Communication Strategy for Miss ShangHai
Introduction
Clothing and fashion have become significant areas of study within the social sciences with a central assumption and analysis dealing with how clothing is used as a tool in expressing people's desires, social status and self esteem (Niessen & Brydon, 1998). As a consequence of the development of a modern system of retailing fashion clothing has become a product linked with economic, political, technological conditions as well as one shaped by social and cultural ideas. Particularly branded fashion goods are widely used by people as an expression of identity communicating with others their status or beliefs in the same society as well as others (Entwistle, 2000). There are significant implications arising from these concepts in marketing fashion products in that brands as visible symbols are an integrated part of modern marketing communications.
Miss Shanghai Design House is an international designer company which design a wide range of luxury fashion product ranges include women's wear and men's wear under the brand name Miss Shanghai. The design draws upon images and symbols originating from traditional Chinese culture especially historical Shanghai styles . The company is located in London where the majority of management and financial functions are located while raw materials and labour mainly sourced from China. China is also where the majority of the company's production site is situated.
The Brand Model
A variety of brand models are suggested within the literature and the brand strategy doctrine process model defined by Knapp (2000) will be used in this case. The first stage in brand planning is a Brand Assessment which aims to investigate existing brands in the sa ...