Marketing Insights with Alexis

Back in 2015, a once-successful brand by the name of "American Apparel" had filed for chapter 11 bankruptcy. This was a shocker to many as not even 8 years prior, the company was trading high on the stock market and had build a reputable and profitable brand. What could of been done differently to save "American Apparel" using the retailing mix? Applying the Pricing Mix Due to a domestic manufacturing model, American Apparel's gross margins were significantly higher than other basic apparel brands that carried similar wear of bodysuits, casual lingerie and mid-end footwear. According to the company, its blended margins were 70%, in comparison to an direct competitor like GAP, who averages 30%. In order to create more profitability moving forward, a great strategy would be to cut down on manufacturing costs by moving labour overseas. Even though this is seen as bad business for local economy and for brand image - American Apparel can use this opportunity ...

A & W's Pricing Strategy & why it works Introduction Fast-food joints make their money by offering quick, cheap eats and marketing them towards a large segment of the market. Often times, the quality is low - but financial goals are met with tactful pricing strategies, promotional strategies and impulse-driven branding. However, recent years have shown society moving towards healthier lifestyles and more health-conscious choices when it comes to their food. At first, giants like A&W and their competitors dismissed the new health wave as a fad - but soon noticed a steady decline in their sales - which triggered a movement to re-brand to appeal to the new-found values of a large segment of consumers.  Odd-even pricing defined One of the main strategies used by fast-food joints is odd-even pricing.  It has been suggested that pricing items just under a whole number, such as at $3.99 instead of $4.00, makes the price seem like a bargain – that customers ...

Volkswagen Precision Parking: A Creative Ad This is a creative print advertisement for Volkswagen. Using a visual analogy - this picture clearly communicates that Volkswagen's park assist is so precise and reliable in its abilities, that it is comparable to placing a porcupine next to plastic bags full of water - which will puncture with ease even with the slightest contact from the needles. This advertisement is incredibly eye-catching due to its crisp lighting, contrast of subjects and no-explanation-needed visual communication. These are the same reasons that make it incredibly effective. Sources:  https://www.boredpanda.com/creative-print-ads/?media_id=creative-print-ads-74

The Full Stack Brand that Never Fails Hubspot is a well-oiled machine. They know exactly what they are doing, and they do it exceptionally well. What is Hubspot? A SaaS company which offers an all-in-one digital marketing software that helps companies of all sizes attract, convert, close and manage leads in the most efficient way.  Hubspot offers a number of services which work together seamlessly on a visually-appealing, non-technical and easy-to-use dashboard: SEO, social media management, social listening, marketing analytics, content creation, email drip campaigns, lead nurturing, landing pages, marketing automation and so much more. To break down the brand that is Hubspot, I like to use Jeff Bezos' definition of the term:  "Your brand is what people say about you when you leave the room" A few pictures come to mind... The colour orange, and the extension symbol in the "o" - visually communicating the range of services that s...

Playing a role as an effective team member In today's world, one will find that playing a role as a team member is part of any job, project or collaboration. Individuals on a team bring key specializations, and as a unit, they are expected to deliver. However, to be effective, one must understand the challenges that come with team work and develop characteristics that harness productivity within a team. 4 common challenges of working in teams include: Conflict over positions, strategies, opinions Mistrust and uneven communication Personality clashes Power issues and personal agendas Different people bring different strengths and perspectives to the table - which is a good thing. However, difference in opinion is often the breeding ground for conflict, which can quickly escalate and result in unproductive time spent, which is bad news for the project and for business. But this does not have to be the case or the outcome. One can recognize that playing an eff...

Guess? and the consumer decision process. What I have come to understand about the Consumer Decision Process is that it is influenced situationally, psychologically and socio-culturally, and is a very complex but highly insightful process. Shopping for new clothing items for a specific occasion or outing has always been one of my favourite past times and one of my favourite ways to engage with a brand I already enjoy. A great example of a brand I frequent is Guess. When I make a purchase decision in person, I usually already know what I want. Being a practical shopper, I always look for versatile items that can be dressed up or down and worn more than once. Before engaging in any shopping, I do a thorough look through my closet before making an excel spreadsheet of what I need. Being extremely familiar with Guess, their prices and the times of their sales, I can easily set a budget and stick to it. Knowing the fabrics well, I minimize 2 perceived risks: spending too much, an...