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Strategic Message Planner: Welsh WearJessica ManneringAdvertising GoalTo increase the brand awareness and revenue of Welsh Wear within the next six months by twenty five percent. This goal will be attainable by showcasing the variety of products and prices in comparison to various other retailers like them around college campuses across the United States.Client: Key FactsWelsh Wear is a predominantly online retailer that produces preppy clothing.The idea of Welsh Wear originated in Devon, PA.Welsh Wear was founded on July 4, 2015 by Nicole Molinaro.President of Welsh Wear, Nicole Molinaro, is a former graduate of West Virginia University. While attending, she majored in Agribusiness Management and Rural Development. She also minored in Equine Studies and Public Relations.Welsh Wear has brand ambassadors at 25 Universities nationwide.Welsh Wear has five sponsored horseback riders.While the majority of the products are solely sold online, however, there is currently one additional retailer that carries Welsh Wear products. This retailer is called Tack Up For Less and is located in the heart of Glennmore, PA.Product: Key FeaturesWhat is the Product?Welsh Wear is a clothing company that produces apparel and accessories that fall under a preppy style for an affordable cost. Each product purchased from Welsh Wear comes with a complimentary Corgi sticker in order to showcase the face of the brand. All apparel is made of high quality textiles which provide customers with comfortable products at an affordable rate year round.What is the Purpose of the Product?The purpose of the product is to provide Welsh Wear customers with high quality, in-style, and affordable preppy clothing and accessories. The company was created initially to bring together those who enjoy preppy clothing as well as participants within the Equine Industry.What is the Product Made of?The materials used for Welsh Wears products vary from a wide range of textiles including but not limited to cotton all the way to nylon and spandex.Who and What Made the Product?All of the products are designed by President Nicole Molinaro. Nicole does a lot of the work on her own, but she does get a little bit of help from her family, brand ambassadors and an intern. As mentioned before, the majority of the products are solely sold online, however, there is currently one additional retailer that carries Welsh Wear products. This retailer is called Tack Up For Less and is located in the heart of Glennmore, PA.Target Audience: Demographics and PsychographicsThe target audience for this ad is middle class men and women, college students, ages 18-23 who are interested in the preppy clothing style as well as those within the Equine Industry. The idea for Welsh Wear originated when President Nicole Molinaro was working as the Marketing Director at the Devon Horse Show. She noticed how Corgis were becoming the go-to dog of the Equine Industry as well as popular YouTube stars. Following the horse show activities, it dawned upon her that a lot of preppy clothing companies used animals as the faces of their brands, however none of them used a Corgi. Nicole grew up in the Equine Industry with a love for the preppy style. This is what made her want to create a company that catered to both groups. As for going a little bit more in depth into psychographics, Welsh Wear targets customers who like to shop for the latest trends. The buyers who have a habit of splurging on items they just “have” to have in order to keep up with the fast fashion trends.It is a known fact that most college students are working with a tight budget. From having to pay for rent, utilities, schooling, books, transportation, technology and food, there isn’t always an opportunity for buying new clothes. However, Welsh Wear differs from other preppy clothing brands because not only do they use high quality textiles in their garments, but they are also extremely affordable. Therefore, Welsh Wear appeals to the average student which allows them to buy new luxuries even on a college budget.Product BenefitsWhen Nicole created Welsh Wear, she wanted to find a way to give back to her Alma Mater. Every time the Mountaineers pull off a win, Nicole hosts a site wide sale as a way to thank her loyal Mountaineer customers.Welsh Wear recently kicked off a program called Welsh Wear Gives Back. This program will frequently feature different nonprofit organizations on all of our social media outlets that will receive donations from all sales during a specific period of time. Welsh Wear kicked off the program with Hearts of Gold, a service dog program linked to West Virginia University. During the months of January and February, Welsh wear will be donating a portion of ALL purchases made to this organization. In this sense, customers know that a portion of the money they spend are going towards a good cause.Incredibly low shipping rates Sales weeklyDurability in high quality textiles used in garments: clothing will last longer, therefore customers will need to replace the clothing less often and will save money and time.Knowledgeable sales staff: will be able to assist the customers to ensure an overall positive and helpful experienceDirect Competitors and Brand ImagesPatagonia: This brand is a designer of outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running. The target audience for this brand is men and women of all ages who enjoy partaking in outdoor activities.Southern Tide: This brand image falls under the category of high quality clothing with a classic Southern style. Allen Stephenson, Founder of Southern Tide, wanted to incorporate the modern design elements of today’s youthful trends with his love for Southern culture and lifestyle to create a brand that stood for craftsmanship, clean lines, classic design and rich heritage. The target audience for this brand is young adults, both men and women, who enjoy classic, southern and preppy styled apparel.Vineyard Vines: This brand is a preppy clothing and accessory retailer that was founded in Martha's Vineyard, Massachusetts by brothers Shep and Ian Murray. Vineyard Vines works with the NFL, NHL, MLB, colleges and universities to promote their brand. The target audience for this brand is aimed at the younger generation that will remain loyal to the brand for decades. Indirect Competitors and Brand ImagesLust Boutique: This brand is specific to the Morgantown, W.Va. area. They are a local retailer that offers fun, sexy and trendy apparel with a boho chic twist. The target market for this brand is college women ranging from the ages 18-23. Lust Boutiques mission is to bring their customers the best pieces they can find at a price that won’t break their bank account.Figleaf: This brand has been around since 1995. Figleaf works hard in order to bring their customers the latest trends at affordable prices. They have a few brick and mortar locations; however, they also utilize their online store. The target market for this brand is young adults with a contemporary style. The Book Exchange: This brand is specific to the Morgantown, W.Va. area. The Book Exchange has provided quality clothing, souvenirs, and textbooks to the West Virginia University community since 1934. The target market for this brand is generally centered around college students both men and women between the ages of 18-23. However, there are some exceptions. Graduate students, professors and families of current or former students can utilize this retailer as well. They are an indirect competitor to Welsh Wear because Welsh Wear currently has an entire apparel collection called Wild and Wonderful Morgantown. The pieces in that collection are centered directly around the Mountaineer family. Since the President of Welsh Wear is a West Virginia University Graduate, she decided that she wanted to design apparel that was specific to her Alma Mater. The Book Exchange also provides West Virginia University gear to the consumers in this town. However, in the near future, Welsh Wear and The Book Exchange may come together to help promote Welsh Wear’s brand.Product Brand Image:Current brand image: The target audience believes that Welsh Wear sells high quality products, but are catered more towards women.Desired brand image: Welsh Wear is a high-quality brand that takes pride in selling a balanced number of both male and female apparel and accessories.Brand image challenge: The target audience isn’t aware that the majority of the products in the design process right now are unisex items.Strategic Message: The PromiseWelsh Wear strives to provide their customers with a unique shopping experience unlike any other. While a predominately online retailer, Welsh Wear’s employees pride themselves in their ability to provide their customers with an inviting and helpful experience.Supporting Evidence: The ProofFeaturing their unique and one of a kind items on their websiteA fast and easy way to contact the retailer in the event that the customer has immediate questions before a purchase is madeWelsh Wear provides a personalized area where customers can share their pictures wearing the company’s products right on the siteIn terms of comparing prices with Welsh Wear competitors, Welsh Wear has a similar shirt to Vineyard Vines but it’s half the price. Example: A similar shirt that goes for roughly $25.00 at Welsh Wear is around $42.00 at Vineyard Vines.Welsh Wear’s t-shirts are also more than $13.00 cheaper than those from Southern Tide. ................
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