Marketing Plan - Green

Colour Code in Research File: MARKETING

Today I am working on my research gathering information about my target consumer and why I think La Senza should be aiming towards them. My target market is young women aged 18-25 as I think this age range is a suitable demographic when it comes to body confidence and body image issues.

As millennial beings, this generation has grown up with social media in their lives and know nothing more than swiping through Instagram and constantly seeing beautiful, unattainable figures all over their feed.

I want to conduct primary and secondary research which prove that girls suffer from anxiety through body related issues and I believe that La Senza can be a change for these girls, paving the way in the industry to promote healthy body types and inspire young women to be confident in their underwear.

SEE APPENDIX 2 FOR INITIAL NOTES

12th - 18th March

This week I have been working on my brand book.

I have looked at different layouts on behance and Pinterests to get an idea of what I want to do.

I have been looking in-depth at La Senza and what I want the brand to represent, looking at it's values. My aim is to create a brand that inspires young women and uses models which represent the real girl.

Due to research on body image and social media having such a huge impact on how young girls feel, I have decided to change my demographic to 18-25 year olds, as I feel like body-related issues effect these woman more, and La Senza could really push the trend of body confidence in the lingerie world.

I have also looked at my event plan and researched House of Fraser. I have contacted my friend who works there and asked if she could send me some floor plans of the venue, I have also started to look at potential guests for my event.

I have also set out a template for my look book and put together a layout of potential new logo designs for the brand.

5th March - 12th

My research began by splitting down the sections of my project which are:

• Event Plan 
• Lookbook 
• Press pack 
• Brand book 
• Marketing plan 

I started out my research looking at the market and diving into the lingerie market to see current trends and the current climate of this section. It seems that the lingerie market is on the rise and more brands are coming up within the fashion world. 

Looking at WGSN (See appendix 5), I found the key trends of the A/W lingerie market and have decided to work with some of them for my photo-shoot. 

I also found that the main colour for this year according to Patone is Violet, which will be incorporated into my WGSN trends. 

I started a mood board and discussed timings with my model and photographer. 

I confirmed my photoshoot location and discussed with different hotels in Manchester before finalising everything.