ULMS540 - Managing and Communicating the Brand: Switch-Style Report

This report serves as a supporting document for the UK launch of Switch-Style, an online clothing swap service. It delves into branding theory, market analysis, and the importance of brand features like social style platforms. The report identifies the target market as Gen Z and Millennials, analyzing consumer trends and the rise of social commerce. It proposes an integrated marketing mix, including a social media plan and an IMC campaign plan with budget allocation. The strategy focuses on building brand awareness through social media marketing and a hassle-free swapping service. The report concludes that Switch-Style will succeed through these marketing and branding techniques.