JACK RICHARD SMITH

SUMMARY

A marketing campaign with a huge Multi-Demographic appeal. The “Arthur” strategy in association with Liberty of London aims to add relationship and equal representation into the menswear industry in reaction to an identified consumer behavioural constant. Within the campaign, an in-store and online capsule collection consisting of Liberty of London merchandise, pulled together to create the trend “Arthur” is based around, will be available for the campaign’s target consumer to shop and buy into. As a key focus for Liberty, the idea of personal service is heavily focused upon, with regards to shopping, styling and categorised and personalised consumer marketing techniques. The campaign will run over a period of 5 months September 2016 - January 2017 and will consist of merchandise that reacts to an Autumn/Winter menswear fashion trend. The campaign has been forecast with minimal risk leading to a shortened contingency strategy, in reaction to a successful sales forecast, revenue and profit and loss identification.