COMMUNICATION PLAN

Communication Plan

Communication Plan

Elegant; a new brand

The Elegant is a large retail store, known for its quality, inexpensive and very fashionable products. As its price point is in the discount fashion range, The Elegant markets its clothing also to high-end fashion consumers, both through ads in fashion magazines and the placement of stores in areas more typically associated with more expensive designer stores (Cervero, 2007). The Elegant is one of the most recognizable clothing retailers in the UK. The Elegant has a good selection of clothes for the larger lady. Almost all the variety of the Elegant's dresses is very interesting and more youthful compared to other large sized ranges. Elegant offers affordable fashion for those demanding style and quality. With flattering, versatile ladies wear in sizes 8-18, a premium Boutique range, Petite collections for women 5'3”& under and a Plus collection in sizes 8-19 specifically designed to flatter the curvier young woman (Boarnet, 1998). For the teenagers who strive to attain a sexy urban chic, Elegant is the place for them. It provides a range of fashionable options. For teens of both genders, Elegant is an outstanding option. It is not simply a discount store, but an actual off-price retailer. They offer brand name selections at great prices. When a fashionable manufacture has some extra merchandise, they sell it to stores like Elegant. Therefore its shoppers can often find the same brands and merchandise from the department store at significantly lower prices.

It carries dozens of top brands of young women's apparel, like Juicy Couture and Seven Jeans, with free UPS ground shipping on all orders. Their catalog features more than one hundred of today's top designers.

It is committed to provide total customized solutions to our customers. Every aspect of color, texture, design, embroidery and stitching can be customized to suit individual tastes.

It understands that every young individual is unique and the clothes that one wears reflects the personality, hence, we believe in tailoring our products to your requirements to ensure that our customers have utmost comfort and satisfaction. Requests from our customers, whether it is the style of garments, the texture of fabrics or even the colors used can be incorporated in the designing phase so that the final product reflects the taste and sensibilities of our young customers (Berman, 2006).

Logo of the Brand

The logo of this brand is “The Elegant”. It ensures that the packing is done keeping in mind the nature of the garments inside, hence, It take extra care to pack gowns and dresses which need to have proper support in the package to maintain their beauty and elegance.

Mission and Vision statement

The mission statement of this new retail store is to be a fashion authority and the fun destination, building a comprehensive value proposition, offering a compelling, focused assortment of accessories, costume jewelry and emerging categories targeted to the lifestyles of teens and young women. Its vision is to offer affordable, fashionable clothing and accessories for the whole ...