Lucy and Yak Marketing Strategy Report
I was given a brief in which I had to develop a future marketing strategy report for a brand of my choosing. I decided to concentrate my work on the independent British brand ‘Lucy and Yak’. They are a fairly new brand, however they are quickly emerging into a successful brand.
To prepare for this brief I researched a variety of topics to further understand how businesses function. These topics included strategic marketing, sustainability, innovation, brand values, brand environment, marketing communications and brand position. I expanded my research into fields outside of the fashion industry. For example, I reflected on ‘Netflix’s’ strategic marketing practices as well as why ‘Apples’ brand environment is unique.
Following the research, I submitted nine different strategic proposals to further develop Lucy and Yak. I evaluated each one with my tutor until we decided to continue with the brick and mortar proposal. A brick and mortar store is a risky move for an independent e-commerce brand, however, seeing how successful Lucy and Yak have become in the past few years, made it certain for me that this strategy will be effective.
This presentation will take you through each of the elements that make the Lucy and Yak store. I trust that this marketing strategy will be successful if implemented as I have studied the brand thoroughly in order to make sure that the store fits their ethos and values.
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Link to Presentation: https://drive.google.com/file/d/1GS8xRe3LaOutt5H-HpLikwh4IJ2FpVTv/view?usp=sharing
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