Marketing Report: Radian Women's Jeans - Australian Market Analysis

This report presents a comprehensive analysis of Radian Women's Jeans, focusing on its potential in the Australian market. It begins with an introduction to the product, highlighting its innovative features and target market. The report then delves into relevant business trends within the Australian jeans market, including the rise of private label jeans and the impact of e-commerce. A competitive analysis is provided, identifying key players such as Premier Investments LTD and H&M. Customer needs are examined, emphasizing the importance of personalization and innovative marketing approaches. The report then explores various marketing strategies, particularly the significance of online platforms and social media engagement. Finally, a detailed SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is conducted to assess the product's position in the market, followed by a list of references.

RADIAN WOMEN’S JEANS 1
Radian Women Jeans
Name
University

RADIAN WOMEN’S JEANS 2
Radian Women’s Jeans
1. Introduction
2. The Chosen Product
2.1. Relevant Business Trends
2.2. Competitors
2.3. Customer Needs
3. Marketing Strategies and Innovative Marketing Approaches
4. SWOT analysis of the Product
5. References
6. Appendix
6.1. Self-Evaluation

RADIAN WOMEN’S JEANS 3
Radian Women’s Jeans
1. Introduction
Innovation both in form and in style has become the need of the consumers in the
modern world. The fashion industry is, however, the vastly growing industry that is prone
to introduce various innovations in style to make it desirable and feasible at the same
time. The aim of this essay is to introduce the chosen product, trace its relevant business
trend, competitors and needs of customers. Furthermore, it will also highlight the
marketing strategies and innovative approaches that can help the product grow in the
Australian market. Lastly, it will pen down the SWOT analysis of the Radian Women’s
jeans.
2. The Chosen Product
The product chosen is Radian Women's Jeans. It is a product of a US based company
who have designed the new style jeans to adjust according to the radically changing
lifestyle of women. These jeans have deep and functional pockets, regulate the
temperature according to the body, can stretch according to the need of the performance
and are flattering fit. Overall, it eradicates any hindrance in the active lifestyle of women
(Radian, 2019). The product is stain repellent which is a blessing in disguise for the
consumers of jeans.
Last but not least, it has floral print inside its cuffs which make it elegant and comfy
at the same time. In order to expand its customer base, the company needs to globalise its

RADIAN WOMEN’S JEANS 4
product by diversifying its market. The target market chosen for the purpose of this report
is Australia.
2.1. Relevant Business Trends
According to the report of the Euromonitor International (2018), the economy
through the selling of jeans is likely to record the strongest growth over the forecast
period. However, it has also indicated that the popularity of the private label jeans shall
account for the significant share in the market as the consumers are more appealed to the
low prices (Euromonitor, 2018). However, the growing online market and the
introduction of e-commerce have elevated the competition amongst the market in
Australia (Ahmad, Berg & Kappelmark, 2018).
2.2. Competitors
The analysis of the competition in the market remains the most important factor
before a product is introduced in any market. The market of Australia has two major
competitors of jeans products that are likely to spill over the selling and buying effect on
the sale of Radian Women's Jeans. Since it would be a young competitor for an already
existing market therefore it would not bother the giants like H&M and JayJays. One such
competitor is Premier Investments LTD. It has been ranked first by the Euromonitor
International report. The portfolio of these jeans includes Just Jeans, Jay Jays and
Portmans (Euromonitor, 2018). Another competitor of the Jeans market is H&M has been
marked as the fastest growing brand in terms of its sale of jeans (Payne, 2013). The
reason being its affordable prices, innovative styles and new arrivals which are
comfortable and trendy.
2.3. Customer Needs

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According to the eCommerce Industry Paper, fashion and clothing have become the
powerhouse of the economy in online shopping as well as in the retail market. It has been
reported by the State of fashion report (2018) that the consumers are becoming pickier
and their demand for unconventional and signature items with good quality and
reasonable prices. The report also states that in 2018 many brands provide personalised
curation by using data regarding customer needs. The report highlights the example of
Stitch Fix; this retailer served as a stylist. Stitch fix stylizes the personal packages of
clothes, accessories which are pre-assorted. They use this algorithm to analyse the
consumers' needs on a monthly basis. Due to their innovation in the business model, they
collected revenues of $730 million. The example of stitch fix unveils the importance of
innovation and how it can affect the production of revenue in the market (Oerondoerff,
2019).
Similarly, Affinity is another example which holds the vision of opening a Pandora
box in the fashion industry. They move a step ahead of the Stitch fix and holds the vision
that personalisation is not enough rather time, relevance and providing complimentary
items along with products also creates affinity of the customers.
Hence, it is concluded that the customers only appreciate the products which are
condensed according to their needs. In this innovative century, jeans that are customised,
3D printed, 3D knitted or has laser sensors are more in demand. Some retailers and
brands also provide with the accessibility of personalisation of Gucci trainers online, for
example, adaptations of the colour combinations or embroidery (Oerondoerff, 2019).
3. Marketing Strategies and Innovative Marketing Approaches

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The State of Fashion report (2018) states that online stores have become the giants of
marketing and selling of products. According to BoF-McKinsey Global, Fashion Survey
predominance of online platforms for selling of clothes has become a top-notch trend in
the fashion industry (Ahmad et al., 2018; Franzi, 2018). According to the Fashion report,
5.6 % of individuals contribute to the online purchasing this rate had grown from 16% to
27% in 2016-2017. Hence, an average of 19% of people shops online for buying products
(Clothing Retailing, 2019).
Source: Oerondoerff, 2019
Due to the online stores, the competition has elevated amongst online marketing as
well. Therefore, the brands and market require innovation in its online market to create
affinity. Hence, according to the reports two major consumer shifts which must be kept in
regard by the new brands include;
1. Getting personal
2. Platform first
The report states that personalisation and curation will become a significant need of
the customers. It is because of the attitude of the customers is more towards authenticity
and individuality. Hence, personalisation of experiences has rather become the need of
the consumers. The presence of the convenient, accessible, specialist and premium

