Marketing Analysis of Outdated Denim Jeans: MRKT20052 Report

This report analyzes the marketing implications of outdated denim jeans, focusing on the challenges faced by companies in promoting these products. The report examines key issues such as overstocking, increased expenditure, and the impact of changing consumer preferences. It explores the importance of these issues in gaining a competitive advantage and maintaining sustainability, particularly in markets like Australia, New Zealand, and Cambodia. The analysis delves into the implications of these issues from a marketing perspective, including the impact on costs, customer loyalty, and the need for effective logistics and packaging strategies. The report also discusses how companies can adapt their marketing approaches to address these challenges, emphasizing the importance of sustainability, efficient operations, and understanding diverse customer perceptions. Finally, the report concludes that companies must address these issues to thrive in the international market.

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MARKETING

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Executive Summary
Marketing management refers to the approach which supports the organization to
persuade large number of customers to buy product or services. The objective of the paper is to
understand the key issues involved in marketing of outdated denim jeans. The analysis is done
through investigating the overall information revealed in the article. The investigation describes
that overstocking, more expenditure etc are the problems which is faced by the organization
while promoting the products or services. The issues are important to overcome because this
helps the organization to gain competitive advantage.

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Table of Contents
Introduction......................................................................................................................................2
Key Issues........................................................................................................................................2
Explanations of issues importance...................................................................................................3
Implication of issues from marketing perspective...........................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................5

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Introduction
Marketing management is the organizational discipline which focuses on the practical
application of marketing orientation, techniques and methods inside enterprises and
organizations (Ozdamar Ertekin & Deniz, 2015). Therefore various organizations use various
marketing resources and activities to attract large number of customer to buy particular product
and services. In this report, “How brands are capitalising on the ‘Markle Sparkle’ and consumer
trends to push sustainable fashion” is selected. The report discusses importance of several
problems and implications of these problems while linking it with the marketing perspective.
Key Issues
I analyzed that article describes various issues which is become the major concern in
today’s period it is because when companies launch new style they face various problems which
reduce sometimes increase the expenditure and reduce the loyalty in the eyes of the consumers. I
investigated that in the year 2019 fashion of outland jeans is in the trend which increase the sales
and profits of the company by 1000%, but it is estimated that for increasing the promotion and
innovation as well as to raise awareness about the new trends to the consumers (Rigby, 2019).
The companies hire 46 new employees and spend more 5million for the advertisement of jeans
which increase the cost of the companies. It is investigated that managing the profits and cost in
the organization is become the big issue for the company (Beverland, 2017). Through analyzing
the article I also investigated that in New Zealand the problem is also faced due to overstock and
can increase the wastage and damage of the jeans. It is due to the reason that consumer
preferences changes overtime and can sometimes reduce the overall profitability and
sustainability of the companies.
I also demonstrate that companies also maintain sustainability while promoting the
products therefore the estimation describes that it become difficult for the companies to maintain
values which motivate the customers. For example in Cambodia due to more victimized women
companies promote the Outland Denim Jeans through tagline that is “increasing the community
engagement” to attract more customers. Therefore to decide the appropriate values and
philosophies for maintaining sustainability is also difficult. The other issues, I identified that

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include packaging, labeling and logistics of the products which is recyclable and can promote the
product by better labeling and packaging in comparison to their competitors. For example in
Australia various companies face this issue to use alternative materials and to recycle the
packaging of Denim Jeans.
Explanations of issues importance
In my perception, the problems are important to understand because more cost and
dynamic environment because of latest fashion and high competition can reduce the ability of the
companies in Australia to gain competitive advantage and to sustain in the long run. It is also
estimated that this issue is major because while offering trending denim jeans many companies
in New Zealand (Doyle, 2018). The companies also recruit more skilled employees to operation
the overall activities of marketing and for providing various efficient services to the customers so
that loyalty among them will be increased. I also analyze that overstocking is also important
because due to high demand of the consumers in China, Australia as well as Cambodia for the
outdated denim jeans. The organization put more stock to meet the needs and demands of the
consumers, it is because consumers are more attracted towards latest fashion and tries to look
good.
I investigated that packaging of jeans and other products is difficult but important
because if attracting and promoting the products. However, various studies describe that
packaging and reducing waste is the strategy of several organizations to increase the sales of the
product. The estimation also describes that 50% of the companies reduce their profits in
Australia and China due to improper packaging and labeling. Therefore, it is described that it is
important for the organization to overcome this issue majorly in Australia. I also evaluated that
maintaining sustainability is the problem but important to understand because article describes
that in there are different perception of customers in China, New Zealand and several other
countries. Due to diversity of the customers they have different perception about the
sustainability and tagline. Therefore, the estimation also describes that the companies will only
be expand due to fulfilling the philosophies and culture of different customers in different
countries.

