Write a marketing plan for OPTION $1$: Rad Eddie $-$ High$-$end fashion label

Rad Eddie is a high$-$end fashion label specialising in organic denim ranges. Established in $2004$ by two university friends, Alex and Soni, the label has experienced steady growth and featured in several high profile fashion weeks over the years. At the beginning of $2020,$ Rad Eddie had an international distribution network, with partners in world$-$renowned fashion hotspots such as Paris, New York,

Hong Kong, Singapore and Sydney. However, the global pandemic of COVID$-19$ brought a rapid halt to international trade and Rad Eddie$$s supply chains and key markets were drastically affected. As the world looks to recover from the impact of COVID$-19$ and businesses navigate the economic and social realities of a post$-$COVID global marketplace, Rad Eddie$$s owners are now seeking your advice as they look to recommence design, manufacturing and supply$/$retail of their fashion products over the next few months.

Rad Eddie$$s owners are very conscious that one of their key target markets $($i$.$e$,$ young women aged between $20-30$ who love to socialise and keep on$-$trend$)$ have had their lifestyles terribly impacted through such things as the closure of social venues $($e$.$g$.$ cafes, restaurants and nightclubs$).$ This COVID$-19$ event not only affects how these women spend their time and their money, but a proportion of target market were working in the hospitality industry prior to COVID$-19$ shut downs. Many are now without incomes, and those who are in employment are very conscious of saving extra dollars due to the uncertainties of the economy at the moment. As many are without their normal social outlets, their need to have new outfits for a special occasion or work functions has decreased.

Rad Eddie$$s owners have also established a strong commitment to sustainability over the last decade through initiatives focused on their staff and contractors, and their environmental impact. COVID$-19$ presents a range of ethical and corporate social responsibility considerations for all businesses attempting to recover their businesses from COVID$-19.$ In some cases, businesses have been motivated to embark on added commitments to sustainability, in other cases, the focus on economic survival will see businesses cut commitments to social and environmental initiatives.