digital marketing suggestion plan for the northampton based clothing store berties clothing

Executive Summary:Introduction:This document serves as a digital marketing suggestion plan for the Northampton-based clothing store "Berties clothing."Situation analysis:The business ope

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

-*** -ASSIGNMENT 1

Module: DIGITAL MARKETING

Code: MKT3039

BERTIES

Ho Chi Minh City, March 2023

STATEMENT OF AUTHORSHIP

Except where reference is made in the text of the end-module assignment, this assignment contains no material published elsewhere or extracted in whole or in part from an assignment which I have submitted or qualified for or been awarded another degree or diploma.

No other person’s work has been used without due acknowledgements in the end-module assignment.

This end-module assignment has not been submitted for the eveluation of any other modules or the award of any degree or diploma in other tertiary institutions.

Ho Chi Minh City, March 2023 (signature and fullname)

Executive Summary:

Introduction:

This document serves as a digital marketing suggestion plan for the Northampton-based clothing store

"Berties clothing."

Situation analysis:

The business operates both a physical and internet store The company makes use of social media channels On Facebook, Twitter, and Instagram, Berties clothing is busy The business also has a YouTube channel, but the most recent movie was uploaded 5 months ago Because Berties offers high-quality and environmentally friendly clothing, the competition analysis demonstrates that they can stand out in the East Midlands (UK) industry

Objectives:

For the objectives, refer to the report

Strategy:

Since millennials are the primary users of social media, the business will focus on them (Mohsin, 2023) Given that Facebook is the dominant medium in the UK, Berties Clothing will begin

concentrating solely on it (Statista, 2022) The name will emphasize the excellence and sustainability

of the products They'll make use of user-generated material Engaging the public and building a group

of people who are concerned about where and how their clothing is produced will be beneficial

Tactics and actions:

In order to boost consumer interaction The advertisement will be dubbed by Berties Clothing "I CARE

BY BERTIES" The major goal of this campaign is to build a community and emphasize the significance of sustainable clothes The company's website will now include a reviews option It will assist the company in building a better reputation and attracting new customers The company will also enhance email marketing Customers will get emails regarding more than simply the newest collection, blog updates, and specials Also, users will get special offers on their birthdays

Control:

Every three months, the organization will gather to discuss how well the suggested strategies are performing If the UGC strategy is effective and if the consumers are participating, Berties apparel will

be evaluated The business will also consider how many reviews they are getting and whether they contribute to improving their brand's reputation The brand will use KPI and analytical tools to

Table of Contents

STATEMENT OF AUTHORSHIP 2

Table of Contents 4

1 Introduction 5

2 Situation Analysis 5

2.1 The fashion industry 5

2.2 Consumers 5

2.3 Company analysis 5

2.4 TOWs matrix 6

3 Objectives 7

4 Strategy 7

4.1 Segmentation 7

4.2 Targeting 7

4.3 The marketing mix and recommendations 7

5 Tactics and Actions 8

5.1 “I CARE BY BERTIES” 8

5.2 Consumer reviews 8

5.3 Email marketing 8

5.4 The marketing mix and tactics 8

5.5 Action plan 9

6 Control 9

7 Future Development 9

8 Conclusion 10

9 References 10

1 Introduction

There are several methods to interact with your target audience using digital marketing strategies, from social media to SMS messaging A cost-effective marketing strategy for small firms, digital marketing also offers low initial expenditures According to Statista, 4.26 billion people will be using social media actively by 2022 as a result of social networking's current level of popularity Statista (2022) The goal of this research is to develop digital marketing suggestions for Berties Clothing The store opened its doors in 1993 It is an independent apparel store with a focus on women's style Northampton is where the shop is located The business operates physical and online stores They sell the finest designer clothing available from across the globe They aim to

"provide high-quality ladies garments that make women feel fantastic as well as look amazing," as they put it n.d (Bertiesclothing.co.uk) The SOSTAC framework will be applied to this report The building was built in the 1990s This framework is still in use today because it aids managers

in remembering the essential elements of a marketing communications strategy (2016) Smith and Zook, p 268

2 Situation Analysis

2.1.The fashion industry

In the UK, independent fashion stores are experiencing a crisis Independent businesses are reportedly having a hard time surviving on high streets and are not lucrative Political and economic obstacles are faced by companies like Berties Clothing The biggest problems include exorbitant rent costs, high business taxes, Brexit, expensive parking, and homeless people living on the streets (Whelan, G., & Fish, I 2022)

2.2.Consumers

In the three months before to 2021, over six out of ten polled UK consumers between the ages

of 16 and 44 made in-store and online purchases of clothing People over the age of 45 had a greater propensity to only purchase offline

2.3.Company analysis

(Examples are from Berties clothing Facebook page)

Facebook: 7,919 followers (Facebook, 2023)

Instagram: 2,957 followers (Instagram, 2023)

Twitter: 765 followers (Twitter, 2023)

2.4.TOWs matrix

Strengths:

 Luxurious attire

 Sustainable goods

 Free stylist advice

Weaknesses:

 Low user involvement on social media networks

 A decrease in social media platform likes

 The fashion business

is being driven by

social media and

influencers

(Wilberg, 2022)

 Consumer habits are

evolving Customers

want garments of

higher quality

(Mintel, 2022)

 Emphasize the product's quality

 Putting more emphasis on social networking sites

 Concentrate more on social media content and upcoming influencer partnerships

Threats:

 Poor internet

standing

 Insufficient

consumer

involvement

ST Strategies:

 More often remind customers about the complimentary styling guidance

 More details regarding the location and method

of production

WT Strategies:

