Part of a Marketing Plan Assignment Example | Topics and Well Written Essays - 1500 words - 1

Part of a Marketing Plan - Assignment Example Cotton On is one of the few organically Australian ready-to-wear (RTW) fashion label. Fairly young in the industry at less than 30 years old, they now have shops all over Australia, New Zealand, and America. It has uniquely mirrored the same image that Australia has project all over the world, relax, simple and comfortable. Its primary target is the youth, 15-30, who feels wants a simple no-nonsense style that is flexible yet fashionable. Through the years, there have been constant effort from the brand to reinforce their image through TV commercials, print ads, and out-of-home advertisements. However, the fashion industry has witnessed an incredible shift of media consumption from traditional to digital. Many of this digital adaptors belong to the same target market that Cotton On caters to, young from the broad C. Many businesses have taken advantage of this by, early on, exerting the same effort digitally as they do above the line. Unfortunately, Cotton On came in late. They, in fact, established their online store less than three years ago. Outside of the online store, very little effort has been exerted to utilize the digital media to reach the Cotton On target market. This lack of digital presence resulted to one of the biggest digital scandal in the business world when facebook members started spreading complaints and protests against Cotton On Children’s line. The protest claimed that Cotton On’s pieces contained â€Å"disrespectful† messages. One word. That’s all it takes for a person to know someone inside and out, its history, its sensibilities, its personality, and its relationships. That word is the brand name. Coca-Cola. iPod. Nike. Google. Their identities are so strong and so embedded to the minds of the consumers that no single study, perhaps not even a compound of a thousand, can comprehensively explain how each company built it. Cotton On, despite being a young label, has experienced a certain