For my digital artefact I intend to create a marketing plan / small business model for a small clothing boutique in Wollongong central business district, ‘Kingsway’. I have chosen to expand on a marketing plan / small business plan I have previously worked on through a different marketing subject, as I feel like through BCM325 I can focus more on the creative and innovative side of the marketing plan, specifically in digital and social media. The reason I feel that this project correlates with BCM325 ‘future cultures’ is through pushing the concept of ‘the future’ of small business fashion. The project which I intend to actually create is a marketing plan, including a complete ‘revamp’ of Kingsway’s social media and online presence, and create strategies to put in place that will improve customer relationships through techniques such as influencer marketing and relevant public relations concepts.
Process / Methodology:
The process or methodology I intend to use throughout the making of this digital artefact is following a basic marketing plan structure, including major focus on digital and social media concepts. The marketing plan process usually includes the following:
- SWOT Analysis
- Competitor Analysis
- Micro Analysis
- Macro Analysis
- PESTLE Analysis
- Buyer Persona Outlines
- Buyer Journey Map
- Buyer Journey Analysis
I will be applying most of the marketing plan main concepts, however adding more detail into my PESTLE analysis and adding a social and digital media timeline to the plan. I will then create an online blog space to upload my finished project to, including the marketing plan and digital and social media prototypes I have created.
Instagram Post Prototype:
In order to optimise any form of sales or customer loyalty, online presence and being active in the digital environment is crucial in the new age of technology. The way consumers shop, browse and look for fashion inspiration today is all through their digital and social platforms. The digital environment has been a crucial in the development of the fashion industry, especially considering the impact of COVID-19, it has created many opportunities for businesses to utilise their online space. According to McKinsey & Company (2020), COVID-19 has largely and expectedly increased usage of emails, social media and other digital channels like Zoom and Teams that were not so common before the pandemic hit. In utilising this information, I can expand on my marketing plan taking into consideration current world challenges and threats such as COVID-19. In accordance with an article by Forbes in 2020 (Moore, 2020), “Australia is currently the 10th largest ecommerce market in the world based on its $25.2 billion (USD) market share projected for 2021.” By using this information, expanding on a small businesses’ marketing and public relations strategies will only benefit their sales and profit, and introduce them to the ‘future of online fashion’.
In relation to the BCM325 lecture week 2, ‘Future thinking’, article from Forbes (2018), describes independent fashion boutiques with the potential to grow multi-million-dollar companies with few physical locations but high activity e-commerce (Alderson, 2018). In this type of future thinking, I can create a more suitable and effective marketing plan as my digital artefact to ensure Kingsway is on route to the future of fashion in e-commerce.
Public Utility (feedback loop and relevance to users):
I feel as though this project will be effective, informative and highly relevant to users as online fashion is one of the most popular forms of ecommerce in Australia. With creating a positive online presence with hope to increase sales and profit for a small business in Wollongong, I can hopefully introduce the business to the wider world of online fashion.
PITCH VIDEO LINK:
Alderson, A. (2018). Five reasons the Boutique Model is Revolutionizing The Future of Retail. [online]. Forbes. Available at: https://www.forbes.com/sites/forbesleadershipcollective/2018/11/20/you-thought-this-industry-was-dead-but-its-booming-heres-why/?sh=38832cb1246c
Gonzalo, A., Harreis, H., Sanchez Altable, C. and Villepelet, C. (2020). The fashion industry’s digital transformation: Now or never | McKinsey. [online] http://www.mckinsey.com. Available at: https://www.mckinsey.com/industries/retail/our-insights/fashions-digital-transformation-now-or-never.
Moore, K. (2020). Australian Fashion Brands Are Scooping Up International Shoppers. [online] Forbes. Available at: https://www.forbes.com/sites/kaleighmoore/2020/03/11/australian-fashion-brands-are-scooping-up-international-shoppers/?sh=519ff6873f38 [Accessed 1 Jun. 2021]