Marketing consumer towards making a decision.

It could
involve providing clear calls-to-action
Marketing is a broad phrase that refers to a (e.g.,"Buy Now," "Subscribe Today"), offering
variety of activities and procedures that try incentives (e.g., limited-time discounts), and
to promote, sell, and distribute products or ensuring that the purchasing process is
services to a specific audience. straightforward and user-friendly.
Often used in various marketing channels:
Understanding consumer wants and Advertisements
preferences, generating products or services Email Marketing
to meet those demands, and devising tactics Website Landing Pages
to communicate the value of those offers are
all part of the process. Marketing Strategies
Marketing strategies refer to the
Marketing is about finding exactly whom to comprehensive plans and approaches that
sell to, and why and how they want to buy. It businesses develop to achieve their
includes product development, examining marketing goals and objectives. These
and identifying customers needs and strategies are crucial for identifying target
demands, managing customer relationships markets, positioning products or services,
and satisfying customer needs. and allocating resources effectively.

The AIDA Model A marketing strategy outlines how a business

The AIDA model is a classic marketing intends to market its brand, products, and
framework that outlines the stages a services to existing and potential customers.
consumer goes through when making a The initial step in devising a strategy is to
purchasing decision. AIDA stands for define the marketing objectives the business
Attention, Interest, Desire, and Action. It wishes to achieve
provides a structured approach for designing
and analyzing marketing and advertising 1. Market Segmentation: This entails
campaigns. breaking down a huge, diverse market into
1. Attention smaller, more manageable parts based on
Objective: Attract the attention of the target similar traits or criteria.
audience. 2. Targeting: Refers to the process of
Methods: This stage is about creating selecting a specific group of individuals,
awareness about a product or service. It businesses, or organizations from within a
involves using attention-grabbing headlines, larger market to focus a company's marketing
eye-catching visuals, or compelling opening efforts on. This group is known as the "target
statements in advertisements. The goal is to market" or "target audience." Targeting is a
make the crucial step in developing effective marketing
consumer notice and become interested in strategies as it helps businesses direct their
what is being offered. resources towards those most likely to have
2. Interest an interest in and benefit from their products
Objective: Attract the attention of the target or services.
audience. 3. Positioning: Refers to the process of
Methods: This stage is about creating establishing a distinct and favorable
awareness about a product or service. It perception of a brand, product, or service in
involves using attention-grabbing headlines, the minds of the target audience relative to
eye-catching visuals, or compelling opening competitors.
statements in advertisements. The goal is to 4. Branding: Refers to the process of creating
make the consumer notice and become and cultivating a distinctive identity for a
interested in what is being offered. company, product, or service. It involves
3. Desire establishing a set of unique characteristics,
Objective: Attract the attention of the target such as a name, logo, design elements,
audience. messaging, and overall image, that
Methods: This stage is about creating differentiate it from competitors and leave a
awareness about a product or service. It lasting impression on consumers.
involves using attention-grabbing headlines, 5. Customer-centric approach: Instead of one-
eye-catching visuals, or compelling opening way advertising, customers want interaction
statements in advertisements. The goal is to with the brand, meaning that the brand
make the consumer notice and become should not only promote products and push
interested in what is being offered. the sales, but also listen what customers
4. Action have to say about the products and give them
Objective: Encourage the consumer to take a information they want to hear or see. In other
specific action, typically making a purchase. words, they want to be known as brand fans.
Methods: This stage is where you guide the 6. Product-centric approach: Sometimes
people don’t really know what they want. emerge organically and may not be directed
With a product-centric approach, you or controlled by any single entity.
concentrate on the functions, most powerful Broad Scope: Trends can encompass a wide
benefits, or advantages that the product range of subjects, from fashion and
offers, so that it would be irrational for a technology to health and environmental
potential customer to buy from someone else. sustainability. They are not limited to one
specific area.
Marketing for a fashion label Temporal: Trends are time-bound and have a
The fact is, that some women are into clothes, certain lifecycle. They may be short-term,
but the average consumer is not interested in like seasonal fashion trends, or long-term,
the fashion world. Women want good-looking like sustainability as a growing consumer
clothes, that have a functional purpose in concern.
real life and can be worn on most occasions Influential: Recognizing and capitalizing on
and fit no matter what. Keeping this in mind, trends can give businesses a competitive edge
even the most creative fashion designers and help them align their products, services,
show off their creativity through marketing and marketing strategies with what's
rather than their designs. currently resonating with consumers.

