Question

Danielle, a graduate in fashion technology, always found it tough to find clothes for her as she belonged to the category of plus-size. Hence, she launched her clothing brand Taurus Trends that catered to the needs of plus-size and extremely tall women. In catering to the clothing needs of plus-size women, Danielle has typically adopted a(n) _____ marketing strategy.

A. Differentiated.
B. Undifferentiated.
C. Mass.
D. Concentrated.

Answer 1

Danielle's brand Taurus Trends uses a concentrated marketing strategy to specifically cater to plus-size and extremely tall women, focusing on a narrow market segment and therefore utilizing product differentiation within a monopolistic competition.

Step-by-step explanation:

Danielle, a graduate in fashion technology, identified a specific niche in the market for plus-size and extremely tall women and created a brand to serve their unique clothing needs. This marketing strategy is known as a concentrated or niche marketing strategy. Unlike mass marketing or undifferentiated marketing, which targets a broad audience with a one-size-fits-all approach, or differentiated marketing, which creates different offers for different market segments, a concentrated strategy focuses on meeting the specific needs and preferences of a well-defined, narrow market segment. By concentrating on plus-size and extremely tall women, Danielle’s brand, Taurus Trends, leverages product differentiation to cater to an audience that is otherwise underrepresented in the fashion industry, creating a form of monopolistic competition where variety and specialization drive demand.