E-marketing Plan

FashionPeddler.com 

Team 3Mktg 461 Winter 09Vasa BoonyDonnych DiazStephanie FixlTera PhinneyMing-Wei

Marketing Audit Overview

Company OverviewFashionPeddler.com is a company located in Portland,

Oregon that is revolutionizing the fashion trade show industry.

The company has developed an efficient way for buyers and sellers to come together through an online trade show.

The value benefit of FashionPeddler.com for the qualified fashion buyer is access to designer’s product lines and information that enable the buyer to plan entire buying seasons online.

FashionPeddler.com’s current marketing mix consists of personal selling during fashion trade shows; e-mail to target fashion industry professionals; PPC and stumbleupon.com.

New partnership with ENK, International Trade Events

Marketing Audit OverviewIndustry Overview

20,000 fashion designers U.S.- wide in 2006 Almost 30% of these worked in apparel industry A quarter of these are self-employed Remainder worked for corporate offices, managing companies,

clothing stores or specialized design service firms Most of them were concentrated in regional fashion centers in New

York and California A major trend outsourcing manufacturing activities to low-wage

countries Apparel imports now account for over 50% of the $100 billion

industry Movement away from runways shows and towards trade shows E-commerce is growing within the fashion industry

Marketing Audit Overview

Competitor Analysis No other company offering same or similar technological

innovation that tailors to the fashion industry Assessment based on current established methodology of

designers displaying their lines for buyers at sponsored trade shows

Several shows during year or “season” Competition is not in the traditional sense - online trade

show vs. physical trade show is a competition of two different channels of delivery each offering a unique experience

Revenue model of the major fashion trade show organizers relies on the selling of physical space

FashionPeddler.com’s business model threatens to reduce the number of designers and buyers attending the physical trade show

Marketing Audit Overview

Competitor AnalysisMagicENK, InternationalDesigners and AgentsOther trade showsPremium pricing model Range from $3,000 to over $10,000Downturn in economy not seriously affecting

Marketing Audit Overview

Customer Analysis: Designers37,680 design companies in the U.S. Highest concentration in New York, California,

New Jersey, Connecticut, and MassachusettsEurope and Asia 35,000 design companiesParis, Milan, London, Hong Kong, TokyoDesigner’s produce quality fashion designs Expect reasonable compensation for work

Marketing Audit Overview

Customer Analysis: BuyersApproximately 185,000 retail buyers in U.S. Approximate 58,144 total design companies in the U.S.,

Europe and AsiaBuyers need access to designers to stay ahead of

fashion trendsBuyers exhort a strong influence in the fashion trade

showsBuyers will focus on price, quality and service Buyers buy based on accessibility, price points, current

trends, demographics and flexibility of distribution

Marketing Audit Overview

Company & SWOT AnalysisInternal – Strengths

FashionPeddler.com’s online trade show is unique idea Provides an alternative to traditional trade shows and a

is cost effective Technical expertise to extend the platform as its

business increasesInternal – Weaknesses

Does not have a targeted e-marketing plan Target market segment not clearly defined Value benefit of online trade show not effectively

communicated

Marketing Audit Overview

Company & SWOT AnalysisExternal Opportunities

Downturn in U.S. economy can prove beneficial to FashionPeddler.com

Designers looking for cost effective solutions to attending fashion trade shows

Globalization and e-commerce enables small designersExternal Threats

Few barriers to entry into the online fashion trade show The concept of the online trade show is not a protectable

business model FashionPeddler.com does not have an established

presence Competitors like Magic could easily decide to expand into

the online world as a brand expansion

Marketing Audit Overview

ConclusionsA viable alternative to existing fashion trade shows

Key factor ability to effectively communicate the

value benefit of the online trade show to potential clients

Developing a sound e-marketing strategy to build brand awareness

Identify a target market segment to drive MarCom strategy

MarCom StrategyObjectives and Strategies

Problem: Lack of brand awarenessValue benefits of FashionPeddler.com not brought across to target

audienceObjectives: Increase brand awareness

Increase number of designers on FashionPeddler.com by 100 within 6 months

Increase number of buyers by 750 within 6 monthsIncrease traffic to the site by 1000 unique hits within 6 monthsIncrease time spent on site by 100% of current February level

Positioning Economical alternative to the physical fashion trade show and

offers buyers and designers year round trading.Buyers: Convenient access 24-7Designers: Save tradeshow costs/enable smaller designers to offer

their products sell/showcase products all year long more spread out ordering & production no bottleneck problems

MarCom StrategyValue Proposition Designers

ConvenienceCost EffectiveQualified buyersTraditional trade shows are not convenient for designers. In

most cases the traditional trade shows are cost prohibitive and to not guarantee qualified buyers. FashionPeddler.com can be a convenient and cost effective for designers.

