Consumer

Analysis• Consumers are teenage girls 12-17

• Teen spending declined last year- increase in saving money

• Trend setters and early adopters

Teens & Brands

Product Analysis

Market Analysis• Industry average has experienced a 7.52% growth in past 3 years

• Company’s such as Abercrombie, American Eagle, Hot Topic lead industry

• Delia’s made $217.15 million in annual sales in 2012

Primary

Research

Problems &

Opportunities• Delia’s struggles to remain popular

against competitors such as American

Eagle, Hot Topic, Abercrombie, and

Forever 21

• Has remained unprofitable over the

past 4/5 years

• Brand image and broad target

consumer base

• Take advantage of growth in

technologies and social media

• Boost sales and brand relationships

with west coast stores

Marketing

Objective:

• Increase sales 6%

Advertising

Objective:• Built brand awareness & change

Marketing

Communication

Strategy

Media Objectives

TimingWhen do you buy the most clothes?

Geography

Spot

National

Media Mix

Social Media• 75% of national buying

• 90% of our target market is using social media

• Delia’s currently has:

• In-stream ads

• Youtube Channel

– DIY clothing tutorials

– Top 10 videos of the week

– Celebrity looks from Delia’s

Paid Exposure• Pay influential teens to repost brand content

• Generate positive buzz

• 1,000 influential teens from target market will be used

Search Engine

Optimization• Preliminary launch buy

• 20% of the target markets time is spent searching

• Will increase reach and frequency

Contingency Fund

• $19,502

“Live

Freely

”

• Green campaign

• Idea sparked from dELiA*s asterisk

• Brand growth and re-invention

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