Digital Marketing Strategy and Plan for Clothing Retail Product

This report outlines a comprehensive social media marketing plan for a new clothing retail product, detailing key components for successful digital marketing. It begins with an abstract summarizing the plan's objectives and methodologies, followed by an introduction that highlights the significance of digital marketing in the competitive retail landscape. The report delves into customer profiling, defining demographics, psychographics, and purchasing behaviors to understand the target audience. It then explores the online value proposition, identifying how the brand can differentiate itself and meet customer needs. Marketing objectives are established, and a SWOT analysis is conducted to assess strengths, weaknesses, opportunities, and threats. The report utilizes the Five Framework Model (5Ss) to analyze digital marketing aspects and sets SMART objectives to ensure specific, measurable, achievable, realistic, and time-bound goals. A detailed marketing plan is presented, covering social media strategies, content creation, and platform selection. Resource estimates are provided, and the report concludes with a summary of key findings and recommendations.

Running head: SOCIAL MEDIA MARKETING PLAN
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Social media marketing plan
Name:
Institution:

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Abstract............................................................................................................................................3
Introduction......................................................................................................................................4
Customer profile..............................................................................................................................6
Online Value Proposition.............................................................................................................9
Marketing objectives.....................................................................................................................10
Swot analysis..............................................................................................................................10
Five framework model...............................................................................................................12
S.M.A.R.T objectives.................................................................................................................13
Marketing plan...............................................................................................................................14
Resource Estimate.........................................................................................................................25
Conclusion.....................................................................................................................................25
References......................................................................................................................................27

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Abstract
Innovative digital interaction assists one to support brand awareness and also growth the social
media post which definitely, back the company’s transaction, however, the digital media realm
can be quite overwhelming -there are many inventive platforms, novel algorithm and new
trends to keep up with.. This paper helps to track social media marketing strategy for a clothing
brand. This paper analyses various social marketing strategies employed by numerous brands in
Australia and over the world. The paper aims to introduce new clothing products using the digital
approach used by famous and successful brands in the fashion industry such as Tommy Hilfiger,
Sea folly and Ksubi. The planned analysis are SWOT, 5Ss and SMART objectives framework
important when analysing the best social media, which are less costly, more engaging and which
can result in more sales. Online value proposition canvas is crucial as it defines what our
customer’s gains and pains and how ready is the company prepared to solve the user’s concerns.
The paper introduces new products using different social platforms such as Google+, LinkedIn,
Twitter, Facebook and Instagram.

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Introduction
This report aims to discuss the customer profile, marketing objectives, marketing plan, and
projected estimates for the digital marketing plan for a new retail clothing product. For the
company to succeed in the contemporary competitive market, their digital marketing approaches
must be excellent (Biocca & Levy, 2013). Various trademarks such as Tommy Hilfiger, Calvin
Klein, Burberry, and Ralph Lauren use diverse social media such as Facebook, Instagram, and
Twitter to market their product. For instance, Tommy Hilfiger uses celebrities in their Facebook
account to entice users to focus and employ a distinctive retro design to offer fashion and design
to brand associates. On the other side, Ralph Lauren uses the novel digital techniques to attract it
targets users. From the above discuss, it can be seen that their marketing plan is much
convenient and more rewarding in terms of customer coverage. Therefore, the new clothing
retailer products will use different social media marketing strategy such as Instagram and
Facebook with a collaboration of selected celebrities to reach to its esteemed clients. For this
report, I chose the above brand due to their focus on the robust marketing mix, withstood the
competitive market and their aggression to embrace the changes in terms of technology.
Promotional marketing entails the use of market studies and advertisement to satisfactorily get
the reaction of customers regarding a new product or brand. The new retailer products will use
Facebook posts and other social media like Instagram, Twitter and LinkedIn in partnership with
a selection of celebrities to draw the attention of customers (Kiong, Gharleghi, Yin-Fah & Lim,
2014). Evaluating customer's feelings and comments about the new clothing retailer product on
the Facebook posts is essential. Comments whether negative or positive will let marketer know
whether the users endorse the post or not. Comments on Tommy Hilfiger's post like by Bliss
Low "Really love Tommy!! It has a chic style, and I own several pieces, and all is of great

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quality" show customer's approval and confidence in the brand and its products. Endorsement of
the product by a third party, in that case, the customer bears more weight to other prospective
customers in terms of influencing confidence in a product (KYLE R, 2018).
On the other hand, non-supportive comments are bad for the product and need a quick and
sufficient response to reassure the customers. Negative comments are an added advantage of
using social media marketing since they also contribute in helping the management identify gaps
and take remedial steps towards achieving customer confidence and trust. Nevertheless, quick
and sufficient official reply to a negative comment is needed to avoid the adverse effects that
could cause harm to other prospective clients. With all the advantages of digital marketing, it’s
significant to make sure the needs of users are met to avoid the adverse effects like bad reviews
which are hard to control (Micah, 2017). The new product officials will make sure the needs of
social media users are met accordingly to safeguard the reputation of the products and at the
same time achieve the projected estimates of the digital marketing plan.
Customer profile
It is important when developing an approach to have an apparent knowledge of the target
audience to involve including the traits that describe the market section and in what way can
company work for the sector (Ohta & Tamura, 2014). As such, the below user profile has been
built as an outline of the new clothing retailer product.
Customers Profile: New clothing retailer product
Demographics
Gender: Male and Female.

