Marketinška strategija modne marke Lei Lou

undergraduate thesis

• Author: Anamarija Crnoja
• Mentor: Mirko Palić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-04-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketinška strategija modne marke Lei Lou temelji se na složenom procesu koji obuhvaća niz ključnih elemenata usmjerenih na postizanje dugoročnog uspjeha i prepoznatljivosti na tržištu mode. Centralni cilj ove strategije je izgraditi snažan identitet marke, istaknuti se među konkurencijom te kontinuirano povećavati svijest o marki među ciljnom publikom. Jedan od osnovnih koraka u ovoj strategiji je detaljno istraživanje tržišta radi razumijevanja potrošačkih preferencija, trendova i konkurentske ponude. Na temelju tih saznanja, Lei Lou razvija inovativne proizvode koji odražavaju jedinstvenu estetiku i vrijednosti marke, čime se diferencira od konkurencije i privlači pažnju potrošača. Važan aspekt marketinške strategije Lei Lou je integracija tradicionalnih marketinških kanala poput tiskanih medija, outdoor oglašavanja i događanja s digitalnim platformama kao što su društvene mreže, internetska prodaja i suradnja s influencerima. Kombinacija ovih kanala omogućuje marki da maksimalno iskoristi sve mogućnosti komunikacije s potrošačima i osigura prisutnost na različitim točkama kontakta. Lei Lou pridaje veliku važnost stvaranju autentičnog iskustva za svoje kupce. To uključuje pružanje personalizirane usluge, aktivnu interakciju s markom putem različitih kanala komunikacije te promicanje vrijednosti održivosti i društvene odgovornosti, što sve zajedno stvara emocionalnu vezu između marke i potrošača. Kroz kontinuirano praćenje performansi, analizu povratnih informacija i praćenje trendova u industriji mode, Lei Lou prilagođava svoju marketinšku strategiju kako bi ostala relevantna i privlačna na dinamičnom tržištu. Ova fleksibilnost i sposobnost prilagodbe omogućuju brandu da ostane konkurentan i uspješan u sve zahtjevnijem okruženju mode.

Abstract (english)

The marketing strategy of the Lei Lou fashion brand is based on a complex process that includes a number of key elements aimed at achieving long-term success and recognition on the fashion market. The central goal of this strategy is to build a strong brand identity, stand out among the competition, and continuously increase brand awareness among the target audience. One of the basic steps in this strategy is detailed market research to understand consumer preferences, trends and competitive offerings. Based on these findings, Lei Lou develops innovative products that reflect the brand's unique aesthetics and values, thereby differentiating itself from the competition and attracting consumer attention. An important aspect of Lei Lou's marketing strategy is the integration of traditional marketing channels such as print media, outdoor advertising and events with digital platforms such as social networks, online sales and cooperation with influencers. The combination of these channels allows the brand to make the most of all the possibilities of communication with consumers and ensure a presence at different points of contact. Lei Lou r places great importance on creating an authentic experience for its customers. This includes providing personalized service, actively interacting with the brand through various communication channels, and promoting the values of sustainability and social responsibility, all of which create an emotional connection between the brand and the consumer. Through continuous performance monitoring, feedback analysis and fashion industry trends monitoring, Lei Lou adjusts its marketing strategy to remain relevant and attractive in a dynamic market. This flexibility and adaptability allows the brand to remain competitive and successful in an increasingly demanding fashion environment.

• Keywords: marketing; marketing miks; modno tržište; modna marka Lei Lou
• Keywords (english): marketing; marketing mix; fashion market; fashion brand Lei Lou
• Language: croatian
• URN:NBN: urn:nbn:hr:148:185515
• Study programme: Title: Business economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: pristupnik ekonomije/pristupnica ekonomije (pristupnik ekonomije/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 21:17:43