Preface
“Older shoppers have the disposable income but they are not necessarily spending it on clothes, because many retailers are not targeting them successfully. Most store groups are chasing younger shoppers, who are more driven by fashion and are much easier to understand.” says Maureen Hinton, director of research and analysis at Verdict, a retail consultancy. Says a retired civil servant from Kent: “We are the first generation that has not slipped into grannydom, where you sat in a shawl in your armchair. Probably that is why [retailers] have not got it right.” [1]
Looking at the mindset of older customers in the market today, Mi Jong Lee’s product offering combined with the right marketing mix and communication strategy can reach a much larger customer base and help in increasing the brand’s distribution network. Being a small company with limited resources and budget, their marketing campaigns are not very aggressive at the moment. Through this campaign, the goal is to communicate to this customer who feels neglected in today’s marketing environment where the main focus of majority of the brands is the millennial generation. By speaking the language that resonates with this consumer, this …show more content…
The Mart hosts several trade shows every year including Market Wednesday, Atlanta Apparel and Atlanta Spring Immediate Delivery. [7] Atlanta Apparel provides access to top brands in the fashion world with specialty categories such as high-end, young contemporary and ready-to-wear. [8] It is a good resource for a growing brand like Mi Jong Lee to increase their distribution network. As per Ms. Elaine, Marketing Manager at Emmelle Design, South and Mid-West America are strong markets for the brand and taking part in this trade show would further strengthen their network while gaining exposure at a national
“Older shoppers have the disposable income but they are not necessarily spending it on clothes, because many retailers are not targeting them successfully. Most store groups are chasing younger shoppers, who are more driven by fashion and are much easier to understand.” says Maureen Hinton, director of research and analysis at Verdict, a retail consultancy. Says a retired civil servant from Kent: “We are the first generation that has not slipped into grannydom, where you sat in a shawl in your armchair. Probably that is why [retailers] have not got it right.” [1]
Looking at the mindset of older customers in the market today, Mi Jong Lee’s product offering combined with the right marketing mix and communication strategy can reach a much larger customer base and help in increasing the brand’s distribution network. Being a small company with limited resources and budget, their marketing campaigns are not very aggressive at the moment. Through this campaign, the goal is to communicate to this customer who feels neglected in today’s marketing environment where the main focus of majority of the brands is the millennial generation. By speaking the language that resonates with this consumer, this …show more content…
The Mart hosts several trade shows every year including Market Wednesday, Atlanta Apparel and Atlanta Spring Immediate Delivery. [7] Atlanta Apparel provides access to top brands in the fashion world with specialty categories such as high-end, young contemporary and ready-to-wear. [8] It is a good resource for a growing brand like Mi Jong Lee to increase their distribution network. As per Ms. Elaine, Marketing Manager at Emmelle Design, South and Mid-West America are strong markets for the brand and taking part in this trade show would further strengthen their network while gaining exposure at a national