Project Proposal

Consumer behavior majors on how the approach about how people purchase and use services and merchandise. For the best project to be adopted, it is vital that Pringle, as a business entity, b more practical in designing, selling, and developing their products and services. The project proposal centers on the audience and other prerequisites that pertain fashion marketing. In the audience, this project will focus on Pringle’s workforce who have a direct interface with the consumers. Under the essentials, this project follows evidence-based research on the available scholarly works on fashion marketing.

This proposal recommends the consumerism approach. Consumerism alludes to the systematized form of efforts from various groups, individuals, related organizations, and groups that help to safeguard the customer from unfair business practices (Stolle et al., 2005). The development of consumerism has helped many organizations to improve the quality of their services towards the customers. In its broadest sense, consumerism typifies modern marketing, where every strategy is aimed towards giving the customer the highest level of satisfaction. In consumerism, the customer s treated with the uttermost regard. The fact that the customer is placed at the epicenter of all business activities means that he is still susceptible to unfair business practices (Brown and Vergragt, 2016). Hence, organizations need to set up consumer protection departments. Consumerism is a multi-faceted approach that umbrellas the protection of consumer rights, malpractice prevention, and consumer rights enforcement.

The rationale for selecting consumerism as the best-fit approach is that business in the current era has been maligned with adulteration, hoarding, profiteering, black marketing, and incidences of sun-contracting (Moisande, 2007). Thus, the resonance between Pringle as a brand and its history needs to be being tailored to protect the consumer, consumerism approach will protect Pringle of Scotland from possible losses that arise from black marketing and product adulteration. Another reason is that technology and advertising are the two key forces that enable consumerism. In the current era, technological advancements and the internet of things have increased the efficacy of advertising.

Evidence and Synthesis of Primary Research

While consumerism aims at protecting the consumer from underhand business practices, consumer buying behavior investigates into the buying behavior of an individual or a household, albeit for personal consumption. There is a direct linkage between buyer behavior and consumerism. The consumer of the current era wants the value for each penny spent and is not willing to accept any substandard goods or services. The modern-day consumer wants to find satisfaction in the products he purchases (Bauman, 2004). Even though the government has set up various laws that protect the consumer from product contamination and other underhand black-market practices, the main responsibility of protecting the consumers lies in organizations. 

Buyer behavior precedes consumerism. There are various features in the behavior of the buyers that make room for consumerism. Firstly, consumerism hails from a performance gap only experienced by the consumers. In this sense, the consumers express dissatisfaction on the nature of the product they purchase in comparison to the product that the organization advertises. A product gap can be brought about by two factors. On one side, a customer may be dissatisfied from buying a product that is counterfeit to the original. On the other side, the company may fail to live up to its promises of providing the customers with high-end products. The former is the most prevalent (Oosterveer, Spaargaren, and Kloppenburg, 2019). As a result, the promise-performance gap widens from the customer’s perspectives. Secondly, consumerism arises from discontentment with the system. In this sense, the consumer develops frustration from failure from organizations to follow their respective policies. Possible issues under this category could be a shortage of staff, delayed deliveries, and a botched product return policy. Thirdly, consumerism links with buyer behavior under the gap caused by consumer information (Brown, and Vergragt, 2016). The organization may fail to notify the consumer on the number of products available in the market. This implies that the customer who makes his orders in a hurry will always be at a loss. Such incidences take place when buying limited edition products. Moreover, the lack of credibility in the advertising links consumerism with buyer behavior. Some consumers approach advertising with antagonizing views. An organization may lose consumer trust from untruthfully advertising their products.

Client Based Analysis

Pringle of Scotland is registered as a British business entity that deals in cashmere and knitted garments, commonly known as knitwear. Although Pringle has for long enjoys its status as the epitome of luxury and prestige, it has fallen short of competitors in the modern era. The fashion industry has also gone global, further stiffening competition around the world. There is a need for Pringle to realign its business strategy with the current demands of the modern era population, without having to lose its identity and association with a rich history. For this to be made possible, Pringle needs to address the areas of culture, social class, family, and social status, specifically narrowing down to the millennial population.

Pringle’s brand DNA is pegged on history culture and prestige, which makes it susceptible to competition from Loro Piana and Brunello Cucinelli. To gain a competitive advantage, Pringle of Scotland needs to remodel its marketing strategy, specifically focusing on the millennial population that is characterized by a large number of internet users. Pringle’s target market is basically anyone who is trendy and loves luxurious knitwear. There is a need for Pringle to realign this strategy since digital marketing mainly targets internet users.

Implications on the Focus Group

       The focus group embarked on research through interviews to investigate the market characteristics of Pringle’s target market. After the research, the focus group made the following findings. First, the digital audience is mainly comprised of people aged from 18 to 35 years. Among the target audience, the most common occupations were vlogging, fashion blogging, entrepreneurship, and office work. The target population was ether in the middle, and higher social class hence could easily afford luxurious brands by Pringle. Among the most practiced hobbies by the millennial generation are traveling, photography socializing, creating artistic products and impressions, and attending routine workout practices.

Research on the Marketing Mix

In its marketing strategy, Pringle should focus on the marketing mix so as to fulfill all the needs of the consumers. The organization needs to heed to the four P’s; product, place, price, and promotion. For better results, Pringle needs to adopt the extended Ps; people, process, and physical evidence.


All products by Pringle should suit the purpose the consumers want it for. A product is an item that fulfills the client’s desire. Pringle can enhance the proficiency of its products by adopting value creation and a unique selling proposition. A successful product should have distinct features that distinguish it from other competitors. Whenever the product is conceptualized, it should answer directly to an existing need in the market. Pringle, for instance, deals in knitwear. In its essence, knitwear can be used to serve the primary purposes of keeping warm, or just as trendy fashion wear. Pringle enjoys the benefit of coming up with designs that are warm and trendy. Pringle makes product decisions in terms of design, quality, features ad branding. Under design, Pringle should major on blending fashion with utility. In quality decisions, Pringle has to come up with quality designs that surpass those of its competitors. The main competitors for Pringle are Loro Piana and Brunello Cucinelli.

