DM

Digital Marketing Strategy

Your Choice (A Children Clothing Brand)

STUDENT NUMBER – F131850

MODULE CODE – 21BSP064

COURSEWORK COMPONENT- CW1

WORD COUNT – 2030

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TABLE OF CONTENTS

YOUR CHOICE MARKETING PLAN .............................................................. 2

INTRODUCTION ................................................................................................ 2

SECTION 1: SITUATION REVIEW .................................................................. 2

ORGANIC AND SUSTAINABLE CLOTHING: ............................................ 2

RENTAL WEAR AND SECOND-HAND USE: ............................................. 2

MINI-ME:.......................................................................................................... 3

OUTDOOR CLOTHING: ................................................................................. 3

GROWING CLOTHING: ................................................................................. 3

DESIGNER WEAR: ......................................................................................... 3

GENDER DIFFERENTIATION AND NEUTRALITY: ................................. 4

E-COMMERCE: ............................................................................................... 4

SECTION 2: DIGITAL MARKETING GOALS ................................................ 5

BRAND BUILDING: ........................................................................................ 5

LESS CUSTOMER ACQUISITION COST: .................................................... 5

INCREASE IN SALES AND PROFITABILITY:............................................ 6

SECTION 3: DIGITAL MARKETING STRATEGY ......................................... 7

OBJECTIVE: ..................................................................................................... 7

DEVELOPMENT OF WEBSITE: .................................................................... 7

SOCIAL MEDIA PLATFORMS: ..................................................................... 7

INFLUENCER MARKETING: ........................................................................ 8

CONTENT MARKETING: .............................................................................. 8

AFFILIATE MARKETING: ............................................................................. 8

MOBILE MARKETING: .................................................................................. 8

RESOURCES .................................................................................................... 9

FINANCIAL RESOURCES: ............................................................................ 9

TIMELINE: ....................................................................................................... 9

CONCLUSION .................................................................................................. 10

REFERENCES ................................................................................................... 11

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YOUR CHOICE MARKETING PLAN

INTRODUCTION

Children's clothing or children's wear refers to the clothing and related accessories designed

for kids belonging to the age group of 0 to 12 years. It includes outerwear, innerwear, socks

and tights, nightwear that is being made by using polyester, cotton, satin, and silk-based fabrics.

Compared to the clothing products for other age groups or adults, children's cloth is more

comfortable, casual, contains higher fabric quality, is flexible, and fit to rest and play.

SECTION 1: SITUATION REVIEW

In the digital clothing market of the UK, there are a number of trends that are affecting the

overall situation of the market and influencing digital and physical marketers to change their

policies and strategies (Nayak et al., 2019). These can be defined as follows:

ORGANIC AND SUSTAINABLE CLOTHING:

Parents often prefer to buy clothes that are made of cotton and to level no chance related to

harm or compromise of their children's health. Cotton and other organic products use lighter

fabrics and are made of simple designs and bright colours. There are choices provided by some

significant level manufacturers like C&A and H&M. These choices and different varieties

provided by the companies provide make them different from others. Some exclusive brands

also offer services and products with high-end materials like bamboo frays and organic merino

wool and recycled materials which attracts customers positively.

RENTAL WEAR AND SECOND-HAND USE:

As children grow fast and every time buying new clothes is not possible for the middle class

and lower-middle-class families, parents have started exchanging and sharing the clothes of

their children with some other children. At present, this tool is one of the most essential parts

of the social media marketing strategy by implementing the exchange and second hand sharing

platforms on the website and other customer interaction platforms.

For example, selfridges has started the sale of second-hand but branded children's wear in 2020

in london. Experts in this industry are in view that if success is achieved as estimated, the

market will try to surpass the fast fashion market for children in the upcoming decade.

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However, the current success rate is comparatively low due to the need to become agree on

subscription-based rental rates and the requirement for maintenance of clothes to get returned,

accepted and reusing the same (gazzola et al., 2020).

MINI-ME:

A developing clothing trend in the present includes dressing up children as per the style

preference of parents. In most cases, this makes parents and children makes identical. To

achieve this, the intended clothes need to be available in children's and adult sizes.

OUTDOOR CLOTHING:

As children are pushed to spend more time outside the house to get involved in outdoor

activities, parents are ready to invest a more significant amount of money to purchase high-end

outdoor clothing. The products are expected to be water-resistant, easy to clean, breathable,

and robust to abrasion and dirt.

GROWING CLOTHING:

Innovative and tech-oriented designers have recently started to drive the children's clothing

market that can grow along with children. This objective can be obtained by using some unique

production methods using different materials for zippers and buttons. One meaningful

approach has been developed by the brand inventor of Peyit Pli, located in the UK. He produces

different and precisely folded clothing that can expand its size automatically. The other features

of its products include reflectiveness, waterproofness, non-restrictive, ultra-durable, insulating,

and lightweight (Li and Leonas, 2019).

