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Branding in the clothing industry
Global vs domestic marketing
Global vs domestic marketing
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Campaign Analysis
Caterpillar Inc. is one of the world’s leading brands in Construction, mining equipment and others in their field of expertise. They have been big in the business for over five decade and on-going. Caterpillar has gone from selling machinery and construction equipment, but has expanded their company and has started the distribution on clothes and shoes as well. Also, over recent years we have seen their clothing line expand from what was used by construction workers to daily casual wear today. Originally Cat Footwear was a small division composed of work boots designed to supply the consumer with comfort and durability that met the challenges of the worksite. (Rainemagazine.com, 2013). CAT had decided to add a spark to their clothing line by starting a campaign towards the latter half of 2009. In 2009, the campaign “EARTHMOVERS” had commenced, giving the public both still photography of models and video’s. Caterpillar had hired the company Gertrude Inc. which is an independent global marketing and marketing service agency to promote their upcoming line of clothing and footwear. According to Caterpillar Inc. an Earthmover shows the strength, passion and courage to positively affect the world around him, also, earthmovers surprise us, challenge us, and inspire us.
After Gertrude was hired, Caterpillar laid down the objective of the campaign and what they are trying to achieve out of it. CAT has concentrated on a free-running edge to their new kicks, without forgetting the original Cat Footwear dedication to values of innovative comfort, durability and high-tech features (Knowledge Magazine, 2010). This was not an easy task for Gertrude as the company wanted this campaign to go global and not just to the U...
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...and Social Media. [online] Brandingstrategyinsider.com. Available at: http://www.brandingstrategyinsider.com/branding-and-social-media/page/4 [Accessed 24 Apr. 2014].
Smith, W. (2012). Branding Strategy Insider | Branding and Social Media. [online] Brandingstrategyinsider.com. Available at: http://www.brandingstrategyinsider.com/branding-and-social-media/page/4 [Accessed 24 Apr. 2014].
Spencer, B. (2009). DCM - CAT Footwear Launch Earth Moving Cinema Campaign. [online] Dcm.co.uk. Available at: http://www.dcm.co.uk/blog/2009/10/01/cat-footwear-launch-earth-moving-cinema-campaign/ [Accessed 24 Apr. 2014].
Thegoodpitch.com, (2014). Communication Strategy. [online] Available at: http://www.thegoodpitch.com/ [Accessed 18 Apr. 2014].
Weareliquid.com, (2014). Liquid | Branding. [online] Available at: http://www.weareliquid.com/branding.aspx [Accessed 15 Apr. 2014].
Abstract Patagonia's mission statement is, to use business to inspire and implement solutions to environmental crisis? Patagonia is a clothing company that focus is on selling environmentally safe outdoor apparel. This papers focus is on the history of Patagonia their environmental marketing strategies and their competition. There has also been some outside research done to see what the public perception of Patagonia is. Introduction Patagonia's History In 1957 a young climber named Yvon Chouinard could not find pitons (a form of climbing protection) that he liked.
Quarterly, Wilson. "When Cats Ruled The World." 24.1 (2000): n. pag. Web. 11 Mar 2011. .
Marc Mayer (ed) Basquiat, 2005, Merrell Publishers in association with the Brooklyn Museum, Brooklyn. Paper
An extensive research study will be initiated determining what the male customers want in an athletic shoe. These studies will take place online, by ground mail, and by telephone. Once the information is gathered the various types of men's shoes will then be developed focusing on the most popular needs determined by the survey results, which will include a question regarding price. L.A. Gear will then compare the needs of the customers to the industry leaders and determine how the leaders achieved the needs of the male customers and what opportunities L.A. Gear could use to "one up" the competition. L.A. Gear's shoes already focus on comfort, style, and fashion and will now include high performance.
Just for Feet Inc. was a renowned sportswear and athletic shoes company that was based in Birmingham, Alabama. From a simple start in the year 1977, the firm grew to be one of the largest retail companies in athletic shoes and sportswear for the better part of its existence. The firm grew due to its attractive strategies that it applied. In an attempt to identify with its primary market, the firm had a basketball court located in each of its stores or in a fenced courtyard nearby. To compliment on the basketball effectiveness, the firm occasionally invited professional athletes to appear in these courts and the stores. As a result, the presence of these athletes attracted a large volume of shoppers. Furthermore, the firm played loud rock music in stores and also had a large bank of video monitors that enabled its customers to watch live sporting events which kept the customers entertained. As a result, the entertainment created the necessary link with its customers (Reynolds, 2011: White, 2013). To further enhance its customer experience, the firm had created a
Swinton, J. (n.d). How Burberry's digital strategy is boosting brand value. Available: http://www.theguardian.com/media-network/partner-zone-brand-union/burberry-digital-strategy-brand. Last accessed 20th March 2014.
As women began to wear the high-heeled shoe, the trend became popular among the lower classes. Men abandoned the heel, and by the 18th century it became solely a feminine accessory. Since the 19th century, high-heels have constantly been in and out of the fashion trend. The 20th century gave heels the reputation of “sexualizing” a woman. The 1990’s brought a new mea...
Ervin Marketing Creative Communications. (2008, March 5). Ervin Marketing Creative Communications. Retrieved April 17, 2011, from http://www.ervin-marketing.com
First connotations were simple: "jeans are tough and rugged as men who wear them". This image of a 100% man was even strengthened after western movies appeared. Soon jeans, and so Levi’s brand which in people’s mind turned to be their synonymous, became a symbol of freedom, adventure and independence. In this moment, managers of LS&Co decided to expand the brand. Even though there where various new cloths introduced to the market ; 501 jeans remained their top-selling product. It was their new brand strategy to "offer products for every life style", which turned to be a fiasco. Not only it didn’t bring expected results, what is more, this to big diversification caused drops in sales. It was so decided to come back to the core product and it’s image. To strengthen the Levi’s position on a market, their launched a new campaign which emphasizes emotional connection between jeans and theirs owner. To wear 501 it is to be yourself – they said.
Lee, E. (2014, March 31). Three Easy Tips For Effective Social Media Marketing. Forbes. Retrieved from http://www.forbes.com/sites/sage/2014/03/31/three-easy-tips-for-effective-social-media-marketing/
This fine large cat has a body built for speed. He is long and lean, with a long tail. His tail helps with balance. His back legs are powerful and claws that grip the ground help him go faster.
“Welcome to Footaction. How may I help you?” I was instantly confronted by the typical, cheerful greeting I received upon entering any shoe establishment.
Sustainable fashion is among the developing design viewpoint and movement of sustainability with the main objective of establishing a structure, which can be sustained for the foreseeable future in terms of conservationism and social accountability. This implies that all the products made are developed with much consideration to the environmental and social influence all through its overall lifetime encompassing its carbon imprint. It is revealed that sustainable fashion is not just a short time trend but one, which could endure for a long time (Fletcher 76). Beforehand, conservationism used to represent itself in the fashion world through the contribution of a portion of transactions of products for a charitable reason.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).