The Fashion Channel Case Analysis
The Fashion Channel (“TFC”) was founded in 1996. It was the only channel dedicated solely to fashion and was broadcasting 24 hours a day, 7 days a week. TFC was enjoying its success since the beginning. As other companies saw TFC’s success, they were copying the concept and stealing viewers from TFC. By June of 2006, Jared Thomas, TFC’s CEO, determined that TFC had to develop new marketing and brand-building programs to further its growth (Stahl, 2007, p. 2).
Key Strategic Issues TFC had to make drastic changes to its marketing programs due to the lack of detailed segmentation, the age of TFC’s avid viewers and the lower ratings. TFC’s marketing messages were to appeal to a broad group since it had grown without articulating