Strategic Marketing Plan: Curvaceous Women

Introduction

Curvaceous Women, Atlanta, Georgia, will be a fashion-forward clothing brand targeted towards plus-sized women, offering full clothing and accessory lines. Trendy, fashion-forward high quality clothing will resemble European styles, targeting middle-aged, upper-income plus-size women in the U.S. and Europe through online orders as well as brick and mortar outlets. Curvaceous women will be set apart from a robust competition primarily by offering free alteration services, distinguished high-quality clothing and through cultivating a welcoming environment for plus-sized women. Clothing purchases will be guaranteed to fit.

Branding Strategy

Curvaceous Women will not only describe the company name, but also the primary clothing line brand name targeted towards plus-sized women. The logo will feature the silhouette of a curved, empowered, confident beautiful woman, communicating the message to the company’s target market that, “it’s ‘ok’ to be curvy.” Brand extensions will be developed as the company expands, including sub-clothing lines such as “Baby Curves,” featuring clothing targeted towards the expecting curvaceous woman, and “Curvy Fitness,” workout clothing for the curvaceous woman. Such clothing lines will be targeted towards consumer target market segments using a variety of marketing outlets, including but not limited to: social media, affiliate online advertising (pop up ads based upon Google analytics), email marketing campaigns and more. Branding will be consistent throughout these clothing lines and extension brands, threaded by the common themes: bold, solid, modern, pastel colors and earth tones, targeted towards the chic, trendy woman who desires high-quality European-like fashion that appear sophisticated and classy. Additionally, the brand will communicate a lifestyle of empowerment, confidence and beauty to the curvaceous woman, rather than simply a clothing line. In essence, consumers will be psychologically buying into a concept of the curvaceous woman as elevated, esteemed and desirable when they buy Curvaceous Women clothing. This will characterize brand appeal. 

Marketing Strategy

Based upon the aforementioned branding style characterization and elements, a congruent marketing strategy will follow. Initial marketing will take approximately one year, so as to build a significant prospect base of target-market characterized leads to nurture as initial prospects and consumers. Branding and long-term brand recognition takes time, and thus, it will be important for Curvaceous Women to establish initial name-recognition with prospects before launching first products. Initial prospects will be gleaned using e-promotions and social media promotions aimed at collecting initial email list leads who will be the “first to hear” about new product launches and receive premier, VIP, advance promotional offers. The following time table describes Curvaceous Women’s initial marketing strategy:

Table or image redacted in preview but included in download

Basis of Market Segmentation, Approaches, Target Consumer Positioning

Curvaceous Women’s target market, as noted, will be characterized by plus size women who wear size 12 and above. Additionally, target market prospects will be upper class women desiring classy, boutique style, high-end, quality European clothing and accessories. Although price is a factor, this target market values fit, convenience, visual appeal, style and quality above price. For this reason, the “guaranteed fit” will distinguish Curvaceous Women as a brand. In alignment with clothing quality, staff in Atlanta’s primary brick and mortar outlet will be exceptionally friendly, helpful and knowledgeable. Second to brick and mortar foot traffic consumers will be online shoppers of the same demographic. These consumers will likely be young professionals and/or busy moms who lack the time to shop for clothing in-store but want high quality items with an assured, perfect fit. 

Curvaceous Women will position the company as distinguished from competition primarily through quality and service. Clothing items will not be available anywhere else in the U.S. except from Curvaceous Women brick and mortar outlets and direct online sales (i.e. third party distributors such as Amazon will not be entertained). With a plus size market approaching $22 billion, an enormous and un-tapped opportunity exists for Curvaceous Women. Furthermore, considering many of today’s plus-sized women feel shopping is unpleasant, Curvaceous Women will become distinguished by appealing to plus sized women and making shopping a fun, pleasant, convenient, and might it be said, indulgent, experience. Promotions will be based upon: 1) types of clothing products (full clothing lines and accessories plus eventual brand extensions), 2) prices (elevated due to shipping and quality high-end appeal), 3) Brick and mortar stores and online sales (online advertising and print advertising campaigns), and 4) thus, mixed marketing approaches. As Heath and Heath (2007) note, communication is a primary factor determining the success of advertising, whether e advertising, print, radio or other. Thus, all copy written material will be executed with consideration of Curvaceous Women’s ideal client in mind, as if the add is speaking directly and personally to such a consumer, using concrete, emotionally engaging language. Lastly, considering the enormous gap in market need and demand (67 percent of American women how are plus-sized) and limited supply (less than 20% of US clothing retailers are plus sized) (The Economist, 2017), the Curvaceous Woman is presented with considerable opportunity for market reach and growth. 

