How would we adopt the customisation approach? ~ Emma

How would we vary the brand communication strategy with the chosen market?

The customisation approach is the tailoring of the brand’s campaign based on the needs of individuals or a group. These products are high margin, with low volumes and few buyers. Thus, when the brand is promoted to the foreign audience using the customisation approach, marketing the brand no longer becomes about achieving maximum productivity and consumption, but rather achieving more loyal, attached, exclusive customers who are passionate about the brand’s message. In this case, for example, Urban Outfitters could sell more upper-market vintage clothing aimed at Australian teenagers/young adults who adore haute couture fashion and vintage styles – not just your everyday young Australians.

Comments

SWOT ~ Liv

Strengths: Been running for over 40 years Managed to stay relevant with young people for this time Has successfully expanded from North America, into Canada, Britain and Europe Weaknesses: Throughout the years, Urban Outfitters have had several controversies in which their brand was accused of being unethical - mostly just insensitive gaffes that have since been addressed by the company. For example, they have produced several clothing items and accessories that have been viewed as glorifying drug/alcohol use - and also accused of ignorantly misappropriating native american garments. Opportunities: For years now, Urban Outfitters have had an expansive online presence in Australia. Many order from their online store, and still do, despite increasing competitors such as ASOS and BooHoo. Hence, the brand already have a name and awareness in Australia. As demonstrated by the introduction of H&M into Melbourne several years ago, stores that are well kn...

What does our client request us to do & What is the key message? ~ Emma

Client Request: Our client requests us to create an innovative communication strategy, focusing on the online promotion of the brand, in order to share with the Australian market the same positive reputation that they had acquired among overseas consumers. Key Message: The key message of the brand narrative is that being fashionable is fun, whether dressed in vintage clothing, festival wear, or going for a more modern, chic approach. They would like to appear as fun, stylish and trendy and to appeal particularly to teenage/young adult males and females who are interested in fashion - whether modern styles or vintage, as well as beauty and music. By selling music products, Urban Outfitters suggest that fashion and music, especially when combined (for example, at music festivals like Coachella), have the ability to connect and bring people together through having an enjoyable time, thus portraying the emotional attachment between the target audience and the brand.

Urban Outfitters Communication Strategy

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