Fashion论文模板 – Individual Strategic Digital Communication Fashion Report – Pringle of Scotland

Introduction

Pringle is a British knitwear brand associated with defending British tradition, as well as the commitment to production of high-end apparel to maintain its reputation as a luxury brand. The current digital communication strategy of the brand is based on a social media approach involving Weibo and Instagram. The strategy involves maximizing the interactive segments like hashtags, clicks, shares, and feedback. The brand also uses celebrities and social media influencers. However, the brand faces several challenges that include limited audience reach, competition, and narrow purview. This report proposes a new plan that will revolutionize the digital communication strategy of Pringle.

Historical Background

Pringle stands as one of the pioneering British knitwear, specialising in maintaining British traditions. Throughout its history, the company commitment to production of high-end products has ensured its reputation as a luxury brand is well entrenched in the fashion industry. The current marketing communications strategy is underpinned by a social media branding strategy that involves the use of Instagram and Weibo. The use of Instagram involves numerous factors, including coherency and consistency, present iconic items, and logo. The approach applies blog promotion advertising (£1 / 48 hours) estimated to cover over 530 users. The plans applied in this platform include the effective usage of hashtags and the regular updates as well as tag the related influencer or celebrity. It also uses cooperation with promotional accounts with 1.64 million followers at the cost of £5000-£10000 per post with over a million readings at an average 8000 daily interactions. Another critical element of the strategy is the brand Unique Selling Points. These comprise of Scottish heritage, Argyle pattern, The Twinset, The art of cashmere, and Cardigans for British and Hollywood Royalty.

Competitor Analysis

The position of the brand as compared to its competitors across the digital fashion marking sector is depicted by the Porters Five Forces industry rivalry segment. Porters’ five forces is a model for evaluating competition in the industry. The tool focuses on five factors, namely threat of new entrants, industrial rivalry, bargaining power of buyers, bargaining power of suppliers, and availability of alternative products (Michael 2008, 79).

The threat of new entrants is high in the fashion industry because more players are entering the market (John & Katherine 2012, 4). This poses a substantial threat to the fashion brand.

There is an intense industrial rivalry in the fashion industry because there are many fashion brands like Zara that are highly competitive. Therefore, the Pringle faces high competition from established and new fashion brands.

There is a high bargaining power of buyers in the fashion industry because buyers can influence the decisions of fashion brands (Kotler 2000, 65). A typical example is pricing and fashion trends that are influenced by buyers.

The bargaining power of suppliers is high because most fashion brands use relatively the same materials and suppliers have an extensive market for their products (McAlexander, Schouten & Koenig 2002, 67). The demand for materials is high, and suppliers can set standards for fashion brands.

The availability of alternative products is high in the fashion industry because several fashion brands are offering relatively the same products (Moutinho 2000, 121). Therefore, buyers can get similar products from other brands.

Segmentation Targeting and Positioning (STP)

STP is an extensive framework that recapitulates and reduces the market segmentation processes (Moutinho 2000, 166). Market segmentation underscores a process where groups of customers in a market are segregated and described as per to an array of parameters that determine the market tendencies and characteristics (Ireland, Hoskisson & Hitt 2008, 65). The procedures of STP constitute an ordered sequence for market segmentation (Moutinho 2000, 166). Therefore, the STP strategy of Pringle is a sum total of the firm’s segmentation, targeting and positioning. The marketing strategy of Pringle can be examined through the STP model that signifies the firm’s segmentation, targeting and positioning strategy.

Segmentation entails classification of the market to be segmented, leading to the identification, selection, and use of fundamentals to be integrated in the segmentation processes and creation of profiles. Pringle segments customers in terms of their inherent attributes that include income group, age, and types of products demanded

       Targeting refers to the procedure of detecting the most promising segments as identified from the segmentation stage. This often underscores the most profitable segment for the business. Pringle has identified the luxury market segment as the most profit rewarding of all segments, and thus, this segmentation is based on the types of fashion products demanded.

Positioning denotes the final process at which the company positions itself in the consumers’ minds by assessing its competitive advantage. This is also referred to as the business-oriented phases. The positioning of Pringle is luxury fashion brands and products; the company presents itself to the customers as a premier luxury fashion brand.

Marketing Communications Strategy

The current marketing communications strategy is underpinned by a social media branding strategy that involves the use of Instagram and Weibo. The use of Instagram involves numerous factors that include coherency and consistency, present iconic items, and logo, effective use of hashtags #PringlePresent, #YoungPringle, and #Pringlelife.