DESIGNER WEAR:

Some designer clothing brands of niche markets like Armani, Gucci, Hugo Boss, Ralph Lauren,

and others have developed the children's wear market into their portfolio. This involvement

demands parents to invest more in the clothing of their children and derives the highest value

of the entire children's clothing market. There are some other brands that have also been

launched in recent years like Steiff, Vingino, Molo, Mini Rodini, and so on.

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GENDER DIFFERENTIATION AND NEUTRALITY:

Traditional dressing senses have created specific types and colours for baby boys and girls.

Girls are mainly put into pink colours while blue colour is used to dress-up boys. This tendency

continues and has faced a revival in recent. In addition to this, traditional families aim to raise

their children while considering gender neutrality. Thus, clothes purchased by such parents are

more neutral in design and colours, matching boys and girls alike. Some popular traditional

colours are green, beige, orange, red, purple, and some other shades of blue.

E-COMMERCE:

Medium and large-sized clothing brands have long included children's clothes in their portfolio

and derived profit from the same. Especially during and after the covid-19 pandemic, there was

the temporary closure of some retail shops. For example, the fashion giant of Germany, known

as Zalando had increased its revenue during the covid-19 pandemic when there was a sharp

decline in the overall profitability of the clothing industry around the world (Brydges and Tracs,

2019)

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SECTION 2: DIGITAL MARKETING GOALS

BRAND BUILDING:

It is developing a brand on the internet, the primary goal of this digital marketing plan. That

does not include the only establishment of the company name and logo but also communicating

with customers about services and products that make it different from others. Customers are

often expected to trust brands that are well-known, especially when they are linked with any

positive association (Ferrell et al., 2021). The internet and its main features would be used to

develop such trust as wide reach, and a large customer base would allow the customers to

marketing professionals to deal with individuals directly. There will be the use of

advertisements and placements facilities along with a regular intervention of organic posts on

the website. However, this would need patience from the leaders. It takes a long time to develop

loyalty and trust among customers (Mothersbaugh et al., 2020).

LESS CUSTOMER ACQUISITION COST:

In the present era of cutthroat competition in the fashion industry, the customer acquisition cost

is comparatively high. Irrespective of providing supreme quality products, the chances of

retaining customers are very low. Thus, the present digital market strategy would focus on

getting the cost of attracting new customers to precede moderation without spending higher

financial resources. There will be the use of paid advertisements on search engines and social

media platforms that can target users located in a specific location. The second option is the

best as a large group of customers is using social media platforms in different ways, and thus,

it is possible to cover one of them (Pelikánová et al., 2021).

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INCREASE IN SALES AND PROFITABILITY:

One of the main objectives of marketing strategy is to increase sales, and digital and internet

marketing is not an exception. There are a number of opportunities offered by the internet to

fashion as well as to other businesses that can be used to improve their bottom line. By linking

PPC (pay per click) to SEO (search engine optimization), there are chances to increase the

brand visibility to potential customers. Increased customers are the first step towards an

increase in profit as there is a long way to go from making the first sale to retaining customers

for future shopping also. These can be possible through a digital marketing strategy that helps

in reminding customers about new products, offers, and other services provided by a brand

(Aivazidou and Tsolakis, 2019).

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SECTION 3: DIGITAL MARKETING STRATEGY

The digital marketing strategy to promote children’s wear brand can be defined as follows

OBJECTIVE:

• Increase in sales by 5%

• Building the brand

• Decrease in the cost of customer acquisition

Actions that need to be taken to complete such objectives are:

DEVELOPMENT OF WEBSITE:

The first and foremost task that needs to be done for this effective digital marketing strategy is

to develop an attractive and easy-to-understand website for the customers. This would include

information about the brand, its core activities, products, services, history, development

process, sustainable development, and other information as required by the customers. It would

also include contact details in the form of an email account and other numbers where the

customer may feel free to reach out to get more information and clear all their doubts and

queries (Peter and Dalla Vecchia, 2021).

SOCIAL MEDIA PLATFORMS:

The importance of social media platforms cannot be compared with any other tool or mode of

marketing. The brand will be using different platforms like Facebook, Instagram, Youtube, and

other similar application to advertise its products. This also includes the use of social

communities. Whether it is on Pinterest, Instagram, Facebook, or any other platform, the

establishment of brand engagement and loyalty is the best way for children's clothing

companies to excel in their marketing strategy successfully. This is also helpful with word of

mouth strategy when loyal and satisfied customers recommend the products to family and

friends.

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INFLUENCER MARKETING:

Another effective way to cater to the need for digital marketing includes digital marketing.

