High magazine readership of fashion and lifestyle magazines including Self, Shape, Lucky, InStyle and Glamour.
That fit the following psychographic and attitudinal segmentation profiles:
Social, mobile, active, valuing style and career, with a strong interest in alternative and pop music. The proposed partnering with the musicians mentioned earlier will strengthen and amplify the branding of unpretentiousness and being real about who one is.
See friends and time spent with them as a sanctuary and time to relax; clothes to fit this lifestyle and attitude are comfortable, stylish and affordable
Integrated Marketing Campaign and Strategy
Media Mix
The following are the suggested media sources to use for the revised branding message. Print Advertising - Self, Shape, Lucky, InStyle and Glamour all need to be targeted with the initial advertising stressing the new branding.
Internet Advertising and New Web Site - it's essential that an entirely new website stressing the values of authenticity,...
The aspect of Steve and Barry's marketing strategy that emphasizes comparable quality for lower prices than its competitors appeals very directly to all parents who pay for their children's clothing. Whereas teens and young adults respond most positively to any association between products and popular celebrities and sports figures endorsing them, their parents are practically oblivious to those connections, except perhaps to the extent they realize that products associated with
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