Market research Making a Marketing Plan

Market research is a technique that is used - A marketing plan should provide strategic
to collect data on any aspect that you want to insight and nature into the markets,
know to be later able to interpret it and, in competitors, and resources, cover at least two
the end, make use of it for correct decision- years and up-to-five-year marketing periods,
making. and include one year detailed operational or
functional plan, that should be continuously
Importance of Market Research analyzed, updated, and measured
1. Understanding the Audience -The purpose of a marketing plan is to outline
2. Competitive Advantage a systematic and strategic approach to how a
3. To know whether the product is buyable business or organization will promote and
4. Identify Market Opportunities and Threats sell its products or services.
5. Determine the level of customer
satisfaction Who and Where is your Customer?
6. Pin-point and anticipate market trends or 1. Understanding Your Target Audience
changes Your target audience represents the group of
7. Decide on the best advertisement people who are most likely to be interested in
platform/medium your products or services. By delving into
their demographics, behaviors, and
Types of Market Research preferences, you gain invaluable insights that
Primary Market Research: is a process where inform your marketing efforts.
organizations or businesses get in touch with 2. Demographics and Psychographics
the end consumers or employ a third party to Demographics and psychographics play
carry out relevant studies to collect data. The pivotal roles in defining your ideal customer.
data collected can be qualitative data (non- Demographics encompass quantifiable
numerical data) or quantitative data characteristics like age, gender, and location,
(numerical or statistical data). while psychographics delve into deeper
aspects of your customers' lives, such as their
Secondary Market Research: uses interests and behaviors.
information that is organized by outside 3. Customer Segmentation
sources like government agencies, media, Customer segmentation is the practice of
chambers of commerce etc. This information dividing a broader target audience into
is published in newspapers, magazines, books, distinct, smaller groups or segments based on
company websites, free government and shared characteristics or behaviors. This
nongovernment agencies and so on. concept is highly relevant in marketing
planning because it allows businesses to
Trend Analysis tailor their marketing strategies to specific
A trend analysis can give you insights into customer groups more effectively.
the latest customer preferences and buying
behaviors, so you can tailor your offerings to Identifying Competitors
meet their specific needs. Competitor analysis
Competitor Analysis is a vital component of a
Key Characteristics of Trends marketing plan for several compelling
Observational: Trends are typically identified reasons. Firstly, it's essential because it
by observing and analyzing data, events, or provides a clear understanding of the
changes in the market or society. They often competitive landscape in which your business
operates Objectives
Situation Analysis S.M.A.R.T. goals or objectives are something
A situation analysis is a detailed examination your label should try to reach within a
of a company’s market presence based on certain time and should be more or less
internal and external factors. realistic, with a description of how to get
External Analysis there. They need to be specific, measurable,
Examining external factors or market achievable, relevant, and timed (S.M.A.R.T.).
conditions that the company can leverage to 1. Specific
its advantage. 2. Measurable
Internal Analysis 3. Achievable
Assessing the company’s internal capabilities, 4. Relevant
resources, and advantages that give it a 5. Timed
competitive edge.
Market Analysis Marketing Management Objectives
- Market Size and Growth - Evaluating the 1. Increase Sales
size of the target market and its growth 2. Enhance Brand Awareness
potential. 3. Customer Acquisition
- Segmentation and Targeting - 4. Customer Retention
Understanding different market segments 5. Market Share Growth
and selecting the most viable ones to target. 6. Product Development and Innovation
Competitive Analysis 7. Cost Reduction
- Competitor Identification - Identifying key 8. Target Market Expansion
competitors in the industry. 9. Market Positioning
- Competitive Advantage - Assessing what 10. Customer Satisfaction
sets the company apart from its competitors. 11. Lead Generation
- Competitor Strategies - Understanding how 12. Online Presence
competitors position themselves, their 13. Return on Investment (ROI)
strengths, and weaknesses. 14. Market Research and Insights
Customer Analysis 15. Sustainability and Social Responsibility
- Customer Segmentation - Dividing the
target market into distinct segments based Differentiation and USP (Unique Selling
on characteristics, needs, and behaviors. Proposition)
