People Tree Marketing Communication Plan Dissertation

People Tree Marketing Communication Plan - Dissertation Example They are quick fashions and they go with the trends in the markets. High amount of wastes are a major problem faced by fast fashion industries (Hines and Bruce, 2006). Slow fashion are those sectors which are organized in such a way so as to provide environmental, economic and social benefits to all stakeholders involved in the supply chain. These are the companies who are in this industry for many years and have evolved from a profit-making culture to an environment friendly and sustainable organizational goal. Looking at the change in the communication and perception of the overall industry trends, People Tree now wish to broaden their appeal and become a mainstream provider of fashion. The organization is concerned with its current brand equity and brand image and expects to communicate its brand on a more sustainable and environmental friendly platform. With the change of image and activities supporting a sustainable environment, the organization aims to gain sustainable certific ates. According to industry trends, these are certified of sustainability and image makeover will be the communication platform between the industry and consumers. 2.0 Brand Communications Objective 2.1 External and Internal Situational Analysis 2.1.1 External Analysis – Macro Environment The fashion market in United Kingdom is a leading industry. The market is filled with a large number of fashion brands ranging from luxury brands to local street wears. According to fashion United, the total expenditure of UK Consumption on footwear and clothing alone is more than 60 billion. The fashion and textile sector of United Kingdom employs more than 6000 workers. During the global economic downturn, the average household consumption of textile reduced... People tree is a fair trade certified organization, according to which, sustainable and ethical fashion market is the top priority. The organization aims to transform ethical fashion into a glamorous and desirable market. The brand is positioned as a high involvement category involving much of attraction from the consumers. The brand is placed in the mass category of apparel products for men and women. These include casuals, formals and ethnic wear. These products are medium to high prices and places with the positioning of value for money and affordable pricing. This category of apparel has the largest base of consumers and thus competition is high. Most of the other companies produce similar clothing range. The major differentiation comes from pricing and superior quality. The segmentation of customers will largely depend on the values provided by the brand as well as the psychology of the consumers with respect to the attributed provided by the brand. It is very important to segme nt the customers on the basis of their interests, activities and behaviour towards the organization. This is very crucial because it will help is preparing appropriate strategies and marketing programs targeting the right consumers mix. The products of People Tree are generally purchased by consumers of higher social class, since it is majorly ethical and high end fashion apparel; the people purchasing these products are more quality conscious rather than price conscious.(Pettigrew, Whittington and Thomas, 2006).