Roles in Fashion Marketing - Seminar Task

Our seminar task was to in groups choose three different brands. One that we considered expensive, one mid market and one cheap. We then had to discuss and analyse these brands using the 7p's, finding their target consumer, competitors and their desired and actual image.

Within my group we choose to think of our price range as students. Along with receiving loans of quite a lot of money,we may want to buy that dress that costs £200 but, we also have to budget for food and living. Although the main reason we come to university is to study, something that comes with that is meeting new people, and what comes with that is socialising. Many students would say they go out twice a week, weather that be to a club, gig, bar or house party, and with todays instant pictures on social media, being seen in the same outfit twice in a row will not go unnoticed! With that the ever more style conscious student maybe choose budget themselves to a new item of clothing every 2 weeks to a month.

For our cheap brand we looked at Boohoo, a online retailer, selling trend led, catwalk and celebrity inspired pieces. For mid market River Island, a popular high street store offering stylish pieces with their own unique touches. Finally, for our expensive brand All Saints. A British based brand selling its dark tonal garment, often hand embellished which gives the store unique and one off feel.

We then broke down in our group who would write about what brand, which I wrote about Boohoo. As its a brand that I wouldn't really shop with I was interested about learning about its image. This is what I discovered.

Boohoo maybe and online only brand but they advertise on telly, capturing there age group of 15- 25 with young models in mix sex groups in urban street lifestyle, with new music playing in the background. Boohoo's price range go from £5.00 - £60, with a boutique section which sells products that are little more of higher quality and higher designs. Other sections on the website include a trend option, which cauterises looks for the consumers particular style interest. To keep their consumers up to date with their brand they daily update social media sites, like Twitter and Facebook.