TEAM 1 FASHION MARKETING CLASS

SLIDE EDITED LINK HERE

Spring 2023

Monday 09:10AM12:00PM

I. Brand Introduction

General idea:
A sustainable fashion brand focused on athletic/sportswear:
The special idea is to create athletic clothes made from sustainable materials that have
been reclaimed from the ocean or other bodies of water:
● This could include fabrics made from recycled fishing nets, plastic bottles, or
other ocean waste
Contribute to SDG 13 by reducing the amount of plastic waste in the ocean and p
● Contribute to SDG 14 by supporting initiatives to protect marine life and their
habitats.
● By using sustainable materials and promoting responsible consumption and
production practices, we can contribute to SDG 12.
● Partnering with environmental organizations to raise awareness of the
importance of protecting our oceans and promoting sustainable practices

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 ● An estimated 8 million metric tons of plastic enter the ocean every year, and
this amount is expected to triple by 2040 (Pew Charitable Trusts, 2021).
● Plastic pollution causes an estimated $13 billion in economic damage to
marine ecosystems every year (World Bank, 2021).
● By 2050, there could be more plastic than fish in the ocean by weight if
current trends continue (Ellen MacArthur Foundation, 2016).

Name and Logo Ainsley (?)

Introduction A sustainable fashion brand committed to providing high

quality sportswear made from reclaimed materials sourced from
the ocean and other bodies of water. We believe that fashion
and sustainability can coexist, and we are proud to be a part of
the solution to help preserve our planet.

Mission Statement Ainsley's mission is to provide sustainable, stylish, and high

quality sportswear while reducing waste in the ocean and
promoting sustainable practices. We aim to empower
individuals to achieve their fitness goals while making a
positive impact on the environment.

Vision Our vision is to be a leading sustainable fashion brand that

provides functional and stylish sportswear while promoting
environmental responsibility and sustainability. We want to
inspire individuals to prioritize their fitness and the health of
the planet through their fashion choices, and to become a
driving force in the movement towards a cleaner, healthier, and
more sustainable world.

SDG ● SDG 3: Good Health and Wellbeing Ainsley's

sportswear products promote physical activity and
healthy lifestyles, which are important for maintaining
good health and wellbeing. By empowering individuals
to prioritize their fitness goals, Ainsley is contributing
to SDG 3.

● SDG 8: Decent Work and Economic Growth Ainsley's

commitment to using sustainable materials and
promoting responsible consumption and production
practices supports sustainable economic growth. By
prioritizing sustainability in its business practices,
Ainsley is contributing to the creation of decent work
and economic growth that is equitable and

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 environmentally responsible.

● SDG 9: Industry, Innovation and Infrastructure

Ainsley's use of reclaimed ocean waste in its sportswear
products demonstrates innovation in sustainable
materials and production methods. By promoting the
use of these materials, Ainsley is contributing to the
growth and development of sustainable industries.
● SDG 13: Climate Action Ainsley's use of reclaimed
ocean waste in its sportswear products contributes to
reducing the amount of plastic waste in the ocean,
which is a key factor in mitigating climate change. By
promoting responsible consumption and production
practices, Ainsley helps individuals take action towards
reducing their carbon footprint and addressing the
climate crisis.

● SDG 14: Life Below Water Ainsley's commitment to

using reclaimed ocean waste for its sportswear products
helps protect marine life and their habitats. By reducing
the amount of plastic waste in the ocean, Ainsley is
helping to prevent harm to marine ecosystems, which is
essential to maintaining the balance of life below water.

● SDG 12: Responsible Consumption and Production

Ainsley's use of sustainable materials and promotion of
responsible consumption and production practices
contributes to SDG 12. By creating products that are
made from reclaimed ocean waste, Ainsley is promoting
the circular economy and reducing the demand for new
materials. This helps to reduce waste, conserve
resources, and minimize the negative impact of
production on the environment.
●

Products The product range includes a variety of sportswear, such as

leggings, shorts, sports bras, tank tops, tshirts, and hoodies
all designed to meet the needs of individuals who prioritize
both functionality and sustainability in their fitness apparel.

