Marketing and brand management
MRT01 EVENT 1
Table of Contents
Section 1: Introduction 2
Section 2: Executive summary 3
Section 3: Brand Background 3
Section 4: Investigating the target market 6
Section 5: Recommendations 7
Section 1: Introduction
Donna Claire, which is well known for its plus size expertise, is now known as Donna (iFashion, 2015). It is one of the seven retail brands of The Foshini Group, which offer women’s clothing. Donna is a retailer that retails clothing for South African curvy/plus size women and the sizes start from size 14 and go up to size 28 (Donna, 2012). Their main aim is to make plus size women feel confident in their own skin. They keep up with the latest trends so that curvy women can feel empowered …show more content…
They sell women’s clothing, underwear, active wear, shoes and jewelry. They have loyalty cards, store accounts and lay-byes, which are beneficial for people who shop at the store often. Donna has a social media presence so that customers’ can be up to date with what is happening at the stores.
Section 3: Brand Background
1. Corporate analysis:
The holding company/parent company of Donna is The Foshini Group (TFG), which is a privately owned company. The Foshini Group has 18 stores, which are @home, @homelivingspace, American Swiss, Charles and Keith, Duesouth, Exact, Fabiani, Fashion Express, Foshini, G-Star Raw, HI, Markham, Mat & May, Soda Block, Sportscene, Sterns, Total Sports. TFG sells both lifestyle and clothing items. Donna fits into their overall strategy as they try accommodating different types of people in their different stores. There are not a lot of stores for plus size women in South Africa so they have filled a gap in the market.
2. Location and Retail …show more content…
Loyalty card systems encourage customers to come back more often to take advantage of your special offers/discounts/rewards (Black, 2017). Hence, Donna has a rewards programme, which is simply an immediate savings at point of sale- you buy now, get points and get to save. For instance, when you buy something worth R500, on your next purchase you get 50% off. This type of loyalty system at Donna is only beneficial to account holders, which helps them save money especially if they are regular
MRT01 EVENT 1
Table of Contents
Section 1: Introduction 2
Section 2: Executive summary 3
Section 3: Brand Background 3
Section 4: Investigating the target market 6
Section 5: Recommendations 7
Section 1: Introduction
Donna Claire, which is well known for its plus size expertise, is now known as Donna (iFashion, 2015). It is one of the seven retail brands of The Foshini Group, which offer women’s clothing. Donna is a retailer that retails clothing for South African curvy/plus size women and the sizes start from size 14 and go up to size 28 (Donna, 2012). Their main aim is to make plus size women feel confident in their own skin. They keep up with the latest trends so that curvy women can feel empowered …show more content…
They sell women’s clothing, underwear, active wear, shoes and jewelry. They have loyalty cards, store accounts and lay-byes, which are beneficial for people who shop at the store often. Donna has a social media presence so that customers’ can be up to date with what is happening at the stores.
Section 3: Brand Background
1. Corporate analysis:
The holding company/parent company of Donna is The Foshini Group (TFG), which is a privately owned company. The Foshini Group has 18 stores, which are @home, @homelivingspace, American Swiss, Charles and Keith, Duesouth, Exact, Fabiani, Fashion Express, Foshini, G-Star Raw, HI, Markham, Mat & May, Soda Block, Sportscene, Sterns, Total Sports. TFG sells both lifestyle and clothing items. Donna fits into their overall strategy as they try accommodating different types of people in their different stores. There are not a lot of stores for plus size women in South Africa so they have filled a gap in the market.
2. Location and Retail …show more content…
Loyalty card systems encourage customers to come back more often to take advantage of your special offers/discounts/rewards (Black, 2017). Hence, Donna has a rewards programme, which is simply an immediate savings at point of sale- you buy now, get points and get to save. For instance, when you buy something worth R500, on your next purchase you get 50% off. This type of loyalty system at Donna is only beneficial to account holders, which helps them save money especially if they are regular