The social media branding strategy also uses Weibo, a Chinese social media platform under a Chinese name. The strategy applies blog promotion advertising (£1 / 48 hours) estimated to cover over 530 users. The strategies used in this platform include the effective usage of hashtags and the regular updates as well as tag the related influencer or celebrity (Agarwal, Animesh & Prasad 2009, 74). The strategy also uses cooperation with promotional accounts with 1.64 million followers at the cost of £5,000-£10,000 per post with over a million readings at an average 8,000 daily interactions.

The brand Unique Selling Points comprise of Scottish heritage, Argyle pattern, The Twinset, The art of cashmere, and Cardigans for British and Hollywood Royalty.

The digital media concept used is the Floral Breeze that comprises of Dry flower element, Iconic Pringle’s products (Pringle Lion, argyle and cashmere), Interactions between characters, lively music and creative editing.

 Critically, this technique also increases the brand awareness (Osita, Onyebuchi & Justina 2014, 45). The video presents warm and delightful correspondence between two individuals in a high-end apartment, portraying the underlying principles of luxury, uniqueness, and high-quality products.

In the video, celebrities relatable to the younger generation are preferred as they have a higher propensity to attract potential audiences. The celebrity effect intimates vibrancy and has a higher likelihood of converting leads to purchases, as long as the celebrity maintains the image that aligns to the core values of Pringle.

The use of hashtags is considered necessary in increasing reach and making an interactive process. #PringlePresent implies that Pringle’s product is the most fitting gift for customers. Besides, it intimates that Pringle cares on the power of now, while at the same time maintaining its luxurious heritage.

The use of online influencers is vital in reaching more audiences because influencers are celebrities with a more extensive social media following. Examples of social media influencers include HoneyCC & Olivia. HoneyCC is a Social media influencer for

Chinese Market with 2.53 million followers on Weibo. Olivia _ @Livpurvis is a Social media influencer for the UK market with 181,000 followers on Instagram.

PESTLE Analysis

       A PESTLE analysis facilitates the macro environmental analysis of Pringle by examining the inherent parameters of the external environment. In its operation in the United Kingdom, the firm is influenced by political, economic, social, technological, legal, and ecological factors.

The political factors affecting Pringle in the United Kingdom include political stability, government regulation, and political will (Walden 2011, 21). Britain is a politically stable country based on parliamentary democracy. The only challenge facing Pringle is the impending Brexit and the politics surrounding Britain’s departure from the EU.

The economic factors affecting Pringle’s business operations include rate of economic growth, inflation, and unemployment. The British economic is currently stable with no immediate signs of sluggish growth; most of the sectors of the economy are performing well particularly the retail sector that is robust. The impending process of Britain’s exit from the European Union poses some uncertainty in the country’s economy.   

The social factors influencing Pringle in its business operations include population rate, culture, fashion trends, lifestyles, and perceptions. Britain is a society based on western culture whose norms are represented by Pringle. The trend towards luxury fashion products is high which supports Pringle’s business model. There is a new trend developing among clients that involves tailor-made garments. Pringle must embrace this approach for its future success.

The technological environment in the UK underpins advancement in digital and online communication that influences the marketing processes of firms. Pringle has fully exploited the technological advancements in the country by embracing digital market communication through online and social media platforms.

The legal environment of Britain entails factors like labor laws, tax laws, regulatory frameworks, environmental laws, customer protection laws, and regulations (Walden 2011, 67). Pringle’s operation in the United Kingdom is based on its compliance with the laws governing various areas of its business. The laws are meant to protect members of the public against exploration as well as implement government policy. The legal regime of Britain is friendly to business making Pringle’s operations smooth.

Britain has fully embraced climate change through the reduction of CO2 gases and expects companies operating in the country to facilitate environmentally sustainable operations. Ecological factors influencing Pringle’s operations in Britain include environmental regulations, disposal of materials, recycling, and use of renewable sources of energy.

SWOT Analysis

The strength and weakness of the digital communications strategy of the client luxury fashion brand can be understood better through SWOT analysis. This type of analysis evaluates four parameters of a brand’s strategy, namely strengths, weaknesses, opportunities, and threats (Chermack & Bernadette 2007, 399). The tool examines the internal environment by evaluating strengths and weaknesses and the external environment by examining opportunities and threats.

       The strengths of the digital communications strategy of the fashion brand include high brand awareness, diverse, and attractive content, use of celebrity and social media influencers, proper choice of social media platforms. The digital communications strategy of the fashion brand achieves high brand awareness because the brand enjoys high recognition in the market through its digital marketing strategy (Fournier & Lee 2009, 111). The strategy involves the proper use of social media platforms that include Instagram and Weibo. These two platforms have a broad reach and facilitate successful marketing.

