Fashion Marketing Innovation
Marketing approaches can consist of several media (e.g. a store, a product, a video, and advertising poster, or a combination of these). The message the company wants to convey is strictly related to its core strategic value proposition, and can sometimes overlap with it. The focus will be on such a perspective to marketing (as opposed to the more mainstream one based on predicting and satisfying consumer needs), and ultimately develop a marketing approach that adds meaning to a specific brand of choice, after having done research into a social-cultural context and how to interpret and use relevant academic texts.
This course also tackled specific contemporary issues, such as communicating about corporate social responsibility and sustainability, as well as the rapidly evolving world of retail and digital marketing. Therefore, collaborating with external partners will sometimes be necessary.
Innovative Marketing Approaches
Project X part 1 is a Brand marketing report and presentation pitch of the most interesting innovative marketing approaches to explore new, innovative possibilities in marketing.
Ethnographic Reseach Report
Project X part 2 is a Brand marketing report and presentation in which a neo-tribe or subculture will be analysed through ethnographic research.
The report seeks to develop an effective new marketing approach for an existing brand. The final aim is a practical advice for the brand, coming up with and presenting a breakthrough marketing approach through a research report for the chosen company, which in this case is Armani. The chosen neo-tribe to research was the natural wine drinkers.
Finally, an extended pitch presentation of the recommended new marketing approach was presented through a marketing campaign video.
Marketing Campaign Video
A marketing campaign for Armani was developed based on the ethnographic research of the natural wine drinkers. The campaign was inspired by 'Charlie and the chocolate factory' in which four golden signs in four bottles are hidden. Each individual sign is a ticket to a winning destination. These places include Armani hotel Dubai, Armani Fusion restaurant Nobu, wine maker in Sicily and a front row ticket to New York Fashion week. This campaign was developed taking Armani's marketing budget in mind.
Academic Research Report
Project Y is a paper focused on exploring issues relating to influencer marketing communication e.g. authenticity and green washing. In this project a research report was written regarding the topic 'wear it once culture' and 'tagophobia'.
