Product Portfolio - ManLook

Table of Contents

PART A: PRODUCT1

Justification for the Product2

Market Segmentation3

PART B: PROMOTION4

Mood Board4

Promotion6

Promotional Campaign7

Magazines7

Social Media7

Justification for Promotional Campaign7

SWOT Analysis8

Strengths8

Weaknesses8

Opportunities8

Threats8

PART C: PRICING AND DISTRIBUTION9

Pricing9

Justification for Product Pricing9

Distribution9

Sales and Distribution Strategy12

Positioning of ManLook Relative to Its Competitors13

References16

PART A: PRODUCT

The product which has been chosen for this portfolio is fashion clothing brand. The clothing line will target male customers between the ages of 20 years to 40 years. This age group has been selected because customers of this group are highly attracted towards fashion clothing. The name of the branded clothing line will be ManLook. The products of ManLook will be fashionable and stylist and the brand will be supported with advertising and promotion campaigns. The brand will differentiate itself from other clothing lines by focusing on its differentiated marketing strategies, brand awareness efforts, and exclusive features.

According to a research from MarketLine, the market for menswear is expected to grow and exceed $402 billion by 2014. The leading sector in the industry of menswear includes clothing and footwear specialists. The fast fashion is a rapidly growing market in Europe. The market for fast fashion is growing at three times the overall apparel industry. Therefore, it is expected that the brand will achieve success in its relative market and industry (Liz and Gaynor 2010, pp. 760).

ManLook will be a vibrant and edgy brand of men clothing which is full of energy. The store of the brand will be modern and colourful. The business will operate in the apparel industry and fast fashion sector. ManLook will be a clothing destination where customers will compete to wear the latest fashion. In the apparel market, the share of men is 35% while that of women is 58%. The remaining 7% is for infants.

Justification for the Product

The product which has been chosen for this research is a men clothing brand. The reason for choosing this product is an increased demand for fashionable men clothing in different parts of the world. There are also other clothing brands which are offering exclusive products for men such as Gap, Fast others. However, the products of ManLook will differentiate from others because the product will offer high quality fashionable clothes at low prices.

Figure 1: Share by Gender

The companies operating in the global menswear strive to develop and maintain a strong consumer base. These companies attract and retain customers by creating brand loyalty. This suggests that it is important for clothing businesses to invest in extensive marketing and advertising campaigns in order to hold on to their market share. Since the competition in clothing industry is intense, ManLook brand will differentiate itself from competitors by focusing on two key strategies including low price and high quality.

Market Segmentation

The target market for the brand includes male from 20 to 40 years. The target market will have the income of more than $40,000. The products of ManLook are for customers with diverse backgrounds. The ManLook brand is for versatile men who can fit into any environment. The target market of the brand will have ...