Positioning Statement and Perceptual Map

Based upon the slogan, “Quality chic clothing for the elegantly curvaceous woman—guaranteed to fit,” the perceptual map below (Iacobucci, 2013) describes the company’s position respective to competitors, considering quality and price. 

Table or image redacted in preview but included in download

Relevant Consumer Behavior and Rationale of Brand, Logo, Slogan & Positioning

Clearly, Curvaceous Woman will be distinguished by quality and service, which rationalizes a higher price. In order to become distinguished from competitors, Curvaceous Woman’s marketing will center upon the guaranteed fit, targeting prospects’ pain points of: unpleasant shopping experiences and lack of service, convenience and stylish fits by providing the ultimate, convenience based solution: free alterations. This feature will be emphasized through all, diversified marketing campaign outlets, online, in-store, print ad and via in-person sales conversations. Additionally, since clothing items will not be available form third party distributors, Curvaceous Women clients will receive one-of-a-kind, unique, top-quality customer service shopping experiences. Based on Ipaye’s (2015) research documenting many plus-sized women as being highly dissatisfied with shopping experiences, Curvaceous Women is presented with a unique marketing opportunity in taking plus-sized shoppers from discouraged, as Ipaye (2015) notes, to raving to their friends about their latest shopping experience and custom fit. Furthermore, Christel and O’Donnell (2016) document the need for additional clothing brands to appeal to plus-sized women’s desire for more flattering swimwear, thereby rationalizing Curvaceous Women’s brand extension of Curvy Fitness wear, which will feature swimsuits.

Mission Statement Introducing Curvaceous Women

As stated above, the most fitting slogan is to provide “Quality chic clothing for the elegantly curvaceous woman—guaranteed to fit.” Based upon this slogan, Curvaceous Women’s mission is to: Empower curvaceous women to feel beautiful, desirable and empowered through exceptional customer service, custom tailored fits, and high-quality classy European clothing. As noted by Heath and Heath (2007), this concrete mission statement will serve to guide company and sales associate activities and organizational decisions moving forward. Furthermore, this mission statement is based upon the Bickle, Burnsed and Edwards’ (2015) research documenting the fact that curvaceous women often feel stigmatized and hence lack enjoyment in shopping. Therefore, Curvaceous Women aims to provide this demographic with pleasurable shopping experiences.

Conclusion

In summary, after opening sales via online distribution channels and nurturing initial targeted leads via online advertising campaigns, Curvaceous Women will continue to target high-income middle aged plus sized women. Curvaceous Women, as a brand, will be distinguished by offering a guaranteed fit (free alterations). Sales will take place online and in the company’s brick and mortar hub, in Atlanta, Georgia.

References

Bickle, M. C., Burnsed, K. A., & Edwards, K. L. (2015). Are U.S. plus-size women satisfied with retail clothing store environments?. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2845-60

Christel, D. A., & O’Donnell, N. H. (2016). Assessment of women’s plus-size swimwear for industry applications. Fashion Practice, 8(2), 257-278. doi:10.1080/17569370.2016.1215113

The Economist. (2017). The fashion industry pays attention to plus-size women. The Economist. Retrieved from https://www.economist.com/news/business/21725029-revenue-category-outstripping-total-clothing-sales-fashion-industry-pays

Haswell, N. (2010). Analysis and conceptualisation of plus size fashion online shopping motivations. The University of Manchester. Retrieved from https://www.research.manchester.ac.uk/portal/files/54598429/FULL_TEXT.PDF

Heath, C., Heath, D. (2007). Made to stick. New York: Random House. Print. 

Iacobucci, D. (2013). Marketing management (4th ed.). Mason, OH: Cengage. Pp. 54-55.

Ipaye, H. (2015). Exploration of plus-size women’s apparel satisfaction, non-wear and discard. University of Missouri-Columbia. Retrieved from https://mospace.umsystem.edu/xmlui/bitstream/handle/10355/50174/research.pdf?sequence=2&isAllowed=y