Posted: November 25th, 2014

Strategic Fashion Marketing Plan Part2.

Don’t need to write about the red parts.

Burberry mobile app (providing latest information of Burberry, store locator, runway shows, check prices quickly, mobile order, free shipping as the website do.)

–    INTRODUCTION (300)
– Explain why Burberry choose to make a mobile app, from the evidence given in the audit, why would it be successful.
– Macro trend of technology, micro trend of using the apps.
– Objective setting.

–  The app. (400)
– What it looks like. (images)
– What functions include.
– Timeline of doing the app.
– Compare with competitors’ apps.

–    Consumer analysis (500)
– What type of customers would use the app.
– Why would people use it.
– Consumer mind.

–    Finance plan. (500)
– How much money would need to invest. Direct and indirect costs.
– Estimated profits/ sales forecast from the app.
– Compare to competitors’ achievements, what could Burberry achieve.
– The estimated period of making profit from launching the app.

–    Promotion for the app. (500)
– Social media
– Advertising online (videos ads on YouTube, it website, emails, etc.)
– Public relations.
– Explain how to reach the consumers, and why using these promotion tools.

–    Conclusion (300)
– Critical thinking, what’s good about it, what’s bad about it.
– Future challenges.
– How to avoid failure of launching the app.

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