
The Modern Slavery Act came about after two to three years of hard to support from the business
community and the NGO sector. Another issue is the Robo journalism as marketers have to face
unpredictable threats due to the advancement in the AI system. This have to be controlled and
should have policy which is beneficial for the firm.
2) Explanation of why the issues illustrated in the article is important
People are obsessed with the royalty for the several reasons. It’s why everything that is
put on or done to Markle’s body gets intense investigation by the media as well as people. As
many people are moving towards the plastic surgery to look like Markle (Lee, S., Shin, S., Judi,

D. R., McPherson, T., & Burian, S. J. 2019). Brands have seized on some of these things and
sent them around to press to promote the products, and a lot of beauty, fashion, and life style
have covered them, digging up old interviews and videos. As many brands are moving towards
the royal family as there they wants the attention of the people. In the recent report it has been
seen that brands with small market reaches the highest sales when Markle were those product.
There are several people who spend thousand of dollars to look like Markle or inspired by her
fashion. The issues which are related in the documents are essential as this people should be
aware about the climate change and they should shop what is necessary to them. As this big
brand which Markle where they are made animal furs (Naudé, P., & Sutton-Brady, C. 2019). So
this become the responsibility of the individual to have sense of dignity and shop animal free
clothes. This will help in creating positive impact on the customers as they purchase eco friendly
product for there use. The company like Iconic to push there sales which have the direct impact
on the earth atmosphere as these products are made of chemicals as well as plastic which are
harmful for the animals and human beings. Along with this they are non bio degradable products
which creates pollution in the environment.
3) Discussion of implications of these issues from a marketing perspective
There have been immense effect to the brands she's been known to favour, like Veja, the
transparent sneaker company that recycle plastic bottles, or Outland Denim jeans, which the
Duchess of Sussex wore on more than one occasion during her journey of Australia, New
Zealand, Fiji and the Kingdom of Tonga in the recent days (Heimonen, J., & Kohtamäki, M.
2019). The brand have seen the immense growth as the founder James Bartle says, that there
have been increase in the sales of product as Markle where the particular brand.
There are many people who are royal enthusiasts and try to copy royal as this provide
satisfaction to the people. From the marketing perspective, consider the amount of resource
which is used in making such product. This is followed by packaging to the shipment and to
reach to end users. Now the is done in the whole world by the different brand and on the daily
basis. The many organisation are serious about this issues such as Iconic as this they use ethical
textile for making the product. From the customer point of view they do not buy anything or they
buy used product for the betterment of the society (Roberts, M. C., Clyne, M., Kennedy, A. E.,
Chambers, D. A., & Khoury, M. J. 2019). In the recent meeting the Nike environmental
consultant have said that suitability of environment have been decreased and the big brands have

to run smart business for the development and handle the issue in the well define manner.
Sustainable is the important issue and this should be taken care of by the marketers. In the
context of marketing companies they should develop the democratise process of shopping as this
will help in making a world a better place.
CONCLUSION
From the above mentioned report this have analysis that sustainability is most important
aspect for the company. Along with this it is essential for the marketer to make effective
marketing strategies which assist in providing better services to the consumer. However the
consumer have the responsibility and must be aware about the environment and buy those
product which are effective for the surroundings. Beside this it is important for the marketing
companies to make animal free product and start to aware about the side affect and harm cause to
the people.

REFERENCES
Books and Journals
Giese, G., Lee, L. E., Melas, D., Nagy, Z., & Nishikawa, L. (2019). Performance and Risk
Analysis of Index-Based ESG Portfolios. The Journal of Index Investing, 9(4), 46-57.
Lee, S., Shin, S., Judi, D. R., McPherson, T., & Burian, S. J. (2019). Criticality Analysis of a
Water Distribution System Considering Both Economic Consequences and Hydraulic
Loss Using Modern Portfolio Theory. Water, 11(6), 1222.
Naudé, P., & Sutton-Brady, C. (2019). Relationships and networks as examined in Industrial
Marketing Management. Industrial Marketing Management, 79, 27-35.
Heimonen, J., & Kohtamäki, M. (2019). Measuring new product and service portfolio
advantage. International Entrepreneurship and Management Journal, 15(1), 163-174.
Roberts, M. C., Clyne, M., Kennedy, A. E., Chambers, D. A., & Khoury, M. J. (2019). The
current state of funded NIH grants in implementation science in genomic medicine: a
portfolio analysis. Genetics in Medicine, 21(5), 1218.