Question

Wildfang Clothing is a US-based apparel company known for its untraditional approach to gender norms. The company was founded in 2012 by Emma Mcilroy, Taralyn Thuot and Julia Parsley, who previously worked at Nike, Inc. in Portland, Oregon. Write a 3-5 paragraph strategy paper on the following challenge: 1. Context: You are the head of marketing of Wildfang Philippines and you were tasked to launch the brand here in the Philippines. 2. You were given Php 3M budget for 1 month to launch the brand. 3. What will you do? How will you launch it? Explain your process for generating your strategy. Share mock ups or samples of your pub mats if you want.

Answer 1

Launching Wildfang Clothing in the Philippines involves conducting market research, identifying the target audience, developing a marketing mix that includes digital and traditional media, and establishing KPIs to measure and adapt the strategy. The brand messaging should be tailored to resonate with local cultural attitudes while showcasing unique lifestyle imagery.

Step-by-step explanation:

Introduction to Market Entry Strategy for Wildfang Philippines

Launching Wildfang Clothing in the Philippines requires a strategic approach that respects the cultural contexts while embracing the brand's core values. Given the budget of Php 3M for a one-month launch, the marketing campaign must be efficient and impactful.

Market Research and Target Audience Identification

Prior to the launch, conduct market research to understand the local fashion sensibilities and attitudes towards gender norms in clothing. This will inform the adaptation of the brand messaging to resonate with the Filipino audience.

Marketing Mix and Campaign Development

Develop a marketing mix that includes both digital and traditional media with a focus on social media to leverage its high usage rates in the Philippines. Create engaging content that represents the lifestyle of a Wildfang wearer, similar to how Abercrombie & Fitch used yacht club imagery to define their brand. Partnerships with local influencers and events can also increase brand visibility and relevance.

Measurement and Adaptation

Establish key performance indicators (KPIs) to measure the effectiveness of the launch. These KPIs will help tailor the ongoing strategy to ensure the brand's success in the new market.