 For higher reputation, provide

an online review option

 Utilize the UGC method to engage with customers

3 Objectives

 By January 2024, Facebook's involvement and followers will have reached 25%

 In September 2024, Berties' clothes website will include the possibility for product reviews

 Enhancing communication with both new and existing consumers through registration

4 Strategy

4.1.Segmentation

The brand will take the UK's long history into consideration The business will first target British women The generation that uses social media the most is still the millennials Additionally, the business will concentrate on Facebook, one of the most popular social media channels in the UK (Statista, 2022)

4.2.Targeting

The business will keep putting its emphasis on stylish, environmentally friendly clothing The company will start posting more on sustainability, though Even 88% of American and British customers believe that recycling and making ethical purchases may help to alter the world (Forbes.com, 2022) This is a fantastic chance for a company like Berties “I CARE BY BERTIES” will be the name of a new campaign the business will launch The user-generated content will be used to emphasize the value of moral attire To promote the brand's ideals, draw customers, and build a community of people who wish to improve the world, the content strategy for user-generated content (UGC) will be developed

4.3.The marketing mix and recommendations

 Construct an easy and seamless online purchasing experience

 Improve the experience of purchasing goods online for your customers by optimizing your fashion brand website

 Join social media to market your clothing line

5 Tactics and Actions

5.1.“I CARE BY BERTIES”

The business will launch the "I CARE WITH BERTIES" campaign The company will urge customers to share photos of themselves wearing Berties items to their Facebook pages with the caption "I CARE BY BERTIES." Customers will also need to tag and monitor Berties clothes Customers will be asked to explain why they value sustainability and wear ethical clothing in a written response The company selects its winners each month based on two criteria: best commentary and style

5.2.Consumer reviews

1 An item is bought by a consumer from the clothes website Berties

2 A receipt for the order confirmation is given to the consumer

3 clothes made by Berties An email advising the customer that the item has been posted is sent

4 In addition to the product being delivered to the customer, Berties also sends an email

to confirm that the order has been received Berties request product evaluations Customers can also add their own remarks regarding the whole experience

5.3.Email marketing

The way Berties Clothing uses email marketing will be improved They will be able to reach their target audience and notify users thanks to this There are many advantages to email marketing Cost is one among them Small firms can reach their customers and deliver notifications via email marketing while maintaining their financial constraints 2022) (Campaignmonitor.com)

Email marketing will be used by Berties Clothing to alert customers when the company will:

 Fresh blog entries presently (exist)

 A fresh line of clothing presently (exist)

Also, Berties Clothing will email users on their birthdays On their birthday, customers will receive an email with a 10% discount off of their subsequent purchase

Customers will be given an easier way to sign up for Berties Clothing's newsletter The company's website now has two distinct links Making an account is the first step One more for a monthly charge As the sign-up form is located towards the bottom of their website, it is difficult to find

5.4.The marketing mix and tactics

 Product-Provide as much as possible information of how and where the products are made

 Place- link the Facebook platform with the companies website (e-shop) It will help to make the consumer journey easier For example, the consumer sees the pictures of the products on Facebook and next to the picture there is a link to the website where they can purchase it

 Price-20% off for “I LOVE BY BERTIES” campaign Also, 10% off for customers birthday

 Promotion- More videos on the Facebook of how the products are made and where they came from

5.5.Action plan

are website experts Videos detailing the

production of garments

video makers Email Marketing Email + online shop External professional experts

of email marketing

6 Control

The business must monitor and take into account whether all suggested targets are accomplished

by 2023 Every three months, the company needs to review the situation and determine whether all

of the strategies are effective The plan and course of action must be reviewed if the company discovers that not all objectives have been met by the end of 2023

CARE BY BERTIES” competition

good? Make sure that all inquiries and complaints are handled ASAP

 • How many people opened the email

 • How many people visited the website

or blog after receiving the email

 • How many people marked the email

as spam

7 Future Development

The staff at Berties Clothing is small Ideally, the firm will develop and be able to hire more personnel after putting the following advice into practice Because every social media platform has

a different audience and expectations, the main advice for future development would be to create unique content for each platform (Lua, 2017)

For instance:

 Instagram (existing): Quotes, styling tips, stories, collaborations with influencers

 Twitter (existing): news, blog posts

 Youtube (existing): styling videos

 LinkedIn (new): job adverts, professional content

8 Conclusion

If all advice is followed, Berties clothing will experience an overall increase in sales and customer engagement The business will develop new and closer relationships with customers if it sticks to the plan By emphasizing how and where the products are made, the company will set itself apart from its rivals They will be able to promote their brand and create a new community with the help

of digital marketing opportunities like user generated content Consumer loyalty will increase thanks to practices like email marketing Product reviews will also aid in generating more business and attracting new clients As the majority of online shoppers, millennials hope to increase sales by

9 References

https://www.indeed.com/career-advice/career-development/medium-and-small-enterprises https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ https://mailchimp.com/marketing-glossary/digital-marketing/

https://reneesclothing.co.uk/

https://www.lspr.edu/wp-content/uploads/2022/05/Smith-_-Zook-2011_IMC_Integrated_Marketing_Communic.pdf

https://www.statista.com/statistics/1275192/consumer-fashion-buying-behaviors-uk/#:~:text=In

%2Dstore%20and%20online%20fashion,inclined%20to%20shop%20offline%20exclusively

https://www.facebook.com/reneesnorthampton/

https://www.instagram.com/reneesboutiqueclothing/

https://twitter.com/BertiesClothing

https://scottpublicrelations.com/recommendations-for-successful-digital-marketing-activities/ https://www.magestore.com/blog/digital-marketing-in-fashion/

https://www.campaignmonitor.com/