Prior to the start of the COVID-19 global pandemic the fashion industry was witnessing changes in consumer behavior and retail purchasing trends. For example, fewer people were shopping in large department stores and malls, while e-commerce sales continued to grow at the expense of brick-and-mortar stores in general. The pandemic has only accelerated these trends. People are working from home and socializing less, with growing concern over going out and shopping in stores. According to the Global Connected Index, when consumers were asked if they planned to shop when the world returns to the "new normal", 39% of those surveyed said they will shop in a mix of online and in-store, 28% will shop mostly online and 24% say they can't wait to get back in-store while 10% said they have not planned that far ahead (over 100% for rounding). Regardless of consumer shopping behaviors after the crisis abates, retailers must develop nimble strategies to react to a changing retail market. In the emerging retail economy, the nuances between consumer wants and needs (or choices between essentials and non-essentials) must be better understood. With the new mix of online and in-store shopping, brands and retailers must determine how best to harmonize both channels to provide a compelling customer experience. Developing a varied and flexible merchandise plan is critical to drive customer interest and increase the probability of return shoppers. With normal economic activity likely to resume in the second half of 2021, plans for long-term alternatives to outdated business models must be created to ensure that brands and retailers are aligned with market trends.

OBJECTIVE:

Come up with 4 ideas for an online and in-store merchandise campaign that appeals to consumers in this changing retail environment while maintaining brand identity and authenticity. 

Your campaign should be done for an existing brand or retailer of your choice and must be a fashion apparel or a beauty brand. 

Explain why you have chosen this brand and how you think it will be a valid driver for retail going forward. 

Is your focus on core essentials? Niche fashion products? Or perhaps a mix of both? 

How will you identify a better solution for the full presale to pick-up/delivery experience and the changing needs of the work from home consumer? 

Your campaign should build customer traffic and optimize the customer experience by leveraging both online and in-store assets.

Answer rating: 100% (QA)

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