Product materials ● The materials used include recycled fishing nets,

plastic bottles, and other ocean waste, which are
transformed into highquality fabrics, safe for customers
'skin, and have less impact on water that are both
durable and comfortable.

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 ● No colordying.

Target Audience Ainsley's target audience is individuals who are passionate

about fitness and health, and who are also committed to
environmental sustainability. They are conscious consumers
who prioritize ecofriendly products and ethical practices.

Demographic:
● Age: Between the ages of 18 and 45 . 2035
● Gender: All gender.
● Education: College education or higher.
● Income: Middle to upperincome level
● Location: Global
Psychographic:
● Values: Values sustainability, social responsibility, and
taking action to protect the environment.
● Lifestyle: Leads an active lifestyle and enjoys working
out and staying fit.
● Fashion Preferences: Interested in fashion and willing to
pay a premium for highquality, stylish, and sustainable
sportswear.
● Social Consciousness: Socially conscious and cares
about the impact their purchases have on the world.
They are likely to support causes related to
environmental sustainability and social responsibility.

Price Our sustainable fashion line of sportswear is priced higher

than nonsustainable alternatives due to the cost of using
sustainable materials and responsible production practices. Our
prices are designed to reflect the quality, style, and
sustainability of our products, as well as the social and
environmental impact we're committed to making.
75-120$ USD

II. Brand Positioning

1. Industry

2. Brand positioning

Girlfriend Collective
Best For | Sizeinclusive activewear (XXS6XL)

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Sustainability |Girlfriend Collective's environment rating is 'good'. It uses a medium
proportion of ecofriendly materials including recycled materials. It reuses some of its
offcuts to minimize textile waste. It ensures wastewater in its supply chain is treated and
discharged properly. There is no evidence it is taking specific steps to reduce energy use
and greenhouse gas emissions. However its use of ecofriendly materials reduces its
climate impact and limits the amount of chemicals, water and wastewater used in
production.
Product Range | Adult activewear, swimwear, outerwear, tops, bottoms, accessories,
underwear
Price Range | $28 (tank)–$212 (activewear bundle set) average$120
Fashion | middle high, keep up with the trend
Shipping | worldwide
Customer age range | 2534
Location | United States

Pact
Best For | Affordable adult activewear
Sustainability | Overall it is good. PACT's environment rating is 'it's a start'. It uses a high
proportion of ecofriendly materials including Global Organic Textile Standard (GOTS)
cotton. There is no evidence it minimizes textile waste. There is no evidence it is taking
specific steps to reduce energy use and greenhouse gas emissions. However its use of
ecofriendly materials reduces its climate impact and limits the amount of chemicals,
water and wastewater used in production. Its labor rating is 'good'. Most of its facilities
are Fair Trade USA certified. There is no evidence it has a Code of Conduct but it has a
formal statement covering workers rights.
Product Range | Adult yoga apparel, outerwear, underwear, tops, socks, bottoms
Price Range | $28 (leggings)–$88 (hoodie)average$58
Fashion | low middle, basic
Shipping | worldwide
Most customer age range | 4050
Location | United States

Nike
Best For |Worldwide sportswear, innovative technology
Sustainability |Nike's environment rating is 'it's a start'. It uses some ecofriendly materials
including recycled materials. It has set a sciencebased target to reduce greenhouse gas
emissions generated from its own operations and supply chain but there is no evidence it
is on track to meet its target. It implements water reduction initiatives in its supply chain.
It has set a deadline to eliminate hazardous chemicals by 2025 and it is on track to meet
its target.
Product Range |shoes, sports bras, bodysuits, tops & Tshort, hoodies, jackets, pants,
compression, tracksuits, jumpsuit, skirt, swimwear, socks, accessories
Price Range | $26(sleeveless tops) $474(jackets)average$75
Fashion| middle high, release new products frequently to keep up with the trend
Shipping | worldwide