- Customer Buying Behavior - Analyzing how Differentiation
customers make purchasing decisions and is a marketing strategy that focuses on
what influences them. making your product or service distinct and
SWOT unique in the eyes of consumers when
Strengths, Weaknesses, Opportunities, compared to competitors. It involves
Threats highlighting attributes, features, or aspects
PEST-analysis that set your offering apart.
- Pest analysis is often linked to SWOT How Differentiation work?
analysis, but in reality, they concentrate on 1. Product or Service Features: differentiate
two different factors. Where SWOT analysis by offering unique features, quality, design,
tells you everything about the business performance, or innovation that competitors
(internal audit), PEST analysis tells don't provide.
everything about the world outside the 2. Price: Differentiation can also be based on
business that may affect the business one pricing. You can position your product as a
way or another (external audit). premium or budget option, depending on your
- PEST stands for political, economical, socio- target market and competition
cultural, and technological factors. 3. Brand: Building a strong and recognizable
Trends and Insights brand can be a form of differentiation. A well-
- Market Trends - Identifying current and established brand like Coca-Cola is instantly
emerging trends in the industry and recognizable and distinguishes itself through
consumer behavior. branding and marketing.
- Consumer Insights - Gathering information 4. Customer Service: Exceptional customer
on consumer preferences, needs, and service can differentiate your business.
attitudes. Zappos,
Sales and Performance Data 5. Niche Focus: Concentrating on a specific
- Historical Performance - Reviewing past niche market with tailored products or
sales data, market share, revenue, and other services can differentiate your business.
relevant metrics.
- Trends and Patterns - Identifying any Unique Selling Proposition (USP)
recurring patterns or trends in customer A USP is a specific, concise statement that
behavior and sales performance. communicates the unique and compelling
benefits of your product or service.
 jeans and see how they sell or attract people.
1. Unique Benefit: A USP should highlight a When you have managed to sell 1000
benefit that is unique to your product or pairs, it is much easier to get the grant when
service. It could be a specific problem it solves, you have actual profit margins, sales and
a need it fulfills, or a value it provides. market research to show. (Sounio 2010, 169).
2. Compelling Value: The benefit should be
compelling and provide clear value to the Before setting up online crowdfunding, don't
customer. It should resonate with your target just pick up any platform there is, as you
audience. should find the one that is best for your label
3. Distinctiveness: The USP should clearly and purpose, and which type of funding
differentiate your offering from the you are looking for.
competition. It should make customers choose Try to tell a story and keep awareness up at
your product over others. all time. Do not just open up a fundraising,
4. Memorability: A good USP is easy to and hope that people will help you with your
remember and conveys the essence of your brand, you need to be active and find the
product or service in a few words. people that might invest in your label. Write a
good pitch, make a video and build up online
Marketing Mix awareness, and most important, make them
Marketers use numerous tools to elicit te look professional, so people will know that you
desired responses from their target markets. take your business seriously.
These tools constitute a marketing mix.
Marketing mix is the set of marketing tools
that the firm uses to pursue its marketing
objectives in the target market.

Robert Lautherborn suggested that the

sellers’ 4Ps correspond to the customers’ 4Cs
4Ps
•Product
•Price
•Place
•Promotion
4Cs
•Customer wants and needs
•Cost to satisfy
•Convinience to buy
•Communication

Finances

Improved living standards in developing

countries forces a rise in production prices
which in turn affects the prices of the final
products. With this development, we won’t
be able to afford new shoes or clothes the same
way as we are used to, thus meaning that
people will start repairing and making their
products themselves. (Merisalo 2010, 22)
Keeping that in mind, following the
production finances and predicting future
costs
should be measured. People are prepared to
pay for the premium, but what the premium
means to the consumer, might be totally
different what you have in mind (e.g. produced
locally vs. hand-made in Europe).
For startups, you can easily get access to
production estimates and using realistic
numbers of customers to calculate possible
sales. For every other item added into
calculation, such as office supplies or shop
furniture you can find through online research.
If you are looking for a fund or a grant, the
label should do a test run of garments, e.g.