Brands can easily collaborate with sites, celebrities, and others who are termed as experts in

their respective fields. The influencers and celebrities will be reached out with offers and

content to promote. The main focus will be done on the benefits of both babies and parents to

enhance the effectiveness of products to be purchased by the parents (Rathnayaka, 2018).

CONTENT MARKETING:

It would allow the marketing team to become proactive in answering the questions to be asked

by parents while purchasing clothes for their children. The marketing team will be responsible

for creating videos. Content and other important assets to answer different but particular

questions. It will provide content to customers involving three stages of the journey of a buyer,

namely, the awareness stage, the consideration stage, and the decision stage. Content marketing

is less expensive as compared to other marketing forms while helping in generating about three

times more than usual leads.

AFFILIATE MARKETING:

In this marketing plan, Affiliate marketing will be helpful in working with companies and

outside individuals under a specific agreement to promote the product in return for some

commission on every sale attributed to their efforts. However, this would need extensive

tracking and monitoring as the company will be putting its reputation in someone’s hands

(Muniesa and Giménez, 2020).

MOBILE MARKETING:

This initiative would include many digital marketing strategies as defined above and will

facilitate a combination of social media, text messages, push notifications, emails, and

advertisements through other social media applications. Most working parents have no time to

visit multiple stores to get the best product for their children, and information through mobile

applications will make it easier for them to evaluate and find the best one (Morgan et al., 2019).

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RESOURCES

The main resources that will be needed to implement this digital marketing plan can be defined

in two categories:

Human resources: Human resources are important to implement strategies and derive full use

of available technology and marketing skills. To implement this plan with full expertise and

perfection, there will be a need for marketing experts with extensive knowledge of using social

media and other forms of digital marketing with minimum investment. In addition, there will

also be the inclusion of a team of technical experts to protect all data and information related

to the brand and its customers as the risk of data theft increases while shifting and functioning

through online modes (Tran, 2020).

FINANCIAL RESOURCES:

There is a set budget of £15000 to implement this digital marketing plan that will be utilized

as follows:

Cost and salary of hiring new marketing and technical experts $10000

Reserve for paid promotions and advertisements £ 3000

Website development £500

Reserve for other expenses and staff maintenance 1500

TIMELINE:

All tasks will be completed in the timeframe of 3 months. However, there will be a time to get

results as it takes time to get a response from customers and covert the same into loyal ones to

maintain profitability in the future.

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CONCLUSION

Based on the above discussion, it can be concluded that marketing needs to be done after

conducting extensive market research about the internal and external factors and changing

customers behaviours resulting from the same. The same has been done in this report so that

management of Your Choice can develop an effective marketing strategy on such a basis.

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REFERENCES

Aivazidou, E. and Tsolakis, N., 2019. Water footprint management in the fashion supply chain:

A review of emerging trends and research challenges. Water in Textiles and Fashion, pp.77-

94.

Brydges, T. and Hracs, B.J., 2019. What motivates millennials? How intersectionality shapes

the working lives of female entrepreneurs in Canada’s fashion industry. Gender, Place &

Culture, 26(4), pp.510-532.

Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage Learning.

Gazzola, P., Pavione, E., Pezzetti, R. and Grechi, D., 2020. Trends in the fashion industry. The

perception of sustainability and circular economy: A gender/generation quantitative

approach. Sustainability, 12(7), p.2809.

Li, J. and Leonas, K.K., 2019. Trends of sustainable development among luxury industry.

In Sustainable luxury (pp. 107-126). Springer, Singapore.

Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019. Research in marketing

strategy. Journal of the Academy of Marketing Science, 47(1), pp.4-29.

Mothersbaugh, D.L., Hawkins, D.I., Kleiser, S.B., Mothersbaugh, L.L. and Watson, C.F.,

2020. Consumer behavior: Building marketing strategy. New York, NY, USA: McGraw-Hill

Education.

Muniesa, R.L. and Giménez, C.G., 2020. The Importance of the Loyalty of Fashion Brands

through Digital Marketing. Journal of Spatial and Organizational Dynamics, 8(3), pp.230-

243.

Nayak, R., Akbari, M. and Far, S.M., 2019. Recent sustainable trends in Vietnam's fashion

supply chain. Journal of Cleaner Production, 225, pp.291-303.

Pelikánová, R.M., Němečková, T. and MacGregor, R.K., 2021. CSR Statements in

International and Czech Luxury Fashion Industry at the Onset and during the COVID-19

Pandemic—Slowing Down the Fast Fashion Business?. Sustainability, 13(7), p.3715.

Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for

the identification of digital marketing channels and platforms. New Trends in Business

Information Systems and Technology, pp.251-265.

Rathnayaka, U., 2018. Role of digital marketing in retail fashion industry: A synthesis of the

theory and the practice. Journal of Accounting & Marketing, 7(02).

Tran, H.T., 2020. The Influence of Digital Marketing on Consumer Purchase Decisions toward

Fast Fashion Products..