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As a young male and female-oriented trademark that is create a brand on
"affordable and comfortable terms."
Income Level: $20k-$40
Nationality: Australian
Australian customers account for 94.2% of traffic share to new clothing
retail product
Psychographics
Hobbies/ Interests: Yoga, Sports and outdoor interests
Behavior traits: Outgoing
Sociable
Amusing
Hikes
Enthusiasms for: Functional occupations: the essential necessity for clothing
Training, be dynamic
Communal roles: own fashionable active wear and gain greater social standing
Passionate posts: feel contented and self-assured in clothing
Purchaser Gains: affordability of an item

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Time saving and exertions
Top quality products at a lower price
Trendy and fashionable products
Excellent purchaser’s services
Offers and discounts
Customer Pains: Difficulties in raising complains about the products
Frustration in the delivery of products
Information susceptible to cybercrimes (Afshardost, Farahmandian &
SaqiqEshaghi, 2013)
Technicalities due to complex ordering procedures
Delays in the delivery process and getting wrongly ordered product.

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Best channel to reach an audience
Customer: Facebook
Instagram
Twitter
LinkedIn
Google+
Online Value Proposition
The online value proposition shows the online products, experiences, content that a trademark
can provide to users and is connected with products positioning. The online value proposition
ought to be diverse from rivals, not accessible offline and create a distinction to the clients.

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The new product present online value proposition is grounded on the service they provide to the
consumer. These comprise aspects such as safe payment choices, free return of goods, and
discount on the delivery when the users buy goods worth above $ 120. But, the new products
key competitors offer free distribution on all orders. Therefore, to equate the online value
preposition of their rivals, new products ought to change to offer no shipping rates within
Australia.
The exchange and return regulations of the new products permits user to relieve the burden by
offering exchanges and quick returns as portion of their online value proposition. This is
addressed to customers over the whole purchasing routine as it is significance on their webpage
masthead webpage masthead (Vinerean, Cetina, Dumitrescu & Tichindelean, 2013).
The new products websites will have secured seal which should be addressed to customers
during the checkout routine. This will reassure customers about the safeness of the site,
supporting this online value proposition. Moreover, after pay initiation will ensure the users are
awarded worth that is exclusive to online provision.
The novel trademark mantra will acts as a tactics opportunity to involve clients on digital media.
The unique online value proposition will ground on the tagline ‘lives. Love it. Rock it.' The
above tune will become synonymous with the new brand by being connected into all
communication channels. The organisation can link several ploys to shows community
engagement encompassing leveraging product advocacy and discounts through instagram,
Facebook, Google+, LinkedIn and Twitter.
This tune will become synonymous with the brand Rock wear by being integrated into all
communications. Under this brand chant, the organisation can incorporate numerous ploys to

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foster community engagement including member discounts and leveraging brand advocacy
through user-generated content on Facebook and Instagram.
Marketing objectives
Ksubi is the weakest bring among Ralph Lauren, Tommy Hilfiger, Sea folly and Ksubi as shown
below.
Swot analysis
Strength Weaknesses
Innovative product
Good brand name
convenience to potential customers
Gaining Positive feedback
strong customer and fan base
Less engagement
the audience has restricted or no purchasing
power due to the price of the item
Opportunities Threats
Can use other types of advertisement
Pricing can be developed to gain more
transactions
Strong competitors

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Five framework model
Over the decades, there have been many business strategies approaches being executed by
marketers. For example the well-known SWOT or 7Ps analysis of the marketing mix. The above
were initiated as a means for the business developers and marketers to plan and check that they
have covered all the aspects within their social media strategy.
Another important framework, more adapted to the contemporary business climate is the 5Ss.
The structure of digital developed by Dave Chaffey provides a broad and simple starting point to
assist the complete spectrum of social media marketing (Armstrong, Kotler, Buchwitz, Trifts &
Gaudet, 2015). Therefore, the best method to wholly comprehend the 5Ss of digital marketing
about the above mentioned company is to think of them as a full set of basic principles that ought
to be deliberated when coming up with social media marketing strategy.
Sell: the internet as a medium offers an essential way to optimise a company's financial victory.
The sell connects to both end conversations and purchases. For examples, the initial conversation
objective of the Ksubi is signing members for more engagement (Tsimonis & Dimitriadis, 2014).
Speak: creating a functional link between uses and offering 24/7 accessibility is of the essence.
Therefore, Ksubi should build more trust and engage with users more. Executing above shows
that the users are valued and therefore there is a high chance of user retention and referral
Serve: this usually is adding value to the user's online path. The Ksubi webpages are not much
perfect destination for the users to have a query. Therefore, the company should pay attention to
adding value as it can result in amazing effects on the firm's success.