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platforms is what the customers increasingly look for. The marketing approaches must
shift from if to how they should engage with the online platforms to promote their
product, and this collaboration shall flourish the revenue generation of the brand (Frenzi,
2018). Also the company needs to be socially active on different social media platforms
like Facebook, Instagram and Twitter. The company must held some weekly or
bimonthly contest to communicate and engage with their prospects.
General manager Andrew Price of Roy Morgan says,
There are many different ways to measure a clothing retailer’s place in the market:
customer numbers, market share and average spend are just a few.
“Our findings confirm that while a high volume of customers often leads to a higher
market share, it doesn’t appear to have a lot of bearing on the average amount each
shopper spends per item.”
“The key for clothing retailers is to understand exactly who their shoppers are: from
their age and life stage to their financial circumstances. Customers of stores like Kmart,
Target and Big W are most likely to be under 35 and married with kids – and thus likely
to appreciate the lower prices of these discount department stores.”(Frenzi, 2018)
4- SWOT analysis of the Product
SWOT analysis refers to the analysis of strengths, weaknesses, opportunities and
threats for a product in the market. Radian Women's Jeans has its strengths in its
innovative style, and it's being a product that promotes an active lifestyle. Its strength lies
in its comfort, and it's being a stain repellant product. The USA being its home country
withholds the trust of the product and the company. Exploring the market outside
America or Europe in the South and East or Australian market with help in globalising

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the product. Because according to the report, the Western market is shifting its mature
market from West to South and East. Hence, the strength of the Radian Jeans is the
rapidly globalising market which will help in expanding its customer base.
The threat, however, is the toe-hold of the already existing brands and market
competitors such as Just Jeans, Jay Jays and Portmans which withhold the trust of the
consumers and the customers. The following are images of Jay jays and Portmans

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Fig 2: JayJays Jeans (Clothing Retailing, 2019)
Fig: Radian Jeans (Radian, 2019)
The weakness of the product lies in its less focus on the advertisement and promotion
via television or social media. The company only has information regarding its product
on one website and has a weakly developed online marketing which may affect the
expansion of the product because in the age with 35 per cent online consumers, a strong
online supply chain and the system is required to attract consumers and expand its
consumer base.
There are many opportunities in the Australian market which can be availed. First and
foremost is the online market. On average 19% per cent of the fashion and wear items are
bought by the consumers form online stores. Hence, an accessible, convenient and
reasonably priced online platform must be developed in the Australian market. The
supply chain of the company should be strengthened to ensure quality delivery and on

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time delivery of the products. Online stores can be operated from the US market; they are
easy to manage and causes less expense with respect to set a store and selling it there
(Clothing Retailing, 2019).
Hence, the SWOT analysis shows us that the product can flourish if managed
according to the needs and demands of the customers because customers are the first and
foremost priority of any business even before it is set.
Strengths Weaknesses Threats Opportunities
1. Innovative style,
2. A product that
promotes an active
lifestyle.
3. Its strength lies in its
comfort,
4. It is a stain repellant
product.
5. Trust of the brand
based on its parent
company situated in
USA
1. Less focus on the
promotion of
product
2. No databases or
social media
promotions
3. Only YouTube
advertisement.
4. Strong online
supply chain
required
1. Already established
brands.
2. Competition by the
already established
brands like
3. For example, Jay Jays
and Portman
1. 19 percent of th
fashion items ar
bought online which i
an opportunity for th
product company t
operate from USA i
Australia.
2. Less expense i
operating onlin
market.
3. Developing a stron
supply chain
Table 1: SWOT Analysis of Radian Jeans

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5- REFERENCES
Ahmad, I., Berg, A., & Kappelmark, S. (2018). The State of fashion 2018(pp. 16-30, Rep.). The
Business of Fashion and McKinsey & Company The Business of Fashion and McKinsey &
Company.
Clothing Retailing - Australia Market Research Report. (2019, February). Retrieved April 17, 2019,
from https://www.ibisworld.com.au/industry-trends/market-research-reports/retail-trade/other-
store-based-retailing/clothing-retailing.html
Euromonitor International. (2018, February). Retrieved April 17, 2019, from
https://www.euromonitor.com/jeans-in-australia/report
Radian, Finally, Women's Jeans with Deep Pockets! (2019). Retrieved April 18, 2019, from
https://www.kickstarter.com/projects/radian/the-perfect-everyday-jeans
Franzi, B. (2018). Inside Australian Online Shopping (pp. 7-72, Rep.). AU: Australia Post.
Oerondoerff, A. (2019, January 10). The State of the E-commerce Fashion Industry: Statistics,
Trends & Strategy. Retrieved April 17, 2019, from
https://www.shopify.com/enterprise/ecommerce-fashion-industry
Payne, A. (2013). DESIGN, SUSTAINABILITY, AND AUSTRALIAN MASS-MARKET FASHION:
THREE CASE STUDIES (Unpublished doctoral dissertation). The Queensland University of
Technology.

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6- APPENDIX
1. Self-Evaluation
This marketing strategy and the introduction of the product in the already developed
country and the market have helped me in identifying and polishing my skills as a
marketing manager. I have learned through this course and this particular task especially
that if one is given a platform, with these knowledge and skills one can strategically and
competitively introduce any product in any market. This assessment has helped me in
selecting my goals and professional aims for the future.