Strategic Plan:

BY R O RY LA N E
 Djerf Avenue
• Founders:
o Matilda Djerf & Rasmus Johansson
o Swedish Sustainable Fashion Brand
o Launched in 2019
• Impact:
o Revenue of $35 million in 2024
o Strong online presence on
TikTok, Instagram, and Pinterest

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SWOT ANALYSIS
• Strengths: Quality,
environmental responsibility,
strong online presence
• Weaknesses: Newcomer,
premium pricing
• Opportunities: Social media
landscape, strategic
partnerships, growing demand
for sustainable fashion
• Threats: Changing fashion
trends, established competitors

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Goals:
Building Brand Awareness and Customer Loyalty

• Become a leader in
sustainable fashion

• Increase brand
awareness among
young adults (18-25)

• Foster a loyal
customer base

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 Measurable Objectives for Success

Output objective: Generate 1,000,000 impressions

by end of Q3 2024 (Influencer Campaign)

Awareness objective: Increase awareness from 5%

to 15% by Q4 2024 (young adults 18-35)

Acceptance objective: Increase positive attitudes

by 25% among May-December 2024 customers

Action objective: Achieve 20% website conversion

rate by year-end 2024

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 Key Publics
• Primary audience: Generation Z and Millennials

• Demographics: Young adults aged 18-35

• Psychographics: Optimistic outlook, prioritize success,

relationships, and leisure

• Behaviors: Engaged with fashion content, invest in

fashion items regularly

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 Website Traffic Demographics of
DjerfAvenue.com according to similarweb.

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 Campaign Theme
• “Sustainability Meets Style”

• Emphasize style with a focus

on sustainability

• Showcase commitment to offering

eco-conscious, quality products

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 Star Power:
Influencer Marketing
• “Threads for Good” campaign with Emma
Watson and other Influencers

• Leverage macro and micro-influencers

• "Sustainability Meets Style" challenge with

promo codes (25% discount)

• Track success metrics (engagement, website

traffic, promo code usage)

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 Green Steps:
Corporate Social
Responsibility
• Active CSR initiatives (environmental
partnerships, recycling programs)

• Quarterly sustainability reports

• Sharing positive social and environmental

impact stories

• Supply chain transparency (ethical sourcing,

fair labor, eco-friendly production)

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Community Threads:
Building Local
Engagement
•Fashion workshops with sustainability
experts

•Pop-up exhibitions showcasing sustainable

fashion and art

•Live streams and virtual fashion shows for

global participation

•Track success metrics (media coverage,

brand sentiment, event mentions)

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 Summary
• Star Power: Leverage high-profile
partnerships and influencer marketing
to amplify brand awareness and
visibility.

• Green Steps: Solidify Djerf Avenue's

commitment to sustainability through
active participation in environmental
initiatives and complete supply chain
transparency.

• Community Threads: Foster a sense of

belonging and strengthen connections
with target audience by hosting unique,
interactive events tailored to local
communities.

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 Thank you
RORY LANE

PRSC 3311-D01

DR. SHAN XU

TEXAS TECH UNIVERSITY

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