분야
pptxa. fashion industry
b. casual industry
c. about E-LAND
3. 3C
a. company
b. customer
c. competitor
4. 4P
a. product
b. place
c. promotion
d. price
5. Problems
a. product
b. place
c. promotion
d. price
6. Solution
a. product
b. place
c. promotion
d. price
7. Conclusion
& massive human resources
of 1,000 designers
Lack of advertisement,
physical stores mostly in
Gyunggi area
Customers’ increasing interest
in fast fashion
6 major fast fashion brands’
strong position in Korea
Short turnover rates
- fresh designs everyday
Various clothing providing
- outerwear, innerwear, accessories, shoes & bags
Marketing Communication Analysis
Target Audience – All Generation
A mass fashion brand
Communication Objective – Brand Awareness
Focus on boosting brand awareness among all generation
Entry level: only 2 years since launching
Promotion Message – Local & Reasonable Brand
Low price and products customized for Korean people
Promotion Media
Advertisement on free newspapers or magazine displays
Special events with the celebrities as sales promotion
Online media; World Cup events and Twitter