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Most customer age range | 1540
Location | United States

Lululemon
Best For | Highquality, easytoclean, skinfriendly fabric and good for
pregnancy/postpartum
Sustainability |Lululemon's environment rating is 'not good enough'. It uses some
ecofriendly materials including recycled materials. It has set a sciencebased target to
reduce greenhouse gas emissions generated from its own operations and supply chain but
it is unclear whether it is on track to meet its target. There is no evidence it has taken
meaningful action to reduce or eliminate hazardous chemicals. There is no evidence it
implements water reduction initiatives.
Product Range | Dresses, Hair Accessories, Backpacks, Activewear, Tops & Blouses,
TShirts, Plus Size
Price Range |$50(yoga bra) $226.7(jackat)average$138.35
Fashion| middlehigh , basic shape with small design in details
Shipping | world wide
Most customer age range | 2040
Location |Canada

Iron Roots
Best For |Great resource , ethical, natural materials
Sustainability |Iron Roots's environment rating is 'great'. It uses a high proportion of
ecofriendly materials including Global Organic Textile Standard (GOTS) cotton. It
manufactures locally to reduce its carbon footprint. Its use of eco friendly materials limits
the amount of chemicals, water, and wastewater used in production.
Product Range | Hoodies & Sweat, shirts, Activewear, Sportswear, TShirts
Price Range |$43(tshirt)$97.8(zip hoodie)average$70.4
Fashion| lowmiddle, classic silhouette
Shipping | worldwide
Most customer age range | 3540
Location |Netherlands

OUR BRAND
Best For |ethical, natural materials(high quality sportswear made from reclaimed
materials.)
Sustainability |This could include fabrics made from recycled fishing nets, plastic bottles,
or other ocean waste; supporting initiatives to protect marine life and their habitats;
responsible consumption and production practices.
Product Range | leggings, shorts, sports bras, tank tops, tshirts, and hoodies,
Price Range |$75$120 , average$ 33
Fashion| middle to high
Shipping | worldwide
Most customer age range | 2035
Location | Use the photo from general data and take note resource

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III. Survey
1. Question table
2. Collect Data
3. Analysis

IV. Marketing Strategy

Product: Hoodies, pants, Tees, shorts, bras, legging, tops

Price: 75-120$
Place:
Online & Offline (Omni Channel)
Online: Social media (Facebook, Instagram, TikTok, Youtube), email, website,
Ecommerce (Shopee, Amazon, Lazada)
Offline: Retailer, Standing-aloneStandingalone building (at the bottom of the mountains),
Popup store in the park, Popup store on the beach

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 Combine Popup Store and OOH advertising
Midtier
Promotion:
Monthly sale on Ecommerce
Flash sale at golden hours in Popup Store
1.https://zh.wikipedia.org/zhtw/CITYLINK_(%E8%B3%BC
%E7%89%A9%E4%B8%AD%E5%BF%83)

2.https://zh.wikipedia.org/zhhant/%E9%81%A0%E6%9D%B1SOGO
%E7%99%BE%E8%B2%A8

3.https://zh.wikipedia.org/zhtw/
%E6%96%B0%E5%85%89%E4%B8%89%E8%B6%8A%E7%99%BE
%E8%B2%A8

2. SWOT
Strengths:
Sustainable materials
Brand mission and values
Quality products

Weaknesses:
Higher cost
Limited product range
Limited brand awareness

Opportunities:
Growing demand for sustainable fashion
Collaborations with fitness influencers
Expansion of product range

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Threats
Competition
Changing consumer preferences
Supply chain disruptions

● Strength:
Sustainable concept can help our good reputation
Eco-friendly product can keep more safe for users
New brand has more space to gain feedback and adjust ours
● Weakness
No reputation
No brand’s trust
No review
No image
No awareness
● Threat
Sportswear industry has many strong competitors and multiple choice for every
segmentation
Customers almost have their favorite brand
● Opportunity
Nowaday, many people have high awareness of doing exercises to protect their
health
Demand of fashion is higher and higher
Sustainable concept is a potential angle to build content on social media
After Covid19, people have a big care about environment
3. Strategy Approach

