CONTACT: LAWRENCE POTTER lawrence.potter@imc.edu.au
CONTACT: LAWRENCE POTTER lawrence.potter@imc.edu.au
DATE: Thursday 27th APRIL 2023
CLIENT ANNUCCI LEATHER PTY LTD (T/As Vera May)
BRAND: VERA MAY
PROJECT: BRAND Marketing Strategy FASHION or FASHION ACCESSORIES (Recorded GROUP Presentation and Written GROUP Marketing Strategy Report)
DEADLINE: Week 11 Semester 1 2023
BRIEF IN BRIEF
Develop a business marketing strategy for VERA MAY.
This is to reflect the strategic direction to grow the business in its traditional BAG (X-Body; Travel; Leather; Handbags; Business; Wallets) business channel AND the new FASHION ACCESSORIES (Scarves; Ponchos; Sleepwear; Leisurewear wool, cotton, jersey) channel and FASHION (Linen; Dresses; Tops; Pants).
CREATE TWO (2) NEW STRATEGIC MARKETING INITIATIVES for the business.
BACKGROUND
OVERVIEW:
Proudly Australian, Vera May is a well-known designer brand showcased in an array of retail market channels internationally. Founded in 2003 Vera May has become a reputable go-to for handbags in the fashion industry; maintaining a strong brand presence for over 15 years.
Vera May handbags are loved all over the world for their impeccable quality, fashionable designs, and innovative style. The fashion industry is constantly evolving, and Vera May are consistently releasing new designs to adapt and deliver on whats trending. When you stock Vera May in your store you become a part of our family and we love being able to share our love of fashion with you.
The Vera May range has Genuine Leather Handbags & Wallets, Vegan Leather Handbags, Faux Leather Handbags, Travel & Cabin bags as well as the newest edition the antique leather range Boho Luxe. All our fabrics are ethically sourced, and we maintain a high quality standard thanks to our manufacturing teams. We have a long-standing relationship with our suppliers and are proud to support businesses that make a difference in their community.
DISTRIBUTION:
B2B Retail Channel: Fashion Stores; Pharmacy; Gift & Convenience Stores; Travel; Bag & Luggage stores; Cobblers and Boot stores; Newsagents; ONLINE (Field Folio / FAIRE)
B2B Regions: Australia; New Zealand; Pacific Islands (Fiji / Vanuatu / PNG)
D2C: EBAY; FAIRE; Website
275541171235Intl Retail Partner
0Intl Retail Partner
FULFILMENT MODEL:
275319345720Retail Channel ANZ
B2B & Online
0Retail Channel ANZ
B2B & Online
395478046095CONSUMER / END USER
0CONSUMER / END USER
162284146084VERA MAY
00VERA MAY
1968545449MANUFACTURER
0MANUFACTURER
374302411347825438831144361413833117829
275541118415D2C Online
0D2C Online
VM BRAND PERCEPTION:
BRAND
Beautifully designed and carefully manufactured, our products are widely accepted by the market due to the blend of quality, value and affordability.
DESIGN
Our beautiful designs are fresh and fashionable to meet our customers needs.
QUALITY
Our products must meet international testing standards. Our products are put through a stringent testing process before they can be released to the worldwide market. Our partners work with us to ensure that they meet all ethical sourcing controls, Audit standards and ILS requirements.
TRUST
With have 20 years experience, which allows us to use our specialist knowledge to focus on what matters most to our customers.
IMAGINATION
VM continues to push all the boundaries, creating products that align with the limitless imaginations of our customers, to excite and inspire.
WEBSITE Address: https://veramay.com.auBRAND PERSONALITY
BRAND Logo
Brand Personality
Approachable/Friendly
Adventurous/Curious
Creative/Innovative
Dynamic/Collaborative
Natural/Sustainable
Brand Tone
Authentic
Personal
Natural
Honest
Humble
Brand Language
Simple
Fun
Savvy
Practical
Original
Brand Purpose
Engage conversations
Inform and educate
Entertain and excite
Generate enrolments
Establish expertise
CURRENT SITUATION & PROJECT OBJECTIVE BRIEF Current Marketing Efforts
LIMITED and INCONSISTENT (as no dedicated resource or plan)
Current Online and Social Media Marketing Efforts
INSTAGRAM / FB
Website
Online Retail Platforms
ACTION 1: Brand Positioning to be defined as part of your report.
ACTION 2: Unique Selling Point to be defined as part of your report.
ACTION 3: Brand Voice to be defined as part of your report.
ACTION 4: Customer Personas to be defined as part of your report.
ACTION 5: Strategic Marketing Initiatives to be defined as part of your report. Use the 4 Principles TOOLS of AER / BOR / USP / VRIO / SCA to develop the TWO NEW INITIATIVES needed to grow the VM market.
Customer Acquisition
Personas
Value Proposition
Marcomms Strategy
VM Product Ranges
Brand Awareness and Recall
