BRAND AND TARGET AUDIENCE. Business & Marketing Essay (Essay Sample)
launching “Glimwear fashion” as a clothing store in Australiasource..
BRAND AND TARGET AUDIENCE
New Brand and Target Audience
Introducing a new brand to any market seems exiting though it is stressing at the same time especially to new entrepreneurs. However, the process of launching products to an already existing or established market is similar to formulating promotional strategies for the overall firm. Glimwear fashions’ is an Australian based clothing store operating as a single entity operating in its mother country. As part of promoting new outfit designs, its primary goal is to increase the customer base and subsequently enhance customers’ value in natural products as well as promote ethical and sustainable working standards for workers as clothing are made from natural fabrics such as cotton and linen. Moreover, since launching a new brand in a country such as Australia requires a chain of dependent processes, this paper unfolds the primary steps of launching “Glimwear fashion” as a clothing store in Australia.
Clothing is one of the basic needs as described in Maslow’s Hierarchy of needs. The process of satisfying this need has led to the growth of a fashion industry that is currently worth $2.5 trillion and with a workforce exceeding 60 million people across the world. The fashion industry has become very competitive market with many industry players vying to get their piece of the Pie with analysis of industry earnings showing that the top 20% of the brands make 100% of the profit (Kim, 2013). Businesses are always on the lookout for a way to give their business an edge in the market that translates into more sales than their competition which depends on their ability to influence a consumer’s purchase decision. Whether it’s a new product or service, competition is factor that cannot be ignored.
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