1.Our Challenge: No brand recognition

Target Audience:
Age: 20-35
Gender: All gender
Location:Taiwan, Taipei
Lifestyle: positive
Income: < 10,000 TWD
Habit: Surfing the internet, Going out with friends
Interest: music, environment-oriented, economy, environment, entertainment, fashion,
social trend, shopping, shooting
Value:Beautiful inside and outside
Style:Multiple, minimal
Social media: Facebook, Tiktok, Instagram

Customer demand:
Fashionable and comfortable
Insight
Our target wants to buy sportswear like casual or fashionable clothing to mix and match.
They want to look more fashionable wherever not only in yoga classes or gym rooms.

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2.Our solution
Campaign Objective: Raise awareness about our brand name
Timeline: one year campaign ( 01/06/2023 0106/2023)
Unique Selling Point: Sustainable Concept and Design
Customer journey:

Awareness Consideration Evaluation Decision Service

Action ● Look at Search information Go to the store Promotion Our shop provides free
advertising online Our stores have ocean Trend repair service within one
● Word- Watch KOLs, concept and ocean Make a decision month. (If a customer
sof--mouth influencer or KOCs’s fragrance finds that a product is
● See popup review Try the product damaged after the
store Ask their friend See our staff mix and purchase, they can bring it
anywhere Compare the price match with different ways back to the store within
● See our Read the review on The staff is friendly and one month.)
store in social media from willing to share our
Midtier other customers concept
retailer
● KOLs,
KOCs,
Influencer
s review
● The staff
have to
wear our
product at
work

Thinking They do not know They see many posts They not only have a Nowadays, many people In order to ensure the
about our brand about our brand. It good impression of our in our target audience customer's after sales
because our brand is makes them feel concept and products but group like doing creative satisfaction, we provide
absolutely new. curious. also have good things by themself, and this service. Make
experience with our fashion is one of the customers feel better than
service. easiest things they can do expected after purchasing
every day by themself. the product.
Moreover, they also like
buying more and more in
the sale season to try more
and more.

Emotion

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This project is designed for students to get reallife experiences on how to conduct market
research.

You need to create a sustainable fashion brand (select at least 3 SDGs) and think
about your team as one of the teams working in the marketing department of the
company:

● Conduct market research to design a marketing campaign for a product for next
year. You’re going to conduct market research using the survey method.
● Collect data from at least 100 people.
● Your ultimate goal is to suggest a marketing strategy for the upcoming year. The
direction of questions: 1) Demographics 2) Shopping habits 3) Spending habits 4)
Lifestyle 5) Product preferences 6) Social media preferences 7) Brand
preferences

This project will be presented in an oral presentation for 1520 minutes. I will be
expecting the following elements: 1) Brand introduction (10 points) 2) Brand
positioning map (20 points) 3) Survey analysis (including target market) (40 points) 4)
Suggestions for marketing strategy according to your survey analysis (30 points).

*Important note from the teacher:

Draw a positioning map
Decide the competitor
Show 2 most important characteristics and compare with the competitor (must be better
outstanding) – It can be price, functionality, sustainability, fashionable, quality,...

IV. TASK ASSIGNMENT

NO. NAME TASK DEADLINE

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 1. Julia Proposal Sun, 22:00

2. Will Data Analysis Sun, 18:00

3. Harper Put the question Wed, 23:59

and Marketing
Strategy

4. Lindsay Brand positioning Fri, 23:59

and Marketing
Strategy
(Suggestion)

INSTRUCTOR:
Dr. Wendy Chou, Ph.D.
Email: whcc@mail.mcu.edu.tw
Office Hours: By appointment, Mondays, Tuesdays, and Wednesdays 1217PM,
Thursdays 1216 PM