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Implication of issues from marketing perspective
In my opinion, the article prescribed that for advertising the products due to increase
awareness about the denim jeans, Australia and New Zealand face challenge of more cost it is
lined o the marketing. It is because organization mainly faces cost issue due to more expenditure
in promotion (McFall-Johnsen, 2019). Therefore for this company can reduce their cost by
recruiting limited employees which are specialized in particular field. I also implied that
strategies for sustainability are also maintained while marketing the latest trending fashion. So
that loyalty among the customers about the company will be increased in the long run. To
overcome this selection issue company can focus on common values so that organizational and
customer’s objective of buying the denim jeans will be achieved.
I also investigated that while advertising the product for meeting the overcoming demand
of the customers in China various companies maintain overstocking so that they can meet the
expectations of the consumers at the right time. Therefore, to overcome this company can adopt
effective logistics strategy so that stock be maintained and delivered at right time. I implied that
packaging is the main part of marketing the denim jeans and this issue can reduce the sales of
companies regarding the particular product. For this companies can adopt develop policies of
packaging which reduces the impact of environment.
Conclusion
From the above it is concluded that companies in China, Australia and New Zealand face
various problems such as storing more stock, labeling and packaging etc. It is because these
factors are important while promoting the products and to expand the business in international
market. The article demonstrate that mainly problem arise while company promote latest tending
products. Therefore, for this organization can hire less skilled employees and can develop
efficient logistics strategies so that product will be delivered at right time to right person.

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References
Beverland, M. (2017). The Australian fashion industry is thriving, so where are the policies to
take it to the world? Retrieved 12 22, 2019, from Smart Company:
https://www.smartcompany.com.au/business-advice/innovation/australian-fashion-
industry-thriving-policies-take-world/
Doyle, M. (2018). Turbulent Times in Australian Retail. Retrieved 12 22, 2019, from Business of
Fashion: https://www.businessoffashion.com/articles/global-currents/turbulent-times-in-
australian-retail
McFall-Johnsen, M. (2019). The fashion industry emits more carbon than international flights
and maritime shipping combined. Here are the biggest ways it impacts the planet.
Retrieved 12 22, 2019, from Business Insider:
https://www.businessinsider.in/science/news/the-fashion-industry-emits-more-carbon-
than-international-flights-and-maritime-shipping-combined-here-are-the-biggest-ways-it-
impacts-the-planet-/articleshow/71640863.cms
Ozdamar Ertekin, Z., & Deniz, A. (2015). Sustainable markets: Motivating factors, barriers, and
remedies for mobilization of slow fashion. Journal of Macromarketing , 35 (1), 53-
69 .Retrieved From:
https://www.researchgate.net/profile/Zeynep_Ertekin4/publication/272369672_Sustainab
le_Markets/links/5c52ac3e458515a4c74c5630/Sustainable-Markets.pdf
Rigby, B. (2019). How brands are capitalising on the ‘Markle Sparkle’ and consumer trends to
push sustainable fashion. Retrieved 12 22, 2019, from Mumbrella:
https://mumbrella.com.au/how-brands-are-capitalising-on-the-markle-sparkle-and-
consumer-trends-to-push-sustainable-fashion-575396?
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