Marketing a Product

PRODUCT: Denim dressmaker shop

Write a 3-5 page paper where you create an original product. Describe your product and explain its use and purpose. Be sure to thoroughly explain your assessment of the market and how you plan to develop a successful marketing strategy for your product. Note: You will continue working with this product throughout the course so give it some thought and come up with something that will impact a large market share!

The requirements below must be met for your paper to be accepted and graded:

Write between 750 – 1,250 words (approximately 3 – 5 pages) using Microsoft Word in APA style, see example below.

Use font size 12 and 1” margins.

Include cover page and reference page.

At least 80% of your paper must be original content/writing.

No more than 20% of your content/information may come from references.

Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.

Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.

*References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.

Book Marketing Management, 5th Edition

Denim is now a common term in the fashion world, representing a firm, woven, and durable cotton fabric with colored warp and filled with white threads. Denim gets its name from a city in France: Nimes, where it was initially called "serge de Nim," later changing to the current term, "denim." Denim dressmaker shop deals with making products from denim and making any alterations as needed by the customers by professional and experienced tailors. This paper, therefore, describes the Denim dressmaker shop, its purpose, assessment of its market, and establishes a successful marketing strategy for the shop and its products.

Denim dressmaker shop is a tailoring shop located in Grantham that aims to serve customers within and without its location. It is one of the newest but fast-rising dressmaking companies, with its specialty being majorly in denim custom designs and alterations. As the world has changed to more casual wear in the past twenty years, denim's use has expanded, making the Denim dressmaker shop earn more profits from the rising number of customers. Its target market, however, comprises the younger generation and children, both male and female, who are more likely to embrace the changes in fashion.

It is now not unusual to see men wear denim jeans to dates or office; thus, Denim dressmaker shop makes sure that those embracing this look do not look sloppy. The shop, therefore, offers high-quality custom denim that is perfectly fitting and with fancier styles that not only include trousers but shirts and dresses as well (Hayes & McLoughlin, 2015). Customers are allowed to choose the fabric of the choice, the stitch color, rivets, and buttons. The shop also allows the customer to choose any design they want, for instance, any back-pocket design they can think of. Clients are also entitled to add distressing styles or blasting as they desire, thus enabling them to get high-quality products as they had ordered. With perfect measurements, the customers end up with ideal fitting and stylish pieces of denim as they had imagined from the start. Denim dressmaker shop is, therefore, the go-to place in case one wants to upgrade their wardrobes with custom-fit dress denim or designer denim.

Denim dressmaker shop also purposes to personalize denim outfits to make them more stylish and fashionable. For instance, customers can choose texts, thread color, and fonts to be placed on their garments as per their desire. Laser technology is also used to add colors and patterns to the already made denim making the denim outfits more attractive. While Denim dressmaker shop does not limit its customer to only these personalization methods, it also allows clients to express themselves, for instance, by using pins for every look. This way, the younger generation, especially the youth, are more attracted to its products, thus a more extensive customer base.

Repairs and alterations are also other ways that Denim dressmaker shop makes it money. The shop makes old denim look as good as new by repairing tears, encouraging more people to get their clothes repaired instead of throwing them away. Tapering, waste adjustments, and hemming services are also available in the shop so as to provide customers with an exact fit of their denim if they bought them loosely fitting or if they would want further adjustments. Besides aiming to make more profits, Denim dressmaker shop preserves the environment by buying old denim and recycling them to become newer products such as denim sling bags (Radhakrishnan, 2016).

The shop's target market, which includes the younger generation, is favored by the changing trends in fashion, which puts denim among the most-trendy designs currently. As Grantham is an industrial city, the materials needed for the layouts are readily available for the tailoring shop; thus, this is one of the shop's strengths. The shop also has a strong brand name and extensive knowledge about its target market, which add to its strengths (Smith, 2019). Some of the opportunities that Denim dressmaker shop has are introducing new technology to promote continuous supply and adapting more contemporary designs. However, the denim dressmaker shop faces stiff competition from other tailor shops such as Bespoke Tailors Grantham. It also faces entry barriers in the middle and high-class consumers who still prefer custom-made designs from boutiques. Denim is still not favored by the older generation; for instance, most of them associate the expressions and patterns on the denim with rebellious acts of the youth, thus unable to penetrate the older generation market. The Denim dressmaker shop faces the risk of making losses if another trend in the fashion industry replaces denim.

The plan to developing a successful marketing strategy for the denim dressmaker shop would be multifactorial, featuring factors such as segmentation, targeting, and promotion (Darren, 2015). In segmentation, more focus on the needs of the customer base, for instance, listening more to their preferences and doing more research, would go a long way in maintaining clients. Also, selling to the market segments that will be most profitable to the business will be a more beneficial marketing strategy. Promoting the shop products through methods such as advertising, public relations, exhibitions, and online marketing is a practical point of sale strategy. In advertising, for instance, using television and online platforms such as Instagram could help reach the target audience, mainly the younger generation.

Monitoring and evaluation is another way that I would use to plan a successful marketing strategy. This could be done by asking how customers perceive the shop's business. Questionnaires, examining consumer's online behavior, and focus groups could be helpful in knowing the customers' response, thus helping in planning a future marketing strategy by learning what to change about the business. A realistic marketing plan that sets out the execution of the shop's objectives and regular review of the project would be the final and significant factor in ensuring a successful marketing strategy of the Denim dressmaker shop (Katsenelinboigen & Levine, 2019).

Paper Outline

Paragraph 1

Denim is now a common term in the fashion world representing a firm and durable cotton fabric that is woven with colored warp and filled with white threads.

Paragraph 2

Denim dressmaker shop is a tailoring shop located in Grantham that aims to serve customers within and without its location.

Paragraph 3

It is now not unusual to see men wear denim jeans to dates or office, thus, Denim dressmaker shop makes sure that those embracing this look do not look sloppy.

Paragraph 4

Denim dressmaker shop also purposes to personalize denim outfits to make them more stylish and fashionable.

Paragraph 5

Repairs and alterations are also other ways that Denim dressmaker shop makes it money. By repairing tears, the shop makes old denim to look as good as new, encouraging more people to get their clothes repaired instead of throwing them away.

Paragraph 6

The target market of the shop, which includes the younger generation is favored by the changing trends in fashion, which puts denim among the most-trendy designs currently.

Paragraph 7

The plan to developing a successful marketing strategy for the denim dressmaker shop would be multifactorial, featuring in factors such as segmentation, targeting and promotion (Darren, 2015).

Paragraph 8

Monitoring and evaluation is another way that I would use to plan a successful marketing strategy. This could be done by asking how customers perceive the shop’s business.