REQUIRED READING:
Mastering fashion marketing
by Jackson, Tim; Shaw, David

SUGGESTED READING: Marketing Fashion: Strategy, Branding and Promotion :

"Strategy, Branding and Promotion" by Henrik Kubel

COURSE DESCRIPTION: Study of fundamental principles and concepts of marketing

and branding, from creating a customer profile to developing a marketing strategy.
Consumer rights, responsibilities, and diversity considered. Key theoretical concepts are
explained and illustrated to let students understand how they are applied within the global
fashion and retail industry, from haute couture to the mass market in the fashion industry.
In addition, this course is designed to allow students to think from a sustainable
perspective and apply such knowledge onto projects.

STUDENT LEARNING OUTCOMES:

● Understand sustainable fashion concepts, marketing theories related to the fashion
industry.
● Understand cultural, sociological, and psychological concepts related to
understanding fashion consumers.
● Gain an understanding of concepts related to fashion communication and
decisionmaking.

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 ● Students will get to see how brands design their marketing strategies through field
trip(s) and postfield trip reflection activities.
● Students are led through the marketing process from initial consumer and market
research to the creation of exciting marketing and branding campaigns.

EXPECTATIONS: Students are expected to read the book chapter(s) assigned for each
week, attend class, participate in class discussions, and complete all course assignments.
No late assignment will be accepted. Students are expected to treat everyone with
respect at all times. There is no texting, using social media, or use of laptops for
nonclass related online surfing. If these devices are used, the instructor reserves the
right to deduct class participation points. In case of emergency, please step outside to use
your cell phone.

Field Trip (s): The 12 field trips(s) are mandatory to attend. There will be one to two
field trips this semester for this course. The field trips are mandatory to attend. You do
need to purchase tickets by yourself or if group ticket is provided, you can purchase from there.
Be prepared to put aside an estimation of $1000 for both exhibitions in total. If you have already
gone to one or both exhibition(s), you need to provide proof to be excused. However, you still
need to participate in the postfield trip reflection activity.

GRADING
Inclass quizzes (20%): 200 points
There will be a quiz before midterm presentation and another before final presentation
begins. Studying materials are all from class notes and course powerpoint slides.

Midterm Project (35 ppl project) (20%): 100 points.

This project is designed for students to get reallife experiences on how to conduct
market research.
You need to create a sustainable fashion brand (select at least 3 SDGs) and think
about your team as one of the teams working in the marketing department of the
company. Your task is to conduct market research to design a marketing campaign for a
product for next year. You’re going to conduct the market research using the survey
method. You will need to collect data from at least 100 people. Your ultimate goal is to
suggest a marketing strategy for the upcoming year. Direction of questions: 1)
Demographics 2) Shopping habits 3) Spending habits 4) Lifestyle 5) Product preferences
6) Social media preferences 7) Brand preferences
This project will be presented in an oral presentation for 1520 minutes. I will be
expecting the following elements: 1) Brand introduction (10 points) 2) Brand positioning
map (20 points) 3) Survey analysis (including target market) (40 points) 4) Suggestion
for marketing strategy according to your survey analysis (30 points).

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Final Project: Continuing from midterm project Pitching a Marketing Proposal (35
ppl project) (30%): 200 points.
Pitching a marketing proposal is a critical part of learning in school as well as in
“real life” after graduation. For this assignment, you will create a micromagazine that
contains the following elements: 1) Brand introduction (including SDGs) 2) Explain
about your target market 3) explain about your marketing mix 4) come up with strategic
marketing plans. Your proposal should be targeted at pitching to a Taiwanese fashion
company to attract Taiwanese consumers. You will be evaluated on the use of concepts
learned in class and your own creativity for the marketing plan. You need to also hand in
your final project in a magazine format. Think about this as an introduction of a new
sustainable brand in a fashion magazine. Please be creative and make your “magazine”
professional looking (100 points)
In addition to the magazine, you need to shoot a short campaign video to promote
your brand. Be creative since you don’t have any products to show. Think about how will
you promote your sustainable brand to your target consumers. (100 points)

Discussion In Class/ Sharing a fashion news (20%): 100 points.