Value Proposition BuyerConvenient access 24-7 out of their homeFree membershipCost EffectivePrivy to unique designsTrade shows limit buying to a few specific days and drastically

cut margins on any sales generated. Also buyers need a way to discover new designers to stay ahead of fashion trends.

MarCom Strategy

Target market personas - DesignersIndependent fashion designers with at least a

minimum of 2 year in business with an established line.

Target Market AnalysisNeeds – Ability to display their products to as many

buyers as possibleMotivations – To make Money and acquire recognition Problems – A lack of capital, low ROI and lack of brand

exposureMedia Relied – Trade magazines, online communities,

personal websites, blogs

MarCom Strategy

Target market personas-BuyersThe target buyer for FashionPeddler.com is the

buyer for small to mid-sized retail establishment.Target Market AnalysisNeeds –To purchase fashion for retail clientsMotivation - To find unique trend setting designsProblem - New brand’s credibility, cost of acquisition,

finding new trendsMedia Relied – Trade magazines, trade journals online

and offline, associations, online communities

MarCom StrategyMarketing Mix recommendations

Product:The site should also provide a place for onsite blogging,

e-mail capture and a community linkFacilitate the designers’ public advertising efforts Incorporate video clips for the designer to display on

publicly and privately viewed pages Add an Exit survey to gain instant feedback

Price – maintain current pricing strategy; however, they may be able to charge designers more if services are extendedPlace - Business model is based on an online e-commerce site - delivery of the service onlinePromotion – Direct personal selling to buyers also based on MarCom strategy recommendations

MarCom Strategy

MarCom StrategyThe implementation of the MarCom plan builds on small

strategic gains to increase WOM (word of mouth) and brand awareness.

Paid Strategy SEO - retain the services of an established well qualified

SEO firmPaid Digital Strategy – Research and identify paid digital

media placements, niche media sites, non-traditional placements arranged through partnerships and non-traditional partnerships are arranged and media placements are bought

E-mail marketing – Retain the service of an e-mail marketing service to incorporate Opt-In e-mail marketing

MarCom Strategy

MarCom StrategyVideo – Make a Video and showcase it as a

centerpiece on the web site Blog – Create a blog for FashionPeddler.comWeb Site – Update and create an e-mail capture

tool and add a community link where user generated content is added

Unpaid - Use social media marketing to increase online presence in various community based websites

MarCom Strategy

Internal ComFocus on the following questions: what we think, what

we say, what we do, how we are perceived? Answers to these questions will assist in navigating and

shoring up the evaluation of the MarCom strategy Should directly impact and assist in meeting the overall

objective to increase brand awarenessImperative that communication of relevant, timely and

targeted content be on new social marketing tools Provide a framework for the blog and community links

and impart the site’s value benefit to the target market

MarCom Strategy

MarCom strategy scheduleThe MarCom strategy is set for a 6 month target Implementation schedule is defined as a micro

strategy process where rapid assessment, measurement, adjustment and re-launch are focus

The incremental strategies are to be carried out every 4 weeks/monthly

At the end of each micro strategy schedule the processes of evaluation is conducted

The cycle is repeated with the goal of learning - what worked and what didn’t work and why?

MarCom Strategy

 Budget

SEO $3,000Paid Digital Media $21,000Affiliate marketing $5,000E-mail marketing $7,000Video $4,000Website development: video added to designer pages, blog and community link, newsletter, updates to content

$10,000

Total $50,000

MarCom Strategy

EvaluationReview marketing communications strategy using

Google Web Analytics http://www.google.com/analytics/ to gain insight on who is visiting site and to confirm segmentation strategy.

Review of monthly micro-strategies per MarCom schedule.

Evaluation and review of the results from the “4Q” exit surveys http://4q.iperceptions.com/default.aspx?c=en-US to gain direct feedback that can then be incorporating into MarCom strategy.