Marketing Plan: Flamenco
The proposal is to launch a new brand called ‘Flamenco’. The proposal is to launch colorful embroidered tops primarily targeted towards the female Hispanic population. Hispanics or Latinos as they are commonly called are one of the fastest growing ethnic groups in the United States of America. “Roughly one in seven Americans is Hispanic. Hispanics constitute the largest minority group in the United States. As of July 1, 2004, Hispanics accounted for 14.1% of the population, around 41.3 million people” (‘Hispanic’, Demographics section). Even though this group has assimilated in the mainstream, yet they have their peculiar culture, different lifestyle, distinct music, colorful dances and even unusual cuisines. Focusing on the music and dancing culture of Latinos, the tops in bright colors in different styles such as shimmer and colorful embroidery will be launched under the brand name ‘Flamenco’. Exclusive outlets will be opened in places like ‘New Mexico’ and Southern California’ etc.. The clothing line will be have medium range of prices while an exclusive premium section will also be launched to cater to exclusive clients with exclusive designs. Nevertheless, the clothing line will be marketed as an affordable pr t-a-porter or ready to wear line. The product will be marketed with the flamenco dancing concept that celebrates life and spreads feelings of cheerfulness and vivacity.
The Target Market
Fashion in itself is a segment where mass marketing to all and sundry is not done. Another way of looking at the clothes market would be looking at the target consumers of fashion clothes. Flamenco will essentially be a product targeted at the female population of the country. Hispanics are now the largest minority group in U.S.. Hispanics is a diverse group. The researches have also shown the proclivity of female population towards clothes and fashion. Hispanic women in particular are very fond of makeup, cosmetics and clothes. They love to pamper themselves with fashionable clothes and stylish make up. A large number of companies cater to Hispanic women with products like Hair care, Make up, Moisturizers, dental products and clothes. Purchase power of this demographic group has also increased making them an attractive target group. Hispanic women also have a hankering for branded products. “According to the Cotton Incorporated Lifestyle MonitorTM, Hispanic-American women are likely to fall into the former category: 29% of women who classify their ethnic background as Hispanic say they love shopping for clothing, compared to 18% of all other women” (Latina Clothing Lovers’, Pars 1).
In order to understand the brand’s worth and its activities one must also analyze what competitors are doing in the fashion business. Italian brands hold the reigns of fashion world. Milan is considered the foremost fashion capital of the world Italian brands like Armani, Gucci, Dolce & Gabbana, Prada and many more have become household names when it comes to exclusive high-end fashion. These fashion brands have an international appeal and cater to world wide high brow client. The exclusive culture of Latinos provides us the opportunity to cater to them exclusively from their own cultural perspective. This concept of catering to the clothing needs of a particular ethnic group caught on and exclusive Latino boutiques started cropping up in different places.
From Jennifer Lopez’s new boutique in Chicago to Mexican soap star Thalia Sodi’s Kmart brand and Daisy Fuentes’ fashions at Kohl’s, clothing and accessory brands with a Hispanic pedigree are popping up everywhere” (Elias Pars. 1). Again they offer complete range of products from tops, skirts, jeans, dresses to accessories. The trouble with these new brands is that they are not focused on a particular item of clothing. Besides, the specific cultural aspect of this ethnic group is not cashed in on by these labels. There are not new concepts while ‘Flamenco’ is a concept that deals exclusively with tops from a very cultural prospective. It is here that ‘Flamenco’ seeks to carve a niche for itself.
Brand Philosophy and Objectives
This exclusive fashion brand with the specialty of women’s tops will be more about the abstract feelings of prestige, exclusivity, privilege and multicultural identity rather than mere products of high quality. High quality and aesthetics are definitely important aspects of the fashion brands but big brands are not made just on the notion of quality. It is the feelings, emotions, and prestige attached with a brand that makes a brand stand out in a sea of brands. Like most high fashion brands ‘Flamenco’ also clearly acknowledges that we are not selling mere products rather we are selling lifestyles and prestige. In this brand in particular we are focusing on the rich and colorful music and dance culture of Hispanics. The objective of the brand will be to consistently able to deliver quality, perfection and style to its fashion conscious consumer. Our style will evolve with time but the essence of high quality will remain there with the changing trends and times.
