Launching a Clothing Brand Successfully
Pihlajamäki, Toni (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110922360
https://urn.fi/URN:NBN:fi:amk-2022110922360
Tiivistelmä
The purpose of this thesis was to help a start-up clothing brand to launch itself efficiently in the future. The goal of this thesis was to create research to find the best marketing methods for the company to create the most amount of recognition from the beginning. This allows the company to gather new customers and start creating sales. This topic was chosen because of the author’s growing interest towards entrepreneurship and to help him to launch his own clothing brand in the future.
The theoretical framework was designed to collect secondary data to be used in the research, and it begins with chapters about entrepreneurship. The entrepreneurship chapter includes information about who is an entrepreneur, entrepreneurial characteristics, the various forms of entrepreneurship, and a business idea and how it should be evaluated. These chapters are followed by marketing chapters, where the author has gathered information about traditional marketing, digital marketing, social media marketing, influencer marketing, and a marketing plan including SWOT-analysis and marketing mix. The author created quantitative research that was established in a form of an online survey. The goal was to gather data about people’s online behavior, and to see how social media and influencers affect their purchasing behavior. The research also collected data about how much people are using online stores compared to ordinary stores.
The primary- and secondary data showed that people are using more of their daily time online, which effects the way the company needs to create its marketing plan in the future. The author was able to collect valuable data about what the most popular social media platforms are, and what type of content people are consuming the most. The data also showed how influencers are having an effect on people’s purchasing behavior, and how important it is to include influencer marketing as part of the company’s future marketing plan. The data also showed that there is no need for the company to set up an ordinary store, and it should run its business through an online store. Based on the collected data and the recommendations given by the author, the thesis was able to collect valuable information the company can use to launch itself successfully in the future.
The theoretical framework was designed to collect secondary data to be used in the research, and it begins with chapters about entrepreneurship. The entrepreneurship chapter includes information about who is an entrepreneur, entrepreneurial characteristics, the various forms of entrepreneurship, and a business idea and how it should be evaluated. These chapters are followed by marketing chapters, where the author has gathered information about traditional marketing, digital marketing, social media marketing, influencer marketing, and a marketing plan including SWOT-analysis and marketing mix. The author created quantitative research that was established in a form of an online survey. The goal was to gather data about people’s online behavior, and to see how social media and influencers affect their purchasing behavior. The research also collected data about how much people are using online stores compared to ordinary stores.
The primary- and secondary data showed that people are using more of their daily time online, which effects the way the company needs to create its marketing plan in the future. The author was able to collect valuable data about what the most popular social media platforms are, and what type of content people are consuming the most. The data also showed how influencers are having an effect on people’s purchasing behavior, and how important it is to include influencer marketing as part of the company’s future marketing plan. The data also showed that there is no need for the company to set up an ordinary store, and it should run its business through an online store. Based on the collected data and the recommendations given by the author, the thesis was able to collect valuable information the company can use to launch itself successfully in the future.