Find out from research the target of Etro:

I‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ need a fashion marketing expert. In the assesment brief, there is the mission of the report. Explanations: 1. A. For the brief brand presentation: also include the sales revenue of the brand. Important things also about Etro, when was it created, what kind of brand it is, where does it come from. ! It has to include the sales revenue because it gives you an idea of what other resources to can be allocated to the communication strategy(Point 4). ! RTW-means Ready to wear, and leather goods- the report has to be based on these categories only. Marketing plan to Boost Etro fashion brand- it has to be conducted in the fashion luxury market because the unit is called Marketing in the Luxury Sphere. I won’t need the group part to be done because I’ve done it with my group, I need the report to be done based on the secondary research(please use also books- good ones and good websites for sources) and on the primary research done by me(which I’ll send u). 1. B. For the overview of the market: do Porter five forces of Etro in the fashion luxury market(we consider the industry of Ready to wear and Etro is a part of it, how can we apply the Porter five forces) and also write what is the total of money generated by the upper part of Ready to Wear in the fashion market. 1. C. !!! The research problem of Etro is that the brand doesn’t have a good visibility in the luxury fashion market. (Use it as the highlighted research problem, and bring very concrete and solid explanations for the research problem). and also include informations from my primary research- survey conducted- include the fact that most people reponse was that they don’t know Etro, even if they seems to be interested in fashion(the information is also from the survey- for each information from the primary research write in brakets(see appendix). – The objective has to be increasing Etro’s visibility in the luxury fashion market- it has to be done through communication(Operational Strategy). Find out from research the target of Etro: The target of Etro is Generation Millennials. (Research about it and bring concrete explanation why the generation millenials is targeted by Etro)- or if you think Etro is targeting another generation, use that one. The pen portrait can also be done based on information from my primary research(store observation of the customers) and the secindary research too. From the individual report structure don’t do the: covers, the table of contents-cause I have it, just write for each part of the report subtitles such as: brief brand presentation: ….. Just so I know what is the part of the report when I will have the presentation. Don’t do the 2. a. and b( i did it and place in the appendix-don’t do the appendix, I did it), but do (don’t forget about this point- it is based on my primary research)- I will send you the interviews I did and the store observation and the survey in order for you to know what to write for point . . the competitive mapping(it must be direct competitors of the brands- 6 competitors on the map+Etro) I’ll upload some picture of what to do and what not to do. !!!The competitors must have more or less the same customer target as Etro!!! The brands diplayed on the competitive map should be able to take away some customers of Etro. . You have to get information from the in the stores observations I will send you, and also from the offer according to what has been observed on the e-shops(you‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ should do this). Note that the category of products that are more displayed in store and on e-shops are the ones that generates the biggest part of sales. . Communication: do research. (Tip- they’re communicating good on their Instagram profile, they also have celebrities wearing their outfits- see Instagram page) and do more research, the collaboration they did with the Animation’s Film Kung FU Panda. -> for point 4. Think of a good strategy to implemment to attract gen Z(as they did with the Kung Fu Panda collaboration). . distribution: analyse direct to consumer distribution (mention how many stores Etro has worldwide) and indirect distribution(wholesale) for both online and offline. . The SWOT: that will highlight the outcomes of the internal and external analysis. When doing the SWOT(do it based on secondary research and also primary research). You also have the report guidelines in the assesment brief for the individual report. – See Business of fashion online State of fashion 2022 and 2021- to read it in order to know what trends to choose for the SWOT When designing the communication plan(point 4)- go back to the research problem. For the action of communication you find proper to implement for Etro, how much does it cost(the budget) and everything else that is included in point 4. (For the operational strategy: think of smth to boost Etro in 6 months, something doable in 6 months: maybe it can be also an event, or collaboration and so on.) – suggestion The strategy to be focused on communication. The brand doesn’t have to be changed, it has to be improved, stay true to the brand(don’t change the DNA of the brand). Marketing objectives is considering all the data researched and say what is to be done in order to boost the brand(put the recommendations into concrete actions). For point 4 think of a strategy to increase the visibility of Etro by attracting Gen Z. For 1. Context and to be conducted and : this have to be done on the situation of the brand now. For Strategy: to be done on the communication strategy to be implemented. The report has to be done in MMU Harvard Referencing system. !!! Important: cite every sources of every bullet point of SWOT and Porter 5 forces. When using information from the primary research I’ve sent you(put in brakets( . apendix number 1, 2 or what number it is ). I also need an executive summary of 200 words( I’ve chosen 2200 word instead of 2000, in order for the writer to do the executive summary of 200 and a few words too) And also the bibliography and referencing according to MMU Harvard system. Bibliography is all the sources used in the report, but not cited. (For bibliography it’s enough to have 4-5 sources). Referecing is all the sources cited in the report. From individual report structure ignore MEC and JAA, they’re tutor names. I will send more informations and recommendations once I have the writer. The report has to be done in MMU Harvard Referencing system. (Using Wikipedia is forbidden-not a reliable source). !!! Important: cite every sources of every bullet point of SWOT and Porter 5 forces!!! (After each bullet point(citation in brackets) Point 4: F) Recommendation have to be done based on the problematic from point 1, and the objective of the marketing plan (to increase Etro s visibility in the fashion luxury market by targeting Gen Z). -for recommendation use informations‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ from primary research and secondary too.

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