The Product: The idea is that intricate embroidery could give a bohemian feel to the tops. Different necklines such as V-necks and round necks etc. And hems will be the part of the collection. The color will be the identifying factor for our range of product. Mainly bright colors will be used to suit the brand name and image associated with a flamboyant dance. These tops will add a different and stylish touch to skirts or pants. The second important factor will be the embroidery. Interesting new concepts of shimmer, or crochet front with scattered sequins, or combination of different embroideries designed by our exclusive design team will stir consumers’ interest and will create an exotic combination on tops made different fabrics.
The Price: The price range will start at $18 and will go up to $45 for the pr t-a-porter line. The exclusive line will be charged further premium for the offer of exclusivity. The pricing strategy is to cash in on the increasing purchasing power of community. The range of price decided will attract people from different sections of society.
The Place: In case of ‘Flamenco’ exclusive boutiques will be launched in the areas where Hispanics live in large numbers. Areas like Central Florida, Southern California and New Mexico are chosen as prime places to open the first few boutiques. Special events with celebrities will be organized to formally launch the boutiques.
The website will be launched where consumers will be able to select tops and make purchase online. The website will also be a place where customers will also be able to browse through the music and dance (particularly flamenco) collections on the same website. Also, search engines will be utilized to market the line. All major ecommerce websites including exclusive sopping websites for Hispanics like hispanicsurf.com will be contacted to sell and advertise the brand.
The Promotion: The importance of image building and promotion will be inculcated in the marketing mix of the brand right from the beginning. The management plans to use identifier, brand’s trademark ‘flamenco’ logo on exclusive products to deliver the message of luxury, prestige and multicultural identity to its clients. Another important feature of the marketing by the brand is the patronage given to it by the celebrities particularly belonging to Hollywood. Star power and patronage of celebrities have helped brands in achieving the iconic status. Many celebrities like Cameron D’az, Alfonso Ribeiro, Carlos Ponce, Justina Machado, George L. pez, and Christina Aguilera having Hispanic backgrounds have gained immense popularity over the years. Therefore, the brand ‘flamenco’ plans to sponsor a diva or a singing sensation for the launch of its brand. “Celebrity influence has certainly gained importance with Latina women in the last decade; in 1994, 13% of Hispanic women cited celebrities as a source of clothing ideas. In 2004, that increased to 23%” (Latina Flavor’, Pars. 13).
The main concentration of advertising of the brands would be in print publications. Whether one is browsing through Cosmopolitan or any other magazine all the leading glossies will have special pages adorning the advertisement of this fashion brand of women’s tops.
High Fashion brands try to explore new avenues to further build their association with high-end target market by linking themselves to certain events and programs as part of their promotional techniques. ‘Flamenco’ would also make association with major Hispanic events already in place. We will also start a ‘Flamenco Dance’ campaign as an event that would celebrate colorful dances and clothes of Latinos.
Budgets and Controls
It is proposed that the marketing budget to launch the advertising and promotion campaign that includes print advertising, celebrity hook up, outdoor advertising and other initial activities should be considerable. Initial marketing budget will run in millions that is separate from the product development cost and infrastructure investment. Also exclusive boutiques opened will also have a separate budget. Later events will be financed as the brand awareness and penetration increases with time. All marketing campaigns will be monitored by getting feedback in terms of sales and brand awareness. Research projects will also be launched to monitor the impact of marketing campaign.
Elias, Cristina. ‘Young Hispanics and Hip Latinos’ September 13, 2005. Ahorre.com. 21 May 2006 http://www.ahorre.com/blog/hispanic_marketing/us_hispanic_market/young_hispanics_and_hip_latinos/
LATINA FLAVOR: Today’s Hispanic Woman Feasts On Fashion’ 3 October 2005. Cotton Incorporated.
21 May 2006 http://www.cottoninc.com/lsmarticles/?articleID=416
LATINA CLOTHING LOVERS: Clothes shopping is a passion for many Hispanic-American women’ 19 October 1998. Cotton Incorporated.
21 May 2006 http://www.cottoninc.com/lsmarticles/?articleID=285
Hispanic’. Wikipedia Encyclopedia. 21 May 2006 http://en.wikipedia.org/wiki/Hispanics
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