The major weaknesses of the digital communications strategy of the fashion brand include narrow use of celebrities and social media influencers, focusing on existing audiences, and the preoccupation with character engagement (Siegert & Taylor 2004, 44). The fashion brand should create a diversified strategy that uses more celebrities to attract new audiences.

The opportunities for the fashion brand involve creating an app where users can access a majority of its services (Hollander, Rassuli, Jones & Farlow 2005, 29). The app can be used for digital marketing purposes as well as shopping and bookings (Mesly 2017, 414). The brand can also embrace online shopping by creating a portal where customers can shop, pay, and book deliveries for fashion products.

The primary threat to the fashion brand is emerging digital marketing brands in the fashion industry that are likely to cause intense competition in the industry (Westhues, et al., 2001, 33). Most of these brands use apps and online marketing portals and could pose significant dangers to the fashion brand in future (Walden 2011, 21).

Proposed Plan

The proposed plan will increase brand awareness through the use of Instagram and Weibo by applying customized content, interactive approach, feedback loop, use of social media influencers/celebrity and videos (Menon et al. 1999, 35). Social media influencers will play an essential role in guaranteeing the success of the plan because celebrities have a significant impact on increasing brand awareness (Lawrence & Alfred 2009, 44). The proposed plan endeavours to use two social media influencers/celebrities, namely Olivia and HoneyCC. HoneyCC is a social media influencer for the Chinese market, with 2.53 million followers on Weibo. HoneyCC is a Chinese girl with many fans on Weibo and TikTok. The celebrity often shoots interesting videos with her boyfriend to promote products in novel ways and achieve excellent results.

Olivia is Social media influencer for the UK market with 181,000 followers on Instagram (@Livpurvis) she is a 24-year-old London girl who not only loves to travel but also shares her outfits and travel experiences on Instagram. Her style is dynamic and elegant. She also likes some vintage style, which is very suitable for Pringle of Scotland.

Figure 3: Break-down of the Budget

ActivityCost (£)
Film editing1,700 -2,000
Light, Manual work, Light13,000/day
Celebrity 1190,000/day
Celebrity 2340,000/day
Social media celebrity18000/day
Total200,000~400.000

Figure 4: Actual cost of Floral Breeze

ActivityCost (£)
Shipping costs50
Dried flower30
Eating200
Shooting and editing100
Space costs0
Styling and Makeup0
Total380

 

       There are several opportunities that the fashion brand can utilize in improving its current digital marketing situation. Although the brand has been successful in its current digital marketing endeavours, there is room for expansion (Mason 2018, 116). The fashion brand should consider the use of an app, online marketing/shopping, and increasing the range and number of social media influencers. These three opportunities hold the future success of the fashion brand in its efforts to increase brand awareness (Dess 2018, 73).

The SMART Model

Through the application of SMART model that signifies (Specific, measurable, assignable, realistic, and time-related), the fashion brand can implement measures to exploit these three opportunities (Shahin & Mahbod 2004, 226). The Use of an app can increase brand awareness among the target audience because the fashion brand will launch an app and market it to its audiences. The audiences will install the app in the smartphones which they can use to access the products of the fashion brand (Tedlow & Jones 2014, 63). Through the app, the fashion brand can also conduct digital marketing by reaching to its audience. This process will require the fashion brand to build the app, launch it, promote it among its audiences and get people subscribing to it (Rainer & Turban 2009, 23). The entire process can take six months.

The fashion brand can launch online marketing/shopping in which customers can access the companies fashion products through the click of the mouse. This strategy will involve opening an online shopping portal for customers to shop, book, pay and request delivery (Church & Godley 2003, 33). This will increase brand awareness as well as translate to higher sales volumes and organizational performance (Schallehn, Burmann & Riley 2014, 92). The fashion brand should invest in faster manufacture and delivery of fashion products to meet the high number of online shoppers expected.

The fashion brand should increase the number of social media influencers and celebrities to reach a much wider audience (Moore & Reid 2008, 43). The fashion brand has a narrow range of celebrities and social media influencers who only reach the existing target audience. The fashion brand should consider signing more social media influencers and celebrities to reach new audiences.

 Conclusion

       In summary, the proposed plan will increase brand awareness through the use of Instagram and Weibo by applying customized content, interactive approach, feedback loop, use of social media influencers/celebrity and videos. Pringle’s firm’s current digital marketing approach is based on social media platforms, namely Instagram and Weibo. The recommended plan will increase the scope and effectiveness of the brand’s digital communication strategy. Social media influencers will play an essential role in guaranteeing the success of the plan because celebrities have a significant impact on increasing brand awareness.

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