Vero Moda Marketing mix Essay examples

867 Words Jan 16th, 2014 4 Pages
VERO MODA
Shreya Ghosh
Fashion Communication
Fashion Marketing and Retailing

VERO MODA was one of the first brands to launch within the Bestseller family. Today VERO MODA is one of the largest brands in the company. The vision of the brand was to fulfill a need for good quality, on-trend clothing at affordable prices.
VERO MODA is the brand of choice for the fashion-conscious, independent young woman who wants to dress well and pay less.
Today, VERO MODA has more than 1,000 stores in Europe, 1,600 stores in China, and experience rapid growth in both India and Canada. VERO MODA is represented in almost 45 countries.
Vero moda has two in-house labels that specialize in a certain type of apparel that is-

Y.A.S- The core
…show more content…
The brand is placed in a mall or high street which is frequently visited by the target audience. Vero Moda has not restricted itself only to high street or exclusive malls as it talks about affordability and reaching the masses.

PROMOTION

Above the line-
Vero Moda doesn’t have much of above the line promotion. It doesn’t have tv or radio commercials.
Though it does promote itself quite a bit through print media; especially in fashion magazines.
For new collection Vero Moda prints out catalogues which are circulated to frequent customers and given to any visitor who comes to the store..

Below the Line-
Vero Moda has its own active website which is regularly updated. It also conducts online competitions and other promotional activity.
The brand sends out regular mails to its valued customers always keeping them in the loop. Thus maintaining a good customer base and trying to create a brand loyalty for itself.

One of the most striking promotional activities is the window displays done by the brand. Its out of the box, trendy and very attractive. It speaks smartness, class, chic, sophistication.

During sales they have special window displays and holdings. This makes more and more people aware about their ongoing sale.

SWOT ANALYSIS:

STRENGTH-
Fashionable and trendy
Affordable pricing
Good quality
Spacious stores
Strong brand image
Brand awareness
WEEKNESS
Not enough promotion ( tv commercials,

Related Documents