Assignment details
Assuming the role of a business consultant you are to produce a 3,000 word, Harvard referenced report analysing the importance of a strong brand identity and a clear understanding of the primary target customer in driving the profitability of a business in the International Omni channel environment.
The luxury brand you are to focus on is of your choice, but needs to be to be a luxury fashion brand. The category you are to analyse is womenswear.
Focusing on the 7 Ps (Price, Product, Place, Promotion, People, Process, Physical Evidence) you are to analyse the range across the omnichannel landscape, critically analysing how these elements have contributed to the brand’s performance.
Key areas of focus are: –
• Brand Overview: The key to a successful, profitable business is to have a powerful brand image. Research your chosen brand’s history, ethos and future direction, evaluating the strength of the brand. Present your findings in a SWOT, supported with detailed research (to be included in the appendix).
• Customer Profile: Conduct primary research and review secondary material to identify the brand’s target consumer. Create a detailed customer pen portrait (to be included in the appendix) and support this with primary and secondary research collected.
• Visual Strategies on and offline: Critically analyse the retail environment at every touch point the brand has with its customer in the Omni Channel landscape. Use visuals were appropriate to support your findings (note – visuals can be used throughout the main body of your work).
• Trend Exploration: Through deep analysis of primary and secondary material identify the key trends featured through the A/W 2015/16 collection produced by your brand (use visuals where appropriate), critically analyse its suitability in the marketplace now the season is nearing its conclusion.
• Range overview Compare and contrast the product range in its various routes to market (such as flagship, online, concession, pop up, outlet, collaborations and wholesale), use visuals to support your findings. Investigate reasons for the different /similar retail environments and product mix in specific channels to reach the customer. Evaluate the impact of your findings on the brand’s profitability and brand identity.
• Financial Overview: Summarize the last three years performance of your chosen brand and evaluate through your research the overall financial situation of the brand.
• Recommendations: Offer an insightful conclusion analysing how your brand could innovate and operate more effectively in the luxury fashion market.
In writing the report, please follow the below recommended report structure: –
Title page (not included in the word count): state name, course, unit, report title,
number of words, date submitted, unit leader.
Executive Summary (not included in the word count): a brief review of the project, its
context, research outcome (maximum 500 words)
Table of contents with page numbers (not included in the word count)
List of figures with page numbers (not included in the word count)
Section A: Introduction
Part A(i)
• A brief introduction to the project.
• Project aim and objectives: Clearly state the project research aim and objectives
• Research design: the secondary and primary research strategies and methods used
Part A(ii)
• An introduction to the brand, include the SWOT.
• Identification of the primary target consumer, include the pen portrait.
Section B: Body
Section C: Research conclusions
• A review of research conclusions and their application to your aims and objectives.
Section D: Recommendations & final conclusion
UAL Harvard referencing style bibliography (not included in the word count)
Appendices (not included in the word count)
• I will be sharing with you the research done by me, in different stores of Valentino in London, and the survey’s taken from valentine customers as well as store assistance and manager.
• The report should include visuals of products, brand identity prisms and other pictures wherever necessary
• And there are few topics that we have to include in the structure that I can share with you soon.
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