While aiming at the digital audience, Pringle should be aware that the vast digital audience falls under the youth bracket (82-35 years of age) (Moore, 2012). As such, product development should aim to develop products that blend in well with the main occupations of the youthful demographic. These occupations are such as modern-day office work, vlogger, stylists, entrepreneur of any form of artistry.


Pringle should ensure that their products are at a place where the consumers can access them at the best time of their convenience. An average youth internet user spends an average of 16 hours a day on their phone, and 12 hours of the 16 are spent on the internet (Norum, 2008). Although a good amount of the youth does their shopping at the physical mall, many consider online shopping as the most convenient (Valentine, and Powers, 2008). Pringle offers luxury knitwear through Pringle Online, an online selling platform that makes it possible for clients to make online purchases that are later delivered to the client’s preferred address.


Pringle’s knitwear has for long been reputed as a strong value for money. While Pringle’s products are not the cheapest available, their price directly equates the quality. Pringle’s price is relatively lower when compared to competitors Loro Piana and Bruno Cuccinelli, all of whom process their products from china.


Pringle embarks on promotion strategies such as PR, advertising, personal selling, sales promotion, and social media marketing. Of all the list, social media stands out as the most efficient to reach digital media users. Pringle markets its products through Facebook, xiaohongshu, Weibo, and Instagram.


Pringle is reliant on its staff who run errands in sales and overall administration. Pringle ensures that it hires the right people through their talent retention process that uses a merit-based approach.


The process focuses on the modes through which the services are delivered. Pringle adopts an efficient staff-client relationship through effective communication skills, making timely deliveries, and offering fashion guidance to clients when called upon.

Physical Evidence

Pringle’s products are mainly physical in the form of luxury knitwear. In London, for instance, pringle of Scotland operates from a physical store located on Mount Street. Pringle’s other unique selling points are the Scottish Heritage, Argyle, the Twinset and making Cardigans for British and Hollywood royalty.

Launch and Promotion Strategy

The promotion strategy will encompass all the tactics and plans in the marketing plan that will lead to an increase in the demand for Pringle of Scotland products. Promotion strategies are crucial in the marketing mix since they revolve around the budget, the audience, and the suggested plan of action.

Pringle can use various promotion strategies such as celebrity branding, cartoon collaboration, brand exhibition, and social media communication. Pringle should collaborate with Sehun, a South Korean dancer, rapper, and model aged 25 years. Pringle’s collaboration with Sehun will be strategic in its promotion strategy since Sehun is a popular figure in the Korean pop culture, a regular guest in fashion shows and has a close association with fashion magazines. Sehun has over 10 million followers on Weibo and Instagram, putting him at a position of influence among the youth demographic.

Pringle can also have cartoon collaboration with cartoonist Miyazaki Hayao. Hayao’s cartoon artistry provides a transition between the relationships of man with nature and pacifism. Despite adding a sentimental essence to the products, cartoon patterns in knitwear make products appear more appealing and fashionable (Niemeier, Zocchi, and Catena, 2013).

Another area that pringle can exploit in its promotion strategy is brand exhibitions. Upon issuing the interviews, the collected data stated that half of the respondents love the idea of attending fashion exhibitions. More than half of the respondents cited to have ever attended a fashion exhibition, especially the Dior exhibition in the V&A museum. Pringle can invite David Hockney, the British painter who inspired pringle’s new collection. Pringle should use the exhibitions to display peripheral products such as scarfs, socks, and postcards to illustrate the development of Pringle of Scotland over time.

Pringle of Scotland can also embark on communication strategies through social media platforms – Instagram and Weibo. Through Instagram, Pringle can advertise their products as well as their iconic logo in a coherent and consistent manner. In addition, Pringle can use hashtags to draw attention from online users.  Through Weibo, Pringle can adopt blog promotion advertising and cooperation with promotion accounts.

Reflection on Client’s Feedback

 Per the client’s feedback, there is a need for a fresh marketing approach that should target the millennials through digital media. In addition, the client asserts that the company undergoes a significant amount of losses from other companies creating counterfeit brands that are well as a relatively lower price. In response, Pringle aims to set up a team that will ensure that sales by Pringle of Scotland shall never be subcontracted, and the Pringle’s merchandise and products can only be available from Pringle’s physical stores and the online sales platforms. In addition, there is a need for Pringle to team up with influential media personalities that will facilitate promotional strategies over social media, notably over Instagram and Weibo.

Evaluation of the Team’s Working Process

This module focuses greatly on teamwork. The team was allocated the duty of digging into the digital client brand, in essence, Pringle of Scotland, and analyze their digital audiences as well as the strategies they use in their marketing mix. The team was also mandated to develop a proposal that will enable Pringle to reach a wider clientele base such as the highly populated millennial generation. The teams’ working process majored on the core values of unity if study and purpose of direction in the bid to accomplish the designated tasks.

After evaluating the teamwork, I would rate its success at 8, out of a possible 10. The rationale for such a high rating is that the group was successful in accomplishing its tasks by delegating various tasks to individual persons. I was delegated with the duty of creating a group chat to ensure that all members of the team stay in touch while also reporting their progress. The group formulated questionnaires that were used successfully to draw the much-needed information from the participants. Be that as it may, the team encountered minor hitches when issuing out questionnaires and sourcing for the respondent’s consent. Also, the group also encountered the time constraint since the allocated time was not enough to explicitly explore the vast field of digital fashion marketing.


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