Reference no: EM133874894 , Length: word count:1500

Fashion Marketing Communications in Practice

Note: COMPANY IS ADIDAS - CAMPAIGN ABOUT SPORTSWEAR (MOST RECENT CAMPAIGN only 2025,2024)

The task requires students to deliver a marketing communication pitch of ONE the selected organisations:
Strathberry
Comme de Garcon
Gucci
Adidas
Below are sources and insights of the organisations most recent or current marketing expansions, challenges and opportunities:
Strathberry - Plans for 10 standalone stores by 2025

Comme de Garcon - An unlikely red-carpet brand and hidden marketing tactics
Hawkins, L. (2023). How Comme Des Garçons Became The Unlikeliest It Girl Brand.

Gucci - Financially strained and without a creative director
Spencer, M. (2022). Analysis: Out of fashion: Gucci faces daunting task to replace top designer. Reuters

Vogue (2023). Louis Vuitton leads and Saint Laurent returns to the top five in the Vogue Business Index: Winter 2022/23 edition.

Adidas - New ambassador recently recruited following terminated partnerships and reported ethos
Halliday, S. (2023). New Adidas ambassador Jenna Ortega will front its new label. Fashion Network [Online]

Hu, Z. (2023). Adidas signs Jenna Ortega as brand ambassador. Drapers [Online]

This task requires extensive research analysis and evaluation of the organisations recent marketing communication activity, and current emerging trends contextual to the fashion industry, to inform and support the proposed pitch of a new integrated marketing communication campaign. The following current credible background information and sources can be found from the organisations corporate web sites, current company reports and current market research reports available from the library resources such Mintel and Euromonitor, other websites including Business of Fashion, Fashion Network, and Drapers (Please see module handbook for other sources).

The Marketing Communication Campaign Pitch should include:
Introduction and background of the organisation:
Introduction - this should include - knowledge of the organisations recent marketing communication activities, including online and offline, and the aims, objectives and focus of the marketing communication plan based on the brief.
Background information - this should include - evidence of an understanding and evaluation of the context analysis of the fashion industry and rationale for the organisation revisiting their strategy on marketing communication strategy and tactics.

Identification of target segment:
This should be based on supplementary research evidence of an understanding and rationale for new target segments and/or current segments

Marketing Communication Objectives (SMART):
These should be clearly defined marketing communication objectives that are consistent across all communication tools, the context analysis and target segments.
Marketing communication message and creative strategy:
This should be a consistent message that is consistent with the organisations brand equity, identified context analysis
Marketing communication mix and channels:
This should include a selection of the appropriate marketing communication tactics - applied in a creative, coherent and integrated form to deliver the creative message and meet the specified marketing communication objectives.

Media Plan and Coordination of activities:
Clearly specified and listed timing of activities (pre-launch, launch, post launch) to deliver the integrated marketing campaign within a timeframe of 3 months.
Self and Peer Group Evaluation - please refer to assessment material to access document for the task. These are to be done by ALL group members and must be submitted with the Individual Element of Assessment 1. Any missing peer reviews from group members will result in a direct enquiry requesting a satisfactory explanation, please make sure to organise these tasks to avoid mark deductions.
In particular please ensure all members contribute individually to this section in both preparation and final completion).
Please note you are expected to reference in the text of the presentation, using the Harvard referencing style any key authors especially concerning theory that you have used. Do also reference any trend names to Trendwatching.com or WGSN.com or any other sources used and provide a slide of image and text references. Plagiarism is the act of using some else's words or ideas as if they are your own. In line with University regulations any form of plagiarism will have severe consequences. Please make every effort to reference all sources of material correctly in both text and reference page of your work.

Learning outcome: Demonstrate ability to develop a marketing communication pitch in response to a strategic creative brief LO1
Key skills developed in this assessment
Researching
Analysing data & problem solving
Commercial Awareness
Interpersonal, including collaborating / working with others, cross cultural awareness
Communicating/presenting - through writing and graphic visuals

Element of Assessment

Individual Academic Reflective analysis - Based on audit material identify a topic, issue, strategy or tactic connected to marketing communication and evaluate examples of good practice which goes beyond chosen organisation site; demonstrate ability on how the chosen organisation might consider adopting the good practice. e.g. managing ambassador customers in online brand communities, e.g. pro and cons of design centred marketing, e.g. authenticity of social media influencers. Support your critical evaluation with academic sources such as the following e-sources found in the library:
Journal of Brand Management
Journal of Consumer Psychology
Journal of Communication Management
Journal of Marketing Communications
International Journal of Integrated Marketing Communications
Journal of Advertising
Journal of Product & Brand Management
Journal of Fashion Marketing and Management
Computers in Human Behaviour
Psychology & Marketing