To effectively understand marketing concepts and theories taught in class, it is
important for you to engage in discussion in class each week. Everyone is required to
participate in all discussions including case study analysis. Lack of participation will
result in deduction (5 points) of your grade. Please do not come to class unprepared and
short answers such as “yes” or “no.” You need to be constructive as for answering the
discussion question.
Each week, the class will start with randomly selected students sharing fashion
news. Thus, 5 points will be deducted if you were picked and did not share any news or if
you’re absent. Also, we will have a short discussion about the news. Everyone should be
prepared to join in the discussion. As a fashion student, you should always keep yourself
updated with the latest news in the fashion industry.

Attendance (10%) 100 points. You will be deducted 7 points EACH CLASS HOUR you
miss class without notifying the professor in advance and did not notify the school system
afterwards. You will be deducted 3 points EACH CLASS HOUR if you take a leave on
the school system. You will be deducted 1 point EACH CLASS HOUR if you take a sick
leave on the school system. Please be cautious of your absence for the class.

Extra Credit: Extra credit opportunities can arise in the form of a popup quiz inclass.
Additionally, based on the needs of the class and opportunities to participate in outside
activities, there may be opportunities to gain extra credit points.

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Week 1
Discussion of the syllabus
Introduction to the course
Explain all expectations of the class
Activity: Marketing brainstorm

Week 2
Introduction to Fashion Marketing
Activity: Getting to know fashion marketing campaigns

Week 3
Field Trip
·
Da Vinci Exhibition

Week 4
Marketing research and information for fashion
Activity: Practice conducting market research

Week 5
Field Trip
Fashion segmentation, targeting, and positioning
Activity: Recognizing market segmentation from print advertisements
Activity: Develop a brand positioning map

Week 6
Marketing Mix
Discussion: What’s the difference between fashion products and other kinds of products
Activity: Find a product/brand that represents trickle up, trickle down, and trickle across theory
Quiz 1

Week 7
Midterm Presentations

Week 8
Spring break

Week 9
School midterm week, no class

Week 10

Week 11
Field Trip Reflection
Pricing

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Case Study: How to Sell Skincare at Every Price

Week 12
Promotion and marketing communications
Channels of distribution and services
Case Study: Gen Z Shopping: Separating Myth from Reality

Week 13
Social Media Marketing
Activity: Design 2 social media advertisements

Week 14
New approaches to fashion marketing
Discussion: Why don’t fast fashion brands own restaurants/hotels to enhance the brand
experiences?
Activity: Organic beauty brand building existence on Amazon.com

Week 15
How Ethics and Social Responsibility Impact Fashion Marketing
Discussion on final presentation
Quiz 2

Week 16
Final presentation week

Week 17
Final presentation week

Week 18
School Final Exam Week , no class

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Final Project: Continuing from midterm project- Pitching a Marketing Proposal (3-5 ppl project)
(30%): 200 points.
Pitching a marketing proposal is a critical part of learning in school as well as in “real life” after
graduation. For this assignment, you will create a micro-magazine that contains the following
elements: 1) Brand introduction (including SDGs) 2) Explain about your target market 3) explain
about your marketing mix 4) come up with strategic marketing plans. Your proposal should be
targeted at pitching to a Taiwanese fashion company to attract Taiwanese consumers. You will
be evaluated on the use of concepts learned in class and your own creativity for the marketing
plan. You need to also hand in your final project in a magazine format. Think about this as an
introduction of a new sustainable brand in a fashion magazine. Please be creative and make your
“magazine” professional looking (100 points)
In addition to the magazine, you need to shoot a short campaign video to promote your brand. Be
creative since you don’t have any products to show. Think about how will you promote your
sustainable brand to your target consumers. (100 points)

come up with strategic marketing plans

STRATEGIC MARKETING PLANS

Off-site

On

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