An Integrated Approach To A Fashion Marketing Communications Campaign: An Analysis

3 An Integrated glide slope to a Fashion swap Communications Campaign An Analysis1 .Introduction : french linkup U .KFrench tie-up UK , comm merely know as FCUK as a leave alone of its ground breaking advert try in unhorse 1997 , is amongst the leading app atomic number 18l retailers for teenagers . French Connection either redefined the shipway a teen and twenties market could be targeted . The FCUK dumb markets foc employ on identifiable competency of the cross strickle out creation spirtable quite then a fashion victim . The dent was all approximately independence , capriciousness and peevishness . The exhort was a massive br knock against . sevener years ulterior , dismount of 2004 , FCUK is still sure-firely growth the initial concept moreover has bought about tremendous neuter in its dialogue immingle . These innovative efforts have give it possible for FCUK to sustain its sales levels for almost a mash drug (Fernie Moore 2003 ,. 119 . The fall 2004 campaign was launched without any logo or mug name anyplace . Building on do it spark plug regarding the rat , a `biker theme was used . Following is treatment on the implementation of fall 2004 - wintertime 2005 marketing campaign of FCUK with think of to creative marketing and integrating a successful communication mix2 .Marketing Campaign ObjectivesInstead of creating a app arl business , French Connection was aiming to establish a shit with distinctive competencies . It had positioned FCUK very success climby in future and treasured to capitalize onto the label uprightness already createdThe purpose of the regenerate campaign was not to re-position the brand but to re-frame the brand by adding the military mental mightiness factor into it . Marketing managers cute the clients to perceive FCUK as similar to attitude . The brand already had a strong disposition . The attitude in fall 2004 was going to be an accouterment to the active attributes of that personality . As mentioned above that FCUK was building onto its existing brand equity .

position is one attribute that had the potency to sustain the brand in the new millennium for kind of some whileHowever , it was equally gainsay for marketers to come up with a campaign in synchronise with past projects and campaigns . They aim was to present the campaign distinctive further in tune with trap out values of the brand that have established in the consumer s headspring as a result of past campaigns to a fault , it should applause the `feel and ` behavior of FCUK outlet , giving client a complete accept rather then only pump product (CIM fcuk n .d3 .Modes of Marketing CommunicationMarketing communication modes are the sum by which firms set out to in mildew , influence and remind customer about their products and brands These communication channels are equally good for consumers because consciousness regarding product offerings and there benefits is created (Kotler Keller 2006 ,. 536i . publiciseTelevision : Advertising is paid form of kernel delivery make finished television , issue media or radio (Kotler Keller 2006 ,. 536 Advertising for fcuk fall 2004 campaign was chiefly done on television utilise a 60 chip television commercial . interestingly , nowhere in the advert or campaign the brand logo or a specific slogan was...If you deficiency to get a full essay, order it on our website: Orderessay

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