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

3 An Integrated Approach to a Fashion merchandise Communications Campaign An Analysis1 .Introduction : French Connection U .KFrench Connection UK , commonly know as FCUK as a result of its ground breaking advertising try in fall 1997 , is amongst the leading apparel retailers for teenagers . French Connection all redefined the ways a teen and twenties market could be targeted . The FCUK black markets focused on classifiable competency of the cross out creation fashionable rather then a fashion victim . The brand was all about independence , unpredictability and peevishness . The campaign was a massive br hit . sevener years later , fall of 2004 , FCUK is still sure-firely exploitation the initial concept but has bought about tremendous castrate in its communication mix . These innovative efforts have curb it possible for FCUK to sustain its sales levels for almost a hug drug (Fernie Moore 2003 ,. 119 . The fall 2004 campaign was launched without any logo or brand name anywhere . Building on live spark plug regarding the brand , a `biker theme was used . Following is treatment on the implementation of fall 2004 - winter 2005 marketing campaign of FCUK with respect to creative marketing and integrating a successful communication mix2 .Marketing Campaign ObjectivesInstead of creating a clothing business , French Connection was aiming to establish a brand with distinctive competencies . It had positioned FCUK very successfully in future and wanted to capitalize onto the brand equity already createdThe purpose of the renewed campaign was not to re-position the brand but to re-frame the brand by adding the military mental ability factor into it . Marketing managers wanted the clients to perceive FCUK as similar to attitude . The brand already had a strong nature . The attitude in fall 2004 was going to be an add-on to the existing attributes of that personality . As mentioned above that FCUK was building onto its existing brand equity .

Attitude is one attribute that had the capability to sustain the brand in the new millennium for rather some whileHowever , it was equally challenging for marketers to come up with a campaign in sync with past projects and campaigns . They aim was to make the campaign distinctive yet in tune with hollow out values of the brand that have established in the consumer s headspring as a result of past campaigns Also , it should applause the `feel and `look of FCUK outlet , giving customer a complete experience rather then only pump product (CIM fcuk n .d3 .Modes of Marketing CommunicationMarketing communication modes are the sum by which firms attempt to in mildew , persuade and remind customer about their products and brands These communication channels are equally good for consumers because awareness regarding product offerings and there benefits is created (Kotler Keller 2006 ,. 536i .AdvertisingTelevision : Advertising is paid form of message delivery done through television , issue media or radio (Kotler Keller 2006 ,. 536 Advertising for fcuk fall 2004 campaign was chiefly done on television using a 60 second television commercial . Interestingly , nowhere in the advertisement or campaign the brand logo or a specific slogan was...If you want to get a full essay, order it on our website: Orderessay

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