This section will be examining the middle market level of the fashion industry and the types of promotional mix they use. One such middle market brand is Mimco.
Mimco is a mid range Australian accessory brand founded in 1996 by Amanda Briskin-Rettig, was then bought by The Country Road Group in 2012 for $45 million. Mimco has many product lines including purses & wallets, hair accessory’s and handbags, the bags retail for approximately $250 to $600 and is a mid priced luxury product.
Briskin-Rettig’s early approach to building her brands promotional mix was unique, as she had left an IT marketing job of 2 years to start up Mimco with only $5000. Mostly stocking the product through gift shops and later department stores the idea was to keep …show more content…
This one-off promotional platform was affective in improving the brand’s image and desirability as Mimco’s target market audience worldwide watched the show. Around about the same time Briskin-Rettig noticed the bags were losing their point of difference in the major department stores with all the other luxury brands and decided to open her own bricks and mortar stores around Australia. This gave the brand a dedicated sales force to personally sell the product and a destination for …show more content…
This is due to being bought out by a bigger company that mostly mass markets its products and the brand maturing along with its loyal target market. The advertising reflects this as it is in amps up its marketing mix to remind consumers of its products and to stop it going into decline.
Mimco now have a strong on line and social media presence, including Twitter and Facebook and a website with a clear corporate social responsibility message. They use opinion leaders on YouTube to bring brand awareness to a younger segmentation. The bags and purses have stronger and bigger product name branding in contrary to its original marketing vision of Briskin-Rettig. Mimco has recently co-branded with Browns Brother Winery designing limited addition bottles with an on-brand savvy tag line advertisement that says “by partnering with Mimco it is now (the bottle of wine) the perfect party accessory”(Jackson, 2016). As well as also being in involved in public relations campaigns such as giving the profits from certain product lines to women’s domestic violence charities. These are all clear conative, affective and cognitive forms of advertising that Mimco have and are currently using in their approach to advertising to gain their share of the market
Mimco is a mid range Australian accessory brand founded in 1996 by Amanda Briskin-Rettig, was then bought by The Country Road Group in 2012 for $45 million. Mimco has many product lines including purses & wallets, hair accessory’s and handbags, the bags retail for approximately $250 to $600 and is a mid priced luxury product.
Briskin-Rettig’s early approach to building her brands promotional mix was unique, as she had left an IT marketing job of 2 years to start up Mimco with only $5000. Mostly stocking the product through gift shops and later department stores the idea was to keep …show more content…
This one-off promotional platform was affective in improving the brand’s image and desirability as Mimco’s target market audience worldwide watched the show. Around about the same time Briskin-Rettig noticed the bags were losing their point of difference in the major department stores with all the other luxury brands and decided to open her own bricks and mortar stores around Australia. This gave the brand a dedicated sales force to personally sell the product and a destination for …show more content…
This is due to being bought out by a bigger company that mostly mass markets its products and the brand maturing along with its loyal target market. The advertising reflects this as it is in amps up its marketing mix to remind consumers of its products and to stop it going into decline.
Mimco now have a strong on line and social media presence, including Twitter and Facebook and a website with a clear corporate social responsibility message. They use opinion leaders on YouTube to bring brand awareness to a younger segmentation. The bags and purses have stronger and bigger product name branding in contrary to its original marketing vision of Briskin-Rettig. Mimco has recently co-branded with Browns Brother Winery designing limited addition bottles with an on-brand savvy tag line advertisement that says “by partnering with Mimco it is now (the bottle of wine) the perfect party accessory”(Jackson, 2016). As well as also being in involved in public relations campaigns such as giving the profits from certain product lines to women’s domestic violence charities. These are all clear conative, affective and cognitive forms of advertising that Mimco have and are currently using in their approach to advertising to gain their share of the market