Margaret Foley is the brand manager for UnME Jeans. UnME jeans was “one of the most successful up-and coming players in the junior denim market.” Their name is derived from “you and me” to encourage teenagers and young women to be unique and individual. The brand also wants young women to break away from peer pressure; instead of falling into peer pressure they encourage accepting and appreciating different styles. Foley is faced with the challenge of expanding her marketing efforts into Web 2.0, which has rapidly grown and taken over most of the consumers’ media consumption.
After evaluating UnME Jeans’ current situation, there are some important items to consider. UnME jeans is a fashion trend leader and has positioned themselves through advertising spots on popular programs that teenagers and young adults watch. Their products are sold in upscale department stores and focus on having individuality, but not many know about their brand. UnME jeans also has little experience with using social networks of Web 2.0 and have a smaller budget compared to bigger name brands. UnME Jeans is open and ready to adapt to marketing in Web 2.0 which allow them to …show more content…
The online community is faster and cheaper, which is a smaller risk for brands that are trying out Web 2.0 for the first time like UnME Jeans. The plans rely heavily on consumer contribution and conversation, allowing them to organically grow the brand by creating and sharing content. The plans do not cover the challenge of how Foley will have less control over placement of ads and content creation as well as the opinions of consumers being open to everyone. In order to be more effective for the target market I believe that UnME Jeans should create series of contests. Everyone likes to get coupons and free items so by creating contests they would appeal to teenagers and young women who are looking for discounts on items they
After evaluating UnME Jeans’ current situation, there are some important items to consider. UnME jeans is a fashion trend leader and has positioned themselves through advertising spots on popular programs that teenagers and young adults watch. Their products are sold in upscale department stores and focus on having individuality, but not many know about their brand. UnME jeans also has little experience with using social networks of Web 2.0 and have a smaller budget compared to bigger name brands. UnME Jeans is open and ready to adapt to marketing in Web 2.0 which allow them to …show more content…
The online community is faster and cheaper, which is a smaller risk for brands that are trying out Web 2.0 for the first time like UnME Jeans. The plans rely heavily on consumer contribution and conversation, allowing them to organically grow the brand by creating and sharing content. The plans do not cover the challenge of how Foley will have less control over placement of ads and content creation as well as the opinions of consumers being open to everyone. In order to be more effective for the target market I believe that UnME Jeans should create series of contests. Everyone likes to get coupons and free items so by creating contests they would appeal to teenagers and young women who are looking for discounts on items they